How Connected TV Fits in 2021 Media

“The growth of connected TV usage has accelerated exponentially giving way to further consideration for ad dollars this year. In 2019, media buyers began realizing CTV’s potential as viewing increased and advertising opportunities and products expanded. In 2020, viewership and advertising dollars increased significantly again and the shift in consumer behaviors that’s driving increased consumption of CTV is not slowing down.

Connected TV is anything that delivers video content on your television and is connected to the internet—also referred to as “over-the-top” (OTT). Devices delivering OTT include Roku, Apple TV, Chromecast, and Amazon’s Firestick. Other avenues of CTV include video game consoles such as PS5 and Xbox, and Blu-ray players. Content distributors (Hulu, YouTube TV, Crackle, etc.) can serve advertisements, similar to traditional commercials (pre-roll and midroll). These outlets provide audience at scale, beyond linear TV viewers. CTV inventory is sold directly by TV networks and video publishers. It can also be purchased programmatically through a demand-side platform (DSP).”

Read more from Centro’s April Weeks in the In-House Agency Forum blog.