Define the role of CTV
Start with the business objective. A new brand introduction, market expansion or product explanation may call for awareness activity. Do not treat CTV as a substitute for an unclear offer or expect every impression to produce an immediate website visit. Explain how the campaign fits the wider plan.
Specify audience and market priorities
Identify who you need to reach and the geographic scope. Discuss available inventory, buying requirements and audience options with the relevant buying platform. Avoid promising a precise cross-device journey: the ability to connect exposure and later response depends on available data and applicable rules.
Check the video assets
Review whether the message introduces the brand, explains the value and gives viewers something clear to remember or do. Confirm required formats and approvals before committing to the plan. Producing or adapting the video is a separate responsibility that must be assigned explicitly.
Consider the rest of the journey
A viewer may later search, visit through another channel or return directly. Make the offer easy to understand on the website and coordinate supporting search or social activity where suitable. A connected plan gives each channel a role without claiming every visitor can be individually traced across devices.
Agree budget and evaluation conditions
Ask what delivery the proposed budget can support and whether the planned reach and frequency fit the objective. There is no single minimum that suits every platform and market. Review the proposed buying scope and measurement method before deciding whether the test is worthwhile.
Choose defensible measures
Reach, frequency and video engagement can describe delivery. Additional lift or incremental measurement may help where feasible. Recorded visits or conversions require careful interpretation and should not be presented as proof of causality. If the plan cannot answer what success would look like, resolve that gap before launch.
A planning framework from Kale. Campaign scope, platform availability and measurement depend on your business and the agreed brief.