The CTV ADVERTISING Playbook: THE EVOLUTION OF TRADITIONAL TELEVISION ADVERTISING.

The View TV Performance CTV Advertising Playbook should position View TV as something fundamentally different from conventional CTV advertising networks.

The central proposition is:

Performance CTV advertising built around a closed television network, first-party audience data, measurable outcomes and an accountable return on advertising investment.

Traditional CTV advertising has largely borrowed its operating model from digital advertising: buy impressions, target audiences through third-party data, optimise CPMs and report completed views.

View TV should take a different approach. It should combine the brand-building power of television with the audience intelligence, campaign optimisation and measurement discipline of performance marketing.

The playbook below brings together established practices from performance CTV, programmatic television, retail media, addressable advertising, attribution and conversion marketing, adapted into a commercial framework for View TV.

Performance CTV Advertising Playbook

STRATEGY • AUDIENCE • ACTIVATION • OPTIMISATION • MEASUREMENT • ROI

1. The View TV proposition

View TV operates a closed CTV distribution and advertising ecosystem, connecting its participating television channels, content, distribution technology, advertising infrastructure and audience intelligence.

This creates an opportunity to build a more accountable advertising environment.

Unlike buying fragmented inventory across multiple unrelated platforms, View TV can bring together:

• First-party audience intelligence: Data generated within the View TV ecosystem, subject to appropriate consent and permissions.
• Controlled advertising inventory: Advertising delivered across participating View TV channels and distribution properties.
• Audience segmentation: The ability to develop addressable audience groups using available viewing and engagement signals.
• Campaign control: Centralised advertising operations, campaign delivery, frequency management and reporting.
• Performance measurement: Connecting ad exposure with advertiser-defined outcomes where suitable measurement signals and permissions exist.
• Continuous optimisation: Using campaign results to improve audience selection, creative, delivery and commercial efficiency.

The objective is to move beyond selling television impressions and towards selling measurable business outcomes.

The fundamental difference

Conventional CTV buying	View TV Performance CTV
Fragmented inventory	Controlled network inventory
Third-party audience dependence	First-party audience intelligence
CPM-led buying	Outcome-led planning
Disconnected reporting	Centralised reporting
Impression delivery	Exposure and conversion analysis
Limited campaign feedback	Continuous optimisation
Multiple intermediaries	Integrated advertising ecosystem

Important distinction: A closed network does not automatically mean every impression is individually identifiable or every conversion is deterministic. View TV’s advantage is its ability to govern the participating inventory and use its available first-party signals consistently, with transparent measurement and privacy controls.

2. The performance marketing framework

Performance CTV should follow the same disciplined process used by successful performance marketing operations across search, social, programmatic display and retail media.

The difference is that the television screen becomes the primary advertising environment, while other connected devices can provide additional response and conversion signals.

The View TV performance loop

1. AUDIENCE INTELLIGENCE

Understand who is watching and what they engage with

2. AUDIENCE ACTIVATION

Select relevant audience segments and suitable inventory

3. ADVERTISING DELIVERY

Serve targeted creative through the View TV advertising infrastructure

4. PERFORMANCE MEASUREMENT

Measure delivery, engagement, response and conversions

5. OPTIMISATION AND ROI

Improve targeting, creative, allocation and return on investment

Results feed back into the next campaign cycle

This is the central operating principle: every campaign should generate intelligence that improves the next campaign.

3. First-party data: the competitive advantage

The most important asset in performance CTV is not simply the advertising slot. It is the relationship between the audience, the content they watch and the advertising they receive.

View TV’s closed network provides an opportunity to build a first-party data environment rather than relying entirely on external data brokers and fragmented third-party identifiers.

3.1 Audience data signals

The available data can be organised into several categories:

Data category	Potential intelligence
Viewing behaviour	Channels, genres and viewing frequency
Engagement	Hours viewed, repeat viewing and session patterns
Content preference	Movies, sports, news, lifestyle and entertainment
Geographic	Permitted country, region and market-level signals
Device environment	Connected TV device and platform information
Advertising exposure	Campaign, creative and impression history
Response signals	Visits, registrations and conversion events where matched

These signals can be used to develop audience segments for advertising activation.

