[Watch on Demand] Virtual CTV Day 2024 Event Highlights & Session Recordings

On 26th September, our annual Virtual CTV Day graced screens across Europe, with over 300 attendees joining us to get all the latest stats, facts, and insights on the fascinating world of Connected TV.

Hosted by our Brand Advertising Committee Chair, Ryan Martin, and featuring speakers from IAB Europe member companies including Verve, ID5, RTLAdAlliance, Google, GroupM Nexus, DoubleVerify, PubMatic, Magnite, and more we explored all aspects of CTV. From privacy and consent metrics to outcomes, local market insights, standards, and more this event ensured our audience was up to speed on all things CTV.

In the post below, you will find an overview and the main highlights from each session, plus the video recordings to view in your own time.

Watch the full event recording here.

Privacy and Consent in CTV

The event kicked off with a panel discussion that explored the regulatory environment surrounding CTV. Panelists discussed the challenges and opportunities for all stakeholders and provided insight into how to build trust while ensuring compliance and campaign effectiveness. 

Moderated by IAB Europe’s New Products & Services Director, Colombe Michaud, speakers included:

• Stafaniya Radzivonik, Director, Partnerships Supply, EMEA, Verve
• Jan Winkler, CEO, consentmanager
• Davide Rosamilia, VP of Product, ID5

Session highlights:

• The panelists discussed the shift from traditional TV to digital platforms, highlighting the complexities and privacy concerns that accompany this transition. 
• They emphasised the need for standardised and privacy-safe identity management, as well as the adoption of frameworks like the Transparency and Consent Framework (TCF) to provide transparency and secure consent collection. 
• The discussion touched on challenges such as user experience differences between TV and mobile, and the difficulty of collecting household-level consent on CTV. 
• The panelists predicted further standardisation in privacy and identity approaches, reduced dependence on IP addresses, and a shift towards contextual advertising and first-party data usage. 
• They advised CTV players to innovate, adopt technologies proactively, and prioritise testing to enhance user experience and compliance.

Watch the recording here.

The Shift to Streaming

Next up, this panel explored the driving forces behind the migration to streaming, examining key trends, audience behaviour, and the implications for advertisers. They discussed the opportunities and challenges in this evolving landscape and how to leverage the shift to streaming to create more personalised, effective campaigns that engage today’s viewers.

Moderated by Alexandra Ong, Director of Business Development at Magnite, speakers included:

• Stefanie Briec, Director, Demand Sales UK & Intl, AudienceXpress
• Sebastian Busse, Director Partnership Development, RTLAdAlliance
• Karsten Müller, Head of Display & Video 360 Media Sales, Central Europe, Google

Session highlights:

• The panel opened by examining the driving forces behind the migration from traditional television to streaming platforms, including technological advancements, increased content availability, and changing viewer preferences. 
• They highlighted the opportunities for advertisers to create more personalised and effective campaigns through better audience targeting and measurement capabilities. 
• Challenges such as the need for standardisation, scale, and audience measurement were also discussed, along with the importance of leveraging AI and innovative strategies to optimise ad campaigns. 
• The conversation also focused on the potential for CTV to become the primary screen for video advertising, with a call for advertisers to adapt and leverage these evolving trends.

Watch the recording here.

New European Markets

We then moved on to new European markets, with our panelists exploring market growth, highlighting key growth areas, regional trends, and consumer behaviours. Attendees gained insights into how to enter into these burgeoning CTV regions and leverage local nuances while maintaining global consistency. 

Moderated by Tom Hudspith, Head of Solution Development, EMEA at GroupM Nexus, speakers included:

• Cadi Jones, SVP, Europe, Index Exchange
• Ekkehardt Schlottbohm, Regional VP, Northern Europe, PubMatic
• David Goddard, Vice President, Business Development, DoubleVerify

Session highlights:

• Our industry experts focused on the accelerating adoption of CTV across emerging European markets and the unique opportunities and challenges it presents for stakeholders such as brands, platforms, and advertisers. 
• They discussed how as CTV grows, these stakeholders must adapt their strategies to navigate distinct challenges related to infrastructure, content consumption trends, and regulatory environments in each country. 
• They also explored the importance of establishing global standards for measurement and ad delivery, particularly in live programming, to simplify the process and support growth in new markets. 
• They emphasised that a user-centric approach, understanding local market variations, and leveraging premium content are critical for ensuring impactful advertising. 
• The panel also highlighted the need to balance new digital opportunities with traditional linear TV methodologies, focusing on quality engagement rather than technical metrics like view completion rates. 
• Finally, they advised advertisers to adopt a test-and-learn approach, making informed and strategic investments in CTV by using the latest measurement capabilities to support cross-market campaigns effectively.

Watch the recording here.

CTV Metrics and Outcomes

The event rounded up with a panel discussion on CTV metrics and outcomes. Diving into tried and tested measurement practices in CTV, speakers focused on the key metrics that matter most in 2024 and beyond. They covered tracking performance, the latest advancements in attribution, and how to align CTV metrics with broader marketing goals and omnichannel campaigns. 

Moderated by Sarah Lewis, Global Director at ShowHeroes, speakers included:

• Anita Caras, VP of Insights & Measurement, Teads
• David Snocken, VP of Partnerships, EMEA, Magnite
• Jacques Cazin, IAB Brand Advertising Committee Vice Chairman & Viznet Senior Advisor

Session highlights:

• The panel discussed the evolving metrics needed to evaluate the effectiveness of CTV campaigns, which they said is crucial as advertisers seek to prove return on investment (ROI). 
• Key metrics identified included reach and frequency, incremental reach, attention, and attribution. 
• The panel emphasised the importance of developing a shared single currency for measurement across different platforms to provide clarity in media buying. 
• They also highlighted the role of innovative solutions such as QR codes to connect ad exposure with real-world outcomes, as well as the potential of new technologies like AI and AR to enhance the CTV experience. 
• The discussion dived into the challenges of ensuring consistency across omnichannel campaigns, with speakers stressing the importance of unified data systems, unique IDs, and multi-touch attribution to address these issues. 
• There was also a consensus on the need to use robust data to inform marketing strategies and the growing interest in media mix modeling to understand the impact of various marketing channels collectively.

Watch the recording here.