Advertisers Should Demand Premium CTV for Best Results: WBDs Porter Beet.TV [Video]

CANNES — Not all CTV impressions are created equal. To get the best results, advertisers need to ensure they are buying premium CTV inventory with professionally-produced content that engages fans.

That’s according to one executive who says he knows the roadmap to premium placement.

“If you want premium content and you want a premium environment, you have to buy premium CTV,” says David Porter, Head of Research, Data & Insights at Warner Bros. Discovery, in this video interview with Beet.TV.

Quality content is just one part of the equation. The ad environment also needs to be premium, with appropriate ad loads, seamless commercial breaks, and proper plaque slates.

Porter complains that one challenge is that many advertisers are buying CTV without fully understanding what they are getting. They may view all CTV as being the same.

“It’s important to ask a lot of questions about where you’re buying CTV and …