{"id":8455,"date":"2026-07-31T20:44:58","date_gmt":"2026-07-31T18:44:58","guid":{"rendered":"https:\/\/mediapeople.pl\/kampanie-tv-i-ctv\/"},"modified":"2026-08-10T00:45:06","modified_gmt":"2026-08-09T22:45:06","slug":"kampanie-tv-i-ctv","status":"publish","type":"page","link":"https:\/\/mediapeople.pl\/de\/kampanie-tv-i-ctv\/","title":{"rendered":"Kampanie TV i CTV"},"content":{"rendered":"<style 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h1{font-size:48px!important}\n.mp-section{padding:64px 0}\n.mp-hero{padding:64px 0 24px}\n.mp-related,.mp-steps{grid-template-columns:repeat(3,minmax(0,1fr))}\n}\n@media(min-width:1280px){\n.mp-grid{grid-template-columns:repeat(4,minmax(0,1fr))}\n}\n@media(max-width:639px){\n.mp-page h4{font-size:18px}\n.mp-check li{font-size:14px}\n.mp-card,.mp-brandcard,.mp-aside{padding:24px}\n.mp-tldr-box{padding:24px}\n.mp-hero-grid,.mp-two-col{gap:24px}\n.mp-cta-row{flex-direction:column;align-items:stretch;gap:10px}\n.mp-btn{display:block;width:100%;text-align:center;padding:16px 20px;letter-spacing:2px}\n.mp-faq-item summary{font-size:16px}\n.mp-page h1{max-width:none}\n}\n<\/style>\n<div class=\"mp-page\">\n<nav class=\"mp-section mp-crumbs\" aria-label=\"\u015acie\u017cka nawigacji\">\n<div class=\"mp-wrap\"><a href=\"https:\/\/mediapeople.pl\/\">Strona g\u0142\u00f3wna<\/a><span aria-hidden=\"true\">\/<\/span><a href=\"https:\/\/mediapeople.pl\/oferta\/\">Oferta<\/a><span aria-hidden=\"true\">\/<\/span><span class=\"mp-crumb-current\">Kampanie TV i CTV<\/span><\/div>\n<\/nav>\n<section class=\"mp-section mp-hero\">\n<div class=\"mp-wrap\">\n<p class=\"mp-eyebrow\">Media offline i audio<\/p>\n<h1>Kampanie TV i CTV<\/h1>\n<div class=\"mp-hero-single\">\n<div class=\"mp-tldr-box\">\n<p class=\"mp-eyebrow\">W skr\u00f3cie<\/p>\n<p><strong>Kampanie TV i CTV<\/strong> to nowoczesna us\u0142uga planowania i zakupu emisji wideo, \u0142\u0105cz\u0105ca masowy zasi\u0119g tradycyjnej telewizji z precyzyjnym targetowaniem na platformach Connected TV i VOD. Us\u0142uga jest przeznaczona dla marek, kt\u00f3re chc\u0105 budowa\u0107 szerok\u0105 \u015bwiadomo\u015b\u0107 przy jednoczesnej optymalizacji koszt\u00f3w dotarcia do grup typu <em>cord-cutters<\/em>. Dzi\u0119ki synergii kana\u0142\u00f3w, nasi klienci zyskuj\u0105 wy\u017cszy zasi\u0119g inkrementalny i pe\u0142n\u0105 mierzalno\u015b\u0107 dzia\u0142a\u0144 multiscreen.<\/p>\n<div class=\"mp-cta-row\"><a class=\"mp-btn mp-btn-primary\" href=\"https:\/\/mediapeople.pl\/kontakt\/\">Um\u00f3w konsultacj\u0119 \u2192<\/a><a class=\"mp-btn mp-btn-ghost\" href=\"#mp-faq\">Zobacz FAQ<\/a><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<\/section>\n<section class=\"mp-section mp-section-prose\">\n<div class=\"mp-wrap\">\n<h2>Wprowadzenie<\/h2>\n<div class=\"mp-section-body\">\n<p>W dobie zmieniaj\u0105cych si\u0119 nawyk\u00f3w konsumpcji medi\u00f3w, samo \u201ebycie w telewizji\u201d to za ma\u0142o. Skuteczna strategia wideo wymaga p\u0142ynnego przechodzenia mi\u0119dzy du\u017cym ekranem w salonie a aplikacjami streamingowymi na urz\u0105dzeniach mobilnych i Smart TV.