A Guide to Connected TV

Exploring the Power and Potential of Connected TV

Digital Amplification
May 23, 2023
A hand holding a remote that is pointed at a TV.
Digital Amplification
May 23, 2023

 The way we watch television has been revolutionized in recent years thanks to the advent of connected TV. In this comprehensive guide, we’ll take a deep dive into the world of connected TV and explain how it differs from traditional cable, what is addressable TV, and how marketers can leverage this innovative technology to create powerful campaigns that reach their target audiences.

What is Connected TV (CTV)?

“The beauty of Connected TV is that it offers a seamless viewing experience that combines the best of traditional television with the convenience and flexibility of streaming. This makes it an incredibly attractive option for consumers, and a powerful platform for businesses looking to reach them.” – Jane Kim, Director of Business Development at JKL Streaming

Connected TV refers to any television set that is connected to the internet, whether it’s through built-in WiFi or through an external device like a streaming stick. These devices allow users to access streaming platforms like Netflix, Hulu, and Amazon Prime Video, as well as traditional cable channels, all through a single device.

CTV has revolutionized the way we watch TV shows, movies, and live events, providing viewers with an unparalleled level of flexibility and control over their viewing experience. CTV is available on a range of devices, including smart TVs, gaming consoles, streaming devices like Roku, Apple TV, and Firestick, and even some cable boxes. 

This means that viewers can enjoy a seamless and integrated viewing experience, accessing their favorite content on whatever device they choose. With the rise of cord-cutting and streaming services, CTV has become increasingly popular, and it is estimated that by 2024, 57% of US households will have a CTV.

One of the key benefits is the ability to access an almost limitless amount of content. With the rise of streaming services, users can access a vast library of movies, TV shows, and live events from all around the world. Additionally, CTV allows for interactivity, meaning viewers can engage with the content they’re watching, whether that be through voting, commenting, or even making purchases.

Connected TV is highly flexible and customizable. Viewers can personalize their viewing experience, setting up profiles and preferences, and choosing their preferred streaming services and content. This creates a more engaging and immersive experience for the viewer, leading to higher engagement and retention rates.

How CTV is Different From Traditional Cable

A TV displaying the Apple TV home screen.

Connected TV is fundamentally different from traditional cable TV in several key ways. Firstly, it’s delivered over the internet rather than through cable infrastructure. This means that viewers don’t need to rely on cable providers for access to their favorite shows and movies. Instead, they can use a range of internet-connected devices, such as smart TVs, streaming devices, gaming consoles, or even mobile phones, to access the content they want to watch.

CTV is highly customizable and flexible compared to traditional cable. With cable TV, viewers are typically limited to a set number of channels and shows based on their subscription package. In contrast, CTV users can choose from a vast library of streaming services and apps, including popular services like Netflix, Hulu, and Amazon Prime Video, as well as niche services like Shudder, Crunchyroll, and CuriosityStream. Users can also access free ad-supported services like Pluto TV or Tubi, which offer a selection of channels and on-demand content.

Connected TV allows for a greater level of interactivity and engagement compared to traditional cable. Viewers can interact with the content they are watching by voting on polls, commenting on live events, and even making purchases without leaving the viewing experience. Additionally, it can offer personalized recommendations based on viewing history and preferences, ensuring viewers always have access to content that is tailored to their interests.

Lastly, CTV can be more cost-effective than traditional cable, as viewers can choose which streaming services and apps they want to subscribe to. This flexibility also means that viewers can easily switch between services and adjust their subscriptions as their viewing preferences change over time.

What is Addressable TV?

Addressable TV is a form of targeted advertising that allows advertisers to deliver ads to specific households or individuals based on their demographic, behavioral, or other data-driven characteristics. With addressable TV, advertisers can target specific households or individuals with different ads even if they are watching the same TV show.

The technology behind addressable TV relies on data, such as viewer demographics, viewing habits, and purchasing behaviors, to identify specific households or individuals that match certain criteria. Advertisers can use this data to create highly targeted ad campaigns, tailoring their messaging and creative to specific audiences.

Addressable TV offers several benefits over traditional TV advertising. Firstly, it allows advertisers to target their messages more precisely, ensuring that their ads are seen by the most relevant audience possible. This not only improves the effectiveness of the ad campaign but can also reduce waste by minimizing the number of people who see irrelevant ads.

Secondly, this allows for greater measurement and accountability. Advertisers can track how many people see their ads, how long they watch them, and how they respond, providing valuable insights into the effectiveness of the campaign. This allows advertisers to optimize their campaigns in real-time, ensuring that they are getting the best possible return on investment.

Lastly, it can offer a more personalized and relevant viewing experience for viewers. By showing ads that are tailored to their interests and preferences, viewers are more likely to engage with the ad and respond positively to the messaging.

How Marketing Plays a Role Within Connected TV

Marketing plays a crucial role within connected TV by providing an opportunity for advertisers to reach their target audience with relevant and engaging ads. CTV advertising allows for more targeted, measurable, and personalized advertising, which can help advertisers to improve their ROI and enhance the effectiveness of their campaigns.

Connected TV is an incredibly powerful tool for marketers. Not only does it allow them to reach highly targeted audiences through addressable TV, but it also offers a range of other benefits that traditional cable simply can’t match.

For example, connected TV allows for much greater interactivity with viewers, with many devices offering features like polls, quizzes, and surveys that allow marketers to gather data and insights about their audiences in real-time. This type of ad can help to improve engagement and increase brand recall, leading to better results for advertisers.

Connected TV also offers much greater flexibility when it comes to ad placement. Unlike traditional cable, which often has fixed ad slots that can’t be changed, connected TV allows marketers to place ads strategically to connect and ensure that their message is seen by viewers.

Perhaps most importantly, it offers unparalleled tracking and measurement capabilities. Because all viewing is done through a single device, it’s much easier to track viewer behavior and measure the success of campaigns. Marketers can use data like view-through rates, completion rates, and engagement metrics to optimize their campaigns and ensure that they are reaching their target audiences in the most effective way possible.

Connected TV is an incredibly powerful tool for businesses and marketers, offering a range of benefits that traditional cable simply can’t match. By leveraging the power of Addressable TV, marketers can deliver highly personalized and relevant ads to specific households, while also taking advantage of the interactivity, flexibility, and tracking capabilities that connected TV offers.

As the world of television continues to evolve, it’s clear that connected TV is here to stay. Businesses and marketers who embrace this technology and learn how to harness its power will be well-positioned to stay ahead of the curve and create campaigns that resonate with their audiences in new and exciting ways.


An AI writer drafted this article, it was fact-checked and curated by Digital Amplification’s team of marketing experts. It’s written for marketers and business leaders looking for ways to improve the performance of their marketing investment.

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