How brands drive positive attention on CTV

Pete Crofut, vice president, business development, agencies and brands, Wurl

The adage that all publicity is good publicity doesn’t necessarily apply to advertising, especially on connected TV. As a non-skippable environment on the largest screen in the home, CTV offers brands a prime opportunity to meaningfully capture viewers’ attention through ads — while it can also pose a significant risk if not done right.

Attention has often been considered a way of measuring ads’ effectiveness on CTV, but not all attention is created equal. Positive attention on CTV means relevant audiences meaningfully interact with an ad, leading to mental availability, future engagement with the brand and, ultimately, return on investment. Negative attention, on the other hand, does just the opposite, turning viewers actively away from wanting to engage with a brand.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.