Comparing CTV to Cable or Broadcast is like comparing cats and dogs
You may love them both but they are very different. More often than not a good media plan requires them all.
Difference between cats and dogs here https://bit.ly/3ECoWEY
The difference between CTV | Broadcast & Cable is below.
Broadcast & Cable
Geo- Specific based on PMA, Golden Zips (most active), Proximity ( most likely to respond
Geo- DMA or Cable zone
Audience- Purchase Intent, Lifestyle, Interests, Income, Context…
Audience- Age & Gender
Delivery-Commercial Impressions Delivered CPM. No Under Delivery
Delivery Nielsen* or ComScore ¼ hour rating, not commercial rating. Most local breaks backloaded ex Late News 11-11:37p News 70+% of breaks after 11:15p. Prime & Sports many breaks are adjacencies. Massive Under Delivery. Nielsen ratings microscopic sample
Creative- Non-Skippable, Interactive, Dynamic
Creative- Skippable and no attribution.
Attribution- Video Completion, View Through, more
Station or Cable runs what you give them. Possibly may provide some attribution from ACR but sample size and match rate are not statistically significant.
Retargeting- ability to retarget all impressions
Retargeting- may be offered as ACR but ACR samples are a fraction of households in any market
Dayparts- CPM’s on CTV are the same in all dayparts. Hint if you are running overnights and did not request your provider needs some best practices.
Dayparts-CPM differ greatly mid day low and Prime is astronomical
•This is just a quick view of some differences. If you are interested in more details let's talk. mid-day