The role of Connected TV (CTV) in full-funnel strategies, advertising performance measurement and creative work tailored to the television environment will be among the topics of the first edition of IAB Connect. The event, titled Think Smarter, Think CTV, is organised by Teads under the auspices of IAB Croatia and will take place on 4 November at 9:30 at Urania in Zagreb.
The regional application of CTV will be addressed in the panel The Future of TV Advertising in the Adriatic Region. Vjeko Srednoselec from dentsu Croatia, Damjan Planinc from Teads and Denis Oštir from VIDAA will take part in the discussion. They will examine CTV’s place in strategies covering the entire marketing funnel, the importance of creative solutions and the possibilities for measuring campaign effectiveness, alongside challenges and opportunities specific to the regional market.
The relationship between creative work and advertising performance will be the subject of a presentation by Ioana Samoila from Teads, The Omnichannel Booster Effect: Driving Business Outcomes with Connected TV. She will present CTV instream advertising solutions and use examples of campaigns and practices to discuss the role of creative work in attracting viewers’ attention and its contribution to communication effectiveness.
An overview of market and technological changes will be provided by Oštir, who will open the professional programme with the presentation CTV Is Dead. Long Live TV!. He will discuss global and regional trends in the CTV industry, the development of the smart TV ecosystem and changes in how television content is watched. The presentation will also cover the opportunities these changes bring to advertisers and media platforms.
IAB Connect is a new format of professional gatherings dedicated to current topics in the digital market, intended for advertisers, agencies, technology partners and other industry professionals. The first edition will begin with breakfast and coffee before the professional programme, while time after the presentations and panel will be set aside for conversations with speakers and other participants.
Registration is available via the form, and information about IAB Croatia’s activities can be found on its official website.
