CTV Playbook: It's How We Watch Now

TV has come a long way and it’s no longer just about flipping through channels. With streaming and CTV (Connected TV), people are watching what they want, when they want, all on the biggest screen in the house. For advertisers, that means new ways to reach viewers with personalised, engaging content like never before. This new resource from the IAB New Zealand Video & Attention Working Group explains the CTV landscape in detail, from audience and engagement to measurement and performance. 

CTV (Connected TV) is any television connected to the internet, enabling streaming and on-demand content. These platforms often offer video advertising solutions, creating new opportunities for brands to engage audiences. This transition to CTV is not just about watching content on a larger screen; it’s about unlocking a wealth of new possibilities for advertisers. Personalised, data-driven advertising that was once confined to the internet is now making its way to the TV screen, the largest and most impactful screen in the home, and this extensive Playbook will guide you through every aspect of the digital TV revolution. 

IAB New Zealand Members can download the full CTV Playbook, including a helpful Glossary at the link below. 

Thank you to the following members of the IAB New Zealand Digital Effectiveness Council’s Video & Attention Working Group for creating this resource:

Lloyd Aickin: Head of Revenue & Strategy, NZME

Jean-Baptiste Alary: Business Director AUNZ, Dailymotion.com

Scott Bibby: Agency Partner, Meta

Harrison Boys: General Manager, Activation & Global Solutions NZ, IPG Mediabrands

Zane Furtado: GM, Technology & Innovation, Acquire Data Driven Advertising

Reuben Halper: Head of YouTube, Google NZ

Victoria Kum: Digital Strategist, TVNZ

Jessica Miles: Country Manager, ANZ, Integral Ad Science

Sarah O'Carroll: Director of Client Partnerships NZ, VDX.tv

Amelia Ward: Senior Director Buyer Development, Index Exchange

If you’re an IAB New Zealand Member, you can download this resource here

For further information or to become an IAB New Zealand Member, please get in touch.