CTV has become a powerful new platform, it’s poised to be a game-changer.

Cord-cutting and the Emergence of Connected Television

One of the biggest buzzwords in advertising of late is a lot more than a buzzword.

CTV — Connected TV — is an emerging channel in advertising, but a fast and important one. Here’s why: consumers are ditching cable subscriptions in record numbers, but brands still want and need to reach their audience. One answer is CTV.

CTV is essentially large format TV viewing via the Internet instead of traditional cable, through technologies like smart TVs and OTT (over-the-top) boxes and brands like Roku and Apple TV.  A 2018 eMarketer study revealed that “the number of US cord-cutters — adults who have ever cancelled a pay TV service and continue without it — will climb by 32.8% this year, to 33.0 million.” Meanwhile, eMarketer estimates that the number of CTV users will rise to 204.1 million — which translates to 60% of the US population.

Adding CTV to the marketing mix makes a lot of sense for brands who want to reach their audience through television. CTV has the added benefit of being addressable and data-driven, allowing you to target behavioural data (interest, demographic, intent) at the household level. It’s now possible to track CTV to online conversions and retarget viewers on their mobile devices.  Another distinction between CTV and traditional broadcast buying is price and flexibility. CTV does not carry the same cost minimums and allows you to control geo-targeting with more granularity.

In record time CTV has become a powerful new platform for reaching audiences with high-quality video content at scale. Coupled with the additional targeting capabilities afforded through programmatic technology, it’s poised to be a game-changer.

Jiho Kim