What does Connected TV really mean

Connected TV refers to television screens that can access internet delivered content directly or through an attached device. If you are streaming instead of watching traditional broadcast or cable, you are in a Connected TV environment.

Is Connected TV the same thing as Smart TV

Not exactly. A Smart TV is a television with built in internet and apps. Connected TV is a broader idea that includes Smart TVs but also includes any older television that is connected to the internet through a streaming stick or a console. All Smart TVs are Connected TVs. Not all Connected TVs are Smart TVs.

Is Connected TV the same thing as OTT

OTT stands for over the top. It refers to content that is delivered over the internet rather than through a cable or satellite provider. Connected TV is usually seen as the physical device or experience in the living room where you watch that OTT content. In practice, people sometimes use the two terms as if they are the same.

How are ads delivered on Connected TV

Ads can run before a show or movie starts, in the middle as short ad breaks, at the end of the content, or even on the interface while the viewer is browsing what to watch next. Many of these ads cannot be skipped which means higher completion rates.

Why do marketers care about CTV targeting

With traditional TV you mostly buy broad demographics. With CTV you can target niche audiences using interest data, past browsing or purchase data, and location data. This lets you spend money only where it is most likely to move results.

Is CTV cheaper than traditional TV

In many cases yes. You can often reach TV sized audiences without paying classic broadcast prices, while also gaining digital style measurement and optimization. That said, premium content on major streaming services can still be priced at a premium.

Can CTV drive measurable performance, not just awareness

Yes. With proper attribution and analytics, brands can connect CTV exposure to outcomes such as site visits, add to cart events, app installs, or sign ups. This is why performance marketers are now buying Connected TV in addition to mobile and social.

Connected TV (CTV)

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