Connected TV (CTV) and over-the-top (OTT) advertising refer to the delivery of video ads on internet-connected devices, such as smart TVs, streaming devices, and mobile devices, rather than through traditional television methods.

These platforms are becoming increasingly important for advertisers as more and more consumers are cutting the cord and turning to streaming services for their entertainment. CTV and OTT advertising allows advertisers to reach these audiences in a targeted and measurable way, with the ability to track viewer engagement and adjust campaigns in real-time. Additionally, CTV and OTT ads can be highly personalized, which can lead to higher engagement and conversion rates.

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The future of CTV advertising is bright, with several trends and predictions pointing towards continued growth and innovation in the space. Here are some of the key predictions and trends for CTV advertising:

• Adoption will rise: CTV advertising is currently a fast expanding sector of the advertising business, and this growth tendency is predicted to persist. Advertisers are expected to follow suit and allocate more of their money to CTV advertising as more consumers switch from traditional TV to streaming platforms.
• More targeted and personalized ads: CTV advertising enables more individualised and targeted campaigns, and this trend is anticipated to remain. Advertisers will keep using data and analytics to make more relevant and interesting commercials for their target demographic.
• Interactive and engaging advertisements: Interactive and interesting advertisements, such quizzes, games, and shoppable content, are gaining popularity on cable television. We can anticipate even more creative and interesting ad experiences as more advertisers test out these forms.
• Streaming services with ads: As more streaming services are launched and their features are increased, we may anticipate seeing more ad-supported models. As a result, there will be more chances for marketers to contact viewers in a focused and quantifiable way.

• Advanced measurement and attribution: In the CTV industry, measurement and attribution have proven difficult, but new technologies and approaches are starting to emerge to solve this problem. Advertisers will be able to better analyse the effects of their CTV ads and adjust their plans as a result as these capabilities advance in sophistication.

Overall, the future of CTV advertising is exciting and full of opportunities for advertisers to reach a growing and engaged audience.