Trend Snapshot – Connected TV’s next phase

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.

Mass consumer adoption of connected television (CTV) devices, alongside much-needed improvements in the delivery, targeting and measurement of ads, has led many to expect a surge in spend in addressable TV advertising in the coming years.

Definitions of CTV vary across the industry. In its simplest terms, it refers to a television screen that is connected to the internet. This can be achieved in numerous ways, including through ‘smart’ TVs with in-built operating systems,

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