Connected TV
Director of Product Marketing | MNTN
Bringing CTV From Emerging Channel to Advertising Strategy
Audience
Brand marketers and media buyers evaluating whether to shift advertising budgets from traditional television and digital display toward an emerging, largely undefined category.
Goal
Support a major company pivot from a digital display platform to Connected TV by defining the category, clarifying the value proposition, and enabling go-to-market teams to reposition the offering.
Because the category was still early, the objective was not just product marketing in the traditional sense, but helping the market understand a new way of planning, buying, and measuring television advertising. This included driving internal alignment, enabling sales, and accelerating adoption among advertisers unfamiliar with the channel.
Approach
1. Defined the category and market context
Established a clear narrative around the shift from linear television to streaming, grounding the opportunity in changes in consumer behavior, the growth of streaming environments, and the limitations of traditional TV buying.
2. Translated technical capabilities into marketing value
Worked closely with product and leadership to connect platform capabilities, such as programmatic buying and audience targeting, to outcomes that resonated with brand marketers, including reach, precision, and measurable performance.
3. Developed positioning and go-to-market narrative
Built a cohesive narrative that repositioned the company from a display vendor to a platform enabling performance-driven television advertising, clarifying how it fit into evolving media strategies.
4. Enabled sales and external communication
Created materials and frameworks used across sales and marketing to consistently communicate the new category, helping teams articulate value to advertisers and navigate early-stage objections.
Impact
Enabled a successful repositioning from a traditional digital advertising platform to a leader in Connected TV
Equipped sales teams with a clear narrative to introduce and sell an emerging category to brand advertisers
Accelerated market understanding of Connected TV as a viable and necessary channel
Repositioned the company from a digital display vendor to a leader in Connected TV, redefining its value as performance-driven television advertising at scale
Sample Case Study
Sample Market Research: End User
