Advertising through long form video content is no longer limited to the traditional relm of broadcast and cable television. With the ever growing popularity of online streaming–thanks to original content being produced by these companies–viewers are switching to streaming in droves. Streaming subscribers is set to overtake cable by 2024. But even now 6 out of 10 consumers prefer streaming over linear TV.
Streaming content is known to advertisers as OTT (Over The Top) because it reaches people on all devices. While traditional TV was restricted to just a few rooms in the home, OTT can be enjoyed from anywhere. How is OTT content delivered? That is where CTV comes in. Connected TVs are connected to the internet. This can be done by the addition of a streaming box, streaming stick, gaming console, DVR, internet connected Blu-Ray player, or simply with a smart TV that has built in connectivity.
While other types of devices can stream OTT content (such as smart phones and tablets), only large screens fall into the category of CTV.