The Real Deal on Connected TV

How has CTV changed for marketers? 

At its core, connected TV (CTV) refers to internet connected devices like smart TVs or streaming sticks that enable viewers to watch streaming or video on demand content.

To consumers, not much has changed: They’re used to traditional commercials through a cable subscription. Now, they’re seeing those same ads on streaming apps. 

But for marketers, a lot has changed: CTV leverages the input of data to determine who marketers can actually reach—and by knowing who they’re reaching, they can measure if those specific people take an action after viewing the ad. This is different from traditional TV, where you have limited control over who you reach and how you measure their responses.

How can CTV benefit your marketing strategy? 

In the fast-paced world of marketing, no other channel has made more of a splash than connected TV. It’s all about having one holistic view of consumers so you can then engage them with a single, harmonized voice across channels and over time.

To do this, look for a CTV provider that has focuses on person-first marketing through identity resolution that enables you to:

1. Connect with the right individuals
2. Message them the optimal amount of times
3. Understand if that message influenced them or not

To break it down, Karissa VanHooser, Senior Director of Product Marketing at Epsilon, gives a play-by-play on why connected TV is so beneficial for brands—and what they need to get it right.

Prepared to take your marketing strategy to the next level? Learn more by watching the full video.