TV/OTT Media Strategy: Brand Building vs. Performance
A growing trend among performance marketers, predominantly e-commerce businesses, is their reevaluation of the role of linear television, and by extension, over-the-top (OTT,) in their channel mix strategy. Traditionally, performance marketers have considered linear TV and OTT as acquisition channels that supply mass reach and scale and evaluated their efficacy against a cost-per-acquisition goal or […]