Connected TV (CTV) is a rising star within the marketing community, and rightly so. Audience migration from linear television to smart TVs and devices is strong and still growing. Furthermore, advertising on these devices blends the efficiency and analytics of digital advertising with the effectiveness of traditional TV.
The number of smart TVs and OTT (over-the-top) devices in households globally exceeded 1 billion in 2019. In the UK alone, eMarketer suggests there will be 38 million CTV users by 2023 (that’s 56 per cent of the population). The industry is poised to reach $332.52bn in 2025. Also, CTV gives brands access to video marketing opportunities in a relatively untapped space at
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