JAA Media's Max Noss says agency-media owner relationships are becoming a lost art
CTV has created confusion among media owners over who to contact at agencies, says Max Noss, Head of AV at independent agency JAA Media, in an interview with VideoWeek's Buy-Side View series. Noss says JAA Media's hybrid CTV team, which combines its digital and AV specialists, was built to solve that confusion: the two teams meet weekly to review every CTV brief, so media owners have one clear point of contact and no brief gets missed. He describes strong relationships between agencies and media owners as "becoming a bit of a lost art," and says JAA Media treats them as central to the value it delivers clients. Noss also highlights CPMs on platforms such as Netflix and Amazon, which have moved closer to linear TV pricing as the CTV market has matured, and points to Prime Video's shoppable ad features, such as prompts to add a product to an Amazon basket, as a strong example of interactive video advertising.
Campaigns split across separate AV and digital teams risk media owners pitching the wrong desk, or ideas getting lost because no one person owns the full CTV brief. JAA Media's model gives clients a single, consistent view across linear, BVOD and CTV inventory, and channels the CPM gains on premium platforms into buying recommendations agencies can defend with confidence. Noss's approach to measurement matters for planning too: comparing impressions across TV, BVOD and CTV in isolation obscures real differences in reach and quality, so brand lift studies and incremental reach numbers carry more weight than raw impression counts when judging whether a video campaign delivered.