CONNECTED TV: «CONTINUING TO TRANSFORM CONTENT CONSUMPTION»
Connected TV (CTV) consumption in Latin America has experienced steady growth and now boasts over 150 million viewers, which represents 41% of the digital population in the region. This not only indicates a sector in full development but also suggests that its progress will accelerate in the coming years due to new opportunities in the market. Additionally, CTV is expected to generate nearly $26 billion in revenue in the Mexican market by the end of this year, a 13% increase from the previous year, according to Statista.
ADVANTAGES IN AUDIENCE NUMBERS
8 out of 10 users believe that ads on Connected TV (CTV) do not interrupt their experience (whereas, for Pay TV and Open TV, 7 out of 10 users feel that ads do interrupt their experience). Greater cost efficiency
compared to TV prices and a higher impact than other media.(el mayor
impact on Generation Z, the largest driver of CTV adoption, which constitutes 40% of the global CTV audience. This is reflected in CTV advertising capabilities, which set it apart from Linear TV:
Targeted Advertising: audience segmentation and the incorporation of interactives ads (40% of audiences expect ads to be relevant to their interests, increasing the likelihood of action). Dynamic Content Optimization Optimization Technology With artificial intelligence, this enables reaching new audiences and provides thorough post-campaign measurement.
SMART TV AS THE PREFERRED DEVICE
With 97% of CTV households having at least one Smart TV, it is the preferred device for viewing content. 96% of respondents reported watching a video on a Smart TV in the past month; 22% used other streaming devices, and 18% used a gaming console. Additionally, most users have watched digital video using smartphones, computers, or tablets, reinforcing the growing trend of multi-screen consumption.
THE IMPACT OF CTV ADVERTISING IS IRRESISTIBLE
Knowing that 3 out of 10 people who view ads on this platform discover new products and end up
searching for them online, while 15% make purchases based on what they see advertised.
FROM MEDIA AUDITORS
We are monitoring all market movements to provide our clients with updated information that enhances their media strategies, such as negotiation models, formats, and the most used providers. The second quarter of the year saw a significant increase compared to the first three months (over 400%), with various advertisers testing and investing in this new model. And your brand, is it already present?
Sources: Statista, Sunmedia, Comscore, Pool Media Auditors
