The document discusses misconceptions surrounding buying connected TV (CTV) and over-the-top (OTT) advertising, emphasizing the importance of flexibility in buying strategies and understanding cost-per-thousand (CPM) rates. It highlights various CPM ranges and the benefits of integrating OTT with display advertising while promoting hybrid buying practices for maximized efficiency. Additionally, the speaker provides tips for optimizing campaign inventory allocation and targeting diverse audiences.

1. Clarifying the
Misconceptions
Behind Buying
CTV/OTT

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Katherine Bishop
Marketing Coordinator

3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For Commerce Leaders of Today and the Future

5. Our Speaker
ROCHELL ROTENBERG
Director, Business
Development

6. POLL
Is your understanding of CPMs
for streaming keeping you from
using it or using it more?
● Preventing me from using it
● Encouraging me to use it more

7. Average Industry CPMs
Range From $20-$40,
Or Even Higher.
But it doesn’t have to be
that way.

8. When Thinking Through
OTT, Dig Into the
Make Up of Your Buy.

9. Synergy Between OTT & Display
● Display and TV can work together, but it
doesn’t need to be on a blended basis.
● 100% video inventory will allow you to
truly measure the efficacy of television.
● Transparency into media buying - know
how the magic happens!
Video inventory
100% of the time

10. Depending on Your Goals,
Flexibility in Buying is
Increasingly Important.

11. Ad Buying Waterfall: Building an Advantage
11
$25+
CPMs
GENERAL MARKET / GUARANTEED
Sold at 100% clearance assumption; reserved for upfront advertisers, fluidity deals, and
custom sponsorship executions.
$15–$25
CPMs
PROGRAMMATIC GUARANTEED
Guaranteed programmatic options leveraged for hyper audience targeting and fluidity deals.
$9–$11
CPMs
PUBLISHER DIRECT - PERFORMANCE
Orders processed by execs at the networks through their respective ad servers.
$9–$15
CPMs
PRIVATE MARKETPLACE (PMP)
Invite-only programmatic buys exclusive to Bliss Point advertisers with fixed rates.
$5–$15
CPMs
OPEN MARKETPLACE
Real-time auctions of remnant inventory across hundreds of buyers and sellers.
HIGHEST PRIORITY CPMS
LOWEST PRIORITY CPMS

12. Embrace Inventory
Diversification for Optimal
Buying.

13. Unique Reach and
Platform
Dominance
Ad-free
No ads with
subscription fee
Free with ads
Free to stream, with
ads in every show
Tiered
Ad-supported
and paid options
37% 38%
25%
Streaming Viewer Makeup
by Subscribers / Monthly Active Users

14. Tap into Different Tests, Diversify Your Footprint
DEMO
TARGETING
GEO
TARGETING
3RD PARTY
TARGETING
1P LOOKALIKE
TARGETING
SUPPRESSION
& RETARGETING

15. Key Takeaways
1. Define your campaign inventory
allocation
2. Ensure flexibility in rates that align with
your company’s spending goals
3. Embrace hybrid buying practices to
maximize efficiencies and opportunity
potential

16. Q&A
ROCHELL ROTENBERG
Director, Business Development

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19. Thank you!