Connected TV, also known as CTV, signifies any form of television that has the capability to connect to the internet. This connection can be built-in, as seen in Smart TVs, or can be achieved through an additional accessory like a streaming device or digital media player.
The term "Connected TV" is an umbrella phrase that includes a variety of equipment, such as:
- Devices Facilitating Streaming: These are tools, like Apple TV or Roku, that are designed to connect to a television display and broadcast video streams.
- Internet-Enabled Televisions: These are televisions like the Samsung Smart TV that come equipped with internet connectivity.
- Internet-Ready Gaming Systems: Gaming consoles such as PlayStation, Wii, and Xbox that have built-in internet connection capabilities.
- Boxes for Cable and On-Demand Content: These are apparatus like set-top boxes that make it possible to view traditional cable TV and video on-demand content.
Connected TV devices have the capacity to deliver several types of content, namely:
- Internet-Delivered Content ("OTT"): This category of content is similar to traditional TV programming, but is provided over the internet by video content providers.
- Traditional TV ("Linear TV"): This type of content follows a schedule and is disseminated through regular broadcast networks.
- VOD (On-Demand TV): These are TV shows that can be streamed whenever the viewer chooses. This is also often referred to as "non-linear", "asynchronous" or "time-shifted" viewing.
For the advertising industry, the potential of Connected TV is immense. It provides a digital platform that can host a variety of content, offering unique pathways for personalized and targeted advertising. Advertisers can use viewer data and analytics to customize their advertising content for specific audiences, thereby increasing their reach and engagement. It allows for a more interactive advertising experience, boosting brand exposure and the likelihood of customer conversions.