3.2 Audience segmentation

Rather than buying a generic demographic audience, View TV should enable advertisers to reach audiences based on meaningful content and engagement signals.

Examples include:

• Automotive enthusiasts.
• Sports and motorsport viewers.
• Movie and entertainment audiences.
• Food and lifestyle viewers.
• Family entertainment audiences.
• Frequent streaming television viewers.
• Viewers with an established interest in particular content genres.
• Geographic audience segments.
• Advertiser-owned customer audiences, where securely onboarded and permitted.

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3.3 Audience intelligence versus audience assumptions

Traditional media buying frequently relies on broad demographic assumptions.

View TV can add another dimension: what audiences actually watch.

For example, an automotive advertiser does not necessarily need to target everyone aged 25–54. It may be more valuable to reach people who regularly watch motoring, motorsport and automotive entertainment.

This creates a more relevant relationship between content, audience and advertising.

3.4 Data governance

First-party data must be handled as a controlled commercial asset.

View TV should establish:

• Appropriate consent and lawful processing.
• Clear separation of advertiser and platform data.
• Pseudonymisation or aggregation where appropriate.
• Secure audience onboarding and access controls.
• Defined data retention and deletion policies.
• Transparent disclosure of measurement methodology.
• No unauthorised sharing of identifiable viewing histories.

Advertisers should receive useful audience intelligence and campaign outcomes, not unrestricted access to individual viewer records.

4. Campaign planning: start with the business objective

Every performance CTV campaign should begin with a commercial objective, not a media budget.

This is consistent with the zero-based planning approach recommended in the CIMM CTV planning guide, which starts with objectives, audience opportunity, inventory quality, reach and frequency before determining investment. CIMM+1

4.1 Define the campaign objective

Objective	Primary KPI
Brand awareness	Incremental reach and brand lift
Website traffic	Qualified visits
Lead generation	Cost per qualified lead
E-commerce	Cost per acquisition and ROAS
App acquisition	Cost per install
Subscription acquisition	Cost per subscriber
Retail visits	Incremental footfall
Product launch	Awareness, search and sales lift

4.2 Establish the baseline

Before launch, agree:

1. What does the advertiser want to achieve?
2. Who is the intended audience?
3. What is the existing conversion rate?
4. What is the average customer value?
5. What is the acceptable acquisition cost?
6. How will campaign impact be measured?
7. What constitutes a successful campaign?

Without an agreed baseline, there is no meaningful way to determine incremental performance.

4.3 Build a campaign hypothesis

Every campaign should have a testable hypothesis.

For example:

“We believe that viewers who regularly consume automotive and motorsport programming will deliver a lower cost per qualified automotive enquiry than a broad CTV audience.”

This hypothesis determines the audience, creative, inventory and measurement strategy.

5. Audience activation and targeting

The View TV network should support a combination of contextual, behavioural, geographic and advertiser-provided audience targeting.

5.1 Four layers of targeting

Layer 1: Content and contextual targeting

Reach audiences through relevant programming and channel environments.

Examples:

• Automotive advertising around motoring content.
• Food brands around cooking programming.
• Travel brands around travel and lifestyle programming.
• Sports brands around sports programming.

Layer 2: First-party behavioural targeting

Use available viewing and engagement signals to develop audience segments.

Examples:

• Regular sports viewers.
• Frequent movie viewers.
• High-engagement entertainment audiences.
• Viewers with repeated interest in particular genres.

Layer 3: Geographic targeting

Where reliable geographic signals and sufficient inventory exist, segment campaigns by country, state, region or other supported geography.

Layer 4: Advertiser data activation

Allow advertisers to use their own customer and prospect information through approved, privacy-safe onboarding.

Examples:

• Existing customers.
• Lapsed customers.
• Prospective buyers.
• High-value customer segments.
• Subscription renewal audiences.

The combination of advertiser data and View TV audience intelligence creates an opportunity for more relevant activation.

5.2 Retargeting and suppression

Performance campaigns should not simply target more people. They should also avoid wasting impressions.

