Connected TV
Fast track (Summarised definition)
Television content delivered through internet connections via streaming services and apps, enabling targeted advertising opportunities, audience measurement, and interactive features that combine traditional TV reach with digital marketing precision and analytics.
Full lap (Full definition)
Connected TV, commonly abbreviated as CTV, represents television content delivered through internet connections via streaming services, apps, and smart TV platforms rather than traditional cable or broadcast methods. This technology enables advanced targeting, measurement, and interactive advertising opportunities that combine television's reach with digital marketing precision.
The importance of Connected TV extends beyond content delivery to encompass advertising innovation, audience engagement enhancement, and marketing effectiveness improvement. CTV enables precise audience targeting, real-time campaign optimisation, and detailed performance measurement that traditional television advertising cannot provide, revolutionising how brands reach and engage television audiences.
CTV encompasses various delivery methods including smart TVs, streaming devices, gaming consoles, and mobile devices that display content on television screens. Popular platforms include Netflix, YouTube TV, Hulu, Amazon Prime Video, and numerous other streaming services that offer both subscription and ad-supported content models.
Advertising advantages include demographic targeting, behavioural segmentation, geographic precision, frequency control, and cross-device tracking capabilities that enable sophisticated campaign strategies. CTV advertising combines television's visual impact with digital marketing's targeting precision and measurement capabilities.
Measurement capabilities encompass impression tracking, completion rates, audience verification, attribution analysis, and cross-platform campaign performance assessment. These insights enable real-time optimisation and detailed ROI analysis that improves advertising effectiveness and strategic decision-making.
Industry growth reflects changing viewing habits, cord-cutting trends, and advertiser demand for measurable television advertising solutions. CTV represents significant opportunity for brands seeking television reach with digital marketing accountability and targeting capabilities.
For businesses exploring television advertising opportunities, Connected TV provides sophisticated targeting and measurement capabilities that enhance traditional television advertising effectiveness whilst enabling precise audience engagement and campaign optimisation through advanced digital marketing techniques and comprehensive performance analytics.