Ante la creciente proyección de que la inversión en video public it a rio digital superará a la TV lineal, y consider ando las ventajas di stint iv as de la publicidad en CTV (Connected TV), ¿cuál es el movimiento estratégico más avanzado y eficiente que debe considerar un marketer moderno?

The most advanced and efficient strategic move is to invest in video formats that leverage advanced segmentation and connect with purchase data, integrating them into a strategy combining Retail Media and CTV. This synergy transforms the high visual impact of connected TV into a precise tool based on real consumer behavior. Utilizing first-party data within the CTV environment allows brands to overcome linear TV limitations, achieving broad reach, awareness, and clear traceability linking ad exposure to purchase intent and conversion. This optimizes ROI in the evolving digital video landscape. Maintaining traditional TV creatives without adaptation misses the interactive and data-driven capabilities of CTV. Assuming viewers will pay for ad-free services and reducing investment ignores the significant and growing ad-supported CTV audience. Disregarding completion rate in CTV is incorrect, as it remains a relevant metric for evaluating viewability and engagement in this medium.