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?

• Smart TVs: Televisions with built-in software for internet browsing and content streaming. Smart TVs offer native access to streaming services, including apps and app stores, allowing users to stream content without needing additional devices.
• Streaming Devices: External devices, such as dongles, that connect to traditional televisions and enable online streaming. Examples include media streaming players such as Roku, Apple TV, Amazon Fire TV, and Google Chromecast.
• Games Consoles: While not exclusively designed for television viewing, many game consoles also fall into the CTV device landscape. These devices connect to traditional televisions and can offer streaming capabilities.

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?

• Audience Segmentation: CTV advertising allows audience segmentation based on demographic data, user behavior, and viewing preferences. Advertisers can deliver tailored messages to specific audience segments, ensuring their ads are relevant and impactful.
• Brand Safety: CTV platforms typically provide metadata to help ensure brand safety. Advertisers can have more control over where their ads are displayed, reducing the risk of association with objectionable or inappropriate content.
• Real-Time, Transparent Analytics: CTV advertising provides measurement and attribution capabilities, allowing advertisers to track and analyze the performance of their campaigns accurately. Real-time data on impressions, views, click-through rates, and conversions enable timely campaign optimization.
• Automation: CTV advertising can be managed through programmatic platforms, enabling automation and efficient campaign management. Advertisers can leverage advanced targeting algorithms and bidding strategies to optimize reach and maximize ROI.

How do I measure the success of CTV ad campaigns?

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

• Impressions: The number of times an ad was served on CTV screens.
• Viewability: The percentage of ad impressions that were viewable by the audience.
• Completion Rate: The percentage of ads that were viewed in their entirety.
• Click-through Rate (CTR): The number of clicks an ad receives divided by the number of impressions. CTR is an indication of user engagement.
• Conversions: Actions taken by viewers in response to the ad, such as website visits, purchases, or app downloads.
• Return on Ad Spend (ROAS): This measures the revenue generated by the advertising campaign in relation to the amount spent.

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!