IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released its ‘Connected TV (CTV) Guide’ to help planners and buyers of media, across both linear and digital backgrounds, navigate the opportunities that this new living room platform creates for marketers.

This guide has been developed by experts from IAB Europe’s Channels and Formats Taskforce (a part of
the Brand Advertising Committee) for buyers and aims to bring clarity to the often-confusing advanced TV market and align all industry players on clear and concise pan-European definitions. It also looks at the overall European CTV landscape providing local market data with some key considerations and best practices to ensure that CTV environments are being optimised.

For buyers it is critical to understand this new and exciting environment, to maximise their digital investment and audience reach. Commenting on the rise of CTV especially under COVID-19, Emmanuel Josserand, senior director brand, agency and industry relations, FreeWheel said “Video consumption in the living room through CTV has seen a drastic acceleration in the last few months. This is bringing fantastic opportunities for both advertisers and publishers. Publishers have access to a powerful platform to create premium user experiences and reach new or previously lost audiences. For advertisers, CTV means greater connection to engaged viewers and the ability to address consumers in a more personal way. CTV combines the advantages of data-driven digital advertising with linear-like engaged audiences. Contributors to the guide included Dynata, Finecast, FreeWheel, Index Exchange, IPONWEB, Kantar, SpotX, Verizon Media plus National IABs including IAB France, IAB Finland, IAB Italy and IAB Poland.

Commenting on the cross company collaboration to produce the first European-level definitions for CTV, Graeme Lynch, VP demand EMEA at SpotX said “The leading CTV players have come together with the support of measurement companies and National IABs to create harmonised and common definitions for this emerging new channel. Connected TV is such a powerful medium for advertisers looking to maximise their brand investments. It combines the impact and scale of traditional TV, which the industry is so accustomed to, with the latest advancements from the digital world like addressability and automation. This guide demonstrates the market opportunities and ensures that all stakeholders are on the same page for definitions and best practices”.

The guide is the first output from IAB Europe’s new Channels & Formats Taskforce. Launched in January 2020, the taskforce aims to increase awareness and drive investment by providing best practices and guidance in emerging and established digital advertising channels and formats. The taskforce will next be focused on Audio, releasing a similar guide on Digital Audio definitions and best practices in Q3 2020.

Commenting on IAB Europe’s focus to raise awareness, education and standards in channels and formats,  Helen Mussard, IAB Europe’s marketing and industry strategy director said “One of the core focuses for IAB Europe in 2020 is to build brand confidence and investment in digital advertising and marketing. Never has this been more important with the impact of COVID-19 on the industry. Creating collaborative platforms for members to come together and share best practices and case studies is key. The CTV guide is the perfect example of what industry initiatives can achieve to explore new opportunities and mitigate industry challenges.

IAB Europe is working with some of its members to provide additional insight into the connected TV landscape in a series of Industry Insiders exploring buy-side and sell-side perspectives and connected TV in the broader advertising ecosystem. These will be released throughout 2020.”

Download the Guide here.