Designing for the Modern Viewer: CTV Creative in an Era of Changing Attention

During the Cannes Lions Festival of Creativity, Brad Liebow, Chief Investment Officer of Publicis Health Media, Charel MacIntosh, Global Head of Business Development & Strategic Partnerships at Clinch, and Jason Higgins, CEO & Co-Founder of OpenGlass explored how changing viewer behavior is reshaping CTV creative, media planning, and measurement. The discussion, moderated by Katie Secret, Founder & Principal, Secret Advantage, focused on how brands can deliver more relevant ad experiences across home screens, in-stream video, pause ads, and other advanced CTV formats.

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Key Takeaways:

• Viewer attention shifts throughout the streaming experience, requiring different creative approaches.
• Brands need to move beyond exposure toward attention and relevance.
• Personalization works best when it is relevant without becoming intrusive.
• Each CTV format plays a distinct role across the viewer journey.
• Creative, media, and measurement need to operate more collaboratively.
• Programmatic access and interoperability help advanced formats scale.
• Stronger measurement connects creative and media performance to campaign outcomes.