Advances in connected TV enable CTV to compete with other digital channels in its ability to respond to real-time data signals, according to Laura Hicks, Global Head of Marketing Development at GroupM Nexus. Cross-channel campaigns can therefore combine the benefits of TV with the advantages of digital advertising.
In this video interview, Hicks speaks on the targeting opportunities of CTV, the ability to plug in commerce and retail data, and the avenues it opens up for clients who previously would not have considered TV advertising. Filmed at TV Rise 2023 in Florence.
