2025 CTV Training Proposal
📺 CTV Essentials
This five-session course is designed to build fluency in the Connected TV (CTV) landscape and enhance cross-functional collaboration. Participants will gain the knowledge and confidence to better understand, package, and position CTV opportunities in support of broader business and marketing objectives.
- Format & Schedule: Five weekly sessions held over consecutive weeks, each lasting 75 minutes.
- Participants: Up to 35 participants per cohort
- Instructor Access: Participants will have full access to my schedule throughout the course. I’m available for 1:1 or small group follow-ups to reinforce concepts, answer questions, or apply lessons to real client scenarios.
- Interactive & Engaging: Sessions use whiteboarding, role-playing, and Socratic questioning to promote active learning and critical thinking.
- Post-Session Summaries: Each session is accompanied by a written recap with frameworks, terminology, and key takeaways for easy internal sharing.
- Weekly Knowledge Checks: Short quizzes after each session ensure retention and keep learning on track.
📘 Session 1: The CTV Ecosystem
Objective: Provide a strategic overview of how Connected TV works—from platforms to viewer behavior—and what it means for media brands and advertisers operating in the streaming landscape.
Topics Covered:
- What is CTV? Understanding how linear TV evolved into app-based, digital video experiences.
- Key Players in the Ecosystem: Smart TVs, streaming devices (e.g., Roku, Fire TV, Samsung), operating systems, and app stores.
- Business Models (AVOD, SVOD, FAST, TVOD): How monetization models impact advertising opportunities and client alignment.
- CTV vs. Traditional TV: Differences in measurement, targeting, and campaign flexibility.
- How Media Brands Fit In: The role of content owners, distributors, and publishers in the CTV environment.
📊 Session 2: Tracking, Data, and Measurement in CTV
Objective: Demystify how data flows in the CTV environment and how it supports client KPIs—from brand awareness to performance marketing outcomes.
Topics Covered:
- Tracking Viewership: ACR technology, device-level data, and login-based environments.
- Identity & Targeting: How advertisers reach households, demo segments, or behavioral audiences.
- Data Partnerships: Clean rooms, ID graphs, and collaboration with third-party data providers to enable audience-based buying.
- Measurement Tactics: Impression tracking, brand lift studies, attribution models, and outcome reporting.
- Application in Media Planning: How data capabilities inform smarter audience targeting and campaign recommendations.
🎯 Session 3: Ad Serving in CTV
Objective: Explain how ads are delivered within CTV content and what marketers need to understand to build effective campaigns.
Topics Covered:
- Ad Delivery Mechanisms: Server-side ad insertion (SSAI), client-side insertion, and dynamic decisioning.
- Ad Break Structure: Pre-rolls, mid-rolls, post-rolls, and binge-friendly formats.
- Platform Nuances: Differences across Roku, Samsung, Apple TV, and other CTV platforms.
- Latency & UX: How technical delivery affects ad visibility and viewer experience.
- Creative Specifications: File types, creative formats, and compatibility across endpoints.
🤖 Session 4: Programmatic Media in CTV
Objective: Build fluency in how CTV inventory is transacted—both through direct and programmatic means—and what buyers prioritize in each model.
Topics Covered:
- How Programmatic Works in CTV: Core definitions (DSPs, SSPs, PMPs, PG) and transaction workflows.
- Buying Methods: Direct IOs, programmatic guaranteed, and private marketplace deals.
- Buyer Expectations: Transparency, efficiency, audience scale, contextual alignment, and brand safety.
- Preparing for Client Conversations: Anticipating questions about measurement, targeting layers, and competitive separation.
🛍️ Session 5: Retail and Commerce Media in CTV
Objective: Explore how creative innovation and commerce goals intersect in CTV—and how media companies can develop high-value, performance-driven offerings.
Topics Covered:
- Innovative Creative Formats: Pause ads, QR codes, overlays, binge ads, interactive and shoppable units.
- Integrated Storytelling: Using sequential messaging and contextual placement to build brand love and engagement.
- Commerce & Shopper Media Integration: When clients bring retail or commerce goals to CTV, and how media sellers can respond.
- Closed-Loop Attribution: Connecting CTV exposure to measurable outcomes and ROI.
- Creative Best Practices: What formats perform best in CTV and how to advise clients during campaign development.
📺 Ad Tech & CTV Webinar Series
A recurring webinar series designed to keep media and marketing professionals sharp, informed, and ahead of the curve on the evolving ad tech and CTV landscape. Each session is geared toward delivering relevant, actionable insights through engaging, hands-on learning.
Format & Schedule
- 75-minute live session
- All sessions recorded and available on-demand
- Rotating focus: industry trends, platform updates, refresher modules, and applied strategy
Interactive & Engaging
- Use of live polling, case breakdowns, and whiteboarding
- Frequent use of real-world client scenarios
- Guest speakers from platforms or agencies when applicable
Post-Session Materials
- Written recaps with:
- Key terminology
- Visual frameworks
- Summary slides for internal team education
Suggested Monthly Topics
🔄 Refresher Sessions
- CTV 101 Refresher – Revisit platforms, devices, and business models
- Programmatic 101 – Workflow, DSPs/SSPs, and auction dynamics
- Retail Media Refresher – Key players, onsite/offsite strategy
- Ad Serving Refresher – How ad servers work and why it matters
🔥 Trending Topics
- AI in Ad Tech – New tools, optimizations, and ethical concerns
- The Future of Identity – Clean rooms, UID 2.0, and post-cookie strategies
- CTV Measurement Wars – ACR vs. panel, attention metrics, and incrementality
- Retail Media Network Expansion – What’s happening beyond Amazon?
- FAST Channel Growth – Who’s winning, what’s working
- Sustainability in Ad Tech – Carbon emissions, supply path optimization
- Signal Loss and Targeting – First-party data strategies in a restricted world
- Global CTV Trends – International ad-supported streaming strategies
- Ad Innovation Deep Dive – Pause ads, binge ads, dynamic creative