Connected TV advertising promises to reach audiences with precision yet the path to achieving this is increasingly fragmented.
For advertisers, this means not only understanding the shifting consumer behaviors and technological advancements but also fostering partnerships that can cut through the noise and deliver measurable business outcomes.
That approach is central to PMG’s strategy, according to Mike Treon, head of CTV and video strategy at the agency. “PMG’s independence has allowed us to be agile by always being ready to embrace change, always being ready to act on behalf of our customers in terms of what’s best and being open to partnerships when they present themselves,” Treon said in this video interview with Beet.TV.
Embracing CTV’s fragmentation
eMarketer forecasting US CTV ad spending to reach $33.35 billion in 2025, a 15.8% year-over-year increase, driven by nearly 238 million U.S. viewers.
But the inherent fragmentation of the CTV ecosystem, with its myriad platforms, devices, and data sources, demands a new playbook, Treon suggested. That means a concerted effort to unify disparate data streams and deploy tools that offer a holistic view across various platforms and initiatives.
PMG is an independent marketing and technology agency whose clients include Best Western, Nike and Kohler. Treon explained PMG’s role as one of “controlling that chaos and putting it into lenses”.
The challenge, Treon noted, is that CTV “as a landscape, as a consumer product, has presented itself a bit differently in terms of how we plan, buy, measure, and activate against media.” He emphasized the importance of continually evaluating solutions and not being afraid to “change direction or change course as fast as a landscape may move.”
The value of early adoption and partnership
PMG, recognized by MediaPost as its 2023 Media Agency of the Year, has cultivated a reputation for being innovation-forward, partly by embracing early adoption of new technologies and initiatives. Treon claimed that “early adoption creates a really good relationship with partners to be able to keep doing that.” This proactive stance involves not just testing new solutions but also actively contributing to their development by providing constructive feedback.
“We really pride ourselves in being first and having that full pipeline of innovation for clients is that ultimately our partners are there trying to solve needs for the market,” Treon said.
Experimentation is a core habit PMG aims to build, ensuring there are “always irons in the fire of testing and initiatives and things that develop over time,” Treon stated. He believes the best relationships, with both partners and clients, incorporate this continuous improvement cycle.
Actionable advice for marketers
For marketers grappling with the fast-moving CTV environment, Treon’s primary advice is to remain tethered to tangible business results.
He cautioned against the temptation to “over-partnerize” solutions, where adding more technology or intermediaries can dilute effectiveness.
“Adding more people to the mix or more technology ultimately degrades the efficacy, or the amount of working media dollars out there,” Treon claimed.
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