Connected TV Advertising

Over the past years, connected TV advertising has evolved into one of the most rapidly-growing niches in online video advertising.

The penetration of CTV devices in the US, the UK and top EU countries has already exceeded 55%, and this number is only growing with time. 

More importantly, as the IAB 2020 survey results unveil, about 50% of brands and agencies expect to invest gradually greater budgets into CTV/OTT ads in future.

What is CTV?

Emerged from the integration of Internet connectivity with the conventional TV, a Connected TV (or CTV) usually refers to a device (i.e. a Smart TV). designed to enable users’ access to multimedia content beyond the traditional television supply, i.e. on the web, directly via their TV sets or via particular OTT devices.

Respectively, an OTT (over-the-top) device is a device (e.g. Apple TV, Google Chromecast or a video game console, like Xbox) that enables viewers to access and stream media content online, on their addressable TVs.

What is Connected TV advertising?

Connected TV ads are short-form, usually skippable video ads targeted to a relevant media content channel and audience segment, delivered on a viewer’s Smart TV.

Benefits of Connected TV Ads

One of the most obvious benefits of CTV advertising lies in a brand’s opportunity to increase their reach, accessing diverse, tech-savvy premium audiences in a non-intrusive manner, hence increasing brand awareness and ROI. 

In addition, some of the core benefits of Connected TV ads include:

  • High-quality advertising experience (full-screen, HD-quality video ads, with stereo sound)
  • Interactive video ad formats (beyond conventional pre-roll and mid-roll ads)
  • Exceptional viewability & high completion rate
  • Extended audience reach (due to high co-viewing rates)
  • Dynamic ad insertion capabilities, and more. 

Check out the AdPlayer.Pro guide for publishers on how to monetize with connected TV ads more efficiently on our blog.


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