According to an early 2024 report published by eMarketer, a respected market research firm formerly known as Insider Intelligence, connected TV advertising is the fastest-growing digital marketing channel in North America and the European Union. In essence, connected TV is the marketing segment that targets audiences who watch content through apps on smart television sets or other connected devices like Roku sticks.
On a year-over-year basis, the value of the connected TV (CTV) market is growing by 20% to reach a capitalization of $30 billion over the next two years. CTV ads are shown during streaming; they can appear in movies, series, documentaries, live events, or other types of video content. If you have watched digital videos or heard music on platforms such as Hulu, Peacock, Tubi, or Pluto TV, you have already been exposed to CTV ads, which are also appearing on the ad-supported tiers of other networks such as Disney+, Max, and even Netflix.
The main advantage of CTV ads is that they allow business owners and brand managers to reach “cord-cutters and cord-nevers,” those viewers who don’t subscribe to cable or satellite providers for various reasons. Since CTV ads are “born digital,” they enable tracking of campaigns more effectively than traditional TV ads, thus allowing you to get real-time analytics for actionable insights.
