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The CTV Advertising Playbook
This guide helps marketers better understand everything about CTV advertising, from learning all the basics to measuring impact.
2025 Performance TV Advertising Playbook for Retail Marketers
A retail marketer’s guide to TV advertising campaigns that win Black Friday Cyber Monday
Cyber Monday hit $13.3 billion in online sales last year, the biggest shopping day ever. With Black Friday and Cyber Monday around the corner, competition for consumer attention is fierce. Retail marketers need every advantage to stand out and drive measurable results.
TV has always been powerful but hard to track... until now. Performance TV lets you target, optimize, and measure just like any digital channel. This guide shows you exactly how to use it to reach shoppers and boost sales this holiday season.
What you’ll learn:
- What Performance TV is and how to build a winning retail strategy
- How to set budgets, define audiences, and create high-performing creative
- The tactical steps to launch and optimize campaigns
- How to measure impact and prove ROI with incrementality testing