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Dentsu buy-side lead: CTV is underrated as a performance channel, not just brand

Dentsu’s Head of AV Trading James Wilby argues advertisers view premium video and CTV too narrowly through a brand-building lens. With the right cost structures and metrics, he says, the same inventory can prove short-term sales impact too.

Why it matters. Media owners gain an argument for pricing premium CTV against performance budgets, not just brand budgets, if they can supply outcome-level metrics like sales uplift and app downloads.

Signal from videoweek.com · Dan Meier · read the original.

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