Understanding  Connected Television (CTV)

Connected Television (CTV) is changing the way people watch television. With the rise of Smart TVs and Streaming Devices, viewers now have access to a wide range of Digital Video content over-the-top (OTT) of traditional cable and satellite television services. This new technology presents a unique opportunity for Advertising to reach audiences in a more targeted and engaging way. In this post, we will answer the six most popular questions about Connected Television.

What is Connected Television?

Connected Television refers to any television that can connect to the internet and stream content over-the-top (OTT) of traditional cable or satellite services. This includes Smart TVs, Streaming Devices like Roku or Amazon Fire TV, and gaming consoles like Xbox and PlayStation.

How does Connected Television work?

Connected Television works by accessing content via the internet through an app or streaming service installed on the device. Once connected to the internet, viewers can access a variety of Digital Video content, including movies, TV shows, and live events.

What are the benefits of Connected Television?

Connected Television offers several benefits for viewers and advertisers alike. For viewers, it provides access to a wider range of content than traditional cable or satellite services. For advertisers, it offers the ability to target audiences more precisely based on their viewing habits and preferences.

What is OTT advertising?

OTT advertising refers to advertising that is delivered over-the-top (OTT) of traditional cable or satellite services through Connected Television devices. Ads can be targeted based on viewer data collected from these devices, allowing for more precise audience targeting.

How does OTT advertising differ from traditional TV advertising?

OTT advertising differs from traditional TV advertising in several ways. Firstly, it allows for more precise audience targeting based on viewer data collected from Connected Television devices. Secondly, it provides a more interactive experience with viewers through clickable ads and interactive content.

How can businesses take advantage of Connected Television?

Businesses can take advantage of Connected Television by leveraging OTT advertising to reach their target audience in a more engaging and precise way. They can also create branded content that is optimized for Connected Television devices, providing a more immersive experience for viewers.


  • "Connected TV: The Rise of OTT Advertising" by Lauren Fisher
  • "The Growth of Connected TV Advertising" by SpotX
  • "OTT Advertising: The Future of Television" by Daniel Gulick
  • "Advanced TV Advertising: What You Need to Know" by Kelly Leger
  • "The Future of TV Advertising: Opportunities in Over-the-Top (OTT) and Connected TV Advertising" by eMarketer.
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