CTV (Connected TV)

What is CTV?

CTV, or connected TV, is any television or device connected to a television that can be used to stream media over the internet through an app. CTVs generally fall into one of the following categories:  

• Smart TVs – A standalone TV with a built-in internet connection and apps for streaming media. 
• Connected devices – Devices such as a Google Chromecast or Roku that connect to any TV and enable you to stream media.
• Game consoles – Nintendo Switch, Microsoft Xbox, and the Sony PlayStation can all operate as a connected device and stream video to a TV.

There is also over-the-top television, or OTT, which is sometimes confused with CTV. However, whereas OTT may be accessed on a CTV device, OTT refers to the delivery method regardless of device – for example services and apps such as Netflix, Hulu, Disney+, HBO Go, or other streaming services or apps.

What is CTV advertising?

CTV advertising refers to the delivery of advertisements to viewers through CTV devices. CTV inventory is valuable to marketers because it allows them to target specific audiences based on factors such as demographics, location, interests, and viewing behavior, and to deliver personalized and ad experiences on that basis. 

CTV advertising combines the benefits of traditional TV advertising – such as the ability to reach a large user base in the comfort of their homes – while also offering more integrated experiences – such as QRC codes that people can interact with using their mobile devices, or deals and discounts related to specific CTV content – alongside the data and targeting advantages of digital.

Learn how AppLovin is elevating app marketing with CTV performance campaigns.