Why Connected TV is Growing Rapidly

By Lucas Baca (Marketing Assistant)

Connected TV (CTV) refers to internet-connected TV streaming content on smart TVs and streaming sticks like Roku. It has become a popular avenue for advertisers because of the ability to reach and track a wide-ranging audience who don’t have cable.

Since 2020, the viewership of Connected TV and Over The Top set boxes has consistently increased due to its easy accessibility and affordability. CTV reaches nearly 80% of U.S. households, surpassing cable TV, where studies predict that subscriptions will decline to less than half of all homes by the end of this year.

CTV is also one of the fastest-growing ad formats across all mediums. Experts anticipate a staggering 57% increase in advertising spending by 2025, reaching an astounding $27.47 billion. Additionally, CTV has proven effective in reaching a highly engaged and valuable audience often excluded from traditional TV advertising. It offers precise targeting down to a zip code level and demographic. The overall engagement numbers also speak for themselves. CTV boasts an average viewer completion rate of 94%, which is a 20% improvement when compared to PC and mobile platforms. In essence, CTV represents both the present and future of TV and advertising consumption.

At Ad House Advertising, we buy Premium CTV inventory for many of our clients because it’s effective! Some of the inventory platforms we can reach are Hulu, DirecTV Now, Xfinity, and Sling TV.  If you aim to maximize the value of your advertising dollars, we wholeheartedly recommend it.

Contact Ad House Advertising to learn more and get started with your next campaign!