"To kick off our New TV for Drummies guide, we look at five burning questions every marketer is asking as the home's biggest screen transforms into a channel built for the digital age. Gone are the days of the 30-second TV spot. With the rise of Fast, AVOD, shoppable streams and retail media integrations [ more in our A-Z glossary], television has become a converged content marketplace where data, targeting and creativity collide."
"Your viewers are already darting across Fast, AVOD, linear and shoppable streams, so your budget needs to follow them. The biggest mistake marketers make is treating these buys as silos, which leads to duplicated reach and wasted impressions. Use cross-platform planning tools (from the likes of Nielsen One, InnovidXP or VideoAmp) to unify delivery and de-duplicate audiences across linear and CTV. Layer in first-party data where possible so you're not just buying 'TV households' but actual high-value segments aligned to your brand."
"Next, test and weight allocations. Fast and AVOD are delivering incremental reach at lower CPMs; linear still has scale for mass moments; and shoppable streams are best for conversion-led campaigns. Treat them as different levers, not either/ors. Finally, insist on transparent measurement from partners. Push for unified reach and frequency reporting, not just platform-specific dashboards. And don't over-index on vanity metrics like completion rates. Tie everything back to business outcomes, whether that's site visits, sales or sign-ups. In short, diversify, de-duplicate and demand accountability."
Television has become a converged content marketplace where data, targeting and creativity collide, driven by Fast, AVOD, shoppable streams and retail media integrations. Marketers should plan audience-first across Fast, AVOD, linear and shoppable channels to follow viewers and avoid siloed buys that duplicate reach. Cross-platform planning tools and first-party data help unify delivery and de-duplicate audiences across linear and CTV. Test and weight budget allocations: Fast and AVOD for incremental reach and lower CPMs, linear for mass moments, shoppable streams for conversion. Demand transparent, unified reach and frequency measurement tied to business outcomes rather than vanity metrics.
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