The Unification Milestone: Redefining the Big Screen Through Integrated CTV Advertising

Fragmentation has long been a defining characteristic of the modern media landscape, presenting advertisers with a complex puzzle to solve. However, a recent multi-year initiative has marked a significant turning point, transforming this challenge into a strategic opportunity to redefine the "Big Screen" experience. This comprehensive approach, culminating in a groundbreaking Unified CTV buy, integrates Broadcast Video on Demand (BVOD), Subscription Video on Demand (SVOD), and Advertising Video on Demand (AVOD) within a single, high-performance advertising ecosystem.

The Innovation: Broadcast Content as the Missing Pillar

Driven by a commitment to continuous innovation and experimentation, a leading agency achieved a pioneering feat by technically facilitating and testing Sky’s integration into the DV360 ecosystem. This breakthrough paved the way for an industry-first Unified CTV buy. This revolutionary model consolidates disparate video consumption platforms—including BVOD from broadcasters like Sky, SVOD services such as Netflix and Disney+, and AVOD platforms like YouTube—into a singular, powerful buying engine within a unified platform.

The evidence for this unified approach is compelling, showcasing a "Bigger & Better" outcome than ever before. In a strategic partnership with Simply Business, a prominent provider of small business insurance, siloed media buys were replaced by a single, integrated digital entry point. The results of this initiative were definitive, demonstrating the power of consolidation.

The Implications: A New Standard for the Industry

The success of the Simply Business campaign signals a fundamental paradigm shift for the advertising industry. For advertisers, it unequivocally proves that the complexity inherent in the digital migration is not an insurmountable obstacle but a problem that can be effectively solved through strategic integration. By consolidating the world’s most premium content into a unified, data-driven view, the industry has moved beyond treating "digital video" as an afterthought or an add-on. Instead, it has established a new benchmark for "Total TV"—a holistic approach where brands can command a dominant presence in the modern living room, leveraging the immense scale of broadcast television with the precision and accountability of digital advertising. This represents not merely a novel method of media acquisition, but a demonstrably superior pathway for business growth.

Total TV: Has the Balance of Reach Shifted?

For decades, linear television has served as a reliable, scalable, and cost-effective cornerstone for reaching audiences en masse on the home’s primary screen. While linear TV continues to offer significant reach, its dominance is gradually waning, coinciding with the exponential growth of Connected TV (CTV). As viewers seamlessly navigate between a burgeoning array of streaming services and platforms, their attention has increasingly migrated towards digital environments, albeit in a highly fragmented manner. Today, content is the ultimate arbiter of viewer focus, with an unprecedented breadth of choice across live TV and sports, video streaming, on-demand services, and premium YouTube channels. This diverse ecosystem means consumption patterns are highly individualized and fluid, varying from person to person and day to day.

Consequently, as audiences continue their migration to CTV and advertising opportunities on these platforms proliferate, the ability to identify and engage them within the digital sphere has become increasingly scalable, yet simultaneously more complex. For advertisers and agencies, this evolving reality has necessitated a strategic re-evaluation. Cutting through this pervasive fragmentation is now paramount to truly capitalizing on the immense opportunities presented by the Connected TV landscape.

Has the Fragmentation Barrier Shifted – From Challenge to Opportunity?

Throughout a series of in-depth explorations, it has been demonstrated that advertisers and agencies can effectively transform the challenge of media fragmentation into a high-performance opportunity through the implementation of Unified Buying strategies. This evolution has been meticulously documented through a phased approach:

May 2025: Paper 1 – The Dawn of Unified Buying in DV360
The initial phase explored the nascent stages of unified buying within DV360, integrating platforms like Netflix and YouTube. This early endeavor successfully cut through fragmentation, delivering significant efficiencies and effectiveness, and importantly, extending the power of digital advertising to the big screen in consumers’ homes.

