In the past decade, there’s been a major shift in the way we consume TV and entertainment.

In 2018, The IAB Video Landscape Report found that around 13.5 million households have abandoned traditional TV consumption due to the broad use of internet-powered television, or Smart TV. And with COVID-19 keeping people at home, Conviva reports that streaming time is up 26% in the US and 20% globally.

As cable growth is slowing and linear viewership is becoming fractured, advertisers have the opportunity to get more creative with targeted messaging via connected TV (CTV). 

Savvy agencies and trading desks are leveraging CTV to reach their ideal audience and boost brand engagement.

In this guide, we’ll walk you through what connected TV ads are, the benefits of connected TV advertising, how to get started using connected TV ads and some channels we recommend capitalizing on. 

What Exactly is Connected TV? Examples and Explanations of Common Terms

Connected TV specifically refers to televisions that have access to an internet connection and can load or stream digital content.

This can include Smart TVs (where internet connection is built-in), but it can also include standard TVs that are connected to the internet via smart devices. Smart devices include gaming consoles like Xbox and Playstation, dongles like Roku or Chromecast and internet-capable DVD players.

OTT (Over the Top)

Over the top (OTT) is often used synonymously with CTV. It…

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