CTV Essentials Class - April Session
Join Our Upcoming CTV Essentials Class
Hi Everyone,
If you haven’t taken my class or participated a while back, this CTV Essentials class may be for you. This course is designed to provide a comprehensive understanding of the Connected TV (CTV) landscape, covering topics such as the CTV ecosystem, data tracking and measurement, creative formats, programmatic advertising, and the role of CTV in commerce and retail media.
For more information on pricing or other questions, please respond to this email, email me at stevengolus@gmail.com, or text me at 917-532-9157.
Thx,
Steven
CTV Essentials
What You'll Learn:
Throughout five sessions, participants will gain a comprehensive understanding of the Connected TV (CTV) landscape. From the fundamental components of the ecosystem, data collection, and measurement to creative formats and programmatic strategies, each lesson builds toward advanced discussions on commerce, retail media, and the evolving role of streaming platforms. By the end of this training, students will be well-equipped to navigate and leverage CTV opportunities.
Engagement Details:
5 sessions, each lasting 75 minutes
Small group cohorts
Highly interactive format leveraging whiteboarding, role-playing, and the Socratic Method
Detailed session summary provided after each class
Weekly quiz to check knowledge retention
Ongoing 1:1 access to Steven for additional help
Schedule – Spring 2025:
Monday, April 7th – 2:30 PM – 3:45 PM EST
Monday, April 14th – 2:30 PM – 3:45 PM EST
Monday, April 21st – 2:30 PM – 3:45 PM EST
Monday, April 28th – 2:30 PM – 3:45 PM EST
Monday, May 5th – 2:30 PM – 3:45 PM EST
Lesson 1: The CTV Ecosystem
Students will develop a deep understanding of the CTV ecosystem, its evolution from linear TV, and the key components driving its rapid growth.
Introduction to CTV: Define Connected TV (CTV) and discuss its evolution from traditional television. We’ll cover how the shift from linear to streaming is reshaping advertising and content distribution.
Key Components of the CTV Ecosystem: Breakdown of smart TVs, streaming devices (Roku, Fire TV, Apple TV), content platforms (Netflix, Hulu, Disney+), and how they interact with advertisers and consumers.
Streaming Business Models: In-depth discussion of AVOD, SVOD, TVOD, and hybrid models. Case studies on how companies like Disney+, Netflix, and Amazon leverage different models to monetize content.
CTV vs. Traditional TV Advertising: Key differences in audience targeting, measurement, and ad delivery. How CTV enables more precise data-driven advertising compared to linear TV.
Lesson 2: Tracking, Data, and Measurement in CTV
Students will learn the intricacies of CTV data collection, audience measurement, and cross-device tracking, with a focus on the different types of data used in advertising.
How Data is Collected in CTV: Understanding Automatic Content Recognition (ACR), SDK-based tracking, and first-party vs. third-party data sources.
Cross-Device Tracking & Identity Resolution: How CTV interacts with mobile, desktop, and tablet data to create a unified view of consumer behavior.
Measurement and Reporting: An overview of key CTV metrics, attribution models, and reporting standards used by advertisers and platforms.
Understanding First-, Second-, and Third-Party Data: The role of different data types in audience targeting, personalization, and ad effectiveness.
Lesson 3: CTV Creative Formats and Executions
Students will explore the variety of CTV ad formats and innovative creative executions, with an emphasis on engagement and viewer interaction.
CTV Ad Formats: Understanding pre-roll, mid-roll, post-roll, interactive ads, pause ads, binge ads, shoppable ads, and dynamic creative optimization (DCO).
Interactive & Addressable Advertising: How advertisers use engagement-driven ads to create better brand experiences.
Case Studies in Creative Execution: Examples from major brands using innovative CTV ad formats to drive conversions.
Lesson 4: Programmatic Advertising in CTV
Students will gain a comprehensive understanding of how programmatic advertising functions in CTV, including buying strategies, major players, and challenges.
Introduction to Programmatic Advertising: Overview of real-time bidding (RTB), private marketplaces (PMPs), and programmatic guaranteed deals.
Key Players in the Ecosystem: Understanding the role of DSPs (The Trade Desk, Google DV360), SSPs (Magnite, PubMatic), and ad exchanges.
Challenges in Programmatic CTV: Issues around ad fraud, supply-path optimization (SPO), and frequency capping.
Week 5: Commerce, Retail Media, and CTV
Students will examine how retailers and streaming platforms intersect in the fast-growing Retail Media space, exploring how first-party data, direct-to-consumer advertising, and innovative partnerships drive commerce on CTV.
Introduction to Retail Media Networks: We’ll introduce Retail Media Networks and discuss how retailers are becoming significant players in the advertising space by leveraging their first-party data.
CTV’s Role in Commerce and Retail Media: We’ll examine how CTV serves as a platform for commerce, enabling direct-to-consumer advertising and interactive shopping experiences on the big screen.
How Streamers Are Trying to Get a Piece of Retail and Commerce Media Budgets: We’ll analyze strategies used by streaming services to attract retail and commerce advertising dollars, including partnerships, data sharing, and innovative ad products.