CTV Poised to Transform Traditional TV Advertising Experience
· 5h ago · Originally reported by Adweek
Industry experts are discussing how connected TV (CTV) could reshape the way viewers experience ads, drawing inspiration from social media platforms. The conversation highlights the potential for CTV to move beyond legacy TV ad formats and offer more interactive and personalized advertising.
Why it matters
As more viewers shift to streaming, CTV's ability to innovate ad formats could make ads more engaging and relevant, impacting both advertisers and audiences.
Explain it like I’m new here
It's like turning TV ads into something as interactive and personal as what you see on your favorite social app.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
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