August 2025: Paper 2 – Expanding Unified Buying to Broadcaster YouTube
Building on the foundational success, the second paper documented the expansion of this unified buying approach to include Broadcaster YouTube. This strategic move capitalized on the inherent draw and impact of major broadcast moments, enabling dynamic campaign execution within a consolidated framework.

The visual landscape of television viewing continues its rapid transformation. Over the past two years, the average digital share of total weekly TV viewing has surged by an impressive 16%, with this growth primarily stemming from the decline of linear viewership. Across all demographic segments, less traditional digital avenues are steadily increasing their footprint. This has resulted in a complex mosaic of viewing experiences that presents fragmentation challenges for both viewers and marketers alike.

As an agency keenly attuned to the shifting balance within Total TV, significant value and measurable performance have been observed through the implementation of Unified Buying in CTV. Viewers are dedicating increasing amounts of their screen time to digital platforms. With the proliferation of advertising opportunities across these environments, the prospect of relying solely on CTV to reach target audiences has become a tangible reality.

However, a critical pillar of the UK viewing experience—Broadcaster Video on Demand (BVOD)—had, until recently, remained somewhat siloed, elusive, and separated. This has now changed. BVOD represents a substantial portion of reach for numerous demographics. The integration of the UK’s premier broadcasters into the programmatic ecosystem is not a mere coincidence; it is a direct response to a "perfect storm" of audience migration and unprecedented advertiser demand. From sophisticated DSP integrations to the announcement of proprietary unified marketplaces, the current juncture represents a tipping point. This critical moment necessitates the rigorous testing of the scale and impact achievable by consolidating all facets of CTV into a single, Unified Buy. This is precisely the objective that was undertaken through a pilot test conducted in partnership with Which?.

The Pilot: A DV360 First

The genesis of this groundbreaking initiative was a simple yet compelling email: "We are nearly there with DV360, fancy testing something this side of Xmas?" This type of challenge, particularly when received just one week before the holiday season, is precisely the kind of opportunity that the agency thrives on. Fortunately, the agency partners with ambitious clients who are equally keen to push the boundaries of advertising innovation. In this instance, Kat Chinnock, Head of Brand & Comms Planning at Which?, readily accepted the call to action.

The objective of this pilot was straightforward: to explore the feasibility and effectiveness of integrating Sky’s Digital Linear and BVOD inventory within the DV360 platform. This endeavor aimed to understand whether this integration could deliver incremental reach beyond existing linear TV campaigns, and crucially, whether it could be executed within a demanding timeframe.

The Verdict: A Paradigm Shift Achieved

The outcome was resounding: it is now possible to buy Sky Digital Linear & BVOD through DV360, and it works exceptionally well. A remarkable 80% of the reach achieved with Sky’s activity through DV360 was entirely incremental to the agency’s Linear TV campaign. This means that previously unreachable customers could now be effectively communicated with.

Beyond incremental reach, the pilot yielded other significant achievements. For the agency’s Programmatic team, this marked their first foray into buying TV content in this manner, enabling them to serve ads across platforms such as Live Sports for the very first time. This included serving across live sporting events like the Women’s Super League and the EFL. The campaign also capitalized on the immense demand and viewership for highly acclaimed content, such as Knight of the Seven Kingdoms, which at one point commanded a record-breaking 10/10 on IMDb. These episodes proved to be top-performing content pieces, driving exceptional reach within the campaign.

The ability to buy Live TV programmatically in the UK is a long-held aspiration for many seasoned programmatic professionals. It represents the convergence of the very best content with programmatic buying and selling. This fusion combines the scale, trust, and cultural relevance of broadcast television with the precision, flexibility, and accountability that digital advertising has always promised.

Crucially, the pilot yielded several key learnings:

• Incremental Reach is Achievable: The ability to reach new audiences beyond traditional linear TV campaigns was definitively proven.
• DV360 is a Viable Platform: The platform demonstrated its capability to handle complex integrations and deliver impactful results.
• Live Content Integration is Possible: Serving ads across live sports and premium entertainment content within a programmatic framework is now a reality.
• The "Missing Pillar" is Now Present: BVOD integration signifies the completion of a truly unified CTV buying strategy.

