By Angela Mertz, VP of Integrated Media at EGC Group and Jonathan Baker A lot of attention has been paid to connected television (CTV) as a powerful advertising venue. But do marketers really know what’s involved in promoting brands on this medium? Or are they adopting CTV without fully understanding what it takes to execute it well? The Conversational Shift As more advertisers increase investment in CTV, industry conversations are shifting from “how much CTV” to “how well CTV is planned.” That’s because greater fragmentation, frequency challenges, and quality concerns have made strategic buying and thoughtful execution critical to achieving actual results. Connecting the Dots of CTV All too often, CTV has been viewed as a simple plug-and-play channel. Effective execution, however, requires intentional planning across inventory quality, frequency management, placement, and measurement. As the CTV ecosystem becomes more fragmented, the difference between premium publisher partnerships and open-exchange inventory will have a growing impact on performance. How to Plan for a Successful CTV Strategy in 2026 The following list details not only the method but mindset for how marketers should pursue a smart CTV buy—and why expertise matters more than ever. Not all CTV inventory delivers the same value. Quality environments and premium placements matter more than scale alone. Effective CTV buying requires active planning around frequency, placement, and context. This is not a “set it and forget it” approach. Transparency and supply path decisions play a critical role in where ads run and how they perform. CTV delivers its strongest impact when creative is aligned across linear TV and streaming, reinforcing messaging and brand recognition. The most successful video strategies integrate CTV thoughtfully alongside linear TV to maximize attention, reach, and performance. Each of the points listed above have one main foundation: Despite its advanced technology, CTV is not a standalone solution. Angela Mertz, EGC’s VP of Integrated Media, offers this summary:“We see CTV as a premium strategy, not a shortcut. When creative aligns with TV placements and frequency and quality are managed intentionally, CTV becomes a powerful extension of the broader video plan.” For brands looking to navigate CTV more strategically in the year ahead, EGC Group can help. From planning the right media mix to eye-catching video campaigns, we can help you pinpoint the most effective ways to deliver your brand’s message. Contact us to learn more.