Useful applications include:

• Suppressing converted customers.
• Excluding existing subscribers from acquisition campaigns.
• Reaching prospects who have not yet converted.
• Developing re-engagement audiences.
• Controlling repeat exposure.
• Creating sequential messaging based on campaign exposure where supported.

The aim is to improve advertising efficiency, not simply increase impression volume.

6. Campaign architecture and advertising delivery

The advertising infrastructure needs to connect audience selection to actual campaign delivery.

View TV’s advertising ecosystem can use its video ad server, SSAI, CDN, channel distribution and reporting capabilities to create a controlled campaign delivery environment.

6.1 The campaign delivery process

1. Advertiser supplies approved creative and campaign requirements.
2. View TV establishes the target audience and campaign parameters.
3. Eligible inventory is selected across participating channels and platforms.
4. The advertising system delivers the appropriate creative against eligible opportunities.
5. Ad-server and delivery logs record campaign activity.
6. Performance data is consolidated into campaign reporting.
7. Optimisation decisions are made using delivery and outcome signals.

6.2 Inventory quality

Performance does not mean buying the cheapest available advertising inventory.

The quality of the viewing environment matters.

View TV should prioritise:

• Premium episodic television and movies.
• Recognisable channel brands.
• Consistent programming schedules.
• Appropriate content and brand suitability.
• Reliable HLS delivery.
• Accurate ad-break and impression logging.
• Controlled advertising frequency.
• Consistent creative playback.
• Transparent reporting by channel and campaign.

The objective is to build a high-quality television advertising network rather than another collection of undifferentiated streaming ad slots.

6.3 Frequency management

Frequency is one of the most important components of performance CTV.

An advertiser wants to achieve sufficient exposure to influence behaviour without irritating the viewer or wasting budget.

Recommended initial campaign settings:

Parameter	Starting recommendation
Daily frequency cap	2–3 impressions
Weekly frequency cap	5–8 impressions
Monthly frequency cap	12–20 impressions
Creative rotation	3–5 variations
Repeat creative in same pod	Avoid
Frequency reporting	Daily and cumulative

These are proposed starting points, not universal industry benchmarks. Actual limits should be adjusted to audience size, campaign objective, creative duration and available cross-platform identity resolution.

The IAB’s CTV creative guidance also highlights the importance of avoiding excessive repetition and creative fatigue. IAB+1

7. Creative strategy: television advertising that converts

Performance CTV should not simply reuse digital advertising creative without considering the television environment.

The television screen is a high-impact visual environment. It gives advertisers the opportunity to communicate a proposition through sight, sound, motion and storytelling.

However, a performance advertisement needs to do more than look good.

It needs to communicate a reason to act.

7.1 The performance creative formula

The 30-second CTV advertisement

1. 0–5 seconds: Capture attentionMake the brand, product or proposition immediately recognisable.
2. 5–15 seconds: Establish the problemShow the audience why the product or service matters.
3. 15–25 seconds: Present the solutionDemonstrate the product, benefit or competitive advantage.
4. 25–30 seconds: Drive actionFinish with a clear call to action, URL, QR code or memorable brand instruction.

7.2 Creative testing

Every campaign should test different creative approaches.

For example:

Creative	Purpose
Version A	Brand-led
Version B	Product-led
Version C	Price or promotional offer
Version D	Testimonial or social proof
Version E	Direct response

The campaign should establish which creative delivers the strongest results against the agreed objective.

7.3 Dynamic creative

Where the technology and inventory support it, View TV can explore:

• Geographic-specific advertising.
• Localised offers.
• Different products for different audiences.
• Sequential creative.
• Promotional messaging.
• Different end cards.
• Seasonal campaigns.

This provides an opportunity to make television advertising more relevant without losing the impact of the big screen.

7.4 The television-to-mobile connection

CTV is predominantly an exposure-based advertising medium, rather than a click-based one.

A viewer may watch an advertisement on television, search for the product on their phone, visit a website later and make a purchase on a laptop.

