Connected + Precise

Capturing a connected audience.

Connected TV (CTV) refers to television that can connect to the internet and access content beyond traditional linear TV broadcasts, essentially through ad-assisted platforms like Netflix, Crave, YouTube, and Disney+. This functionality allows viewers to watch not only digital video content from streaming apps directly on their TVs but also traditional TV content at any time, making CTV a crucial component of the ever-evolving media landscape.

The sizable migration of viewers in recent years from traditional TV to digital platforms largely underscores the importance of Connected TV. In countries like Canada, over two-thirds of the adult population are now CTV viewers, driven by the increasing access to Smart TVs and the growing variety of streaming content. As CTV viewership grows in all demographic groups, it consumes a larger share of overall TV viewing and emphasizes a remarkable shift in consumer behaviour. It is no surprise that CTV is expected to soon overtake total linear TV viewing.

Connected TV’s highly enhanced data-driven targeting abilities offer advertisers precise control over their campaigns, enabling them to effectively reach fragmented audiences across multiple devices. The sheer ability to target specific demographics and measure performance in real time makes CTV a must-have tool for marketers looking to maximize ROI. As traditional TV viewing continues to decline, integrating CTV into television buying strategies is essential for advertisers to remain competitive.

To maintain competitiveness, advertisers must consider allocating a significant portion of their television budgets to CTV and leveraging the expertise of digital media planners and buyers.

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