Nearly two-thirds of US households now have a connected TV device and usage – especially among 18-24 year-olds – is climbing rapidly. In January 2017, 18%, or 21 million homes, used an Amazon Fire TV, Apple TV, Google Chromecast or Roku for an average of almost 15 days a month.
For viewers, connected TV, (CTV) is a different way to watch their favorite shows on their big screen with no cable subscription required. For advertisers, it’s a way to extend their audience, and capture the attention of a hard-to-reach audience that is often ad adverse.
Combined with digital and other ad platforms, CTV can offer advertisers a truly omnichannel strategy, giving them a good view of users across the internet.
Below is more information about what Connected TV is all about … and what it’s not.
Connected TV (CTV) advertising: refers to the process of serving digital video on an internet-enabled television during TV content, giving viewers an experience that’s similar to watching a traditional TV commercial.
Connected TV (CTV): the process of serving digital video on an internet-enabled television during TV content, giving viewers an experience that’s similar to watching a traditional TV commercial.
CTV Devices connect your TV screen to the internet, whether by stick, fire stick, dongle, hockey puck, gaming cube or even a connection built into the TV itself (often referred to as a Smart TV).
Streaming Device: Under the CTV device umbrella, streaming devices are the sticks, dongles and cubes mentioned above. Through them, media is sent from the internet to your home.
Smart TV: Also under the CTV umbrella, a smart TV is a television with a built-in connection to the internet. No dongle required.
Other devices (not considered part of CTV):
– You can use your phone, tablet, desktop or laptop to stream your favorite content, but it doesn’t count as CTV – that’s reserved for the big screen.
For more information, please see the attached deck, or contact your AdCellerant Account Manager to talk about a CTV campaign.
*Sources: Edison Research and Triton Digital, “The In nite Dial 2017”, March 9, 2017, Nielsen National TV panel, 1 minute qualifier, January 2017 (Dec. 26, 2016 – Jan. 29, 2017)