Q&A with new R&D partner CTVBuyer L.L.C.

LMA is excited to welcome CTVBuyer L.L.C. as a R&D partner. Learn more in the following Q&A with Michaela Crudele, Director of Marketing.

1. Tell us a little bit about what CTVBuyer L.L.C. does.
   
   We’re a full service publisher ad operations platform and monetization solution for the streaming television space. We help bridge the gap between demand and inventory by providing unparalleled transparency and efficiency.  We achieve success for our partners through personalized strategies, industry insights usually learned the hard way, and essential knowledge for maximizing exposure, reach, and revenue optimization. Additionally, we bring unique advertiser demand through sales partnerships and by training your local sales team how to sell streaming television effectively.
   
   
2. What problem does your company solve for a local media company?
   
   Even if a local television company has its own ad operations team, the connected TV (CTV) landscape presents unique complexities. We provide the partnerships and expertise necessary to address these issues, ranging from basic to complex, while also facilitating quick revenue generation. Many local operations often lack the volume needed to capture the attention of major Supply-Side Platforms (SSP) or Demand-Side Platforms (DSP). CTVBuyer addresses this challenge by leveraging our size and scale to engage with these key players on your behalf more effectively.
   
   
3. What makes CTVBuyer L.L.C. unique?
   
   We’re a full solution provider handling ad operations to get started in the space, or dramatically improve your monetization. In addition, we train your sales team on how to sell streaming effectively and create products for them to expand the audiences you can make available to advertisers to grow revenue. And last, we have our direct selling channel of salespeople nationally to bring you new revenue from outside markets. To compete in this space, ad operations is a requirement to maximize programmatic revenue. But to drive the value of your full inventory, you’ll need sales people directly engaged and actively selling locally and nationally.
   

4. Talk to us about the landscape of CTV?
   
   Television is rapidly migrating to the digital space as smart televisions are exactly that, digital devices. Due to this migration, it can be bought and measured like digital. CTV is not about competing for television money, it is about competing for digital money, which is much larger. Additionally, streaming television will enable small and medium size businesses to use television to promote their businesses, which will expand the number of advertisers using the medium exponentially. Local operators are in a position to capitalize on this opportunity to drive substantial growth. When you consider that television budgets are $75B, and digital budgets are $400B, you can appreciate the size of the opportunity CTV represents.
   
   
5. What results are your customers seeing?
   
   Our customers are typically at the early stages of developing their streaming revenue and have experienced the challenges mentioned earlier. enjoying substantial revenue increases.The results usually come quickly, as in the case of programmatic they are enjoying month over month increases in the range of 300%+. In relation to direct demand, they are enjoying increases of their owned and operated inventory of 375%+.

For more information and to learn more, contact sean@ctvbuyer.com.