CIMM2025联网电视与流媒体广告活动规划采买及测量最佳实践研究报告英文版66页.pdf

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BraveNewWorld

BestPracticesforPlanning,BuyingandMeasuringCTV

andStreamingAdCampaigns

July2025

AboutCIMM

TheCoalitionforInnovativeMediaMeasurement(CIMM)isanonpartisan,pan-industrycoalitionof

companiesfocusedoncultivatingandsupportingimprovements,bestpractices,andinnovationsin

measurementandcurrency;datacollaborationandenablement;andtheuseofnewmetricsand

approachestounderstandingthevalueofmedia.CIMMembracestheentiremediaandadvertising

ecosystemandprioritizeseffectivecollaborationtodelivermeaningfulchange.

Aspartofourprogram,CIMMcommissionsmajorresearchstudiesfromindustryanalysts,experts,

andthoughtleaderstoprovideinsightsonissuesofcriticalinteresttoourmembers.Thegrowthand

developmentofCTVandstreamingTVhashadasignificantimpactonthemediaandadvertising

ecosystem,stimulatinginvestment,innovationandchange.Marketershavebenefitedfromtheproliferation

ofdata,newadformats,innovativenewmeasurementsolutionsandmetrics,andnewsalesandexecution

models.However,themarketisalsocomplexandfragmentedandcanbehardtonavigate.

Thisguidesetsouttoexplorebestpractices,providingmarketerswithpracticaladvice,recommendations

andinspirationfromsomeoftheleadingplayersinthemarket.Itistheresultofextensivecollaboration

withindustryleaders—advertisers,agencies,publishers,andtechnologypartners.Wewouldlike

toextendourgratitudetotheprojectteam—ToddGordon,BhavanaSmith,andBretLeece—who

researchedandauthoredthereport.We’realsohugelyappreciativeofthetremendouscontributionsfrom

thenumerousindustryexecutiveswhosharedtheirexperienceandexpertisewiththeteam.

Finally,manythankstoallof

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