The Adjust Mobile Measurement Glossary

Glossary Connected TV

What is connected TV (CTV)?

The definition of connected TV (CTV)

A connected TV (CTV) is a television that is connected to the internet. It’s essentially the collective term for devices that connect to the internet and let users consume television content. The viewing experience typically happens in a ‘living room’ type of environment and the device is connected to that single household. As well as encompassing smart TVs, the term also refers to set-top boxes, TV sticks, and even some gaming consoles.

What is OTT and how is it different from CTV?

OTT stands for Over The Top and refers to streaming services that deliver content via the internet. The service is delivered “over the top” of another platform. Services like Netflix or Hulu are video OTT services, and Spotify is an audio OTT service. OTT can be consumed on any device that has an internet connection and a screen.

So, in short, OTT is the service that provides the internet-enabled content, which runs on a device — sometimes those devices are connected TVs.

How can I measure CTV with Adjust?

There are two main types of CTV measurement supported by Adjust. One is CTV ad to CTV app and the other is cross-device CTV ad to mobile apps. A CTV app is an app specifically designed to work on a connected TV, not on a mobile device. Many connected TV platforms have their own CTV apps, like Roku One View.

Measuring CTV ad campaigns for mobile apps lets you see the role CTV plays in your marketing mix, leverage the second screen experience and see the full scope of your acquisition funnel.

Measuring the effectiveness of CTV ad campaigns for CTV devices with Adjust gives you the benefits of large viewership and global reach, while not compromising on the ROI and ROAS measurement that mobile marketers are used to enjoying.

What types of CTV advertising are there?

There are two main types of OTT ads: client-side and server-side. In client-side settings, the streaming media viewport loads ads before episodes or movies are shown. Server-side ad insertion does not allow you to block ads because they are seamlessly integrated into the frame of the media. However, supporting server-side ad insertion is still relatively uncommon, as it is a much more technically challenging task.

What are the main CTV ad formats?

Within the CTV ecosystem, there are essentially six formats (in addition to standard video ads) through which marketers can serve ads to users:

  • Dynamic overlay: Existing video content is leveraged, given an ‘overlay,’ and personalized for the viewer.
  • Choice-based: Users are empowered to choose the ad they want to see.
  • Shoppable and actionable video: These ads are interactive and designed to connect users to the products and brands within the ads. They can provide educational content, external links, and have the potential for click-to-buy capabilities from within the ad itself.
  • Voice-integrated video ads: Users are able to use their voice to follow on-screen prompts by speaking into the remote.
  • Sequential CTV creative: A story is told over a sequence, throughout multiple ads instead of during a single slot.
  • Creative extensions and end cards: Short-form content served either before or after existing CTV creatives.

What are the benefits of CTV advertising?

CTV is consumed on different types of devices in the living room, which is a key focal point for family living. According to a report from eMarketer, television is the overwhelmingly preferred device for American consumers to consume OTT content. In the United States, 63% of users say they access OTT services most often on TV. Mobile in second place is a modest number of 11.6%.

In addition, when looking at viewing time by device, we can see that mobile accounts for nearly a quarter of the total, and mobile users watch OTT content longer than average.

Mobile users are strategically important to OTT services and should be noted when considering campaigns. The journey between CTV and app is also a key touchstone to understand.

Learn more about our solution on Connected TV Measurement.

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