With these newly established capabilities, the next logical step was to rigorously test their potential at scale.

Testing the New Balance of Total TV

The success of the Which? pilot propelled the conversation from theoretical possibility to tangible reality. By successfully integrating the previously elusive "missing pillar" of BVOD into DV360, the agency demonstrated that advertisers no longer face an "either/or" choice between the broad reach of traditional TV and the precision of digital. The findings confirmed that broadcaster content could seamlessly integrate into a programmatic ecosystem, offering a clear, holistic perspective on how modern viewers engage with premium TV content.

The advantage of this unified approach extends beyond simplified reporting; it offers a more effective means of audience engagement. By proving that BVOD can be integrated into a digital environment, the fundamental management of the "Big Screen" experience at home can be revolutionized. This paper delves into the exploration of these advancements.

Building upon the foundational insights from previous papers and the technical breakthrough achieved in the Which? pilot, the objective was to ascertain if this integrated model could deliver at true scale. The aim was to prove that the simultaneous integration of BVOD, SVOD, and AVOD for the first time could achieve several critical goals:

• Scale Incremental Reach: Demonstrate the ability to significantly expand reach beyond existing linear TV efforts.
• Enhance Campaign Effectiveness: Prove that a unified approach leads to better overall campaign performance.
• Drive Business Outcomes: Connect media investment to measurable business results, such as increased intent or conversions.

To achieve this ambitious goal, a significant undertaking was required. This necessitated a partnership with a brand possessing a sophisticated strategy and a team bold enough to push the boundaries of modern television advertising. This ideal partner was found in Simply Business, one of the UK’s largest providers of small business insurance. With a compelling television asset, a history of impactful linear TV campaigns, and a formidable marketing team unafraid to embrace innovative testing methodologies, Simply Business was the perfect collaborator for the first full-scale execution of Unified CTV.

Moving beyond previous integrations, the aim was to consolidate the entire on-demand landscape—BVOD, SVOD, and AVOD—within a single DV360 ecosystem. The objective was to elevate the balancing act of media planning. The focus was not solely on achieving reach, but on effectively scaling incremental impressions. The aim was to complement Simply Business’s already effective linear TV plan while simultaneously preserving the efficiency often sacrificed in fragmented media approaches. In essence, the pursuit was the "Holy Grail" of Unified Buying: proving that consolidation not only simplifies the media plan but actively amplifies its performance.

The Hypothesis

The core hypothesis posited that by migrating away from multiple disconnected digital media buys and consolidating them into a single, Unified CTV campaign, the overall performance of the media mix could be fundamentally improved. The campaign set out to demonstrate that a unified campaign encompassing BVOD, SVOD, and AVOD could deliver three key outcomes:

1. Significant Incremental Reach: Achieve substantial reach beyond existing linear TV efforts.
2. Improved Audience Engagement: Drive higher levels of engagement and impact among target audiences.
3. Measurable Business Impact: Directly contribute to key business objectives, such as increased brand recall or search intent.

The Approach

Individual deals were secured with Sky, Netflix, and Disney+ directly within DV360. These placements were meticulously aligned with the existing brand strategy and linear TV activity to ensure a cohesive and integrated presence. All these elements were then housed within a single campaign alongside YouTube. Crucially, all inventory was restricted to big-screen CTV devices, thereby creating a unified footprint at a scale previously unattempted.

This integrated approach fundamentally transformed the workflow. What would typically be managed as six separate, siloed campaigns was streamlined into just two: Linear and Unified CTV. With all components consolidated in one platform, real-time oversight and management of the digital media balance became fully achievable.

