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1. Connected TV advertising
Connected TV Trends in 2023
• The explosive growth of connected TV (CTV) and over-the-top (OTT)
streaming services is expected to continue in 2023. By that year, it is
estimated that CTV and OTT will reach more than one billion viewers
worldwide. This growth is being driven by the increasing availability of
low-cost devices that make streaming more accessible to consumers,
such as smart TVs, streaming sticks and game consoles.
• The growth of CTV and OTT is also being driven by the increasing
amount of content available on these platforms. More and more
content providers are creating original programming for streaming
services, which will continue to expand the range of programming
available through these channels.

2. • In addition, the development of advanced ad targeting capabilities
is making CTV and OTT more attractive to advertisers, which will
further fuel their growth. Advertisers are able to target specific
demographics or interests, which allows them to reach their
desired audiences more effectively.
• Finally, the widespread availability of fast and reliable internet
access is making streaming services more attractive. As more
people are able to access high-quality streams, it is likely that more
viewers will turn to these services to watch their favorite shows
and movies.
• Overall, the growth of CTV and OTT streaming services is expected
to continue in 2023. This trend is being driven by a range of factors,
including the increasing availability of low-cost streaming devices,
the development of ad targeting technologies, and the widespread
availability of fast and reliable internet access.

4. • Connected TV (CTV) is expected to become increasingly popular
over the next few years as more people adopt smart TVs and
streaming services. In 2023, CTV is likely to be the dominant form
of television, with over 50% of television viewers tuning in through
CTV platforms. As more streaming services launch, viewers will be
provided with more content options and better access to live and
on-demand content. Additionally, the rise of smart TVs and voice
assistants will create more opportunities for advertisers to reach
their target audiences. Advertisers will also benefit from improved
targeting capabilities, as data collected from CTV viewers will be
used to create more personalized ad experiences. In addition, CTV
viewers are likely to engage more often with ads, making them
more attractive to advertisers. Finally, the growth of CTV will also
lead to more competition between streaming services, ultimately
benefiting consumers.

6. 1. Increased Adoption of OTT Platforms: OTT platforms such as
Netflix, Hulu, and Amazon Prime Video are expected to continue to
grow in popularity, offering more content and features for viewers
to enjoy.
2. More Interactive Content: Interactive content such as games, polls,
and quizzes will become more popular as viewers are more
engaged with the content.
3. More Connected TV Devices: The number of connected TV devices
available will continue to grow, with newer devices offering more
features and capabilities than previous models.
4. Improved AI and Machine Learning: AI and machine learning will be
used to provide more personalized content recommendations and
improve advertising targeting.
5. Increased Adoption of Voice Assistants: Voice assistants such as
Alexa and Google Assistant will continue to be integrated into
connected TV devices, allowing viewers to control their devices
with voice commands.

7. 6. Increased Adoption of HDR Technology: HDR technology will
become more widely adopted, allowing viewers to experience
more vibrant colors and better image quality when watching
content.