Since so many viewers are consuming content across screens and platforms, advertisers must build truly convergent media buying operations, executing a unified plan across all the different places modern viewers watch TV. While the complexity of this task might tempt some to over-invest in automated audience-based buying (aka programmatic), it’s crucial to remember that reaching the right consumers is only one part of the battle. To generate real business results, marketers need to serve the right creative to the right audience alongside engaging, contextually relevant content.

Indeed, we’ve all heard about the studies detailing how creative contributes to roughly half of a campaign’s performance. And I regularly see examples of clients’ creatives that generate 40-60% more engagement when placed in the right media audience context.

Regardless of where you’re executing or who is your target audience, there is truly no one-size-fits-all solution. Rather, CTV offers nearly infinite permutations of creative-media-audience opportunities for marketers to explore. So go ahead and dream big. Start thinking of how this vast landscape of options can help you get inside and in front of highly engaging content relevant to your target customers and the shows they love best.

Our CTV future has finally and fully arrived. It’s time for all of us to start living in it.