CTV & OTT Rise to Fame

The ways to watch television have dramatically changed since the introduction of traditional television in 1927. About a decade ago, people who were used to watching scheduled cable programs are now enjoying the on-demand streaming services. The desire of viewers to watch whatever and wherever they want, was the root of OTT services and CTV devices.

What are CTV and OTT?

To start with, CTV is Connected TV, and OTT stands for Over the Top. OTT comprises all the television and content streamed over the top of the internet directly to the audience, instead of the traditional broadcast system, satellite mediums, or cable. Some popular OTT streaming services you might be using include Sling, Tubi, Hulu, etc. The content can be viewed over the top on connected TV (CTV) devices. CTV includes the TV directly internet-enabled or the devices plugged into the TV to stream the content over the top, e.g., smart TV, streaming boxes/sticks, and game consoles.

The surge of CTV and OTT devices consumption in Covid 19 pandemic

Connected TV and OTT services are growing since their introduction in the market, but during the Covid-19 pandemic, the viewers streaming the online content have crossed the previous records. As mentioned in our recent blog post “Top Online Advertising Trends in 2021” The COVID-19 pandemic has made a huge impact on the TV industry and has escalated changes in customer behavior towards the consumption of online video content via smart TV devices, leading marketers to invest more in ads served via CTV. According to Business Insider’s recent article – How CTV & Its Digital Advertising Have Been Impacted by the Pandemic, CTV is among the fastest-growing channels in digital advertising.

This dramatic increase allows marketers to approach a greater audience and expand their digital campaigns. This extraordinary situation reshaped the future of CTV and OTT for good. Due to the quarantined lifestyle, there is a significant shift in consumers using different video streaming devices. The surge in the consumers using CTV services is not temporary. The people are likely to continue using the services they have invested in and enjoy the OTT content as their at-home entertainment due to the flexibility and ease of selecting what they want to see rather than what they have to see.

CTV apps are available on a variety of different mobile devices which gives the viewer the benefit of content continuity, thus making the consumption of OTT extremely convenient and appealing.

Today the market is filled with streaming devices, some of the top devices for 2021 are:

Each of these devices contains an enormous amount of channels for the views to choose from. Channels such as Netflix, Hulu, Prime Video, Disney Plus, HBO Max, Tubi, Pluto TV, and many more.

 

The free available content streamed via CTV devices is pushing viewers all over the globe, away from cable and satellite membership programs.

CTV and OTT advertising – A boost for digital marketers

As more and more consumers shift to OTT content, it has provided marketers a platform for digital advertising and reaching a greater audience, increasing their viewability. CTV & OTT enable an incredibly accurate audience targeting which makes advertising via these platforms very beneficial for both the advertiser, who gets higher conversion rates due to the accurate targeting of viewers and the consumers themselves, which get exposed to relevant content which reduces the effort to search for the right products. In addition, via OTT, and the vast range of different mobile devices the technology supports. advertisers can reach a new and wide audience like never before.

The Future of CTV and OTT services

With billions of connected TV devices around the globe and the OTT market estimated to reach $194bn by 2025, it is pretty clear that these technologies are now an integral part of television. With the increasing competition among brands, low barriers to entry. Better service options will be available, making it a more efficient tool for communication and advertisement. The OTT ecosystem is becoming more and more competitive to win and retain more viewers and subscribers. This is a good sign for advertisers as OTT will continue to provide better brand awareness and promotion opportunities.

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CTV advertising - a promise to success

CTV advertising allows marketers to work on a more targeted approach when advertising to their audience. The tracking system in the CTV is simple, and the video views, video completion, and frequency can be reported using a 3rd party as a server tag. In brief, Connected TV advertising with ease of access is a means of one of the most effective advertisements technology with low barriers to entry.

Selectmedia is a full-stack technology solution that provides a holistic solution for publishers, including Video and CTV services.  SelectMedia works with the largest companies in Asia, and the top advertisers worldwide, allowing marketers to reach the right audience with the right message, across the globe. SelectMedia prides itself on being at the forefront of fighting ad fraud and has attained official certifications from the TAG program – certification seals Against Fraud + Brand Safety, proving leadership in combating the negative impact of​ ad misplacement across the digital advertising supply chain.

 

In addition, SelectMedia is an official member of the IAB SEA+India and is a part of IAB Europe official list of trusted brands and is officially approved as a TCF vendor, which means all European traffic is scanned for consent, preventing non consensual traffic from ever reaching the advertisers.

 

With SelectMedia, you will be able to fully monetize your CTV campaigns with the reassurance that your ads are served via top publishers that grant us with the app-ads.txt certification file and ensure 100% compliance.

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This article was written by Ofir Dora, Head Of CTV at SelectMedia, and Julie Nevo, Marketing Manager at SelectMedia.

Selectmedia is a full-stack technology solution that provides a holistic solution for publishers, including Video and CTV services.


SelectMedia works with the largest companies in Asia, and the top advertisers worldwide, allowing marketers to reach the right audience with the right message, across the globe. SelectMedia prides itself on being at the forefront of fighting ad fraud and has attained official certifications from the TAG program – certification seals Against Fraud + Brand Safety, proving leadership in combating the negative impact of​ ad misplacement across the digital advertising supply chain.


In addition, SelectMedia is an official member of the IAB SEA+India and is a part of IAB Europe official list of trusted brands and is officially approved as a TCF vendor, which means all European traffic is scanned for consent, preventing non consensual traffic from ever reaching the advertisers.

 

With SelectMedia, you will be able to fully monetize your CTV campaigns with the reassurance that your ads are served via top publishers that grant us with the app-ads.txt certification file and insure 100% compliance.

To apply using our solution for publishers, please contact us here

For more information on SelectMedia’s unique offering – Click Here

 

For more information, on SelectMmedia’s unique certifications and collaborations to ensure brand safety – Click here

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