<\/p>\n<p>Media People, jako niezale\u017cny dom mediowy, projektuje <strong>kampanie TV i CTV<\/strong>, kt\u00f3re nie rywalizuj\u0105 o uwag\u0119 widza, lecz wzajemnie si\u0119 uzupe\u0142niaj\u0105. Wykorzystujemy zaawansowane narz\u0119dzia analityczne, aby Tw\u00f3j komunikat dotar\u0142 do odbiorcy tam, gdzie aktualnie konsumuje on tre\u015bci wideo, eliminuj\u0105c marnowanie bud\u017cetu na zduplikowany zasi\u0119g.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"mp-section mp-section-scope\">\n<div class=\"mp-wrap\">\n<h2>Zakres us\u0142ugi<\/h2>\n<div class=\"mp-section-body\">\n<p>W ramach obs\u0142ugi kampanii wideo realizujemy pe\u0142en proces strategiczny i zakupowy:<\/p>\n<\/div>\n<div class=\"mp-grid\">\n<div class=\"mp-card\"><span class=\"mp-card-icon\"><svg viewBox=\"0 0 24 24\"><circle cx=\"12\" cy=\"12\" r=\"9\"\/><path d=\"M12 3v18M3 12h18\"\/><\/svg><\/span><\/p>\n<h3>Analiza wsp\u00f3\u0142ogl\u0105dalno\u015bci<\/h3>\n<p>Badamy, jak Twoja grupa docelowa dzieli czas mi\u0119dzy TV linearn\u0105 a platformy streamingowe.<\/p>\n<\/div>\n<div class=\"mp-card\"><span class=\"mp-card-icon\"><svg viewBox=\"0 0 24 24\"><circle cx=\"12\" cy=\"12\" r=\"9\"\/><circle cx=\"12\" cy=\"12\" r=\"4\"\/><\/svg><\/span><\/p>\n<h3>Planowanie multiscreen<\/h3>\n<p>Dobieramy optymalny miks stacji TV oraz platform VOD (np. Player, Polsat Box Go, TVP VOD) i CTV (YouTube na Smart TV, Netflix Ads).<\/p>\n<\/div>\n<div class=\"mp-card\"><span class=\"mp-card-icon\"><svg viewBox=\"0 0 24 24\"><path d=\"M3 17l6-6 4 4 7-7\"\/><path d=\"M14 8h6v6\"\/><\/svg><\/span><\/p>\n<h3>Zakup medi\u00f3w i negocjacje<\/h3>\n<p>Realizujemy emisje w modelach GRP, zakup cennikowy lub programmatic (CPM\/CPV).<\/p>\n<\/div>\n<div class=\"mp-card\"><span class=\"mp-card-icon\"><svg viewBox=\"0 0 24 24\"><rect x=\"3\" y=\"5\" width=\"18\" height=\"14\" rx=\"2\"\/><path d=\"M3 10h18\"\/><\/svg><\/span><\/p>\n<h3>Targetowanie behawioralne w CTV<\/h3>\n<p>Wykorzystujemy dane o zainteresowaniach i intencjach zakupowych widz\u00f3w.<\/p>\n<\/div>\n<div class=\"mp-card\"><span class=\"mp-card-icon\"><svg viewBox=\"0 0 24 24\"><path d=\"M12 3l9 5-9 5-9-5 9-5z\"\/><path d=\"M3 13l9 5 9-5\"\/><\/svg><\/span><\/p>\n<h3>Pomiar zasi\u0119gu inkrementalnego<\/h3>\n<p>Wyliczamy realn\u0105 liczb\u0119 nowych unikalnych u\u017cytkownik\u00f3w pozyskanych dzi\u0119ki kana\u0142om cyfrowym.