ServusTV — CTV Essentials Training
A two-day program designed to deepen understanding of Connected TV (CTV) and help ServusTV teams better position the company's converged TV solutions across planning, activation, measurement, and client strategy — within the DACH market and beyond.
Format: Five sessions of 75 minutes each - Covered over two days
Cohort Size: Up to 35 participants
Customization: Fully aligned to ServusTV's products, Red Bull Media House data assets, and GTM strategy
Interactive Delivery: Whiteboarding, role-play, and guided discussion
Session Recaps: Key takeaways after every session
📺 Day 1 — Topic 1
The CTV Ecosystem
🧩 Day 1 — Topic 2
Tracking, Data & Measurement
📏 Day 1 — Topic 3
Ad Serving in CTV
📊 Day 2 — Topic 4
Programmatic Media
🛒 Day 2 — Topic 5
Retail Media & CTV Integration
📺 Topic 1: The CTV Ecosystem
Introduction to CTV & ServusTV's Position
- Define CTV and the structural shift from linear to streaming in DACH
- ServusTV as the connective layer across broadcast, BVOD, and FAST
- Premium sports rights (F1, MotoGP, UCL, ATP) drive high-value, engaged audiences
Streaming Business Models
- ServusTV On: freemium AVOD + paid "ServusTV On Pass" subscription
- ServusTV Sport: pure FAST — free, ad-supported, 24/7
- Near-100% video completion rates in premium sports context
CTV vs. Traditional TV: The ServusTV Bridge
- Linear: broad reach, premium sports adjacency
- CTV/BVOD: addressable targeting, household data, measurable outcomes
- Converged planning across both environments in one buy
- Interactive features (Ease Live): +35% viewing minutes, 78% live poll response
Key Discussion Questions
- How does ServusTV's sports-first strategy differentiate its CTV inventory from general platforms?
- What opportunities does the ServusTV Sport FAST channel create for always-on brand presence?
- How should sales teams frame the ServusTV ecosystem to clients planning across linear and digital?
🧩 Topic 2: Tracking, Data & Measurement in CTV
Data Collection Methods
- ServusTV On: logged-in user data across Smart TV, mobile, tablet & desktop
- Signals include content consumption, device type, geo, and session duration
- servustv.com: cookies, pixel, and contextual signals
- IAB-compliant VAST/IMA3 specs ensure clean measurement across placements
Identity & Cross-Device Linking
- Registered users provide a deterministic identity layer across screens
- Enables cross-screen frequency management and reach deduplication
- Red Bull Media House graph extends IDs across The Red Bulletin, Bergwelten & more
- No third-party cookies — first-party consent-based data is the foundation
Data Types & Audience Segments
- 1st-party: ServusTV On users, sports/motorsport/lifestyle content affinity segments
- 2nd-party: Red Bull Media House cross-brand audience data
- 3rd-party: programmatic extension via Adform
- Key segments: F1/MotoGP fans, UEFA football, premium news, outdoor/adventure
Measurement Frameworks
- Core metrics: VCR, Reach & Frequency, Unique Household Reach, CPCV, Brand Lift
- Ease Live interactive data: 78% poll response rate, +35% incremental viewing minutes
- Programmatic via Adform: impression-level reporting, viewability & audience verification
Measurement Challenges & Our Approach
- Challenges: linear vs. CTV attribution, panel vs. census measurement, GDPR verification
- Lean on first-party logged-in data as a clean, consent-based foundation
- Use Adform for campaign reporting; interactive engagement as an attention proxy
Key Discussion Questions
- How does ServusTV On's logged-in user base create a measurement advantage over anonymous CTV?
- What does GDPR-compliant audience targeting look like in practice for a DACH broadcaster?
- How should teams communicate CTV measurement to clients accustomed to panel-based TV metrics?
📏 Topic 3: Ad Serving in CTV
Ad Serving Mechanics
- VAST tag delivery (IMA3-compliant) for all digital video placements
- Specs: .mp4, 16:9 (1920x1080), stereo audio at -23 LUFS
- Ads over 20s become skippable; mute button mandatory
- SSAI/DAI enables seamless insertion in live streams
Publisher & Advertiser Ad Servers
- ServusTV manages inventory across servustv.com and ServusTV On
- Programmatic access via Adform (DSP, CTV, display & video)
- Senior Editorial Approval required for all creatives pre-launch
Ad Formats Available
- Linear TV: spots (10s/20s/30s), sponsorships, split-screen
- ServusTV On: pre-roll, display (IAB), branded content, programmatic CTV
- Interactive: Ease Live overlays — polls, stats, highlight clips
- FAST (ServusTV Sport): DAI-enabled breaks in 24/7 live stream
Technical Challenges & Solutions
- Latency: SSAI/DAI mitigates buffering during high-demand live events
- Device variability: creatives optimized for Smart TV, mobile, tablet, desktop
- Frequency control: logged-in data enables cross-device capping
- Creative sequencing: linear + CTV storytelling within unified campaigns
Quality Assurance & Brand Safety
- Editorial approval ensures all ads meet content standards pre-launch
- Premium sports context (F1, UEFA, MotoGP) = inherently brand-safe
- Near-100% VCR demonstrated in live campaigns
- IAB Creative Display Guidance compliance across all formats
Key Discussion Questions
- How does SSAI/DAI differ between live sports streams and on-demand content on ServusTV On?
- What creative considerations matter most when running across both linear and CTV?
