Connected TV (CTV) advertising has long been part of the digital advertising ecosystem. However, as we approach 2026, the renewed attention on CTV is driven not by its existence, but by changes in how it is used and the strategic value it offers.
Today, CTV is positioned as a device-based media ecosystem that goes beyond platforms like YouTube or Netflix, encompassing Apple TV, Android TV, Amazon Fire TV, Smart TV operating systems, and gaming consoles.
Why Is CTV Back in the Spotlight as We Approach 2026?
1. Device-Centric Rather Than Platform-Centric Planning
Brands are now focusing less on the question “Which app should I appear on?” and more on “Which screen and device should I reach my audience through?” This mindset is one of the key factors that differentiates CTV from YouTube and traditional OTT video planning.
2. Demand for Measurability on the Big Screen
Targeting and measurement capabilities that are limited in traditional TV are supported by more advanced solutions in CTV. As 2026 approaches, CTV is evaluated not only for reach, but also for frequency control, audience segmentation, and campaign optimization.
3. The Growing Importance of Premium Content Environments
Content consumed via streaming devices typically offers high attention levels and premium environments. This positions CTV as a more strategic channel for brand perception, product launches, and video storytelling campaigns.
How Is CTV Usage Shaping Up in Turkey?
In Turkey, the CTV ecosystem has not yet reached full maturity. However, the increasing penetration of smart TVs and the wider adoption of streaming devices are turning CTV into a channel that is not merely tested, but actively included in media plans.
As Turkey moves toward 2026, CTV is positioned as:
- a complementary channel,
- an extension of digital video investments,
- a medium that bridges traditional TV and digital.
Not New, but Used More Consciously
CTV advertising is gaining importance as we approach 2026 not because it is “new,” but because it is being used more consciously, more precisely targeted, and more closely tied to strategic scenarios.
When leveraged with the right audience, the right device mix, and the right creative approach, CTV continues to offer brands a powerful media environment that combines the impact of the big screen with digital-level measurement.n yüksek ekran etkisini dijital ölçümleme ile birleştiren güçlü bir medya alanı sunmaya devam ediyor.
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