The creative should therefore make the next action easy:

• Memorable website addresses.
• QR codes where appropriate.
• Recognisable search terms.
• Clear product names.
• Promotional codes.
• App download instructions.

The absence of a click does not mean the absence of a response.

8. Measurement: the difference between advertising and performance advertising

This is where View TV should differentiate its commercial proposition.

Traditional television reporting has historically focused on reach, impressions and audience delivery.

Performance CTV needs to connect those metrics to business results.

The IAB’s CTV measurement framework distinguishes foundational delivery, exposure and audience metrics from performance and outcome metrics. Its 2026 European framework also stresses transparency around the signals and methods used. IAB Hungary+2

8.1 The measurement funnel

Level 1: Delivery

Media performance

Impressions, completed views, fill rate, delivery, CPM and campaign pacing.

Level 2: Audience

Audience performance

Unique households where measurable, reach, frequency, audience composition and engagement.

Level 3: Response

Engagement performance

Website visits, branded searches, QR scans, app activity and enquiries.

Level 4: Conversion

Business outcomes

Sales, registrations, subscriptions, qualified leads, app installs and purchases.

Level 5: Incrementality

Commercial impact

Incremental conversions, incremental revenue, acquisition cost and incremental ROAS.

8.2 Attribution methodologies

View TV should support several measurement approaches rather than relying on a single attribution model.

A. View-through attribution (VTA)

Measure qualifying conversions that occur after an advertising exposure within an agreed attribution window.

This can use approved household-level or device-level matching, depending on available signals.

B. Cross-device attribution

Connect a television advertising exposure with a subsequent response on another device where reliable, permitted identity matching is available.

For example:

• Advertisement viewed on television.
• Website visited on mobile.
• Product purchased on desktop.

C. Conversion API and server-side measurement

Advertisers can provide conversion events through secure server-to-server integrations.

Potential events include:

• Registration.
• Lead submission.
• Product purchase.
• Subscription.
• App installation.
• Renewal.

This can reduce dependence on browser-only tracking and improve signal consistency. Roku’s 2026 performance measurement guidance describes the use of pixels and Conversion APIs for this purpose. advertising.roku.com+1

D. Incrementality testing

Compare an exposed audience against a suitable holdout group to establish whether the campaign generated additional conversions beyond what would have happened anyway.

This is particularly important for retargeting, where people already likely to convert can otherwise make campaign performance look artificially strong.

E. Marketing mix modelling (MMM)

For larger advertisers, use aggregate sales, spend and campaign data to estimate CTV’s contribution alongside other marketing channels.

The strongest measurement framework combines attribution for ongoing optimisation, incrementality for causal validation and MMM for longer-term investment decisions. advertising.roku.com+1

8.3 Attribution windows

There is no single correct attribution window for every advertiser.

Suggested testing parameters:

Campaign type	Initial view-through window
Impulse purchase	1–3 days
Retail / e-commerce	7 days
Lead generation	7–14 days
App acquisition	7–14 days
Subscription	14–30 days
High-value purchase	30 days

These are proposed testing windows, not industry-standard guarantees. Report the window clearly, compare alternative windows where useful and avoid treating every attributed conversion as incremental.

9. Campaign optimisation

A performance campaign should never be treated as a media schedule that runs until the budget is exhausted.

It should be treated as a continuous optimisation exercise.

9.1 What should be optimised?

Optimisation area	What View TV should evaluate
Audience	Which segments produce the best outcomes?
Channel	Which channels deliver the best qualified response?
Content	Which genres and programming environments perform best?
Geography	Which markets produce the strongest results?
Creative	Which advertisements drive the most conversions?
Frequency	What exposure level produces the best response?
Time	Which dayparts deliver the strongest outcomes?
Budget	Where should additional investment be allocated?

9.2 The optimisation cycle

First 7 days: Establish delivery

• Verify campaign delivery.
• Confirm ad-server logs.
• Check audience composition.
• Test conversion signals.
• Identify technical problems.

Days 8–14: Identify performance

• Compare audience segments.
• Review channel performance.
• Compare creative variations.
• Assess frequency and completion rates.
• Identify early conversion patterns.

