联网电视与流媒体广告活动规划、采买及测量最佳实践

Brave New World Best Practices for Planning, Buying and Measuring CTVandStreaming Ad Campaigns July 2025 About CIMM The Coalition for Innovative Media Measurement (CIMM) is a nonpartisan, pan-industry coalition ofcompanies focused on cultivating and supporting improvements, best practices, and innovationsinmeasurement and currency; data collaboration and enablement; and the use of new metrics andapproaches to understanding the value of media. CIMM embraces the entire media and advertisingecosystem and prioritizes effective collaboration to deliver meaningful change. As part of our program, CIMM commissions major research studies from industry analysts, experts,and thought leaders to provide insights on issues of critical interest to our members. The growth anddevelopment of CTV and streaming TV has had a significant impact on the media and advertisingecosystem, stimulating investment, innovation and change. Marketers have benefited from the proliferationof data, new ad formats, innovative new measurement solutions and metrics, and new sales and executionmodels. However, the market is also complex and fragmented and can be hard to navigate. This guide sets out to explore best practices, providing marketers with practical advice, recommendationsand inspiration from some of the leading players in the market. It is the result of extensive collaborationwith industry leaders — advertisers, agencies, publishers, and technology partners. We would liketo extend our gratitude to the project team — Todd Gordon, Bhavana Smith, and Bret Leece — whoresearched and authored the report. We’re also hugely appreciative of the tremendous contributions fromthe numerous industry executives who shared their experience and expertise with the team. Finally, many thanks to all of our co-sponsors — Amazon Ads, FOX, Innovid, LiveRamp, Kargo, SpectrumReach — for their invaluable support. We hope this guide serves as a useful tool for fostering excellence inCTV strategy and execution. About the Authors Todd Gordon— Todd is a media strategist and ad tech leader with 25+ years of experience driving growth throughdata, technology, and performance marketing. He’s held leadership roles at IPG Mediabrands, Adobe, and Tatari, witha deep focus on Connected TV, advanced measurement, and strategic investment. He now leads Gordon GrowthEnterprises, advising companies at the intersection of media, marketing, and technology and recently cofoundedAudyns, a new platform that unifies independent linear TV publishers into a single audience solution. Bret Leece— Bret brings 25+ years of experience in marketing analytics, research, and measurement. He has heldsenior leadership positions at UM, Havas, Dentsu, and Initiative, measurement firm comScore, and analytics providerMarketShare. Bret specializes in simplifying complex data ecosystems and connecting analytics to actionable mediastrategies. He is Co-Founder of Analytic Story Architects, focusing on AI-powered marketing strategies and analytics. Bhavana Smith— Bhavana has spent 25+ years in marketing, advertising and consulting and has been a memberof global executive leadership teams at Accenture, WPP and Publicis. She is highly experienced in client and agencymanagement with roots in media strategy and investment for global advertisers. Bhavana is also the Founder of UntilThere Are Nine®, an organization dedicated to achieving pay and promotion equity for women. Research Approach This guide explores the opportunities presented to advertisers and agencies by the growth and development of CTVand streaming TV, and seeks to identify the practical steps that marketers can take to ensure that campaigns are assuccessful as possible. The project team has undertaken 50+ interviews with senior executives directly involved in planning, buying andexecuting campaigns across the CTV and streaming ecosystem, exploring numerous case studies that help to illustratesuccess. Research and interviews for this guide took place throughout the first half of 2025. Quotations used in thisreport have been lightly edited for style and brevity. This report is intended solely for educational purposes. Neither CIMM nor the authors make any representations as tothe accuracy or completeness of any information contained in this report or in any report or website linked to in thisreport, nor will either be liable for any errors or omissions in this information or for any losses, injuries, or damagesincurred from the display or use of this information. © 2025 ARF Innovation Studio, Inc. All rights reserved. Funded by the Coalition for Innovative Media Measurement,Amazon Ads, FOX, Innovid, Kargo, LiveRamp and Spectrum Reach. Acknowledgements We would like to extend our gratitude to the following industry leaders for their input to this study: Adam Paul, LiveRampAnita Patil-Sayed, Canvas WorldwideAnush Prabhu, Braindrops StrategyBrian Hughes, NielsenBrian Pugh, ComscoreBrian Wieser, Madison and WallBryan Goski, VideoAm