Connected TV

Note from the editor

Connected TV (CTV) has been among the beneficiaries of increased attention on digital channels as the pandemic accelerated existing consumer behaviors and spurred new trends, some of which may become permanent as the health crisis continues to evolve. With consumers still somewhat housebound, consumption of video via CTV has remained strong.

This surge in consumer use of CTV — internet-connected devices including smart televisions, Apple TV, Roku and gaming consoles — has made it a key channel for marketers, especially for engaging consumers who are moving away from linear TV. Compared to linear TV, ad-supported CTV users are 71% more likely to tell a friend about a brand, 53% more likely to search for a brand and 52% more likely to buy a product, per a survey by video advertising platform Unruly.

In this report, Marketing Dive takes a look at:

  • How Kraft Heinz, MolsonCoors and L'Oréal have approached CTV during the pandemic
  • What major advertisers expect when spending on CTV
  • How consolidation and partnerships are affecting the CTV ecosystem

As consumer behaviors continue to evolve, this content can serve as a reference point for marketers as they consider how to allocate their media budgets and provide actionable takeaways for a channel that's ramping up to meet advertiser demand.

Chris Kelly Reporter

Study: Advertisers favor CTV buys with established media outlets over streaming startups

• Published Feb. 18, 2021

How Kraft Heinz, MolsonCoors and L'Oréal make the most of CTV's pandemic-related growth

As media consumption habits quickly change, executives from major brands detailed the opportunities that connected TV provides.

• Published Oct. 7, 2020

Nielsen adds ratings for YouTube CTV ads as digital viewing surges

• Published Oct. 16, 2020

ISpot buys Ace Metrix to expand analytics for TV and CTV ads

• Published Jan. 15, 2021

The Trade Desk sees record spending as marketers leap to CTV

• Published Feb. 19, 2021

Dentsu assesses impact of video creative elements across digital channels

• Published Nov. 11, 2020

IAB: Ad buyers set to shift 21% of linear TV budgets to CTV, citing targeting, efficiency

• Published Dec. 16, 2020

Magnite agrees to buy SpotX for $1.17B to expand CTV ad sales

• Published Feb. 8, 2021 • Updated April 30, 2021

The rise in consumption of connected TV

Connected TV (CTV) has been among the beneficiaries of increased attention on digital channels as the pandemic accelerated existing consumer behaviors and spurred new trends. This has made it a key channel for marketers, especially for engaging consumers who are moving away from linear TV.

included in this trendline
  • How Kraft Heinz, MolsonCoors and L'Oréal have approached CTV during the pandemic
  • Nielsen adds ratings for YouTube CTV ads as digital viewing surges
  • Magnite agrees to buy SpotX for $1.17B to expand CTV ad sales