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TV Advertising

The Rise of Connected TV Advertising: The Future of TV Advertising

May 16, 2023


The emergence of Connected TV (CTV) has revolutionized the way viewers experience television and advertisers analyze marketing performance metrics, making TV a viable and attractive channel for all, especially advertisers. Connected TV has quickly become a game-changing medium, with viewers no longer limited to a set number of broadcast channels and fixed schedules. Instead, they have access to a wealth of online streaming options right at their fingertips. This shift in content consumption has created exciting new opportunities for advertisers to engage with their target audience on the big screen while exceeding the limitations of traditional TV. Advertisers can finally benefit from the advantages of both performance and branding in a single medium.

The Growth of CTV Advertising

Connected TV devices have quickly become a popular means of streaming content in recent years with almost 90% of households in the US now having at least one CTV device, according to the Leichtman Research Group. As more viewers opt for the convenience of streaming services instead of traditional broadcast television, advertisers have followed suit with $20.69 billion (USD) CTV advertising spent during 2022, in the US alone.

It appears that advertisers are taking advantage while recognizing the potential of CTV as a marketing platform with its extended reach and enhanced measuring capabilities. As a result, CTV advertising is expected to continue its upward trajectory and become an increasingly important component of the advertising landscape.

The Advantages of Connected TV Advertising

As a result of connected TV advertising (CTV), advertisers can take advantage of numerous opportunities, along with being able to gain valuable & measurable insights, extending the reach of their campaigns, and enhancing their targeting capabilities. Some of the key benefits of CTV advertising include:

Precision Targeting

Using data-driven insights, advertisers can target relevant audiences with precision. Advertisers can increase ROI by creating personalized, impactful campaigns and analyzing viewing behavior.

Increased Engagement

Connected TV advertising offers advertisers the opportunity to engage their target audiences more effectively. Through highly interactive and personalized viewing experiences, advertisers can deepen connections with their target audiences and increase brand awareness and loyalty.

CTV Campaign Attribution & Measurable Results

Using data and analytics, advertisers can measure performance metrics such as viewability, engagement, clicks, and conversions and track results accurately. By analyzing the impact of current campaigns, advertisers are able to make informed decisions about future campaigns.

Cross-Device Tracking

Through connected TV, advertisers can gain a comprehensive understanding of consumer behavior and user journeys across multiple devices and platforms. Advertisers can use these insights to optimize their advertising ROI by making informed and effective decisions regarding target and retargeting strategies.

Cost Effective

CTV advertising provides a budget-friendly solution for brands looking to reach their target audience. The cost per impression (CPM) for CTV advertising is typically lower compared to traditional TV advertising. Precise targeting capabilities of CTV lead to lower costs and higher ROI, allowing brands to reach their goals with a smaller budget

The Future of Connected TV Advertising

The increasing number of connected TV users presents advertisers with new opportunities to reach their target audience. By the end of 2027, according to Statista we can expect to see Connected TV Advertising spend increase to $40.9 billion [USD] in the United States, which represents a 100% increase from 2022 . With more advertisers adopting this new medium, they can reap the benefits and rely on performance-based metrics to measure results, like never before. The future of CTV advertising.


In conclusion, the rise of connected TV (CTV) advertising represents a significant shift in the way advertisers reach consumers & the way consumers engage with ads. With the growth of streaming services and the increasing adoption of smart TVs, CTV has become a mainstream entertainment option for many households, offering advertisers a unique opportunity to deliver personalized, targeted ads to engaged viewers. The ability to track and measure CTV ad performance provides a level of granularity that traditional TV advertising cannot match, allowing advertisers to optimize their campaigns for better results. While CTV advertising is still evolving, it is clear that it is a critical component of the modern advertising landscape, and its growth is set to continue in the coming years. As the industry continues to mature, advertisers must stay up-to-date with the latest trends and technologies to make the most of this exciting new platform.