<\/p>\n<\/div>\n<div class=\"mp-card\"><span class=\"mp-card-icon\"><svg viewBox=\"0 0 24 24\"><circle cx=\"9\" cy=\"8\" r=\"3\"\/><path d=\"M3 20a6 6 0 0 1 12 0\"\/><path d=\"M17 11h4M19 9v4\"\/><\/svg><\/span><\/p>\n<h3>Optymalizacja cz\u0119stotliwo\u015bci<\/h3>\n<p>Kontrolujemy liczb\u0119 kontakt\u00f3w z reklam\u0105 w obr\u0119bie ca\u0142ego ekosystemu wideo.<\/p>\n<\/div><\/div>\n<\/div>\n<\/section>\n<section class=\"mp-section mp-section-audience\">\n<div class=\"mp-wrap\">\n<h2>Dla kogo jest ta us\u0142uga?<\/h2>\n<div class=\"mp-one-col\">\n<p>Us\u0142uga jest dedykowana firmom, kt\u00f3re szukaj\u0105 efektywno\u015bci wykraczaj\u0105cej poza standardowe ramy reklamy telewizyjnej:<\/p>\n<ul class=\"mp-check\">\n<li><strong>Marki FMCG i Retail<\/strong><span class=\"mp-check-text\"> \u2014 Chc\u0105ce utrzyma\u0107 masowy zasi\u0119g przy jednoczesnym dotarciu do m\u0142odszych pokole\u0144.<\/span><\/li>\n<li><strong>Firmy technologiczne i E-commerce<\/strong><span class=\"mp-check-text\"> \u2014 Potrzebuj\u0105ce precyzyjnego kierowania reklamy wideo na konkretne grupy zainteresowa\u0144.<\/span><\/li>\n<li><strong>Reklamodawcy z ograniczonym bud\u017cetem TV<\/strong><span class=\"mp-check-text\"> \u2014 CTV pozwala na wej\u015bcie na \u201edu\u017cy ekran\u201d przy ni\u017cszym progu bud\u017cetowym ni\u017c og\u00f3lnopolska telewizja.<\/span><\/li>\n<li><strong>Marki buduj\u0105ce wizerunek premium<\/strong><span class=\"mp-check-text\"> \u2014 Wykorzystuj\u0105ce formaty wideo wysokiej jako\u015bci na du\u017cych ekranach Smart TV.<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"mp-section mp-section-process\">\n<div class=\"mp-wrap\">\n<h2>Jak wygl\u0105da wsp\u00f3\u0142praca?<\/h2>\n<ol class=\"mp-steps\">\n<li><span class=\"mp-card-num\">1<\/span><br \/>\n<h3>Analiza cel\u00f3w i grupy<\/h3>\n<p>Definiujemy KPI kampanii (zasi\u0119g, \u015bwiadomo\u015b\u0107, VTR) oraz profil widza.<\/p>\n<\/li>\n<li><span class=\"mp-card-num\">2<\/span><br \/>\n<h3>Strategia wideo-mix<\/h3>\n<p>Rekomendujemy podzia\u0142 bud\u017cetu mi\u0119dzy TV linearn\u0105 a platformy Connected TV i VOD.<\/p>\n<\/li>\n<li><span class=\"mp-card-num\">3<\/span><br \/>\n<h3>Media plan i estymacje<\/h3>\n<p>Przedstawiamy szczeg\u00f3\u0142owy plan emisji z prognozowanymi zasi\u0119gami.<\/p>\n<\/li>\n<li><span class=\"mp-card-num\">4<\/span><br \/>\n<h3>Zakup i uruchomienie<\/h3>\n<p>Rezerwujemy czas antenowy i powierzchni\u0119 reklamow\u0105 w \u015brodowiskach cyfrowych.<\/p>\n<\/li>\n<li><span class=\"mp-card-num\">5<\/span><br \/>\n<h3>Monitoring i optymalizacja<\/h3>\n<p>Na bie\u017c\u0105co korygujemy parametry emisji, aby maksymalizowa\u0107 efektywno\u015b\u0107 kosztow\u0105.