Connected TV (CTV) is a next-generation media channel that enhances traditional television viewing with an internet connection, offering brands more targeted and measurable advertising opportunities. The rapid expansion of digital streaming platforms in the US and Canada, shifts in consumer behavior, and the migration of TV viewing largely to online platforms have made CTV an indispensable advertising investment for brands.
What is Connected TV (CTV)?
CTV includes all television models capable of streaming content over the internet, as well as the digital streaming apps running on these devices. Users can watch platforms like Netflix, Hulu, Amazon Prime Video, Disney+, and YouTube via CTV, providing a broadcasting environment that allows brands to deliver their ads more clearly and in a more personalized way.
Thus, CTV combines the broad audience reach of traditional television with the targeting capabilities of digital advertising.
Why is CTV Usage So Strong in the US and Canada?
The US and Canada are two of the global markets with the highest CTV usage. Key reasons include:
- High adoption rates of streaming platforms
- Decline in cable TV subscriptions
- Multiple screen devices per household
These markets offer significant opportunities for brands aiming to reach audiences, especially those aged 18–44, who are open to digital content consumption.
CBrand Advantages of TV Advertising
CTV advertising offers far more flexibility, measurability, and targeting compared to traditional TV ads. Key advantages for brands include:
1. Advanced Targeting
Ads can be customized based on viewers’:
- Interests
- Age group
- Geographic location
- Device usage habits
2.Reduced Ad-Blocking Issues
Ad blocking is not common on CTV platforms, which increases the likelihood of ads reaching the audience.
3.Measurability
Ad performance can be tracked in detail through digital analytics. Metrics such as view rate, completion rate, reach, and engagement enable more effective campaign management.
4.Premium Content Environment
Content on CTV devices is generally hosted on high-quality, premium platforms, allowing brands to appear in a more reliable and professional environment.
Why is CTV Important for E-Export Brands?
For brands engaging in e-export to the US and Canada, CTV is one of the most powerful ways to gain visibility and reach the right audience. These markets, with their established digital shopping habits, can provide high returns from advertising campaigns.
Key contributions of CTV for e-export:
- Strengthens brand awareness: Visibility is critical, especially for brands entering new markets.
- Reaches high-purchasing-power consumers: Premium audiences in the US and Canada actively use CTV platforms.
- Enables audience targeting by product category: Ads can be tailored to specific segments.
- Delivers the right message at the right time: Ads appear on screens where they capture maximum attention.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
