Masters of CTV: Miriam Moreno

Where do you work and what do you do?

I work at Arena Media as Negotiation Manager in the Audiovisual team.  

What role does CTV advertising play in your work?

CTV has an increasingly relevant role in the audiovisual plan. It helps us to mitigate the drop in consumption of linear TV in younger targets and to build coverage in our clients’ campaigns. It brings the “freshness” of digital while maintaining the premium characteristics of consumption on TV devices, such as content quality (professional), shared consumption (family), 100% activated audio, non-skippable and above all Brand Safety.  

What success have you had with CTV advertising?

It is difficult to determine the success of a campaign and associate it only to the use of a medium such as CTV. Success is determined by a good combination of different media/supports, providing balance in the different Touch Points to the target audience we want to reach. It is at this point where we must not forget to activate the CTV within the audiovisual plan, since the consumption of this medium is increasingly integrated into the daily lives of users of audiovisual content or TV.     

How have you seen the interest of clients in CTV advertising change?

Client interest began to manifest itself after the confinement in 2020, when it became clear that the new “television” uses and the consumption of OTT and CTV platforms were here to stay. Another very relevant factor has been the unstoppable growth of the Smart TV device in Spanish homes in recent years. Especially in the last year 2022 is when this interest of advertisers has materialized and we have managed to activate campaigns, even in those more traditional clients with a high concentration of budget in TV media.     

What are your predictions for the future of the CTV advertising industry?

I think it is a medium that will have more and more relevance in the campaigns of clients. But for the stabilization in the campaign plans to be total, we need to combine measurement and language along with the KPIs of TV planning. Until we achieve this milestone we cannot have a full performance and a smooth inclusion of CTV in the audiovisual environment.