<\/p>\n<\/li>\n<li><span class=\"mp-card-num\">6<\/span><br \/>\n<h3>Raportowanie i wnioski<\/h3>\n<p>Dostarczamy pe\u0142en raport z kampanii oraz analiz\u0119 wynik\u00f3w z uwzgl\u0119dnieniem synergii kana\u0142\u00f3w.<\/p>\n<\/li>\n<\/ol>\n<\/div>\n<\/section>\n<section class=\"mp-section mp-section-results\">\n<div class=\"mp-wrap\">\n<h2>Co otrzymuje klient<\/h2>\n<div class=\"mp-one-col\">\n<p>Efektem naszych dzia\u0142a\u0144 jest sp\u00f3jna i mierzalna obecno\u015b\u0107 marki w najwa\u017cniejszym medium zasi\u0119gowym:<\/p>\n<ul class=\"mp-check\">\n<li><strong>Zwi\u0119kszony zasi\u0119g inkrementalny<\/strong><span class=\"mp-check-text\"> \u2014 Dotarcie do os\u00f3b niekorzystaj\u0105cych z tradycyjnej telewizji.<\/span><\/li>\n<li><strong>Pe\u0142na mierzalno\u015b\u0107 CTV<\/strong><span class=\"mp-check-text\"> \u2014 Dok\u0142adne dane o liczbie wy\u015bwietle\u0144, pe\u0142nych obejrze\u0144 i interakcji typu klikni\u0119cie.<\/span><\/li>\n<li><strong>Optymalizacja kosztu dotarcia (eCPM)<\/strong><span class=\"mp-check-text\"> \u2014 Efektywniejsza alokacja bud\u017cetu dzi\u0119ki eliminacji nak\u0142adaj\u0105cych si\u0119 zasi\u0119g\u00f3w.<\/span><\/li>\n<li><strong>Wysoki wska\u017anik VTR<\/strong><span class=\"mp-check-text\"> \u2014 Emisja reklam w \u015brodowisku VOD, gdzie widzowie rzadziej pomijaj\u0105 spoty.<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"mp-section mp-section-prose\">\n<div class=\"mp-wrap\">\n<h2>Powi\u0105zane us\u0142ugi<\/h2>\n<div class=\"mp-section-body\">\n<ul>\n<li>\n<p><strong>Planowanie i zakup medi\u00f3w:<\/strong> Fundament ka\u017cdej kampanii wielokana\u0142owej.<\/p>\n<\/li>\n<li>\n<p><strong>Badania marketingowe:<\/strong> G\u0142\u0119boka analiza grupy docelowej przed startem dzia\u0142a\u0144 wideo.<\/p>\n<\/li>\n<li>\n<p><strong>Kampanie Digital:<\/strong> Uzupe\u0142nienie wideo o dzia\u0142ania performance i social media.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"mp-faq\" class=\"mp-section mp-section-faq\">\n<div class=\"mp-wrap\">\n<h2>Najcz\u0119\u015bciej zadawane pytania<\/h2>\n<div class=\"mp-faq-list\">\n<details class=\"mp-faq-item\">\n<summary>Czym r\u00f3\u017cni si\u0119 CTV od OTT?<\/summary>\n<div class=\"mp-faq-answer\">\n<p>OTT (Over-the-Top) to us\u0142uga dostarczania tre\u015bci wideo przez internet, a CTV (Connected TV) to urz\u0105dzenie (np. Smart TV), na kt\u00f3rym te tre\u015bci s\u0105 wy\u015bwietlane.<\/p>\n<\/div>\n<\/details>\n<details class=\"mp-faq-item\">\n<summary>Czy reklama w CTV jest mierzalna tak jak w digitalu?<\/summary>\n<div class=\"mp-faq-answer\">\n<p>Tak, kampanie w CTV pozwalaj\u0105 na precyzyjne \u015bledzenie liczby wy\u015bwietle\u0144, unikalnych u\u017cytkownik\u00f3w i wska\u017anika pe\u0142nych obejrze\u0144.