Connected TV refers to any television set that accesses content via the internet, bypassing traditional broadcast or cable. This includes smart TVs with built-in operating systems, like LG's webOS and TCL's Falcon OS, as well as external streaming devices. Unlike traditional TV commercials that are broadcast to broad, undefined audiences,…
Why testing for views instead of revenue is killing your CTV performance? 78% completion rate doesn't mean that your creative is performing incredibly well if the revenue numbers are still the same, with zero additional sales during the campaign You shouldn’t be happy that people are watching the whole ad! …
The Shifting Television Landscape in MENA The television advertising ecosystem across the Middle East and North Africa has undergone a fundamental transformation in recent years. As viewers increasingly move away from linear TV to streaming platforms, marketers face both new challenges and unprecedented opportunities to measure campaign effectiveness. In markets…
