South Africa, May 27 -- Winning here is not about reusing old strategies but about understanding how the ecosystem works and building campaigns around real viewing behaviour.

1. Ctv is not one thing it is an ecosystem

Ctv is not a single platform you can plug into. It is a full ecosystem made up of streaming apps, Avod platforms, Fast channels, broadcaster apps, gaming consoles, smart TVs and set top boxes, all with different audiences and behaviours.

The brands seeing real results are the ones treating Ctv as its own space. It sits between traditional TV and digital, combining high impact storytelling with smart targeting and measurement.

That balance is what makes it powerful but only when both sides are used properly.

2. Plan arou...