Watch the full panel discussion on demand here. Michelle Sarpong, media and trading director at the7stars, sees an opportunity here for CTV: "It's a channel you can activate quickly in terms of changing creative. Local lockdowns will continue, so data and personalisation are going to be even more prevalent, and connected TV was one of the first platforms to do personalised ads." This is underlined by Unruly 's research, which also looked at memorability of ads on both linear TV and CTV. Respondents cited the personalisation that is possible through CTV as making campaigns more memorable when they matched both their mood and the content they are watching. Beyond this, are CTV providers able to demonstrate a clear case to advertisers? Sarpong believes so: "Naturally the conversation with CTV is around incremental reach, building on your linear TV campaign is one of the main benefits." Then there is the subject of cost effectiveness.