Television and streaming, answered in full.
- questions in this group, each answered in full
- 4
- pages the answers are written on, every one linked
- 2
- questions across the whole set
- 148
CTV & streaming TV
Written on CTV & streaming TV, and rendered here in the same words rather than summarised.
Read the page these answers live on →
Can I target specific job titles on CTV?
Not directly, and nobody can. What you can do is buy consent-chained B2B segments that are built from job-title and intent data — Bombora Company Surge, D&B IT decision makers — and have them delivered against streaming households. AdBuyMCP grades that person-level and scores it 85 out of 100 when the match is strong, which is the honest description of a very good proxy rather than of an exact match.
What happens if my audience matches nothing?
The plan still compiles, at 60 out of 100, on geo-city household targeting, and the fidelity rationale says exactly that: no marketplace segment matched. We do not silently substitute a broader segment and present it as your audience. If 60 is not good enough for the money involved, that is a decision you get to make before you spend it.
Addressable & linear TV
Written on Addressable & linear TV, and rendered here in the same words rather than summarised.
Read the page these answers live on →
Is this the same as buying a TV spot?
No. A spot buys everyone watching a programme. Addressable TV buys the households you selected, wherever they are watching, by swapping the ad in at the set-top box or the stream. That is why it is bought on household attributes and postcode districts rather than on programme and time, and why the fidelity question is about how well Mosaic groups proxy your audience rather than about how many people watched.
Why is 55 out of 100 worth buying at all?
Because the alternative on television is worse, not better. A 55 that you can see is a more useful number than an unlabelled demographic buy, and addressable TV grew 37% to £1.84bn in 2025 on AA/WARC figures, which tells you the money is moving rather than that the trade is a good one. The point of publishing the score is that you get to decide whether it is worthwhile for your budget, rather than finding out afterwards.
All seven channels, ranked by score→
If the answer above raises a question about your own budget, that is the sort of thing a forty-five minute working session is for.
Talk it through148 questions, grouped by subject
Every question answered anywhere on this site sits in one of 21 groups, and appears in exactly one of them. This is one.
Bring the question this group did not answer.
45 minutes. Bring a real brief and we compile it live. You describe one audience, it compiles into seven channel plans in front of you, and the awkward questions get answered against your own numbers rather than in general.
Design-partner phase· recruiting paid design partners rather than selling self-serve media · what is live, and what is not
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