Build a Winning CTV Strategy

How To Build a Winning CTV Strategy

The world of CTV continues to transform how advertisers reach and engage their audiences. With its advanced targeting capabilities, access to premium content, and robust measurement tools, CTV offers extraordinary opportunities for growth. Today, we culminate our “9 Days of CTV” blog series with the release of the free, exclusive “CTV Strategy Playbook: From Script to Screen” from Yahoo DSP. This  resource is designed to guide you through the intricacies of building and executing successful CTV campaigns, consolidates essential insights, and provides actionable steps to help you thrive. 

The Evolving CTV Landscape

Connected TV has emerged as a leading channel in the digital advertising ecosystem. Reports such as the 2025 IAB Video Ad Spend Report Part One and LG Ad Solutions: The Big Shift 2025 indicate a significant shift towards digital video ad spend over traditional linear TV. This growth is driven by several factors, including the rise of streaming services, increased consumer adoption of smart TVs, and the ability to deliver highly targeted ads to engaged audiences. Advertisers must understand the unique aspects of CTV and develop strategies that leverage its strengths.

Key Components of a Winning CTV Strategy

Building a winning CTV strategy involves several critical components. First, it's essential to define clear objectives and understand your target audience. Leverage data and insights to gain a deep understanding of your audience behaviors and preferences. Next, select the best inventory and channels to reach your audience, ensuring your message is seen in the right context. Campaign activation and execution are also crucial, requiring sophisticated  frequency controls and real-time optimization to maximize effectiveness. Finally, monitoring campaign performance, analyzing data for “supply path visibility,” and making adjustments are vital for achieving your goals. Scaling effective campaigns and continuously optimizing are necessary for long-term success.

Introducing the "CTV Strategy Playbook: From Script to Screen"

This playbook isn't just another guide; it’s your personal director and producer for CTV success. Inspired by the process of creating a TV show, we put you in the director’s chair and the playbook walks you through a phased approach that mirrors the journey from initial concept to final broadcast. It's designed to demystify CTV advertising and offer a clear, actionable framework, ensuring that you can take the complex world of CTV and turn it into impactful, measurable campaigns.

Inside the Playbook: Your Roadmap to CTV Success

To help navigate this complex landscape, this playbook walks you through a phased approach to developing and executing your CTV strategy. It covers five key phases:

• The Writers’ Room: Lay the groundwork.
  This stage is all about setting your foundation. Define your objectives, conduct audience research, and understand the marketplace. Use data and insights to inform your strategy and gain a deep understanding of audience behaviors.

• Casting & Location: Secure placements.
  This is where you select the best inventory and channels to reach your target audience. This ensures your message is seen in the right context, maximizing the effectiveness of your campaign.

• Filming: Activate and execute.
  With your strategy in place, you’ll learn how to set up and launch your CTV campaigns, leveraging robust capabilities to optimize and manage your ad delivery in real-time.

• The Edit Bay: Review and refine.
  Monitor your campaign performance, analyze data, and make necessary adjustments to ensure you’re achieving your goals. 

• Syndication & Renewal: Scale your success.
  This phase focuses on scaling effective campaigns, expanding your reach, and continuously optimizing for long-term success, while also exploring new avenues for growth.

How Yahoo DSP Supports Your CTV Goals

Yahoo DSP provides the technology and tools needed to bring your CTV strategy to life. With Yahoo DSP, you can leverage advanced targeting solutions, seamless data integration, and real-time optimization capabilities. The platform supports each phase of your CTV journey, from initial planning to post-campaign analysis. In the playbook, it highlights how specific Yahoo DSP features and tools support each phase, helping you fully leverage its capabilities to achieve your CTV advertising ambitions.

‍Download your free “CTV Strategy Playbook: From Script to Screen” and start building your winning CTV strategy with Yahoo DSP!