Connected TV (CTV) advertising refers to video ads that are delivered via a streaming service during a viewers movie, TV show, or other video content. CTVs are devices that connect to—or are embedded in—a television to support video content streaming. These devices include smart TVs, Xbox, PlayStation, Roku, Amazon Fire TV, Apple TV, and more. Connected TV advertising allows brands to reach streaming audiences on devices such as smart TVs or mobile phones.
CTV advertising is becoming more popular than ever as more people switch from cable TV to smart TVs that contain access to many video streaming platforms. The rise of CTV and over-the-top (OTT) has led to the phenomenon known as “cord-cutting,” which is the growing trend of customers canceling their traditional cable and satellite subscriptions in favor of only using these streaming or VOD formats.
CTV advertising offers several advantages, including user-controlled viewing experiences that allow advertisers to get in front of the right audiences at the right time. It also allows advertisers to reach a specific audience with targeted video ads while they are watching TV content on streaming services or other digital platforms.
To get started with CTV advertising, advertisers can buy CTV advertising programmatically to reach viewers on a powerful medium that is gaining viewers’ attention.
