Connected TV: What Is it and What Are the Benefits?

Connected TV is quickly turning into the standard way of watching TV, especially for Millennials and Gen Z. But what is Connected TV? Learn more about the future of TV viewership

Streaming content through connected TV is now the norm. Viewers can watch movies, TV, and YouTube effortlessly from anywhere in their homes. How do you stream Seinfeld episodes? How can you watch Squid Game? It's all via connected TV, folks.

While this is an excellent development for varieties of content, advertisers have a lucrative opportunity to capitalize on this growing trend. Marketers can harness useful types of advertising content through connected TV or CTV.

What is Connected TV?

Connected television, or CTV, is a TV with Internet access. If you are at all familiar with Apple TV and Yahoo! Smart TV, you're already familiar with connected devices and connected TV.

How Does Connected TV Tie Into Advertising?

With connected TV, advertisers have a more promising opportunity to market directly smart TV platforms.

What Sets CTV Advertising Apart?

There are a few key benefits that make connected TV a unique advertising opportunity going forward.

CTV Follows a Familiar Structure

For example, advertisements via CTV resemble traditional television. At certain breaks in shows, an ad will play, much like conventional programming.

With this in mind, the viewer likely won't get as irritated from this type of ad compared to, say, a Trueview YouTube ad. By adhering to the established programming structures, CTV advertising has a leg up on different marketing avenues.

Viewers Are Streaming More Content

Streaming from CTV is an ever-growing method of consuming media. Whether it's Netflix, Hulu, or Amazon Video, people are streaming now more than ever.

While the actual statistics of ads on CTV are small, there is an immense opportunity to seize this promising advertising method. Many advertisers only have a small percentage of CTV in their campaign strategies. This means that this is a versatile and open advertising market.

Children Are the Future

While standard television cable packages populate households worldwide, there are also CTV-only households. These are places where the only means of viewable entertainment is directly through CTV and other streaming devices.

Perhaps unsurprisingly, younger viewers gravitate towards this trend of CTV-only homes. 86% of millennials and Gen Z consume content through CTV. This fact is an excellent sign for advertising in the future.

OTT Advertising

OTT, or over-the-top ads, are advertising tools that connect ads directly with connected TV viewers. OTT advertising is unique because advertisers can more easily connect to the viewer, regardless of network regulations, schedules, and other previous limits.

OTT ads can market directly to particular customers with more personalized ads. This means that viewers are more likely to consider and engage with an OTT advertisement. There's a lot of control for advertisers over OTT, and it's a smooth, effective method of increasing viewer engagement.

Wrapping Up Connected TV

While CTV is getting its land legs, the future looks promising for advertisers and marketers. With a familiar content structure, more streaming, and a younger generation viewing, these devices could be the future of advertising.

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