- How does ServusTV's editorial approval protect brand safety without slowing campaign agility?
📊 Topic 4: Programmatic Media in CTV
Activating ServusTV CTV Inventory
- CTV inventory accessible programmatically via Adform (Europe's leading independent adtech)
- Enables buying across ServusTV On CTV, display, and video on servustv.com
- First campaign: Salzburgerland Tourismus — 300,000+ impressions, near-100% VCR
- Buying models: Programmatic Guaranteed (PG), Private Marketplace (PMP), open auction
The Programmatic Ecosystem
- DSP: Adform — primary access point for ServusTV CTV inventory
- SSP/Publisher: ServusTV / Red Bull Media House managing own inventory
- Measurement: IAB-compliant reporting — impressions, viewability, audience verification
- All programmatic creatives reviewed by ServusTV's Senior Editorial team pre-activation
Audience Targeting
- Content affinity: F1, MotoGP, UEFA, ATP, news, outdoor/lifestyle
- Geo (AT, DE, CH, South Tyrol), device type, and daypart/live event targeting
- First-party ServusTV On registered user data for audience extension & retargeting
- Red Bull Media House cross-brand audiences for broader DACH reach
Programmatic Challenges & Solutions
- Ad fraud: premium publisher environment + Adform detection tools reduce risk
- SPO: direct publisher relationship ensures a clean, transparent supply path
- Frequency inflation: logged-in user data enables accurate cross-device capping
- GDPR: all targeting operates within EU/Austrian privacy law frameworks
Positioning to Clients
- Premium, brand-safe sports context (F1, UEFA, MotoGP) with programmatic efficiency
- Proven performance: 300,000+ impressions, near-100% VCR in first campaign
- Only programmatic CTV access point for Austria's most-watched private broadcaster
- Strong alternative to walled-garden video — premium, editorial-quality content adjacency
Key Discussion Questions
- How does the Adform partnership change the conversation with programmatic-first media buyers?
- What are the key differences between buying ServusTV CTV programmatically vs. direct IO?
- How do we position ServusTV's programmatic offering against walled-garden video platforms?
🛒 Topic 5: Retail Media & CTV Integration
Retail Media Meets CTV in DACH
- Retail networks (Amazon, Rewe, Spar, dm) are extending shopper data into CTV targeting
- Closed-loop model: target high-intent shoppers on CTV → measure purchase lift
- ServusTV sports audiences (F1, MotoGP, UEFA) skew high-income, high-purchase-intent
- Primary verticals: FMCG, automotive, travel, financial services
Where ServusTV Fits
- Premium CTV destination for retail media advertisers to extend reach beyond walled gardens
- Retailers activate shopper data via Adform DSP and target segments on ServusTV On CTV
- Logged-in user data enables audience matching with retail data partners
- Red Bull Media House audience graph adds reach for active, premium consumer segments
Commerce-Driven Video Opportunities
- Branded content & sponsorship around F1, MotoGP, UEFA creates high-attention environments
- Interactive CTV (Ease Live): polls, overlays, QR codes linked to commerce actions
- Sport FAST channel delivers persistent brand presence for retail advertisers
- FIFA World Cup 2026 (exclusive free-TV, June 22): major commerce moment for DACH brands
Handling Client Objections
- "We're in Amazon/retail walled gardens" → ServusTV reaches premium audiences they can't access
- "We need closed-loop attribution" → logged-in data enables audience matching via Adform
- "Budget shifting to performance" → near-100% VCR drives long-term purchase intent
- "DACH-only focus" → Austria's #1 private broadcaster with DACH-wide digital reach
Navigating Budget Shifts
- Position converged TV (linear + CTV + FAST) as upper-funnel complement to retail media
- Premium sports context builds brand salience retail media cannot replicate
- Salzburgerland case study: 300,000+ impressions, near-100% VCR — proven CTV performance
- F1, MotoGP, UEFA + FIFA 2026 provide year-round commerce-relevant advertising moments
Key Discussion Questions
- How should ServusTV approach clients shifting budgets toward retail media and performance channels?
- What data partnerships would strengthen ServusTV's retail media audience matching proposition?
- How does the FIFA World Cup 2026 exclusive create a commerce opportunity for DACH brands?
🎯 Program Summary & Next Steps
Upon completing both training days, participants will have a comprehensive, ServusTV-specific understanding of the CTV landscape — from ecosystem fundamentals to programmatic activation, measurement, and client strategy in the DACH market.
What You'll Know
- The full ServusTV inventory stack (linear, ServusTV On, ServusTV Sport FAST, servustv.com)
- How CTV data is collected, resolved, and measured in a GDPR-compliant DACH context
- How ad serving works across live sports streams and on-demand content
- How programmatic CTV buying works via Adform
- How to position ServusTV against retail media and walled-garden video
What You'll Be Able to Do
- Confidently explain ServusTV's converged TV proposition to clients
- Navigate client objections around measurement, attribution, and budget allocation
- Plan and pitch unified campaigns across linear, BVOD, and FAST
- Activate programmatic CTV campaigns via Adform
- Use ServusTV's sports rights calendar (F1, MotoGP, UEFA, FIFA World Cup 2026) as a strategic selling tool
Assessment & Certification
- Pre-training assessment to establish baseline knowledge
- Session quizzes after each session to reinforce retention
- Final assessment upon program completion
- Session recaps and reference materials provided after every session
- Bilingual delivery available (German / English)