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Advanced Television

Connected TV planning, buying context and measurement.
  • Illustration of a television set with a flag on screen
    ATD TeamAdvanced Television

    CTV and DOOH in Political Advertising

    Television viewing and out-of-home media provide different environments for a message. Understanding those differences is more useful than calling either channel universally effective.

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  • Person pointing a remote at a smart TV showing streaming apps
    ATD TeamAdvanced Television

    Connected TV Advertising: Planning Considerations

    For an agency, CTV planning begins with the role the viewing environment should play in the campaign, not a general promise that a newer channel will outperform an established one.

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