What is connected TV (CTV)?

Glossary Connected TV

The definition of connected TV (CTV)

A connected TV (CTV) is any TV set connected to the internet, most commonly used to stream video. As well as encompassing smart TVs, the term also refers to TVs connected via set-top boxes, TV sticks, and even gaming consoles. So if you’re streaming video content from a Roku device, a Sony smart TV, or a Playstation, you’re using connected TV.

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 while Spotify is an audio OTT service. OTT can be consumed on any device with an internet connection and a screen. Even apps like WhatsApp, Viber, and Telegram are OTT services, as they function by allowing users to use their internet connection to share information.

In short, OTT is the service that provides internet-enabled content to a device, and often, those devices are CTVs. For more information on OTT, check out What is OTT?

Examples of OTT streaming services, CTV platforms and CTV and OTT Ad inventory options

How can I measure CTV with Adjust?

With Adjust’s comprehensive solution, CTV AdVision, marketers can prove ROI by linking app conversions and post-install events to CTV ads as well as determining CTV impact on the customer journey and other ad channels. The two most popular measurements clients seek from Adjust are CTV to mobile and CTV to CTV.

CTV to Mobile measurement

Our Connected TV to Mobile solution allows marketers to measure the performance of CTV ads that appear on mobile apps. Measuring CTV ad campaigns for mobile apps will enable you to understand the role CTV plays in your marketing mix, leverage the second screen experience, and see the full scope of your acquisition funnel.

CTV to CTV measurement

Many CTV platforms have their own CTV apps, like Roku OneView. A CTV app is one that’s specifically designed to work on a CTV. Adjust’s CTV to CTV measurement lets marketers monitor the performance of CTV ads shown on CTV apps. Measuring the effectiveness of CTV ad campaigns for CTV devices with Adjust provides the benefits of large viewership and global reach while not compromising on the ROI and ROAS measurement that mobile marketers crave.

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 six CTV ad formats in addition to the 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. Often a message like “Which ad experience would you prefer?” is displayed with two options.
  • Shoppable and actionable video: These ads are interactive and connect users to the products and brands within the ads. They can provide educational content, external links, and have click-to-buy capabilities within the ad itself.
  • Voice-integrated video ads: Users use their voice by speaking into the remote to follow on-screen prompts, pushing user engagement.
  • Sequential CTV creative: Instead of during one shot, a story is told over a sequence, using multiple ads.
  • Creative extensions and end cards: This ad type is short-form content served before or after existing CTV creatives. Incorporating QR codes is a great way to measure ad impact.

What are the benefits of CTV advertising?

With CTV adoption rates skyrocketing, marketers should take full advantage of this channel for user acquisition. By focusing on CTV advertising, app marketers gain several advantages.

Achieve a wider reach

CTV is becoming a key focal point in family life, existing across different devices in the living room. According to a report from eMarketer, more than half of US YouTuber viewers watch the video-streaming platform via a connected TV. Additionally, television is the overwhelmingly preferred device for American consumers to consume OTT content. In the United States, 62% of users say they access OTT services most often on TV. Mobile in second place at 9%.

Make a greater brand impact

In a Statista survey in the U.S.,  71% of participants said they were more likely to tell a friend about a brand after seeing it in a connected TV ad rather than viewing the brand in a linear TV ad. Don’t underestimate the power of CTV advertising.

Expand the user journey

By leveraging CTV advertising, you can assist the other user acquisition channels in your marketing strategy. Then, with a solution like Adjust’s CTV AdVision, you can precisely analyze how your CTV ads help users convert within the user journey. Plus, you’ll be able to compare your CTV campaigns to the performance of your other marketing channels for a holistic view of your user journey.

In summary, CTV advertising is an increasingly vital channel marketers should not ignore. If you’d like to book a demo to learn more about our comprehensive CTV solution, CTV AdVision, click here.

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