July 22, 2021

Understanding Connected TV: Getting the Definitions Right

By Matthew Tilley

• An uptick in streaming TV consumption and the maturation of the industry infrastructure has made Connected TV (CTV) the cool kid on the adtech block.
• However, there can be a bit of a learning curve when it comes to understanding how to make the most of CTV for your business.
• This is the first in a series of posts that feature videos with valuable CTV insights you can use.

Connected TV (CTV) isn’t exactly brand new, but the notable uptick in streaming service consumption and interest combined with the maturation of the industry infrastructure has made CTV the cool kid on the adtech block.

As with a lot of shiny new ad opportunities, there can be a bit of a learning curve — from the basic definitions to the practical applications — to take marketers from the promises of the technology to realizing the real returns.

To address this need, Mary Heman, Vericast’s executive director of shopper marketing, hosted a virtual conversation with two consumer technology and trend experts: Nuttipol Thuwirat, director of strategy development at Vericast, and Rachel Dalton, director of ecommerce and omnichannel at Kantar. In this series of posts, we’re sharing those insights with you.

To make sure we’re all talking about the same thing, Nuttipol Thuwirat offers two helpful definitions:

First, what exactly is CTV? And is it the same thing as OTT?

Second, what is CTV advertising, specifically?

If you want to get more information more about the trends in TV streaming and CTV advertising impact, download this infographic of recent research from Vericast.

Matthew Tilley is senior director of content marketing for Valassis and leads content marketing for the company. He has more than 20 years of experience in digital advertising and consumer promotions to develop, communicate, and distribute ideas to make modern marketers more effective. 

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