[Ebook] How to plan for an unstoppable peak season
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Television has accompanied brands for decades. It has been a stage, a loudspeaker and a meeting point — a medium capable of bringing millions of people together around the same story. That power hasn’t disappeared; it has simply adapted to how we consume content today: more flexible, more digital and more guided by personal choice than by fixed schedules.
Within this natural context of change, Connected TV (CTV) has emerged — not as a replacement, but as an evolution. A form of television that preserves the emotional impact of the audiovisual format while incorporating something that, until now, belonged almost exclusively to digital marketing: precision.
CTV makes it possible to plan audiences with greater accuracy, measure what once remained out of focus and adjust campaigns based on the real behaviour of the person on the other side of the screen. It does not break with television tradition; it complements it with tools that make investment more efficient and, above all, more aligned with the rest of the media ecosystem.
This post explores exactly that: how connected television is integrating performance logic without losing the essence that has always made it relevant.
A calm, coherent evolution — and above all, full of opportunities for brands looking to understand how to build impact in 2025.
TABLE OF CONTENTS
2. Segmentation is no longer a luxury exclusive to performance
Connected television has been circling the advertising market for more than a decade, but only in the past three years has it taken off as if waiting for a perfect alignment. That alignment is, in reality, five structural forces that have converged at the same moment in time.
When you analyse them together, you understand why the industry refers to Connected TV (CTV) not as an innovation, but as the modern reinterpretation of television.
Here are those five forces, explained plainly.
For years, the death of linear TV was predicted — and yet it didn’t arrive. Now, the shift is no longer a trend: it’s evidence.
Smart TVs have become the home’s entertainment hub. Users no longer tune channels; they open apps. YouTube, Netflix, Prime Video, Twitch, Pluto TV… these have become the new generalist broadcasters.
The consequence is obvious: if consumption moves to a digital environment, advertising becomes programmable.
And when advertising is programmable, it stops being pure branding and moves closer to performance.
CTV has inherited — without asking permission — the tools of digital marketing.
We no longer speak of “housewives”, “18–34 youth”, or “male audiences”.
Now segmentation is based on real signals:
CTV introduces a level of precision that television never had.
And that precision is the essence of performance.
It’s the first time you can reach TV audiences based on what they do — not on what they are assumed to be.
Linear TV measured impact through surveys, panels and extrapolations.
A system worthy of the 20th century, useful… until we stopped consuming like we did in the 20th century.
In CTV, every exposure leaves a trace. Every view is recorded. Every variation can be analysed.
Measurement becomes a continuous source of signals:
The idea of a single 30-second “hero piece” no longer fits the current rhythm. Audiences are fragmented, consumption patterns vary and audiovisual language is faster, more modular and more demanding.
The combination of CTV + AI has brought three major changes:
We move from one spot for everyone to hundreds of variations based on:
– who is watching
– from where
– at what moment
– with what prior intent
AI analyses which version retains better, which generates more searches and which increases intent.
What once required weeks of post-production is now multiplied and adapted with models that optimise colour, rhythm, subtitles, formats or duration.
Television, for the first time, allows for dynamic creativity. And that brings the medium closer to performance.
CTV no longer lives in an isolated compartment. It is part of the same impact chain as Meta, Google, TikTok, YouTube and programmatic campaigns.
What happens on TV affects other channels:
CTV is not a substitute for traditional TV; it is the bridge between branding and performance.
The emergence of CTV is not a change in format; it is a change in mindset.
The big screen is no longer a static monument: it is a living environment, guided by data, optimised by algorithms and connected to real consumer behaviour.
What was once reserved for branding has become one of the most interesting environments for measurable growth.
Brands that understand this no longer plan television: they plan audiences. They don’t seek abstract reach; they seek impact with purpose. They don’t buy spaces; they buy influence opportunities.
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