What even is Connected TV?
Let’s start with a definition of Connected TV (also known as Over The Top [OTT] TV or Advanced TV):
Watching TV content through an internet connection.
That’s it! It sounds so simple, right? And it really is when you break it down like that. However, there are a lot of ways to stream TV these days and that’s where it can get a little confusing.
Here are a couple of the most popular ways to watch Connected TV:
- ‘Skinny’ bundles like Sling TV, DirecTV Now, Playstation Vue and YouTube TV offer lower priced live TV packages vs traditional linear cable packages through AT&T, Comcast, etc.
- Apps like HGTV, AMC and WatchESPN play through a smartphone or through a connected TV – either a Smart TV (Sony, Samsung, etc.), or a Smart Streaming Stick (Roku, Amazon Fire Stick, etc.)
Viewers who choose Connected TV bypass the overpriced traditional cable or satellite packages. Consumers want choices – they want to watch content wherever, whenever and however they choose. TV viewing is no longer limited to a living room screen at set broadcast times.
So what are the advantages to advertising on Connected TV?
- First, it’s far more affordable when compared to traditional linear TV buys.
- Second, it’s the same full-screen experience and the inventory is non-skippable, leading to high video completion rates. Platforms like Netflix and Amazon Video are ad-free but most others are ad-supported.
It’s a common misconception that Connected TV is mainly used by millennials – cord cutters, cord shavers and cord nevers. Yet this space is no longer for early adopters; that ship has sailed. Viewers of all ages are watching streaming TV content and most households now subscribe to at least one video streaming service. Linear or traditional-only households are not only declining, they’re the minority.
While consumers are embracing Connected TV, advertisers have been slower to include it in their marketing plans. Many are still trying to figure out how to leverage the platform. Marketers can no longer afford to think about Connected TV in terms of the future; the technology is already ubiquitous. That’s why when we build out marketing plans for our clients, we include Connected TV whenever we can.
Are you ready to talk about how this channel may fit into your media mix? If so, get in touch.