What is Connected TV, or CTV, All About?

At Effectus Media, we’re always looking to expand our product offerings. Connected TV, or CTV, has been on the market a while now and is a marketing tool we thought could benefit some of our clients. Before considering whether or not it made sense to build out a CTV product offering on the opportunity, we had to do our research.  

So, what exactly is CTV? At its core, Connected TV uses an internet connection to stream content to a television. Content is available through applications, which are accessed by Smart TVs or over-the-top (OTT) devices, like Apple TV and Roku. 

Consumers are “cutting the cord” at a very high rate. According to an article by USA Today, 69% of all US households subscribe to a streaming service - That’s up 52% from just 3 years ago! And, it’s predicted that streaming services will surpass traditional pay TV this year.

How is CTV related to Digital Marketing? Like digital display advertising, TV ads are sold as impressions using software automation and advanced data. Viewers stream content live and on-demand, ad placements are then purchased when viewers match your desired audience. From there your ads appear (are served) directly onto the consumer’s TV in a full-screen, 100% view-able environment. All of the performance and analytics are captured in real-time. With 3rd party data, you can easily enable 1:1 targeting, frequency control, scale immensely, and optimize in near real-time.

Pretty cool, right? Effectus Media is rolling out this new opportunity now. Be on the lookout next week for more information on how you can get involved. Can’t wait? Drop us a line:  [email protected]. Interested in seeing what else Effectus Media can do for you, check out our website:  www.EffectusMedia.com