Days 15–21: Optimise

• Reallocate eligible inventory.
• Reduce ineffective placements.
• Improve audience selection.
• Rotate underperforming creative.
• Adjust frequency.

Days 22–28: Validate and scale

• Review acquisition costs.
• Compare conversion rates.
• Evaluate ROAS.
• Assess incrementality where available.
• Prepare the next campaign allocation.

A 28-day cycle is a practical starting framework, not a mandatory minimum campaign duration.

9.3 Optimisation rules

View TV should build a disciplined approach to campaign optimisation:

• Never optimise solely on cheap CPM.
• Do not confuse high completion rates with commercial success.
• Do not automatically allocate more budget to the channel with the most impressions.
• Evaluate conversions against the target audience.
• Monitor creative fatigue.
• Maintain a suitable control group for lift testing.
• Scale only when performance is repeatable.

The objective is to maximise commercial return, not advertising volume.

10. Performance KPIs and commercial reporting

View TV should give advertisers a consistent set of metrics that connect advertising expenditure to commercial results.

10.1 Core performance metrics

KPI	Calculation
CPM	Advertising spend ÷ impressions × 1,000
VCR	Completed video views ÷ measurable video starts
CTR	Clicks ÷ measurable impressions
Cost per visit	Spend ÷ qualifying visits
Cost per lead	Spend ÷ qualified leads
CPA	Spend ÷ attributed acquisitions
Conversion rate	Conversions ÷ qualifying visits
ROAS	Attributed revenue ÷ advertising spend
Incremental ROAS	Incremental revenue ÷ advertising spend
Frequency	Impressions ÷ estimated unique audience

All metrics should use explicitly defined denominators and measurement rules. For example, an ad-server impression, a video start and a completed view are different events.

10.2 Example: the View TV performance campaign

Consider a hypothetical advertiser investing $50,000 in a View TV campaign.

Illustrative campaign performance

Advertising investment

$50,000

Delivered impressions

5M

Website visits attributed

25,000

Attributed conversions

1,000

Effective CPM

$10

Cost per visit

$2

Cost per acquisition

$50

Visit-to-conversion rate

4%

Illustrative revenue outcome

Assuming an average order value of $150:

$150,000

Attributed sales revenue

Attributed ROAS

3.0×

This is an illustrative model, not a View TV campaign result or an incrementality claim. It excludes product costs, fulfilment, agency fees and other business expenses.

This is the type of commercial reporting that moves the conversation from how many advertisements were delivered to what the advertising actually achieved.

10.3 The View TV advertiser dashboard

The advertiser should be able to see:

Campaign overview

• Campaign expenditure.
• Impressions delivered.
• Video completion.
• Audience reach and frequency.
• Campaign pacing.

Audience intelligence

• Audience segments.
• Content and genre performance.
• Geographic distribution.
• Engagement patterns.

Advertising performance

• Channel-by-channel delivery.
• Creative performance.
• Daypart performance.
• Frequency distribution.

Commercial outcomes

• Website visits.
• Leads.
• Purchases.
• App installs.
• Subscriptions.
• CPA and ROAS.

Optimisation

• Best-performing audiences.
• Best-performing creative.
• Budget recommendations.
• Campaign trends.
• Incrementality results, where measured.

The reporting interface should distinguish observed data, attributed outcomes, modelled estimates and causal lift. This distinction is essential to advertiser confidence.

11. Campaign strategies by advertiser category

Performance CTV should not be restricted to e-commerce or direct-response advertisers.

The View TV model can support a broad range of commercial categories.

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Automotive

Target motoring, motorsport and automotive entertainment audiences.

KPIs: qualified enquiries, dealer visits, test-drive bookings and vehicle sales.

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Consumer brands and FMCG

Reach relevant entertainment, food, lifestyle and family audiences.

KPIs: brand lift, product searches, retailer visits and sales lift.

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Travel and hospitality

Reach entertainment and lifestyle audiences with relevant destinations and offers.

KPIs: enquiries, bookings, revenue and booking value.

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Financial services

Target appropriate geographic and contextual audiences.

KPIs: qualified leads, applications, registrations and approved accounts.

