CTV spending is still parked in brand budgets
The article suggests that while CTV spending is currently categorized under brand budgets for many direct-to-consumer (DTC) and omnichannel brands, it should not be viewed solely as brand media. The article's core argument is that CTV serves a broader purpose than traditional brand advertising.
Key Takeaways
- Across most DTC and omnichannel brands, CTV spending sits inside the brand budget.
- The article argues CTV should not be viewed solely as brand media.
- The core issue is budget classification, not whether CTV belongs in streaming plans.
Why It Matters
The immediate implication is that CTV is still being managed through a brand-budget lens, even as the article argues that this misses its broader use. That matters for streaming sellers and buyers because budget placement affects how CTV is planned, measured, and defended inside DTC and omnichannel organizations. The source does not name specific vendors or tactics, but it does make one clear signal worth watching: whether more brands keep CTV in brand budgets or begin moving spend into other internal buckets.
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