Kate Waters, ITV

Project Lantern: TV ads and the outcomes business

In a world where 80% of ad spend goes to outcome-based performance channels, how can TV compete effectively?

Driven by wider industry demand to bring digital and TV campaigns closer together, broadcasters and video publishers are looking to use online search behaviour to enable advertisers to better target connected TV (CTV) ads.

Insights from searches on advertiser websites can provide a window into consumer attitudes, interests and intent to buy something. Search also provides marketers with real-time data that is unprompted, granular and comprehensive, making it very useful for targeting ads...

Latest Feature

Content Everywhere: Accelerating towards IBC2025

Content Everywhere companies are already in planning mode for this year’s IBC, which takes places as usual at RAI Amsterdam in September. Some will also have been working on, or at least taking note of, projects included in the event’s Accelerator Programme, the 2025 iteration of which began last October with a call for challenges, followed by Kickstart Day in February.

Read more
Favourites:

Registered users only: Login

Share this:
Other themes: