Connected TV, also known as smart TV, is an evolving technology that enables viewers to stream videos and access the internet through their television sets. As the popularity of streaming services continuously grows, connected TVs are becoming an essential part of modern households.
In this article, we will cover everything you need to know about connected TVs – including its definition, features, advantages, and FAQs. Let's dive right in!
Connected TV (CTV) is a television set that has built-in internet connectivity and can access streaming content via apps or platforms such as Netflix, Hulu, Amazon Prime, and YouTube. It can also be used to browse the web or even play games. CTVs come in different forms such as smart TVs, streaming devices (like Google Chromecast or Apple TV), and OTT (over-the-top) platforms like Roku.
The following features distinguish a connected TV from a traditional television set:
Internet Connectivity – Connected TVs have built-in Wi-Fi chips that allow it to receive internet signals without the need for additional equipment.
Smart TV Apps – Connected TVs come equipped with apps that offer streaming services like Netflix, Hulu Plus, Amazon Prime Video, and YouTube.
Streaming Devices – Streaming devices like Google Chromecast or Apple TV can be connected to traditional televisions to make them smart TVs.
OTT Platforms – Over-The-Top platforms include Roku, Chromecast with Google TV which provides streaming video services directly to viewers over the internet.
Interactive Ads - Advertisers can place ads on interactive platforms that encourage viewer engagement such as quizzes games or polls.
Targeted Ads - Advertisers can leverage user data from CTVs to target customized ads more effectively than through traditional linear broadcast advertising.
There are several advantages of using a connected TV, including:
Convenience – Connected TVs allow you to watch the latest movies and shows from the comfort of your couch.
Cost-effective – Instead of subscribing to traditional cable services that offer channels that you never watch, you can choose to pay only for the streaming services that you want.
Freedom of Choice – With a connected TV, you are not limited to watching programs at specific times. You can watch whatever you want whenever you want.
Better Viewing Experiences – The high-definition display on connected TVs provides viewers with a better viewing experience than traditional televisions.
Interactive Advertising – Interactive ads provide an engaging way for advertisers to connect with their target audience.
Smart TVs refer to television sets that have built-in internet connectivity, allowing them to access online content without additional equipment or devices. Connected TVs, on the other hand, include both smart TVs and other devices like streaming sticks or consoles that allow traditional televisions to connect to the internet and access online content.
Some popular streaming services on connected TVs include Netflix, Hulu Plus, Amazon Prime Video, YouTube, Disney+, and Apple TV+.
No. Streaming devices like Google Chromecast or Apple TV can be used with any television set as long as it has an HDMI port.
The simplest way is by connecting it through Wi-Fi - which requires entering your Wi-Fi network's credentials via your device's settings or remote control interface
An over-the-top (OTT) platform delivers video content over the internet directly to viewers rather than via a traditional cable or broadcast TV service.
Connected TV ads are video ads that appear on streaming platforms on smart TVs, OTT devices, and other connected devices. Advertisers can leverage user data to target customized ads more effectively.
Interactive TV ads work by encouraging viewer engagement with the ad content. Examples include quizzes, games, or polls. These types of ads provide an engaging way for advertisers to connect with their target audience.
Now that you know everything there is to know about Connected TV let's refer you to some useful reading resources to expand your understanding even further.
Here are five reference sources on Connected TV:
Connected TV Advertising: The Guide to Building Successful Ad Campaigns by Joel Michael
The Rise of Connected TVs: Innovation in Content and Advertising by Rafael Corrêa Gomes
The Business of Streaming and Digital Media by Dan Rayburn
Digital Media Strategies of Leading Online Brands by Robert Wollan and Nick Smith
Streaming: Movies, Media, and Instant Access by Wheeler W. Dixon
