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 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.
The omnichannel magic of connected TV
How CTV supercharges existing marketing efforts across the advertising board.
Roku partners with Shopify to allow purchases direct from TV
Ecommerce on streaming TV is becoming more mainstream as buying becomes easier with ad forms like Roku Action Ads.
Global digital ad spend set to grow 8.4% this year
Digital is a "victim" of its own success: It now accounts for 68% of all ad spending and is on course to hit 75% by 2028.
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 is programmatic advertising? Here’s what every savvy marketer needs to know
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.