Best Practices for Planning CTV Advertising

5 Best Practices for Planning CTV Advertising

Connected TV is skyrocketing in popularity. From merely an opportunity to land viewership, it has grown to become a can’t-miss strategy for monetization. This is because it covers over one-third of all household viewership in the US. During Q4 of 2020, many companies banked on CTV advertising for their holiday campaigns with considerable gain. However, it cannot be discounted that much of CTV advertising can benefit from extensive planning to bring significant results. Here are some best practices for planning CTV advertising:

Ways for Planning CTV Advertising

1. Identify Target Audience

Most of the campaigns with generalized targets brought little results and revenue for many advertisers and publishers. One of the first things to remember when planning CTV advertising is to answer the question – who is watching CTV, exactly? Many advertisers have the misconception that CTV is highly exclusive for the millennials and the digital natives, which caused them to produce content targeting these consumers.

CTV now encompasses all ages and social backgrounds. In fact, as much as 40% of adults in the US consume CTV. More interestingly, they spend an average of three hours each day, way higher than the 2018 values. On top of this, CTV advertising generated higher engagement from 80% of viewers of ad-supported content.
Given this data, it’s safe to say that targeting various groups would bring excellent results, and it starts from knowing your audience.

2. Understand Supply and Demand

One of the key things to remember when planning CTV advertising is your control on buying. Knowing the current supply and demand arc can help you determine the best opportunities to buy. When you understand the dynamics, you’ll be better prepared to manage ad frequency for a particular consumer group. Factoring in seasonality can help you get a pulse of the market competitiveness and constraints. Structuring your bid strategy can help you maintain that overall lead without worrying about supply and demand.

3. Analyze Marketplace

As an advertiser, it’s critical to plan CTV advertising around the marketplace dynamics. Know the current rates, understand the high-demand inventory, discover potential duplicate inventories to see where you can align your strategies, allowing you to maximize delivery and execution. Factoring in the supplementation of cross-screen campaigns can also solidify your audience targeting.

4. Tap Performance Metrics

Optimizing your CTV campaign will be much easier if you’re able to tap into key performance indicators (KPIs). KPIs, such as video completion rate, call-to-action conversions, and attribution factors, will make a big difference in planning CTV advertising in the future. Once you’re able to use these insights down to the littlest details of your campaign, it’d be easier to do continuous optimization and give you the best oversight of your audience management and explore opportunities for CTV scaling.

5. Discover Audience Management Opportunities

As mentioned above, tapping into key performance metrics can give your CTV campaign a much-needed boost. And this is something worth exploring as this will help you gain the confidence that the ads you serve reach your audiences and convert.

CTV viewership will continue to grow and expand, and planning for CTV advertising should become a prominent must in any advertiser’s media plan. While navigating this emerging medium may be tricky, we at AlgoriX are always ready to assist you in the best way possible. Connect with our sales experts to help you refine your audience and CTV planning.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.