"Simply The Best" Way of Reaching Our Audience

The results concerning total reach were nothing short of astonishing. The campaign achieved massive scale, reaching an impressive 5.1 million individuals within the target audience. Furthermore, the data indicated a significantly incremental audience reach compared to the Linear TV baseline, with only a marginal 6% overlap between the two—a lower overlap than initially anticipated.

The Unified CTV test transcended mere scale; it effectively captured audiences missed by the linear campaign, particularly lighter TV viewers, Gen Z, and Millennials. It delivered twice the reach of 25-34 year olds compared to the linear campaign. These are precisely the demographics that have exhibited the most pronounced migration towards on-demand and streaming services. Consequently, it was logical that linear TV would drive higher reach among older demographics, such as 55-64 year olds. However, the success of this Unified CTV approach lay in its ability to scale reach against Simply Business’s target audience, complementing their existing linear baseline by tapping into the unique audience reach of each partner and maximizing effectiveness through unified buying.

Was the Unified Methodology Effective?

The synergistic effect of the partners coming together in a unified buy was evident, contributing to a staggering 4.5 million incremental reach delivered throughout the campaign. However, understanding the overall effectiveness of this new unified buy was not the sole objective. The integration of BVOD as the "missing piece of the Unified puzzle" was instrumental, enabling the campaign to capitalize on the unique opportunity BVOD provides to reach target audiences across some of the biggest and best content available. To the delight of the campaign team, it performed exactly as intended.

In fact, every single element of the plan, from the unified partners to linear TV, held its own, not only providing significant scale against the target audience but also offering unique opportunities to reach and engage with them that other channels did not. This data, derived from DV360’s upgraded Cross Media Reach (XMR) reporting, marked the first time such a granular and sophisticated analysis of a TV plan’s results and partner interactions had been achieved. This underscores the importance of utilizing advanced reporting not just as a buying avenue, but as a tool for informed decision-making and campaign optimization.

The observed low overlaps between partners, which might initially seem counterintuitive, were in fact deliberate and actively managed by the programmatic team. The campaign’s core objective was to leverage partners to drive maximum incremental reach. Utilizing live data from XMR reporting, coupled with in-platform frequency controls, the team minimized partner overlap. This strategic approach forced each partner to focus on reaching incremental users for whom they had the most exclusive opportunity.

By actively managing this reach across partners, not only was unwanted overlap minimized, but in instances where overlap would have occurred, the platform was directed to reallocate budget towards finding new users. This resulted in over 120,000 additional users being reached within the same media budget.

The critical takeaway is the ability to optimize and make effective decisions. While numerous platforms and tools exist for running Unified CTV campaigns, the focus on DV360 stems from its robust YouTube integration and publisher connectivity, but more importantly, the campaign data accessible mid-flight for informed decision-making. This approach liberates advertisers from the constraints of managing five disparate buys that are each independently striving for the same objective. Visibility fuels optimization, and optimization drives outcomes. Beyond cross-partner frequency management, several advanced optimization tactics can be employed:

Finding the Right Total Frequency

An initial optimization focused on frequency. Simply Business’s advertisement was highly impactful, driving strong recall among the target audience at a lower-than-usual frequency. This insight was leveraged to tighten frequency parameters, with the hypothesis being that the freed-up budget could be redeployed to find more users at an effective frequency, thereby driving higher overall ad recall. This hypothesis proved correct.

Maximizing Campaign Outcomes Beyond Reach

Furthermore, it was observed that a specific demographic was responding exceptionally well to the advertisement, and this demographic was comparatively under-exposed by the linear campaign. Consequently, campaign levers were adjusted to direct the Unified Engine towards identifying as many of these users as possible. This strategic adjustment resulted in a significant impact on intent, with a search lift for the campaign reaching an impressive 18%.

Did All That Reach Have Any Impact?

The overall results were exceptionally positive. The campaign not only complemented the broader Simply Business media plan but also successfully met its performance objectives. Most importantly, the extensive learning process solidified the confidence that Unified CTV represents a significant and powerful component of the future of Total TV.

