📺 CTV Essentials Training for CBS
Overview
CTV Essentials is a five-part training series designed to give sales, strategy, and marketing teams a deep, practical understanding of the Connected TV (CTV) ecosystem. Participants learn how to speak confidently about the streaming marketplace, connect CBS’s solutions to advertiser goals, and navigate the evolving competitive set.
- Format: Five weekly sessions, 75 minutes each
- Cohort Size: Up to 30 participants per cohort
- Assessment: Pre-training assessment to customize curriculum to participant needs
- Customization: Sessions aligned to CBS’s go-to-market strategy, tools, and workflows
- Delivery Style: Highly interactive, combining whiteboarding, role-playing, and Socratic-style dialogue
- Session Recaps: Written takeaways and CBS-specific frameworks after each session
- Weekly Quizzes: Reinforce core concepts and benchmark knowledge retention
- Fee: $1,200 per participant
Sample Curriculum
Topic 1: The CTV Ecosystem
Objective: Build a foundational understanding of the Connected TV landscape.
- Define Connected TV and trace its evolution from linear to digital, showing how shifts in viewing behavior create new opportunities for CBS.
- Explore the ecosystem’s components — smart TVs, streaming devices, and content platforms — and where CBS’s offerings fit in.
- Break down key streaming business models (AVOD, SVOD, TVOD, hybrid) and highlight how CBS content and campaigns appear across these models.
- Compare CTV to traditional TV advertising in terms of targeting, measurement, and ad delivery, emphasizing CBS’s use of first-party data and omnichannel attribution.
Topic 2: Tracking, Data & Measurement in CTV
Objective: Understand how CTV data is collected, connected, and leveraged for measurement.
- Examine how data is captured through Automatic Content Recognition (ACR), SDK-based tracking, and third-party partnerships — and how CBS applies these signals to improve targeting.
- Understand cross-device tracking and identity resolution — linking CTV viewership with online and offline consumer behavior for more accurate measurement.
- Break down data types (first-, second-, third-party) and showcase CBS’s advantage in activating audience and partner data to build high-intent, measurable audiences.
Topic 3: Ad Serving in CTV
Objective: Clarify how CTV ads are delivered and the challenges of execution.
- Explore the mechanics of ad serving, including decisioning logic and dynamic ad insertion (DAI), and how CBS integrates with these technologies.
- Review how publisher and advertiser ad servers manage inventory and campaigns, with examples of CBS’s role in ensuring seamless delivery.
- Discuss common challenges such as latency, buffering, and sequencing — and how CBS mitigates these to protect both viewer experience and advertiser ROI.
Topic 4: Programmatic Media in CTV
Objective: Provide a clear understanding of programmatic advertising in the CTV space.
- Break down how RTB (real-time bidding), PMPs (private marketplaces), and programmatic guaranteed deals operate within CTV.
- Identify key ecosystem players — DSPs, SSPs, and ad exchanges — and how CBS works with them to optimize delivery and campaign performance.
- Address common issues in programmatic (ad fraud, supply-path optimization, frequency capping) and explain how CBS partnerships and data mitigate risks for advertisers.
Topic 5: The CTV Competitive Landscape
Objective: Equip teams to position CBS effectively against competitors.
- Map the evolving CTV competitive set, including retail media networks, streaming platforms, and legacy broadcasters, with clear distinctions in scale, targeting, and measurement.
- Train teams to articulate CBS’s value proposition in CTV — premium content, trusted distribution, audience data, and advanced measurement.
- Strengthen strategic selling skills by addressing client questions, countering competitor claims, and aligning CBS’s CTV offerings with advertiser goals.