Connected TV is a next-generation media environment that allows digital content and ads to be viewed on internet-connected televisions. Operating through smart TVs, gaming consoles, and streaming devices (Apple TV, Chromecast, etc.), this structure provides brands with the ability to target and measure beyond traditional television through digital TV advertising.
What Is Connected TV? (What Is CTV?)
Connected TV (CTV) is an advertising medium where content from digital platforms such as Netflix, YouTube, BluTV, and Exxen is watched on internet-connected televisions, and ads can be served through programmatic TV infrastructure. In short, it is the most advanced form of digital advertising on the television screen.
Differences Between CTV and Traditional TV Advertising
While traditional TV advertising delivers a single message to broad audiences, CTV advertising is data-driven and targetable.
Key differences:
- Traditional TV: Predictive measurement, limited targeting
- CTV: Data-based targeting, real-time measurement
- Traditional TV: Single screen
- CTV: Cross-device & omnichannel impact
Advantages of CTV in Advertising
Targeting and Data-Driven Advertising
CTV ads enable reaching the right audience using demographic data, interests, viewing habits, and location-based segments. This helps make media budgets more efficient.
Measurability and Performance Tracking
Connected TV ads can be measured in detail using metrics such as impressions, completion rate, reach, and frequency. This allows campaign performance to be analyzed clearly.
High Visibility and Strong Brand Perception
With the large screen, high resolution, and low distraction environment, CTV strengthens brand awareness and prestige perception.
Cross-Device & Omni-Channel Impact
CTV integrates with other digital channels such as mobile, desktop, and tablet, creating multiple touchpoints. The user journey is managed holistically.
Why Are CTV Ads a Strategic Medium?
Digital advertising trends in Turkey and globally show that audience habits are rapidly shifting toward digital platforms. Especially among younger and urban audiences, linear TV viewing is declining, making Connected TV advertising a strategic necessity for brands.
With programmatic infrastructure, flexible budgets, and detailed reporting, CTV offers a strong solution for both performance and brand campaigns.
The Future of CTV
The Connected TV ecosystem will be at the center of digital media planning in the coming years. At Marker Groupe, we approach CTV, programmatic, and next-generation digital media solutions with a holistic strategy, ensuring that brands are positioned with the right message on the right screens. Our approach, combining data, technology, and creativity, drives the transformation of digital advertising.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