Michael Garvey, Director of Brand and Communications at Simply Business UK, commented on the success: "At Simply Business, we know our creative is working hard to set us apart, so the task for us is to expose more of our target audience to our Simply The Best ad – ensuring that when SMEs and landlords need tailored business insurance, ‘Simply Business’ is the first name they remember. Our CTV test with Brainlabs allowed us to do exactly that – making the most of an innovative new way of buying digital AV to drive efficient and incremental reach. While our linear TV plan continues to lay a strong foundation for the Simply Business brand, this industry-first test has helped us scale our campaign to new audiences, proving the power of a unified media strategy."

So What Does All of This Mean for Advertisers?

1. The Future of Total TV is NOW: The immense total and incremental reach achieved by the Unified CTV test, coupled with the complementary nature of each digital channel, underscores the scalability and importance of Unified CTV in audience engagement. The mission continues to involve experimentation with scaling across more broadcasters, OEMs, and streaming services, as each represents a new potential opportunity to reach target audiences. The value of these integrations can only be understood through rigorous testing.

2. The Scales are Tipping: The digital migration is an ongoing, albeit gradual, reality. This analysis has highlighted how a strong linear TV foundation can be significantly enhanced by previously unattainable digital reach. However, this is not the only viable approach. Digital scale is substantial, and while not yet universal, it offers the broadest opportunity to target most demographics. Engaging these audiences within an environment enriched with digital controls, visibility, and targeting capabilities represents an undeniable improvement. Therefore, a digital-first or digital-only TV campaign may be the optimal strategy, depending on brand objectives, budget, campaign goals, and, most critically, the target audience. The surprising rarity of such comprehensive digital-first approaches suggests a missed opportunity for many brands.

   

3. The Power of Unified is Real: The significant scale and impact demonstrated in these case studies are largely attributable to the conditions fostered by Unified Buying. It creates an environment that leverages the collective effectiveness of each partner, providing a singular view of the target audience. The strategic utilization of partners as vehicles for quality engagement and reach, followed by optimization towards the best outcomes, is a fundamental principle of programmatic trading. Any advertiser not currently engaging in some form of Unified CTV buying is missing a significant strategic advantage.

4. YOU Can Make it Perform Better: The advanced targeting and measurement solutions available in CTV offer more than just the ability to reach specific audiences with transparent, granular live reporting; they unlock dynamic campaign optimization. In a Unified CTV campaign, extracting and integrating all available data into dashboards provides live, rich insights. This data-driven approach informs better decision-making and demonstrably improves campaign results. The ability to optimize in-flight based on user response to ads, consumption habits, and reach enhancement, all within the same budget, is a capability unattainable in traditional linear TV advertising.

And… What’s Coming Next?

While this series has explored significant advancements, the dynamic nature of the CTV landscape ensures continuous evolution. The agency anticipates ongoing publisher launches and integrations, platform updates, data integrations, format innovations, and emerging measurement opportunities. While a trilogy may have concluded, the story of Unified CTV is far from over.

Current Top 3 Exciting Developments in CTV:

• The World Cup: Major football tournaments, with their inherent drama and dynamic consumption patterns, are ideal environments for digital campaigns. The global nature of these events, combined with the extended viewing windows created by time differences, will position CTV at the forefront of World Cup coverage.
• Shoppable CTV: The integration of shoppable functionalities within CTV experiences is rapidly gaining traction. Early testing indicates that shoppable CTV is directly driving sales, whether through QR code engagement or remote control purchases. This evolving capability warrants significant advertiser attention.
• Sponsorships: Leading streaming platforms like Netflix and Disney are effectively leveraging sponsorships within the CTV space. From movies and TV series to genres, seasonal packages, and live sporting events, traditional TV’s powerful sponsorship model has found a robust new home in CTV, presenting exciting opportunities for brands.

As always, there are numerous other developments on the horizon that promise to further enhance the CTV advertising ecosystem.