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.
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CTV takeover: 2025 predictions
Here’s how this rapidly evolving channel will change how advertisers connect with viewers in the new year.
Mobile’s growing role in holiday shopping
Shoppable TV ads and mobile wallets are winning a significant percentage of holiday purchases.
IAB finalizes retail media networks standards for in-store
This establishes definitions and measurement standards for proving the effectiveness of retail media network campaigns.
Political ad spending shifts regional CTV costs for brands
As national advertisers divert spending to non-swing states, regional advertisers get some relief.
QR code alternative introduces shoppable video ad tool
IRCODE combines app, advanced computer vision and an AI neural network to make out-of-home, video and TV ads scannable and shoppable.
CTV viewership rebounds to near pandemic-era levels
Viewership is up 5% YoY, and the average session increased 7% over the same period, according to a CTV study from Wurl.
2024 elections playbook works for brands too
Brands can take advantage of contextual strategies and CTV to fuel their holiday push.
Foursquare introduces Sales Impact attribution features
The new offering combines location and purchase insights for mobile and multichannel campaigns.
Marketing artificial intelligence (AI)
Data analysis and market research top list of AI use cases
Marketers seek practical AI applications for campaigns, study finds. And CTV eclipses AI among consumer interests.
Ad engagement improves when kids and parents watch together
When parents and children watch ads on CTV together, there's an impact on engagement.
CTV ads beat mobile and desktop for viewer attention
New study using facial analysis finds digital channels and ad formats matter for winning customer attention and outcomes.
Target audiences precisely to maximize reach and reduce spend
Don’t let inefficient audience targeting prevent you from leveraging the greatest ad unit ever invented.
How marketers can harness the strengths of traditional and streaming TV
Uncover a balanced approach to linear and streaming TV in modern marketing campaigns.
XR and AD-ID team up for better cross-platform ad experiences
It’s the first implementation of IAB Tech Lab’s new creative ID standard enabling better experiences across the adtech ecosystem.
Google launches Google TV advertising network
The company also announced Ad Manager updates giving publishers greater control over where ads appear and badging.
3 reasons why digital video and CTV are booming in 2024
Here’s the data and developments fueling advertisers’ growing interest in CTV and digital video.
IAB NewFronts rings in the age of digital video dominance
This week, top publishers and adtech companies provided a glimpse of the future of advertising and viewing experiences for connected consumers.
Video ad spend expected to rise 16%, surpassing linear TV this year
IAB's Video Ad Spend study projects $63 billion in video ad spending with more going to digital video than linear for the first time.
Internet advertising up 7.3%, reaching record high in U.S.
U.S. internet advertising climbed to $225 billion in 2023, with double-digit growth from retail media, CTV and audio ads, according to IAB/PwC report.
LinkedIn introduces CTV ads for B2B campaigns
LinkedIn CTV Ads allows B2B marketers to scale campaigns with partners, including Paramount, Roku and Samsung Ads.
American Black consumers: More diverse, demanding and reachable than ever
The report uses Black Americans and not African Americans because it includes a growing number of immigrants and their children.
5 Super Bowl LVIII takeaways for marketers
Who the winners were during the Big Game — on streaming, social media and audience engagement.
Super Bowl commercials and strategies to watch for
Super Bowl LVIII kicks off Sunday. Here are this year’s trends, including big brand nostalgia, more streaming options and more Taylor Swift Effect.
Current trends in marketing and data have deep roots
Macro-trends identified in the latest Winterberry Group Outlook presentation have roots in the recent past.
OpenX Deal Library will compare alternatives to cookies
Maybe we'll start to find out which alternatives to cookies work best.
2024 Predictions: Retail media networks
Advertisers will continue to pursue RMN opportunities as the value of first-party shopper data increases with the phasing out of cookies.
2024 Predictions: Ecommerce and retail
Where do customers want to shop in 2024? Everywhere. Here’s how digital marketers will impress them and get them to purchase.
TV advertising: 6 key trends to watch in 2024
Stay ahead in television advertising with addressable TV ads, AI-driven personalization, shoppable ads and more.
Upgrade your 2024 B2B marketing game with this powerful ad channel
Attend this webinar to get a jump start into the new year.
PSA campaign gets impressive results from new adtech
New tech from GumGum over lays content on video for five seconds at a contextually appropriate moment.
Samsung sees success with shoppable TV ads
Given the relative recency of shoppable ads on smart TV, consumer adoption seems widespread.
73% of marketers planning to up RMN spend
43% of those surveyed reported positive results from campaigns already run on retail media networks.
Spotify introduces video ads on Roku
The Spotify CTV Partner Network aims at helping advertisers reach users on any device. Spotify has had a Roku app for over a decade.
Samsung Ads introduces new CTV ad types
Through a partnership with BrightLine, Samsung Ads expands its dynamic ad inventory to achieve real-time dialog with viewers.
CTV viewing hours rise 21%
73% of U.S. households now stream, up from 69% in 2022. Streaming trends from Comscore's State of Streaming report.
Is martech the solution to the Hollywood writers’ and actors’ strike?
Upwave CEO Chris Kelly thinks better AVOD and SVOD measurement would bring more ad dollars for the two sides to share.
CTV ad spend hits record-breaking $1 billion in June
Ad intelligence provider Vivvix (formerly Kantar) forecasts continued growth in CTV and other digital platforms like YouTube.
Why global brands are flooding European football leagues
U.S. audiences have more access than ever to European leagues, so stateside marketers take note. Here are the latest sponsorships trends.
CTV ad spend is growing, but not like retail media
CTV growth is three times slower than retail media was at the same point in its development, a WARC Media study finds.
TV ad revenue challenged by writers’ strike
The strike by the Writers' Guild is already hitting TV ad sales hard. Unless there's a fast settlement the situation will likely get worse.