The CTV paradox: More streaming choices, less customer connection

Connected TV (CTV) isn't new and shiny anymore—it's a core part of the digital marketing mix. And with the explosion of streaming options and the sheer volume of content flowing through these platforms, marketers should be ecstatic—but it's harder than ever to reach and maintain a connection with people. Why? Because of the streaming paradox: more platforms, more data and less connection with the audiences that matter most.

As consumers hop between ad-supported streaming services and devices, maintaining consistent reach, controlling frequency and proving performance can feel nearly impossible for brands—but it doesn't have to.

In this AdAge webinar replay, Meggie Giancola, EVP, Head of Epsilon Media Solutions at Publicis Groupe and Moe Ismail, SVP, Product Management at Epsilon unpack this streaming paradox and explore how identity-driven, audience-first CTV strategies help brands cut through fragmentation.

Key takeaways include:

• Why streaming fragmentation is weakening traditional reach, frequency and relevance
• How an audience-first CTV approach can alleviate many of these challenges
• What makes CTV the best channel to expand reach to both prospects and existing customers
• How the right partner can turn CTV into a measurable, connected driver of digital performance

Ready to press play?