Thanks for joining The Holidays Start NOW: A Tactical Guide to CTV for Q4 yesterday.
We got very tactical about CTV in Q4. We also learned, thanks to Jessica's poll in the chat, that almost none of us can explain to our parents what we do for a living. (Sadly, me included.)
If you missed it or want to read the show notes: catch the recording here.
Thanks to Kira Federer and Jessica Pelligra for being so specific. Kira walked through exactly what's inside Paramount Ads Manager, from targeting options to how fast her team can turn around a TV-ready ad. Jessica brought the operator view, from Q4 CPMs and end cards to how she sets up Northbeam to measure CTV lift.
Be live at least 30 days before BFCM. Lock your goal, audience, and offer this week, then move into creative, which her team can turn around in 72 hours if you don't have a TV ad yet.
Why CTV CPMs don't spike in Q4. The inventory is pre-bought, so while Meta and Google CPMs double or triple, your CTV budget buys the same reach in November that it did in July.
Give CTV 60 days before judging it. Early indicators show up around day 45, which is why she and Kira both said to spread your budget across the quarter instead of cramming it into BFCM week.
As promised, here's a little something from Paramount Ads Manager for everyone who registered. Spend $10K on your first campaign and get $5K on top with code SHARMA. Good through December 31.