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Apps and subscription businesses

Drive discovery, registrations, installations and subscriptions.

KPIs: CPI, CPA, subscriber acquisition cost, retention and lifetime value.

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Retail and e-commerce

Combine product-focused creative with advertiser customer data and conversion measurement.

KPIs: purchases, revenue, basket value and incremental ROAS.

12. Commercial models for Performance CTV

View TV should give advertisers flexibility in how they purchase campaigns, without losing the underlying focus on measurable outcomes.

There are four potential commercial models.

Model	How it works	Best application
CPM	Pay for delivered impressions	Reach and awareness
Audience CPM	Pay for defined eligible audience delivery	Targeted advertising
Performance CPA	Pay against agreed acquisition events	Lead generation and sales
Hybrid	Base media investment plus performance incentives	Larger performance campaigns

Recommended approach: Hybrid performance buying

The most practical approach is to combine a committed media budget with agreed performance objectives.

For example:

• Agreed campaign investment.
• Defined audience and inventory.
• Agreed delivery and frequency.
• Agreed conversion measurement.
• Performance reporting.
• Optimisation throughout the campaign.
• Optional performance incentives against independently verifiable outcomes.

This protects the quality of the advertising environment while giving the advertiser commercial accountability.

View TV should avoid promising guaranteed sales or a fixed CPA unless it is explicitly contracted, supported by sufficient historical evidence and backed by an agreed commercial risk model.

13. The closed-network advantage

This should be one of the strongest sections of the View TV sales proposition.

The advertising industry has become increasingly fragmented.

Advertisers can buy CTV inventory across multiple exchanges, applications, publishers, OEMs and intermediaries. However, this fragmentation can make it difficult to understand the complete advertising environment, the underlying audience and the true commercial outcome.

View TV’s closed-network model creates the opportunity to bring the following elements together:

Advertising component	View TV advantage
Content	Controlled participating channel network
Distribution	Integrated streaming infrastructure
Audience	First-party viewing and engagement signals
Advertising	Centralised ad-serving infrastructure
Data	Governed audience intelligence
Measurement	Unified delivery and performance reporting
Optimisation	Feedback from campaign outcomes

Why this matters to advertisers

1. Greater transparency

Understand where advertising is delivered and how campaigns perform across participating inventory.

2. Better audience intelligence

Use viewing and engagement signals rather than relying exclusively on broad demographic assumptions.

3. More relevant advertising

Align advertisements with audience interests, content environments and advertiser-defined segments.

4. More consistent measurement

Bring campaign delivery, audience data and available conversion signals into one reporting framework.

5. Continuous improvement

Use campaign results to refine targeting, creative and budget allocation.

6. Reduced dependence on fragmented intermediaries

A more integrated operating model can reduce unnecessary complexity and improve visibility into the supply chain.

The proposition is not that every other CTV network lacks first-party data. Many major CTV platforms have substantial first-party assets. The opportunity for View TV is to make its combination of controlled participating inventory, audience intelligence and integrated advertising operations a compelling alternative.

14. The View TV implementation roadmap

To turn the playbook into a working advertising product, View TV should implement the following stages.

Stage	Development priority	Deliverable
1	First-party data architecture	Audience data framework
2	Audience segmentation	Targetable audience groups
3	Advertising infrastructure	Campaign activation and delivery
4	Conversion integrations	Pixel and server-side event support
5	Reporting	Advertiser performance dashboard
6	Optimisation	Campaign intelligence and recommendations
7	Incrementality	Holdout testing and lift measurement
8	Commercial rollout	Advertiser and agency proposition

Three levels of product maturity

Phase 1: Performance-ready

• Controlled advertising inventory.
• First-party audience reporting.
• Campaign and creative reporting.
• Frequency management.
• Advertiser conversion tracking.
• CPA and ROAS calculations based on supplied or integrated data.

Phase 2: Performance-optimised

• Audience activation using first-party segments.
• Automated budget allocation.
• Creative performance testing.
• Conversion API integrations.
• Cross-device attribution where identity resolution is available.
• Automated campaign recommendations.

