"The Power of Connected TV": A Coffee With Rachael Stone, WPP Media

Why It Matters

Because CTV blends TV’s premium reach with digital‑level targeting and interaction, mastering its measurement and integration will be essential for brands seeking efficient, accountable media spend.

Key Takeaways

• CTV spans all internet‑enabled TV, excluding traditional linear broadcast
• Measurement standards for CTV remain fragmented, hindering agency‑client alignment
• Brands use CTV primarily for targeted awareness, not direct conversion
• Interactive features like QR codes and add‑to‑basket boost viewer engagement
• Agencies must adopt consultative, data‑driven approaches to navigate CTV complexity

Summary

The interview with Rachael Stone, AV Business Director at WPP Media, explores the rapidly evolving Connected TV (CTV) ecosystem and its place within agency media buying.

Stone defines CTV as any internet‑ready television, encompassing BVOD, AVOD, SVOD, fast‑channel apps and addressable slots. She notes that the sheer variety of formats makes measurement, trading and reporting cumbersome, and that industry tools such as C‑Flight and Project Origin have yet to deliver a unified reach‑and‑frequency solution.

She highlights how advertisers are shifting expectations from pure reach to digital‑style outcomes—brand lift, search lift, and even add‑to‑basket actions. Real‑world examples include Amazon’s on‑screen ‘add to basket’ button and QR‑code experiments during COVID, which demonstrate CTV’s new interactive potential.

The takeaway for brands and agencies is clear: CTV should be treated as a targeted awareness channel that feeds the broader funnel, but success depends on consultative planning, robust cross‑channel measurement and the adoption of emerging standards. As budgets tighten, the ability to prove CTV’s contribution will determine its long‑term share of media spend.

Original Description

In this episode of A Coffee With... Rachael Stone, AV business director at WPP Media, joins ExchangeWire's John Still over a latte to chat CTV and measurement.

CTV functions primarily as a powerful, targeted awareness-driver that complements traditional TV, especially as linear's influence wanes. However, the market's structure hasn't quite kept pace with the technology's evolution, creating complexity for agencies and clients alike.

As client expectations for accountability and demonstrable outcomes grow, the industry must innovate beyond simple reach metrics and embrace more interactive, data-rich advertising formats to prove CTV's value within the broader, integrated media funnel.

0:00 Introduction

1:35 Where are we at with CTV in the agency ecosystem?

3:41 Has the CTV landscape become overcomplicated?

5:05 What is the strength of CTV in the omnichannel media mix?

6:51 What do clients want to know about the TV sell?

8:58 Does CTV need better standardisation and measurement frameworks?

12:25 Where in the funnel does CTV have the most impact?

14:21 What CTV ad formats are there and where is there room for innovation?

#adtech #media #CTV #advertising #coffeechat