CTV & Programmatic Campaign Brief

1Brief a connected-TV / programmatic display campaign that performance marketers won't laugh at.
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3INPUT: goal + KPI honesty: {{goal}} | budget: {{budget}} | audience: {{audience}} | creative assets available: {{assets}}
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5DELIVER: the KPI reality check first (CTV is not last-click — commit to the measurable proxy upfront: reach/frequency vs. site-visit lift vs. brand-lift study, matched to budget size; flag if budget is below the floor where measurement is meaningful), audience + inventory strategy (targeting layers, content adjacency exclusions, fraud/MFA-site exclusion stance), frequency capping (the #1 waste source — set the cap and the reasoning), creative spec per format (15/30s CTV, display sizes — what exists vs. [ASSET GAP]), flight plan with a learning phase, and the measurement plan with the pre-committed decision rule ("if visit-lift < X% by week 4, we cut").