Discovering innovative ways to reach new prospects outside of broadcast TV A national automotive brand wanted to efficiently reach relevant prospects while taking advantage of television’s big screen and premium content. Its previous broadcast buys were great for general awareness, but didn’t provide any audience segmentation, such as targeting by sports enthusiasts and automotive intenders. The brand was also looking to reach audiences it may have missed with broadcast TV alone, including cord cutters and cord shavers. Strategus, the brand’s programmatic activation partner, knew that the only way to reach these audiences on the big screen was with CTV. For some time, the agency had been on the forefront of testing this emerging channel and expected it to take off. With

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