Phase 3: Performance intelligence

• Predictive audience modelling.
• Automated campaign optimisation.
• Incrementality measurement.
• Advanced advertiser data onboarding.
• Lifetime value measurement.
• Predictive acquisition cost and revenue modelling.

Importantly, these phases distinguish the product vision from capabilities that need to be developed or validated. A closed network and an ad server alone do not establish all the identity, attribution or optimisation functionality.

15. The View TV Performance CTV sales proposition

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The following is the recommended positioning for advertisers, agencies and media buyers.

Television advertising has entered the performance era.

Introducing View TV Performance CTV Advertising.

Television remains one of the most powerful ways to reach audiences. But advertisers should expect more than impressions, completion rates and estimated reach.

View TV combines a controlled CTV advertising network with first-party audience intelligence, integrated advertising technology and performance measurement.

We connect what audiences watch with the advertising they receive and the outcomes advertisers want to achieve.

A smarter way to buy television advertising:

• First-party audience intelligence.
• Contextual and behavioural targeting.
• Controlled CTV advertising inventory.
• Integrated ad serving and delivery.
• Cross-device conversion measurement where supported.
• Campaign optimisation and transparent reporting.
• Commercial performance measured against advertiser objectives.

Don’t just buy television impressions. Invest in measurable audience performance.

View TV. Performance CTV.

From audience intelligence to advertising ROI.

16. The principles behind the playbook

The playbook draws on established practices and published frameworks from several parts of the advertising industry.

Industry reference	What View TV should adopt
CIMM CTV Planning & Buying Guide	Zero-based planning, audience sizing, reach and frequency
IAB CTV Measurement Framework	Standardised delivery, exposure and outcome metrics
IAB Europe Programmatic CTV Guide (2026)	Measurement transparency and realistic SSAI measurement
Roku Performance Advertising	Pixels, conversion APIs and performance tracking
MNTN Performance TV Guide	Goal-based optimisation, automated buying and creative testing
Tatari TV Measurement	View-through attribution, incrementality and media effectiveness
IAB CTV Creative Best Practices	Creative quality and frequency management
M&C Saatchi Performance / Roku Playbook	MMP integration, cross-device attribution and geo testing

Recommended reading and reference material:

1. CIMM: Best Practices for Planning, Buying and Measuring CTV Campaigns.
2. IAB: Standardized Measurement Guide for CTV.
3. IAB Europe: Guide to Programmatic for CTV (2026).
4. Roku: Measuring Performance with Pixels and Conversion Events.
5. MNTN: Your Guide to Performance TV.
6. Tatari: TV Advertising Measurement and Incrementality.
7. IAB: Connected TV Creative Best Practices.
8. M&C Saatchi Performance: Roku Playbook.

17. The ultimate View TV positioning

There is an important commercial distinction that I would make central to the entire product.

Traditional CTV advertising sells access to audiences.

Performance CTV should sell access to audiences with a measurable commercial objective.

View TV has the opportunity to combine content, distribution, first-party audience intelligence, advertising technology and campaign reporting within one operating ecosystem.

The ambition should be to create an advertising model where:

• The advertiser gets measurable value from its investment.
• The content owner benefits from premium advertising demand.
• The broadcaster benefits from audience monetisation.
• The platform benefits from a sustainable advertising business.
• The viewer receives more relevant advertising within quality television programming.

This fits the wider View TV philosophy: the content creates the audience, the audience creates the advertising opportunity, and the technology connects that opportunity to revenue.

The ultimate message:

Stop buying CTV impressions. Start buying television performance.

View TV is building a more accountable model for CTV advertising, where first-party audience intelligence, premium content and integrated advertising technology work together to deliver measurable commercial outcomes.

My strategic recommendation: Make Performance CTV a distinct View TV advertising proposition, rather than simply another feature of the ad server. The ad server delivers the advertising. The closed network provides the environment and audience intelligence. The performance layer turns that into an advertiser-facing commercial product.

The next valuable step would be to turn this playbook into a formal View TV Performance CTV product specification, separating existing capabilities from the development required for full automated performance optimisation.

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