📺 CTV Essentials Training for
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 Xumo’s solutions to advertiser goals, and navigate the evolving competitive set,
- Format: Five weekly sessions + one bonus session, 75 minutes each
- Cohort Size: Up to 30 participants per cohort
- Customization: Sessions aligned to Xumo’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 Xumo-specific frameworks after each session
- Weekly Quizzes: Reinforce core concepts and benchmark knowledge retention
- Fee: $1,100 per participant
📺 Session 1: The CTV Ecosystem
- Define Connected TV and trace its evolution from linear to digital, showing how shifts in viewing behavior create new opportunities for Xumo.
- Explore the ecosystem’s components — smart TVs, streaming devices, and content platforms — and where Xumo’s offerings fit in.
- Break down key streaming business models (AVOD, SVOD, TVOD, hybrid) and highlight how Xumo’s content and campaigns appear across these models.
- Compare CTV to traditional TV advertising in terms of targeting, measurement, and attribution, emphasizing Xumo’s data capabilities and cross-channel insights.
💰 Session 2: The Buyside of CTV
- Who the buyers are: brands, agencies, holding companies, independent trading desks.
- How they plan and buy CTV: upfronts vs. scatter, direct vs. programmatic, and custom partnerships.
- Economic models shaping the buy side: principal buying, trade/barter, and media financing approaches.
- Current trends: guaranteed outcomes, performance-based KPIs, and agency consolidation of spend.
📊 Session 3: Data & Measurement in CTV
- How data is captured: ACR, SDK-based tracking, and third-party partnerships — and how Xumo applies these signals.
- Identity resolution: linking CTV viewership with online/offline consumer behavior for more accurate measurement.
- Data types (first-, second-, third-party) and how they power audience targeting.
- Measurement evolution: attribution, incrementality, reach/frequency, and how advertisers evaluate ROI in CTV.
🤝 Session 4: Programmatic Media in CTV
- How RTB, PMPs, and programmatic guaranteed deals operate in streaming.
- Heavier focus on DSPs: The Trade Desk, DV360, Amazon DSP, Yahoo, etc.
- Role of SSPs and ad exchanges — but framed from the buyer’s perspective.
- Key challenges: ad fraud, supply-path optimization, transparency, and how Xumo partnerships/data help mitigate them.
📈 Session 5: Performance in CTV
- Define performance marketing in streaming and how it differs from brand campaigns.
- Who does it well today (inside and outside CTV): Amazon, Roku, YouTube, Meta, TikTok, retail/commerce integrations.
- What data is required for attribution and optimization (conversion, sales, offline matchback, multi-touch attribution).
- Xumo’s opportunities to tie premium video exposure to measurable outcomes.
🤖 Bonus Session: AI in Advertising
- Define key AI types (ML, DL, Generative, Agentic).
- Applications in advertising: targeting, optimization, creative generation, measurement, fraud detection.
- Case studies: Google, Amazon, Roku, Meta, Netflix.
- Opportunities and risks for CTV advertisers as AI reshapes buying, selling, and creative processes.