Glossary
Connected TV (CTV)
Connected TV (CTV)
Connected TV (CTV) is a type of television that can connect to the internet and access online content and services.

What is CTV?

A connected TV (CTV) is a television that is capable of connecting to the internet and accessing online content. This can be through a built-in feature or an external device, such as a streaming stick or game console. CTVs allow users to stream movies, television shows, and other types of video content. They can also be used to access web-based apps and services, such as social media and news websites. Some CTVs even have voice control capabilities, allowing users to search for content and control the device using just their voice. Overall, a CTV is a television with the added functionality of accessing and displaying internet-based content in addition to traditional television programming.

OTT vs. CTV

OTT (Over-the-top) and CTV are often used interchangeably, but they do have some key differences.

OTT refers to the delivery of video content via the internet, bypassing traditional cable or satellite television providers. This means that users can access OTT content through their internet connection rather than through a cable or satellite subscription.

CTV, on the other hand, refers to a television capable of connecting to the internet and accessing online content. This can be through a built-in feature or by using an external device, such as a streaming stick or game console.

So, in short, OTT refers to the delivery method for video content, while CTV refers to the device used to access that content. It is possible to access OTT content on a CTV, but it is also possible to access OTT content on other devices, such as a smartphone or tablet. Additionally, not all CTVs can access OTT content, as some may only have access to traditional television programming.

CTV in advertising

CTV has become an increasingly popular platform for digital advertising in recent years.

One of the main advantages of CTV for advertisers is the ability to reach a large audience. CTV has a high penetration rate, with an estimated 80% of households in the United States having at least one CTV device. This indicates that advertisers have the potential to reach a significant number of consumers through CTV advertising.

Another advantage of CTV is the ability to target specific audiences. CTV platforms often have access to detailed user data, such as age, gender, and interests, which allows advertisers to tailor their ads to specific demographics. A targeted approach can lead to higher engagement and conversion rates for advertisers.

In addition, CTV ads tend to have high view-through rates. Since CTV content is typically watched on a large screen and in a lean-back environment, viewers are more likely to pay attention to the ads. Therefore CTV ads can lead to increased brand awareness and recall for advertisers.

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