At first glance, it’s easy to explain what something is.
Fencing? It’s like sword fighting, only better—no one bleeds, at the end of the match both combatants leave.
Streaming and CTV? It’s like traditional TV, only better. For viewers, they watch what they want, when they want, and where they want. For marketers, it allows them to target specific audience profiles in strategic geographic areas with digital attribution.
I was watching fencing during the Olympics last night, and I turned to my wife and asked, “Do you have any idea what’s going on?” We both said no, and then quickly followed it up with, “Well, kind of—it looks like a sword fight.”
I get it, Fencing & Streaming are worlds apart. One involves swords, the other screens. But peel back the layers, and you'll find striking similarities in complexity and the specialized knowledge required to navigate them.
Fencing is a ballet of blades, a dance of strategy and speed. Streaming, in its own way, is a similar choreography of data, technology, and audience engagement. Both require a deep understanding of their respective languages.
Fencing and Streaming | CTV have their own language.
In fencing, you hear terms like:
Foil
Épée
Saber
Target area
Attack
Defense
Right of way
In streaming and CTV, you’re bombarded with terms like:
DSP (Demand-Side Platform)
SSP (Supply-Side Platform)
VCR (Video Completion Rate)
Pixels
UTMs
PMP (Private Marketplace)
Deal IDs
Publishers
View-throughs
Click-throughs
The point is, just as you wouldn’t walk into a fencing match without coaching, knowledge of the sport, and some skill, you shouldn’t dive into CTV without the right expertise.
Work with a company you know and trust—one that provides references and examples of their work.
Choose a vendor who’s directly managing and optimizing your campaign. Hands on keyboards and a willingness to open their dashboard to you, showing you everything they see.
Instant reporting is crucial; companies that take days to deliver reports are likely using third parties.
Ask to see CPMs and margins—there should be nothing hidden in this new business relationship.
Your provider should have access to the best streaming services, such as:
vMVPDs (virtual cable companies)
CTV standouts like Amazon, Hulu, Max, and Peacock
Full access to FAST channels like Roku, Pluto, and Tubi
Key events and sports like NFL, NBA, NHL, and MLB
The streaming landscape is a jungle, filled with various platforms and services. From vMVPDs to FAST channels, the options can be overwhelming. Streaming & CTV can also be a Garden of Eden offering unlimited choices and boundless opportunities—choose your partners carefully.
When I first started in the Streaming |CTV business in 2017, clients would say all streaming is the same. I don’t hear that anymore. Streaming providers are as different from one another as an Epée is from a Saber.
By the way, I still don’t fully understand fencing and probably won’t watch it again until the next Olympics.
I do totally understand Streaming, CTV, Advertising and marketing. If you are interested in maximizing the CTV Streaming opportunity lets talk.
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