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What is Connected TV Advertising?

  • - Allison Metcalfe
  • 2 min read

Bringing Connected TV Advertising Solutions to People-Based TV

No conversation of “advanced TV” would be complete without a thorough discussion of “over-the-top” (OTT) and Connected TV (CTV). Over 69 million U.S. households — that’s 55% of the U.S. population — subscribe to at least one streaming service. This means consumers are spending over $2 billion each month on their video content1. Additionally, according to FreeWheel’s Signature Insights, the median CTV viewer is 23 years younger than the average linear TV viewer and makes $10,000 more per year.

Despite the explosive growth of consumer adoption, the Connected TV advertising industry currently faces the same challenges as the rest of the media landscape: disconnected ecosystem, data workflows, measurement, and privacy concerns.

That’s why we’re excited to expand the capabilities of our IdentityLink™ platform to include advertising’s fastest growing video channel. By linking Connected TV identifiers to the LiveRamp omnichannel identity graph, both marketers and advanced TV ecosystem partners can now simplify campaign planning, targeting, and measurement. Consumers will benefit from a unified video experience across TV, over-the-top (OTT) and digital.

The days of TV consumption via set-top box alone are long gone, and siloed views of measurement and engagement are no longer. With the availability of content from a variety of devices and sources, and consumers’ time split amongst multiple content sources, using a consistent identity for targeting and measurement in a privacy-conscious manner is more important than ever.

We’re further advancing people-based TV solutions with partners like Hulu and Innovid, and it’s proven to make a positive impact for advertisers.

“People are interacting with video content in ever-changing and expanding ways, and CTV is a central driver of this,” said Phil Hruska, Manager of Media Strategy for American Honda. “We are always looking for opportunities to connect with our current and future customers through dynamic content and creative messaging. LiveRamp is a critical resource in uniformly connecting disparate data sources within the modern advertising landscape.”

Both marketers and advertising solution providers can take advantage of our IdentityLink capabilities to create a more rich, integrated omnichannel strategy for CTV, beginning today.

To learn more about the exciting changes taking place across the advanced TV world, watch this session from RampUp 2023, How To Maximize Your TV Investment Amidst Unprecedented Acceleration.

1 “US Consumers Spend $2 Billion Monthly on Streaming Video … – Variety.” 20 Mar. 2018, Accessed 4 Apr. 2018.