What Is Connected TV?
Connected TV (CTV) refers to any television set that connects to the internet and can stream digital video content, whether through built-in smart TV functionalities or external devices like streaming sticks, consoles, or set-top boxes.
This technology allows viewers to access a wide range of content beyond traditional broadcast channels, including streaming services, on-demand videos, and internet applications.
CTV Ads can be served before content or during traditional commercial breaks. It can also be served when content is paused, stopped or has ended.
The Evolution Of TV Advertising
TV advertising has always been a great way to create awareness for brands But with the evolution from an analog TV set to a smart TV, more and more consumers are switching to “TV On Demand” platforms, thus brands are now losing viewability. CTV is a great way to connect with consumers that prefer to watch programs on a “TV On Demand” platform.
CTV Trends
CTV Advertising is growing at a fast rate.
122% increase in global programmatic ad spend in CTV since 2020
CTV for Advertisers
70% of advertisers think CTV will be one of the key programmatic growth areas over the next 12 months.
CTV for Agencies
61% of agencies think CTV will be one of the key programmatic growth areas over the next 12 months.
Benefits of CTV Advertising
Growing Audience
Popularity of streaming services grows fast. 63% of audience at age 21-34, and 47% at age 35-49 prefer to use streaming services and don’t have cable TV.
Sophisticated Targeting
Reaching right audience by using 1st and 3rd party data with combination of other targeting’s (location, demographics, digital behaviors, etc.)
Premium Inventory
Reaching right audience by using major networks and streaming platforms Across Africa
Measurable Results
Programmatic platform lets measuring the results of Connected TV campaigns with both digital and traditional metrics (impressions, views, VTR, etc.)