A Guide to Connected TV: Advertising's Creative Canvas

Xandr's inaugural Connected TV Guide aims to provide a roadmap to the opportunities and challenges around CTV in an interactive format

As Over-the-Top (OTT) services and Connected TV (CTV) devices continue to proliferate at a rapid pace globally, we at Xandr are often asked by our customers "what does the future of TV look like?"

With this in mind, we created our inaugural 'Connected TV Guide; Advertising's Creative Canvas'.  This interactive guide aims to provide a roadmap to the opportunities and challenges around CTV, an overview of practices in key global markets and actionable advice for those leaning into the CTV age. 

Xandr partnered with a number of the biggest and most advanced CTV buyers and sellers across Asia, Australia, Europe, Latin America and the United States to explore the topics and themes that matter most. These insights are further complemented by third-party research which helps provide a clearer picture of the opportunity presenting itself to advertisers, agencies and sellers.

The evolution won't be quick, but it will be audience led and we have the time now to lay the right foundations for a transparent and sustainable digital video and TV landscape to thrive. 

View the guide here.