Is TV dead? Not quite. In fact, it’s experiencing a renaissance. Connected TV (CTV) is revolutionising the way we watch and advertise on television.
Once a threat to traditional TV, the internet is now its saviour. CTV has transformed the TV landscape, offering viewers and advertisers a wealth of new opportunities. From smart TVs to streaming devices, CTV is changing the game.
In our team-up with Croft Analytics, we’ve explored the state of connected TV in the UK, spotlighting the dynamics of CTV tech, the buzz in content creation, the audience vibe and the ever-evolving advertising scene. The script for TV has been rewritten, transforming it into a paid media juggernaut, full of opportunities for brands big and small. As the report shows, the TV medium has been transformed in just ten years and has become a paid media channel for brands of all sizes.
CTV is reshaping the TV landscape in the UK, offering viewers and advertisers new opportunities and experiences.
A connected TV links to the internet through Smart TVs, streaming devices, or gaming consoles. The UK TV landscape has changed dramatically over the past decade:
Imagine targeting specific audiences with precision, just like digital advertising, but on the big screen. CTV advertising offers this level of targeting, allowing brands to connect with the right people at the right time.
CTV content providers offer advertising through various platforms:
CTV advertising’s advanced targeting capabilities can build brand awareness, foster consideration, and activate sales at the point of purchase. Ads can be tailored and targeted to category buyers and existing customers separately.
Jennifer Brickler from MNTN noted, “TV is [now] a performance machine, like search and social, with affinity-based targeting, audience segmentation, incrementality reporting, and accurate real-time attribution. Reliably connecting the dots between views and action is now a reality for CTV.”
CTV combines the digital advertising targeting precision with the large-screen viewing experience of TV. It’s no longer a niche platform; it’s a mainstream medium reshaping the TV landscape. By understanding CTV’s potential and embracing its capabilities, advertisers can unlock new opportunities to connect with their audience and drive business growth.
If you’re considering venturing into CTV advertising, get in touch we’re here to help you get started.
Download our full CTV report to discover the latest trends, insights and best practices.