Connected TV and OTT
MarTech is your source for connected TV & OTT content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Connected TV & OTT represent the digital transformation of traditional linear TV publishers following the rise of streaming platforms and mobile viewing. For marketers, connected TV & OTT enables them to reach households through any device, including smart TVs.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
Digital ad spend growth drops to 7.8% this year
The upside: CTV approaches 10% of digital budgets with 21% growth increase. Retail media networks (RMNs) are also on the rise.
Nielsen’s national TV ratings gets accreditation back after 19-month suspension
The suspension by the Media Ratings Council opened the door for competing rating providers who are being embraced by broadcasters and streamers.
DTC marketers planning to up CTV/OTT spend this year
Over two-thirds of DTC marketers use CTV/OTT, and 57% plan to up their spend in 2023.
How to set up and measure CTV ad campaigns
Learn how connected TV advertising works, steps for setting up campaigns and tips for measuring its effectiveness.
4 tips to get the most out of CTV advertising
It's finally prime time for CTV advertising. Here are ways to take full advantage of its powerful targeting's benefits.
How Michelob ULTRA, PepsiCo and Rakuten are approaching the Super Bowl this year
Brands have paired up with ecommerce companies like Instacart and DoorDash to get their products to consumers before and during the game.
How CTV can deliver market research for B2B marketers
Here are some ways B2B marketers can use CTV ad campaigns to find audiences and test creative.
How data clean rooms might help keep the internet open
The IAB sees encouraging signs that DCRs might sustain addressable advertising outside the walled gardens and without the help of cookies.
Roku introduces branded HD and 4K TVs
Roku Select and Plus Series TVs will be available in the U.S. in spring 2023.
Nielsen announces first module for cross-screen audience measurement platform
Nielsen ONE Ads promises deduplicated audience measurement across linear TV, CTV, mobile devices and desktop.
2023 Predictions: Digital media and advertising
Ad-supported streaming grows, while marketers demand better measurement and a greener supply path.
Ad-supported streaming expands with new Disney+ tier
For the first time ad-supported streaming subscriptions are out-pacing ad-free ones among in U.S. households.
Webinar: Your winning CTV advertising strategy in 2023
Learn how your business can reach your target audience with connected TV.
How brands are using CTV and OTT for the 2022 FIFA World Cup
Brands are adapting to younger consumers who stream the tournament, and keeping to their messages to avoid tournament controversies.
Ad spend projected to grow 5.9% in 2023
B2B digital advertising will soar 20.8% YoY, leading high-growth categories, IAB forecasts.
Havas Media partners with Samba TV to integrate streaming, gaming and linear TV data
The data collaboration serves advertisers using HMG’s Converged audience and data management platform.
Brands are betting heavily on CTV advertising
It's almost unanimous. 98% of brands believe Connected TV advertising will be bigger than mobile in the next two to three years.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
FuboTV reports big ad gains from Unified ID 2.0
The streamer is the first CTV partner for open-source Unified ID 2.0, and uses it through The Trade Desk for programmatic ads.
CTV added to Kroger’s retail media business
Kroger Precision Marketing expands its private programmatic marketplace to include video and CTV.
Simpli.fi introduces CTV reach for linear TV advertisers
The new capabilities provide 100% incremental reach on CTV for linear TV campaigns.
Amazon decision to use Nielsen is big boost for beleaguered rating service
"Thursday Night Football" on Amazon's CTV Prime Video will be company's first time measuring live streaming ratings.
Attentive launches text-to-buy solution with Shopify’s Shop Pay
Marketers can expand commerce through SMS campaigns and improve text experiences.
Tough-to-reach console gamers watch more TV on streaming than linear
As total pool of gamers grows to 3 billion, marketers need to pursue the right channels to avoid letting gamers fall through the cracks.
Yahoo and DIRECTV open up addressable TV and streaming inventory
The partnership will provide access to 25 million addressable TV households through combined DIRECTV, DISH Media and Fios plugged into the Yahoo DSP.
IAB Tech Lab prepares digital media industry for ‘watershed moment’
AT IAB Tech Lab’s Transcend event in New York, CEO Anthony Katsur and others laid out their vision to navigate privacy, clamp down on fraud and grow CTV.
TransUnion enters identity partnership with Epsilon
The collaboration makes Epsilon info available in TruAudience Data Marketplace.
Netflix is playing catch-up in the AVOD game
The veteran streaming platform has been forced to pivot to ads to make up a shortfall in subscription revenue. Here's how it got here.
CTV overtakes mobile for global ad impressions
A global study by advertising platform Innovid shows CTV leading mobile for the first time in video ad impressions.
SAS announces AVOD ad management platform
The analytics vendor also announced enhancements to its cloud-based analytics platform and a number of new partnerships.
Cord cutting gains steam after 4% drop last year
US cable subscriptions down by 30 million since 2020.
Why we care about connected TV and OTT advertising
Connected TV and OTT advertising can be a powerful addition to your marketing toolkit. Read our guide to discover where and when to play.
Roku announces clean room for streaming campaigns
Roku’s clean room is built on Snowflake’s Media Data Cloud technologies.
Streaming chaos: Increasing number of services makes it harder for viewers to find the content they want
Unique program titles went from 646,000 in 2019 to 817,000 today.
MobileFuse launches improved targeting for CTV and cross-channel campaigns
Fusion Video product meets demands for integrated CTV campaigns.
Nielsen to be acquired by private equity consortium
Evergreen Coast Capital Corporation and Brookfield Business Partners will pay $16 billion for the ratings giant.
Adobe Advertising Cloud now supports LiveRamp’s identity solution
Adobe users will be able to use the RampID identity graph to segment audiences across a range of advertising channels.
Social media marketers need fresh tactics for posting on CTV apps
With Facebook Watch, Tik Tok TV and other connected TV apps, marketers have to adjust their strategies to best leverage this new medium.
Omicron is not engaging TV news audiences
Suprising data from Samba TV shows numbers of Omicron cases and reach of cable news shows heading in different directions.
Good morning: Welcome to 2022
Let us know what you thought about our 2022 predictions.