<\/p>\n<\/div>\n<\/details>\n<details class=\"mp-faq-item\">\n<summary>Ile kosztuje kampania TV i CTV?<\/summary>\n<div class=\"mp-faq-answer\">\n<p>Koszt zale\u017cy od grupy docelowej, wybranego miksu kana\u0142\u00f3w i zasi\u0119gu. CTV pozwala na start z mniejszymi bud\u017cetami ni\u017c tradycyjna telewizja og\u00f3lnopolska.<\/p>\n<\/div>\n<\/details>\n<details class=\"mp-faq-item\">\n<summary>Co to jest zasi\u0119g inkrementalny?<\/summary>\n<div class=\"mp-faq-answer\">\n<p>To dodatkowy, unikalny zasi\u0119g wygenerowany przez kana\u0142y cyfrowe (CTV\/VOD) w\u015br\u00f3d os\u00f3b, kt\u00f3re nie mia\u0142y kontaktu z reklam\u0105 w tradycyjnej telewizji.<\/p>\n<\/div>\n<\/details>\n<details class=\"mp-faq-item\">\n<summary>Czy w CTV mo\u017cna stosowa\u0107 targetowanie?<\/summary>\n<div class=\"mp-faq-answer\">\n<p>Tak, systemy CTV pozwalaj\u0105 na targetowanie po lokalizacji, zainteresowaniach, a nawet danych demograficznych u\u017cytkownik\u00f3w aplikacji VOD.<\/p>\n<\/div>\n<\/details><\/div>\n<\/div>\n<\/section>\n<section class=\"mp-section mp-cta-band\">\n<div class=\"mp-wrap\">\n<div class=\"mp-cta-inner\">\n<div>\n<p><strong>Chcesz zbudowa\u0107 nowoczesny zasi\u0119g swojej marki?<\/strong> Skonsultuj z nami swoj\u0105 strategi\u0119 wideo i sprawd\u017a jak <strong>kampanie TV i CTV<\/strong> mog\u0105 zoptymalizowa\u0107 Tw\u00f3j media mix.<\/p>\n<\/div>\n<div class=\"mp-cta-row\"><a class=\"mp-btn mp-btn-primary\" href=\"https:\/\/mediapeople.pl\/kontakt\/\">Porozmawiaj z nami \u2192<\/a><\/div>\n<\/p><\/div>\n<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Planuj skuteczne kampanie TV i CTV z Media People. Zwi\u0119ksz zasi\u0119g inkrementalny i precyzyjnie docieraj do widz\u00f3w VOD. \u2705 Poznaj ofert\u0119 domu mediowego!<\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","inline_featured_image":false,"footnotes":""},"class_list":["post-8455","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/mediapeople.pl\/de\/wp-json\/wp\/v2\/pages\/8455","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediapeople.pl\/de\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/mediapeople.pl\/de\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/mediapeople.pl\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediapeople.pl\/de\/wp-json\/wp\/v2\/comments?post=8455"}],"version-history":[{"count":9,"href":"https:\/\/mediapeople.pl\/de\/wp-json\/wp\/v2\/pages\/8455\/revisions"}],"predecessor-version":[{"id":8609,"href":"https:\/\/mediapeople.pl\/de\/wp-json\/wp\/v2\/pages\/8455\/revisions\/8609"}],"wp:attachment":[{"href":"https:\/\/mediapeople.pl\/de\/wp-json\/wp\/v2\/media?parent=8455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}