Videos
CTV Essentials Training for ServusTV / Red Bull Media
This five-session course is designed for ServusTV / Red Bull Media to build a shared understanding of the Connected TV landscape and how our company fits within it. Whether you work in sales, analytics strategy, partnerships, finance, or any other area of the business, this training will help you speak confidently about CTV, understand how the industry is evolving, and see where ServusTV / Red Bull Media's content and brands play a role.
  • Format & Schedule: Five sessions held over two days.
  • Cohort Size: Up to 30 participants per group.
  • Customization: The curriculum is fully tailored to ServusTV and Red Bull Media's content, strategy, brand positioning, and internal context.
  • 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 reference and internal sharing.
Session 1: The CTV Ecosystem
Objective: Provide a strategic overview of how Connected TV works, from platforms to viewer behavior, and where ServusTV On fits within the streaming landscape in Austria and the wider German-speaking market.
Topics Covered:
  • What is CTV? How linear broadcast evolved into app-based digital video, and how ServusTV extended its free-to-air channel into ServusTV On, the free streaming platform launched in 2022.
  • Who are the key players? Smart TVs (Samsung, LG), streaming devices (Roku, Amazon Fire TV, Apple TV), operating systems, and app stores, and where ServusTV On is distributed across mobile, web, tablet, and the living room.
  • Business Models (AVOD, SVOD, FAST, TVOD): How each monetization model shapes streaming, and why ServusTV On runs as a free, ad-supported service with 24/7 themed streams such as the ServusTV Sport digital channel.
  • ServusTV and Red Bull Media's Position in the Ecosystem: How ServusTV On, the sibling Red Bull TV service, and the brand worlds (Bergwelten, Heimatleuchten, Terra Mater) fit together, and how the company sits against ORF, Sky Österreich, and Eurosport / Warner Bros. Discovery in the DACH market.
  • CTV vs. Traditional TV: Differences in measurement, targeting, and distribution between the linear ServusTV broadcast and the ServusTV On app.
Session 2: Tracking, Data, and Measurement in CTV
Objective: Build a clear understanding of how viewership is measured in CTV, what data ServusTV On collects, and what it reveals about how audiences engage with sports, nature, and regional content.
Topics Covered:
  • How Viewership is Tracked: ACR, device-level data, and logged-in environments, and how a free, registration-based platform like ServusTV On builds a first-party view of its audience.
  • Identity and Audience Data: How CTV platforms identify viewers, and how ServusTV On can distinguish a Formula 1 or UEFA club competition audience from a Bergwelten or Heimatleuchten audience.
  • Data Partnerships: How Red Bull Media works with data providers, clean rooms, and ID graphs, including the live sports data from partners such as Stats Perform that powers on-screen experiences.
  • Measurement in CTV: From impression tracking to viewership studies and attribution modeling, across both the linear ServusTV broadcast and ServusTV On.
  • What the Data Means: How measurement informs rights decisions, content scheduling, and a deeper understanding of the Austrian and wider German-speaking audience.
Session 3: Ad Serving in CTV
Objective: Explain how advertising works inside ServusTV On content, how ads are inserted around live sport and on-demand programming, and what the technical and creative landscape involves.
Topics Covered:
  • How Ads Are Served in Streaming: Server-side ad insertion (SSAI), client-side insertion, and dynamic ad decisioning, and why SSAI matters for seamless delivery during live football and motorsport.
  • Ad Break Structures: Pre-rolls, mid-rolls, and the natural break points in live sport versus binge-friendly formats in on-demand series.
  • Platform Nuances: What differs across Samsung, Roku, Fire TV, Apple TV, mobile, and web, and why that matters for the ServusTV On viewer experience.
  • Latency and User Experience: Technical factors that affect ad delivery during high-demand live moments such as a Champions League peak, and how the Ease Live interactive layer opens new in-game ad inventory at key moments.
  • Creative Compatibility: How different file types and specs apply across the CTV endpoints where ServusTV On runs.
Session 4: Programmatic Media in CTV
Objective: Demystify how CTV inventory is bought and sold, both directly and programmatically, so every employee has a working literacy of how the market transacts and what it means for ServusTV On and Brand Studio.
Topics Covered:
  • How Programmatic Works in CTV: DSPs, SSPs, and PMPs, and how automated buying shapes the streaming ad market in the DACH region.
  • How ServusTV / Red Bull Media Inventory is Bought: Direct IO, programmatic guaranteed, and private marketplace, and how premium live sport such as the FIFA World Cup 2026 is positioned for advertising partners.
  • What Buyers Look For: Transparency, efficiency, audience scale, and contextual relevance, including the premium environment of live sport and the brand-safe context of Bergwelten and Terra Mater.
  • Key Industry Concepts: Measurement, targeting layers, brand safety, and competitive separation — terms every employee should understand.
Session 5: Creative, Retail, and Commerce Media in CTV
Objective: Explore the creative frontier of CTV, including emerging ad formats and interactive experiences, and what the future of streaming means for ServusTV On and Red Bull Media as the industry evolves.
Topics Covered:
  • CTV Creative Innovations: Pause ads, QR codes, overlays, binge ads, interactive units, and shoppable video, and how ServusTV On already uses Ease Live overlays with real-time stats, instant highlights, and live polls during sport.
  • Integrated Storytelling: How Brand Studio and Brand Studio Sport use sequential messaging and contextual placement to connect brands with audiences across ServusTV On, Red Bull TV, and the publishing brands.
  • Retail and Commerce Media: The growing intersection of shopping behavior and streaming, and how interactive and shoppable formats could extend the Servus and Bergwelten brand worlds.
  • Measuring Impact: How data signals are used to understand whether content and campaigns drive real-world outcomes for advertising partners.
  • The Future of CTV: Where the industry is headed and what it means for how ServusTV and Red Bull Media create, distribute, and monetize content across the DACH market.