Connected TV (CTV)

Connected TV (CTV) refers to televisions that connect to the internet, enabling streaming of digital content and interactive applications.

Why it matters

Expands audience reach beyond traditional TV.
Enables targeted advertising and data-driven insights.

How to measure

Viewership metrics such as impressions and engagement rates.
Analysis over weekly or monthly periods.

Details

Connected TVs are equipped with operating systems that allow users to download and use apps, similar to smartphones. This capability opens up new opportunities for app developers and marketers to engage users through interactive content and personalized advertising. For mobile engineers, integrating apps with CTV platforms can enhance user experience by providing seamless cross-device interactions.

Growth teams can leverage CTV to extend their reach and improve brand visibility. By analyzing user data from CTV interactions, teams can refine their marketing strategies and optimize content delivery for better engagement.

Examples & formulas

For instance, a streaming app can use CTV to offer exclusive content that encourages users to subscribe or make in-app purchases.

Common mistakes

Ignoring platform-specific guidelines, which can lead to app rejection or poor user experience. Always adhere to each CTV platform's requirements.
Overlooking the importance of user data privacy. Ensure compliance with privacy regulations to maintain user trust.