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CTV (Connected TV)

What is Connected TV?

Connected TV (CTV) refers to certain devices connected to the internet that can access and stream digital content. These devices include smart TVs and traditional TVs connected to streaming devices or gaming consoles. CTV allows viewers to stream video content from various sources, including streaming services, video-on-demand platforms, and apps. This offers a personalized experience for viewers over more traditional linear TV, as content publishers and streamers can utilize user data to improve viewer engagement and retention.

Leichtman Research Group estimates that nearly 90% of U.S. households have at least one CTV device – a tremendous jump considering fewer than 40% had access a decade ago.

What are CTV devices?

What is CTV advertising?

CTV advertising refers to advertising that appears within streaming content on CTV devices. Since these televisions are internet-connected, they allow for the delivery of more targeted, personalized advertisements, similar to other digital advertising channels. Global connected TV (CTV) advertising revenue is expected to reach nearly $26 billion in 2023 and surpass $42 billion by 2028.

What are the advantages of CTV advertising?

How do I measure the success of CTV ad campaigns?

The success of CTV ad campaigns can be measured using several key metrics:

How do I get started with CTV advertising?

Learn more about getting started with CTV advertising. Wurl provides access to provides a direct path to all major content channels and streaming services through a single source of access, including more than 3,000 channels. Reach out to a member of our team to learn more about how Wurl can help you achieve greater success on CTV!

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