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1. Connected TV advertising
The Role of CTV Advertising in the Shift Towards Digital and
Streaming Media
• The rise of digital and streaming media has had a significant impact on
the role of CTV advertising. As consumers become more accustomed to
using these digital services, they are increasingly turning away from
traditional television services and turning to streaming services such as
Netflix, Hulu, and Amazon Prime. As a result, CTV advertising has had to
adjust to the changing landscape of television.
• In particular, CTV advertising has begun to focus more on targeting
niche audiences in order to better cater to streaming users. This
includes leveraging data-driven targeting tactics to ensure that ads are
more closely tailored to the interests and behaviours of individual
viewers. Additionally, CTV advertising has shifted away from traditional
ad formats, such as 15-second or 30-second spots, to more engaging,
interactive formats, such as branded content and interactive video ads.

3. • Finally, CTV advertising has begun to focus more on the overall
customer journey, rather than simply targeting viewers with ads.
This means that advertisers are now leveraging the data insights
provided by CTV advertising to build more meaningful
relationships with their customers. This data can be used to better
understand customer needs and preferences, and create
personalized ad experiences that are tailored to each individual
user.
• Overall, the shift towards digital and streaming media has had a
significant impact on the role of CTV advertising. By leveraging
data-driven targeting tactics, interactive ad formats, and insights
into the customer journey, CTV advertising is now better able to
engage with streaming viewers and build more meaningful
relationships with them.