Connected TV advertising

1. Connected TV advertising The Role of CTV Advertising in the Shift Towards Digital and Streaming Media The rise of digital and streaming media has had a significant impact on the role of CTV advertising. As consumers become more accustomed to using these digital services, they are increasingly turning away from traditional television services and turning to streaming services such as Netflix, Hulu, and Amazon Prime. As a result, CTV advertising has had to adjust to the changing landscape of television.  In particular, CTV advertising has begun to focus more on targeting niche audiences in order to better cater to streaming users. This includes leveraging data-driven targeting tactics to ensure that ads are more closely tailored to the interests and behaviours of individual viewers. Additionally, CTV advertising has shifted away from traditional ad formats, such as 15-second or 30-second spots, to more engaging, interactive formats, such as branded content and interactive video ads. 

3. Finally, CTV advertising has begun to focus more on the overall customer journey, rather than simply targeting viewers with ads. This means that advertisers are now leveraging the data insights provided by CTV advertising to build more meaningful relationships with their customers. This data can be used to better understand customer needs and preferences, and create personalized ad experiences that are tailored to each individual user.  • Overall, the shift towards digital and streaming media has had a significant impact on the role of CTV advertising. By leveraging data-driven targeting tactics, interactive ad formats, and insights into the customer journey, CTV advertising is now better able to engage with streaming viewers and build more meaningful relationships with them.