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Connected TV and the future of advertising - Coggle Diagram
Connected TV and the future of advertising
Context
2023 : +82% household with CTV
Content out of Internet via TV screen (>< sattelite)
53 % UK household streaming service
Switch in TV history
Pandemic +++ watching time
OTT (over the top) services (Netflix, Amazon, ...)
Hard to understand consumer behavious
Sart on his phone, continue at home on his TV, ...
End of linear TV
BUT possibility to measure impact + better engagement
Pro's
Better advertising experience
More relevant content
More efficient use of media budget
Future of CTV
Work with other data owners
Better audience segmentation
Options of ads personnalization
More value as number detailed datasets increases