What is CTV?
CTV (Connected Television) refers to a television set or device that is connected to the internet and capable of streaming online content. This can include streaming services such as Netflix, Hulu, Amazon Prime Video, and many others, as well as live television and video on demand. Some examples of connected TV devices include smart TVs, game consoles, streaming sticks, and set-top boxes. The goal of CTV is to provide users with more control over what they watch and when they watch it, by giving them access to a vast array of content that can be streamed to their television set.
Is CTV different than OTT?
CTV and OTT (Over-the-Top) are related but distinct concepts in the world of video streaming.
CTV refers to any TV that is connected to the internet and capable of streaming video content, such as smart TVs, gaming consoles, and streaming devices like Apple TV and Amazon Fire Stick. CTV refers specifically to the device itself and its capabilities, rather than the content being streamed.
OTT, on the other hand, refers to the delivery of video content over the internet, bypassing traditional cable and satellite TV providers. OTT content can be streamed on CTV devices, as well as on other internet-connected devices such as smartphones, laptops, and tablets.
In summary, all CTV is OTT, but not all OTV is CTV. OTT refers to the method of delivering content, while CTV refers to the device that is used to access that content.
How does CTV compare to broadcast TV?
CTV and broadcast TV (traditional over-the-air or cable/satellite television) are two different forms of television delivery, each with its own strengths and weaknesses. Here are some of the main differences between CTV and broadcast TV:
- Targeting: CTV allows for much more precise targeting of viewers based on their online behavior, interests, and viewing habits, while broadcast TV typically delivers content to a mass audience with limited targeting capabilities.
- Audience: CTV is typically used by a younger and more tech-savvy audience, while broadcast TV has a more broad and diverse demographic.
- Content: CTV offers a wider range of content, including streaming services, on-demand video, and live television, while broadcast TV typically offers a more limited selection of channels and programming.
- Viewing experience: CTV allows viewers to control their own viewing experience, including what they watch and when they watch it, while broadcast TV has a more passive viewing experience with scheduled programming.
- Advertising: CTV provides more precise data and metrics on ad viewing and audience engagement, making it easier to measure the success of advertising campaigns and to target specific groups of people. Broadcast TV, on the other hand, often relies on traditional Nielsen ratings to measure audience size and demographics.
Both CTV and broadcast TV have their own unique advantages and disadvantages, and the choice between the two will depend on a number of factors, including your target audience, budget, and advertising goals.
How much has CTV grown over the past 10 years?
The growth of CTV has been substantial over the past 10 years. The widespread adoption of broadband internet and the growth of streaming services has led to a significant increase in the number of connected TV devices in use. According to industry estimates, the number of CTV devices in use has grown from a few million in the early 2010s to hundreds of millions in the early 2020s. This growth has been driven by a number of factors, including the increasing availability of content, the declining cost of connected TV devices, and the convenience of being able to access a wide range of content from a single device. Additionally, as more people have started to cut the cord and switch from traditional cable and satellite TV to streaming services, the demand for CTV has continued to grow. Overall, the CTV market is expected to continue to grow in the coming years, as more people adopt connected TV devices and as the industry continues to evolve.
When should CTV be a part of your media plan?
CTV should be a part of your media plan if you want to reach a large, engaged audience through video content. CTV provides a unique opportunity to reach viewers on their largest screen in the comfort of their own homes, and can be a highly effective way to deliver targeted and measurable video advertising.
There are a few key reasons why CTV should be considered as part of your media plan:
- Demographic targeting: CTV allows you to target specific demographics based on their viewing habits and interests, which can be especially useful for advertisers looking to reach specific groups of people.
- Engaged audience: CTV viewers are often highly engaged with the content they are watching, making them more likely to pay attention to and remember advertising messages.
- Measurable results: CTV provides detailed data and metrics on ad viewing and audience engagement, allowing you to see the results of your ad spend and make informed decisions about future campaigns.
- Complement to linear TV: CTV can complement your linear TV advertising by reaching viewers who may not be watching traditional television and by allowing you to target specific groups of people with highly relevant content.
In general, CTV should be a part of your media plan if you want to reach a large, engaged audience through video content and have the ability to measure and adjust your campaigns in real time.