CONNECTED TV: A NEW MEDIUM

As the world progresses, so do consumer demands. This is nothing more than an opportunity for both Media, advertisers, and Advertising Agencies. The challenge is to innovate positively, especially when there are numerous options in the market.

VIDEO AS THE FASTEST-GROWING FORMAT IN RECENT YEARS

For this reason, Connected TV (CTV) is a result of the desire to provide consumers with experiences that meet their demands in the most successful format of recent times. CTV is defined as any television with internet connectivity. CTV devices include everything from smart TVs with built-in Wi-Fi and streaming capabilities to gaming consoles like Xbox or PlayStation, as well as streaming devices such as Apple TV, Google Chromecast, Amazon Fire TV Stick, and Roku.

47% OF INTERNET USERS IN MEXICO ARE CONNECTED TV VIEWERS VS 41% IN ALL OF LATIN AMERICA

*Study published by Comscore in collaboration with IAB Latin America

Among these households, some report using more than one device, with weekends being the days of highest CTV consumption. Additionally, 59% of surveyed viewers report recalling a pre-roll ad when watching content on their CTV device, while 1 in 4 respondents frequently search for information about something they saw in CTV ads.

SHIFTING FROM AUDIENCE TO TARGETING…

This CTV phenomenon changes measurement models, implementing Targeting instead of Audiences, allowing for more precise segmentation. It even shifts important data like demographics to personal interests, ultimately leading to the creation of “communities” within brands. Some advantages of this model include:
1.Growth of Digital Inventory (Programmatic Ecosystem).
2.Targeting (personalization of advertising, building blocks)
3.Complementary Views of Media

Connected TV is a rapidly growing modality. However, currently, there are concerns for advertisers, including:
-CTV Scale
-Content Quality
-Brand Safety

MEDIA AUDITORS ADAPTS TO THIS NEW TREND

Starting in 2023, we will begin implementing it in the media mix for our clients in the Pool.