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How Connected TV Advertising Can Transform Your Marketing Strategy

Marketing Insider Group

This includes TV shows, live broadcasts, movies, and other similar types of entertainment. Now, streaming has allowed households to cut out cable—or never connect with it at all. As of 2022, streaming finally became more popular than broadcast and cable TV viewing. But just how popular is streaming?

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OTT and CTV: which is which?

illumin

Over-the-Top or OTT refers to the digital content delivered (can be video-based or audio-based) directly to viewers over the internet, bypassing traditional distribution channels like cable or satellite providers. Different types of OTT services include Netflix, Hulu, and Amazon Prime Video. What is OTT?

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Talk TV to Me: The Essential Glossary to Advanced TV Advertising

Digilant

TV usage, overtaking cable, which sat at 27.2%, and traditional broadcast TV at 20.5%. OTT (Over-the-Top) OTT advertising places ads within streaming content delivered over the internet, bypassing traditional cable or satellite TV. vMVPDs Virtual Multichannel Video Programming Distributors like Sling, Hulu, Philo, etc.,

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Amazon decision to use Nielsen is big boost for beleaguered rating service

Martech

The ratings service will measure viewership of the game as well as pre- and post-game shows on Prime video and Twitch. It will also measure out-of-home viewers in bars, restaurants and hotels, and those in teams’ local markets on broadcast TV. Amazon’s decision is a much-needed win for Nielsen.

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3 Omnichannel Advertising Trends Set to Dominate the 2024 NFL Season

Digilant

Amazon Prime Video Coverage of Thursday Night Football More people stream TV than watching cable or broadcast television. In June of 2024, time spent streaming rose to 40.3% (the highest share of TV usage in Nielsen’s reporting) followed by Cable at 27.2% and Broadcast at 20.5%.

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The complete history of CTV advertising

illumin

Connected TV , often shortened to CTV, refers to streamed video content. The content can be provided by large streamers like Netflix or Disney+, local broadcasters, or user generated content sites like YouTube or Vimeo. This was the first of several experimental, and little-watched, events broadcast on line in the 90s.

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How to set up and measure CTV ad campaigns

Martech

Streaming services proliferate, while cable subscriptions and satellite customers keep defecting and cutting the cord. Both CTV and OTT can also include video-on-demand (VOD) services. This doesn’t account for cable/satellite services offering DVR functionality.) While cookies are going away, IP targeting is here to stay.