The differences between Connected TV and Addressable TV are among the most frequently asked topics by brands looking to invest in programmatic TV today. In short, Connected TV defines the digital broadcasting environment, while Addressable TV refers to personalized ad delivery within that environment. The main differences lie in targeting depth, data structures used, and who the ads are shown to.
What Is the Difference Between Connected TV and Addressable TV?
Connected TV covers digital ads delivered on internet-connected televisions. Addressable TV, on the other hand, is an advanced targeting model that enables different ads to be shown to different households within the same broadcast.
What Is Connected TV?
Connected TV (CTV) refers to ads served within digital content viewed via internet-connected smart TVs, gaming consoles, and streaming devices. Platforms such as YouTube, Netflix, BluTV, and Exxen are part of this ecosystem. CTV advertising can be bought and measured through programmatic TV infrastructure.
What Is Addressable TV?
Addressable TV is a TV advertising model where ads are personalized at the household or user level based on viewer data. Two different households watching the same program can be shown different ads. This capability is the most distinctive feature of Addressable TV advertising.
Key Differences Between Connected TV and Addressable TV
Targeting Method
Connected TV: Device-, platform-, and content-based targeting
Addressable TV: Household- and user-level targeting enriched with data
Types of Data Used
CTV advertising: Viewing behavior, content type, device data
Addressable TV advertising: Demographics, location, interests, purchase tendencies
Measurement and Reporting
CTV: Impressions, reach, frequency, video completion rate
Addressable TV: More detailed performance analysis and audience-level breakdowns
Ad Delivery Structure
Connected TV: Same ad shown to a broad audience
Addressable TV: Personalized ad delivery within the same broadcast
Which Model Is More Suitable for Which Brands?
PerPerformance-Focused Brands
Addressable TV
Lower media waste
Higher conversion potential
Brand Awareness–Focused Campaigns
Connected TV
Large-screen impact
High visibility and prestige
Usage Trends in Turkey and Global Markets
With the increasing penetration of smart TVs in Turkey, CTV investments are growing rapidly, while Addressable TV remains more limited but strategically positioned. In global markets, Addressable TV stands out as one of the fastest-digitizing areas of traditional TV budgets.
Strategic and Measurable TV Advertising
When planned with the right targeting and data usage, both Connected TV and Addressable TV transform television advertising into a measurable and strategic channel. Choosing the right model based on campaign objectives is key to balancing reach, impact, and performance. Today, the TV screen delivers not only visibility, but data-driven results.
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