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Connected tv strategy for major consumer electronics firm


A large device manufacturer wished to understand its opportunities in the connected TV space, specifically with respect to targeted advertising.


Altman Solon conducted dozens of in-depth interviews with advertisers, ad agencies, video service providers, TV manufacturers, operating system/platform providers, and content/app developers to understand current needs/pain points, as well as hopes/expectations for connected TVs. We then synthesized interview feedback to identify key trends across the video distribution value chain, ideal data for consumer targeting, and concerns such as privacy, need for analytics, and integration with ad serving systems.


Partially as a result of Altman Solon’s analysis and recommendations, our client changed its strategy in the connected TV space to emphasize greater collaboration with the content and advertising industries.