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1. Connected TV advertising
Journey of CTV advertising so far and potential ahead
CTV (Connected TV) advertising refers to the practice of delivering targeted ads
to viewers on internet-connected television devices. CTV advertising is a type of
online marketing that is integrated into streaming media. Ads that are displayed
next to TV programmes or livestreams seen on streaming devices are only two
examples. Another illustration is interactive advertisements, which are displayed
to a particular audience and have actions for viewers to complete.
Here's a look at the journey of CTV advertising so far and its potential ahead:
Journey of CTV Advertising So Far:

2.  CTV advertising has been around for over a decade but has seen
significant growth in recent years with the rise of streaming services and
internet-connected TVs.
 Initially, CTV advertising was limited to pre-roll and post-roll ads in
streaming content, but now it includes programmatic and addressable ads
that can target specific audiences based on demographics, behavior, and
interests.
 Major players in CTV advertising include traditional TV networks,
streaming services, and social media platforms, such as Amazon, Hulu,
Netflix, YouTube, and Facebook.
 The COVID-19 pandemic has accelerated the growth of CTV advertising as
more people turned to streaming services for entertainment.
 CTV ad spending is expected to grow in 2023 by 14.4%.
Potential Ahead for CTV Advertising:
 CTV advertising is projected to continue its growth in the coming years,
with the rise of new streaming services and the shift of traditional TV
viewership to internet-connected devices.
 Advertisers can take advantage of the data available through CTV
advertising to create more targeted and personalized ads.

3.  Programmatic CTV advertising is expected to become more prevalent,
allowing advertisers to use machine learning and artificial intelligence to
automate ad buying and optimization.
 The integration of CTV with other digital advertising channels, such as
mobile and desktop, will allow for more comprehensive and effective
cross-device targeting.
 CTV advertising will continue to provide a cost-effective alternative to
traditional TV advertising, as it allows advertisers to reach audiences at
scale without the high cost of traditional TV advertising.
Opportunities abound as connected television (CTV) picks up momentum among
viewers and advertisers. Over 90% of US households may now be reached via
CTV programmatic marketing, and ad budgets are shifting from linear to
streaming.
Yet as there are more content creators, streaming services, media buyers,
sellers, and partners for measurement and verification, television is becoming
more fragmented, and marketers are under increasing pressure to monitor and
provide results while protecting consumer privacy.
Overall, the future of CTV advertising looks bright, with continued growth and
innovation expected in the coming years.