What is CTV Advertising?

CTV Advertising, or Connected TV Advertising, refers to the delivery of video ads on internet-connected television sets through streaming platforms or devices. Connected TV refers to any television that can be connected to the internet, enabling access to a wide range of digital content beyond traditional broadcast or cable channels. CTV advertising allows marketers to reach audiences through streaming services, apps, and devices that deliver content over the internet, rather than through traditional cable or satellite television. 

Key Characteristics of CTV Advertising

Internet-Connected Devices

CTV advertising targets devices that connect to the internet, such as smart TVs, streaming media players (e.g., Roku, Amazon Fire Stick), gaming consoles, and certain set-top boxes.

Streaming Services

Advertisements are delivered through streaming services and platforms, including subscription-based services like Netflix, ad-supported platforms like Hulu, and other streaming apps.

On-Demand Content

CTV advertising often appears within on-demand content, allowing viewers to watch video content whenever they choose, as opposed to traditional linear TV schedules.

Targeting Capabilities

It offers advanced targeting options, allowing advertisers to reach specific demographics, interests, or behaviors, similar to digital advertising on other online platforms.

Interactive Features

Some CTV ads include interactive elements, such as clickable overlays or calls-to-action, providing viewers with the ability to engage with the content directly.

Cross-Device Tracking

Marketers can track and analyze user behavior across devices, allowing for a more comprehensive understanding of the customer journey and enabling cross-device retargeting.

Dynamic Ad Insertion

Dynamic ad insertion technology enables the delivery of personalized and contextually relevant ads based on user demographics, location, or viewing history.

Measurement and Analytics

CTV advertising provides measurement and analytics tools to evaluate the performance of campaigns, including metrics like impressions, viewability, and completion rates.

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