For Amobee's TV amplification solution, should we emphasize broader reach across linear and CTV or concentrate on delivering more precise audience segments to advertisers?

Introduction

The trade-off we're examining for Amobee's TV amplification solution is whether to emphasize broader reach across linear and CTV or concentrate on delivering more precise audience segments to advertisers. This decision is crucial for Amobee's positioning in the competitive TV advertising landscape. I'll analyze this trade-off by considering product strategy, user impact, technical feasibility, and business implications.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market trends, I'm thinking CTV might be growing faster than linear TV. Could you share how the current revenue split looks between linear and CTV for Amobee?

Why it matters: Helps understand where to focus our efforts for maximum impact Expected answer: CTV is growing but linear still accounts for majority of revenue Impact on approach: Would influence whether we prioritize CTV or balance both

• Considering user behavior, I'm assuming viewers are increasingly platform-agnostic. How does our current user base distribute across linear and CTV platforms?

Why it matters: Informs whether we need to bridge gaps or leverage existing cross-platform behavior Expected answer: Growing overlap, but still significant single-platform users Impact on approach: Would guide whether to focus on cross-platform strategies or platform-specific optimizations

• From a technical standpoint, I'm thinking our data integration capabilities might differ between linear and CTV. How mature is our infrastructure for audience segmentation across these platforms?

Why it matters: Determines feasibility of precise targeting across platforms Expected answer: More advanced for CTV, improving for linear Impact on approach: Would influence the timeline and resources needed for each option

• Looking at our team structure, I'm curious about our capacity for developing and maintaining more complex audience segmentation models. Do we have the necessary data science resources in place?

Why it matters: Affects our ability to execute on more precise targeting Expected answer: Limited resources, potential need for hiring or upskilling Impact on approach: Might favor broader reach strategy in short term while building capacity

• Considering market dynamics, I'm wondering about the urgency of this decision. Are we facing immediate competitive pressure or is this more about long-term positioning?

Why it matters: Influences the timeline and risk tolerance for our strategy Expected answer: Increasing competition in CTV space, but still time to strategize Impact on approach: Would balance short-term gains with long-term strategic positioning