Digital Marketing: What is CTV?

Written By Katherine .

Photo: Adobe

What is CTV in Digital Marketing and Advertising? CTV is another name for “Connected TV”.  Connected TV, or CTV refers to a Television that is connected to the internet and can stream Digital Video.   Televisions can connect to the internet a few different ways:

  • Via Smart TV- Smart TVs alone have to ability to connect directly to the internet, and allow the use of streaming TV Video through apps

  • Via Streaming Devices – Streaming Devices are connected to a TV through an HDMI port to provide TV Video streaming by connecting the streaming device to the internet.  Much like SmartTVs, Streaming Devices use apps to   Some popular streaming devices include: Roku Streaming Stick, Roku Express, Google TV Streamer, Apple TV, Amazon Fire Stick, and Nivida Shield TV

  • Via Gaming Consoles- XBOX and PlayStation allow for Streaming TV apps to be downloaded and used to watch TV

As consumers continue to “Cord Cut” from traditional Linear and Cable TV, CTV is growing in popularity and Digital Advertising spend.  According to EMARKETER., “In 2024, US brands will spend over $28 billion on CTV, making up one-third of the total spent on TV advertising (CTV and linear)” (Source: A performance story: Why CTV ad spending is growing | Sponsored Content)

Katherine .
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CTV: ”Video on Demand” and the Different types of VOD
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CTV and the Digital Upfront- How it going, and where it started