AppsFlyerGet ready for the age of CTV domination: The complete guide to Connected TV
Summary
Connected TV (CTV) has transformed TV viewing, with 87% of US households owning a CTV device and viewers spending nearly 6 hours weekly streaming. CTV advertising is booming: 98% of brands believe it will surpass mobile ad spend within 5 years. The ecosystem includes devices like smart TVs and streaming sticks, and OTT content providers such as Netflix and Disney+.
Advertisers benefit from precise audience segmentation, high engagement, brand safety, and detailed attribution across devices. Common ad formats include in-stream video, interactive ads, and display ads. Inventory can be bought programmatically, directly from platforms, or from publishers.
Monetization models include SVOD, AVOD, TVOD, hybrid, and FAST. Measurement and attribution, especially with MMPs, are crucial for optimizing campaigns and fighting fraud. Best practices involve studying data, honing audiences, measuring KPIs like reach and ROAS, and combating fraud.
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