Can CTV and OTT Be Considered as a Performance Channel?




September 22, 2021


This week we have Dan Larkman, who is the CEO and Founder of Keynes Digital. Keynes Digital is a full-service programmatic agency that is based in Austin, TX. This week we focused on the topic of ConnectedTV and OTT media service and how it can be considered as a performance channel. Dan explains how CTV can be used as a way to track users through conversions on multiple devices. We later discuss the ways the iOS 14.5 update has impacted ad revenue on platforms such as Facebook and Instagram. With the restriction of the iOS 14.5 update, we now have to use another way to target those users that were lost, one way is through CTV which gives us the ability to reach those users through their other devices by using different targeted messaging. We wrapped up the segment by discussing the constant challenges between the marketing and creative team when it comes to messaging and connecting with the end users.

Connect with:

Dan Larkman: LinkedIn

Keynes Digital: Website | LinkedIn

Programmatic Digest: Shownotes | YouTube | LinkedIn | Instagram

Helene Parker: Website | LinkedIn | Twitter | Programmatic Meetup



00:00 – Podcast Introduction

00:38 – Guest Introduction

04:00 – Looking at CTV as a Performance Channel

07:03 – How to Track Users Using CTV

09:50 – How CTV had changed the Consumer Perspective 

13:13 – How the iOS 14.5 update has impacted revenue

16:40 – Linear TV vs ConnectedTV

18:59 – Marketing vs Creative Team 

20:42 – Personalized Ad Messaging

27:53 Closing Remarks 

30:45 – Podcast Outro

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