What is CTV?
Connected TV (CTV) is the future of television. It is a cordless delivery of televised content, streaming over any device connected to the internet. Advertisement-powered CTV entails video on demand transacted programmatically, alleviating subscription fatigue and reducing the overall cost of content for the end user.
How CTV ads work?
Connected TV is a smart TV, smartphone, desktop, tablet, or any device that is connected to the internet and facilitates the delivery of streaming content.
A CTV device connects to the internet through built-in capabilities or an external over-the-top (OTT) piece of equipment that enables a standard TV to become “smart.”
CTV advertising occurs during the in-app experience. In addition to typical programmatic targeting capabilities, CTV ads can be based on the operating system, app, or content producer the user is engaged with.
A video ad similar to pre- and mid-roll ads on computers, laptops, and smartphones appears. The overall user experience remains similar to traditional TV.