Any television set or device connected to the internet to stream digital video content beyond traditional cable or satellite TV. This includes smart TVs, gaming consoles (such as PlayStation and Xbox), streaming devices (like Roku, Amazon Fire TV, Apple TV), and Blu-ray players with internet connectivity. Key characteristics of CTV:
- Advanced advertising: CTV allows advertisers to target specific audiences, measure ad performance, and deliver interactive and personalized ad experiences, similar to digital advertising on web and mobile platforms.
- Enhanced user experience: CTV provides users with a more interactive and personalized viewing experience, with features like on-demand content, cross-device viewing, and content recommendations based on viewing history.
- Fragmented landscape: The CTV ecosystem is fragmented, with multiple devices, platforms, and services, each with its own unique user interface, content offerings, and advertising opportunities.
- Internet connectivity: CTV devices are connected to the internet, allowing users to access a wide range of online video content, including streaming services, web videos, and other digital media.
- Over-the-top (OTT) content: CTV enables users to access OTT content, which is video content delivered via the Internet without the involvement of a traditional cable or satellite TV provider. Examples of OTT services include Netflix, Hulu, Disney+, and Amazon Prime Video.
CTV has gained significant popularity in recent years, driven by the growing adoption of smart TVs and streaming devices, as well as the increasing availability of high-quality OTT content. As a result, CTV has become an important channel for advertisers looking to reach engaged audiences in a premium video environment, and it is expected to continue growing as more consumers shift their viewing habits towards streaming content.
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