In 2024, the Connected TV (CTV) scene has become more significant than ever and offer marketers an array of platform choices. This article focuses on the best CTV platforms and services and explains their characteristics and advertising capabilities. If you’re seeking to improve the impact or increase the effectiveness of your advertising, this guide can help you find the best available option.
A connected TV platform provides live television via Internet and does not require traditional cable or satellite techniques. Such platforms, including Roku, Amazon Fire TV, and Apple TV, allow users to access a range of on-demand and live-streaming content via various streaming services.
What is CTV Platform?
For advertisers, CTV ad platforms offer advanced targeting capabilities and measuring features, making CTV advertising an effective tool for executing marketing campaigns.
Connected TV and Over-The-Top (OTT)
The terms OTT and CTV can be utilized interchangeably since they’re identical but slightly differ.
CTV works for streaming digital media on a connected TV, while OTT refers to delivering content across all devices, not only limited to smart TVs. Thus, CTV advertising is essentially OTT marketing that uses the highest-quality content for living room use.
Connected TV vs Linear TV
We now know what OTT means, now let’s know about Linear TV.
Linear TV is classified as programs viewed according to an established schedule using the traditional cable or satellite setup. Instead of live streaming, as you get through streaming services, you’ll have to turn on certain time slots on specific channels to watch the programs you’re looking for with linear.
So, conventional television advertising on linear channels promotes your company or product to the market during peak viewing times.
Advantages of Connected TV Platforms
Connected TV platforms provide advantages that improve the user experience and the ability to advertise.
Better Viewing Experience
Connected TV provides the highest-quality streaming and content on demand, which increases enjoyment. Users can watch a wide variety of movies and shows with superior sound and picture quality.
Precise Content Targeting
The platforms allow advertisers to present highly targeted content based on demographics and behavior. As a result, the audience receives more relevant and entertaining ads.
Integration to Smart Devices
Connected TVs effortlessly sync with smart devices to create a smooth home entertainment experience. Customers can effortlessly control their television experience using tablets, smartphones, or voice assistants.
Access Diverse Streaming Services
Customers can access the wide range of streaming services, from the most popular ones like Netflix and Hulu to specific channels. There is always something to satisfy any viewer’s preferences.
Advanced Interactive Capabilities
Connected TV offers interactive capabilities, such as clickable advs and personal suggestions. These features provide an enjoyable and personalized user experience.
CTV Platforms Timeline
We’ll take a deeper look into our selection of CTV platforms!
1. Smart TVs
Smart TVs are equipped with internet connectivity and pre-installed streaming apps, providing the ultimate seamless and integrated experience that does not require additional gadgets.
Well-known examples include Samsung Smart TVs, LG Smart TVs, and Sony Bravia, which offer access to platforms like Netflix, Hulu, and Disney+. The TVs are often equipped with an AI-enhanced voice control feature and enhanced image quality, which makes them an ideal option for modern homes.
2. Player Media Streaming
Streaming media players are devices connected to televisions, allowing access to various streaming services.
The most famous examples are Roku, Amazon Fire TV Stick, and Apple TV. These devices support many apps, including Prime Video, YouTube, and HBO Max. They are renowned for their easy-to-use interfaces and portability, which allows streaming to any television.
3. Gaming Consoles
Gaming consoles such as PlayStation 5, Xbox Series X, and Nintendo Switch also serve as powerful streaming devices.
The consoles not only offer high-end games but also provide access to all the top streaming applications. They are an excellent entertainment platform for streamers and gamers alike.
4. Computers and Laptops
Laptops and computers offer various streaming options, allowing viewers to view content via websites and download apps.
Streaming applications are readily accessible through devices made by brands such as Apple, Dell, and HP. Laptops’ flexibility makes them ideal for mobile watching and entertainment at home.
5. Tablets and smartphones
Tablets and smartphones offer the best streaming experience and streaming, and access to almost all streaming platforms through specific applications.
The iPhone, iPad, Samsung Galaxy, and Google Pixel can play Netflix, Hulu, and YouTube directly. They are ideal for watching personal content at home or on mobile.
6. Set-Top Boxes
Set-top boxes are connected to conventional TVs and allow access to streaming services based on the Internet, usually via a subscription-based model.
Examples include cable provider-provider boxes such as Comcast’s Xfinity X1 and satellite services such as DirecTV. These boxes offer an enjoyable hybrid experience by combining traditional TV channels with contemporary streaming options, usually with the ability to record and control voice.
The Reasons You Must MNTN Performance TV
While keeping the concepts of performance, automation, and branding in good stead and enhancing our offer to incorporate Connected TV. Brands can now run ads on Connected TVs, and the added benefit is the ability to automate the entire process, letting marketers “pause and play” their campaign settings, like time frame and budget, and concentrate on improving the performance.
Platform Features to Keep Advertisers a Step Ahead
- Premium Content: The Living Room Quality feature on Connected TV delivers non-skippable ads lasting 15 or 30 seconds, reaching over 125 premium networks. It’s not an old-fashioned network but popular brands such as CNN, FOX, CNBC, and Food Network. These ads have an average completion rate of 97%, which means that viewers are engaged by the content.
- Precision Targeting: Find your target audience (or discover others!) using MNTN Matched, the world’s only audience builder based on keywords designed explicitly for CTV. It helps advertisers reach people who are most likely to buy their product.
- You can Retarget your Way: Reach out to your clients wherever they are, whether on their laptops, desktops or even their TVs. Whatever their primary source of communication, our retargeting technology for television improves the overall user experience for your viewers and keeps them entertained across all channels until they can convert to your site.
- Transparent tracking: This is where our performance technology gear up. The Cross-Device Verified Visits TV attribution model analyzes the time, date, and location the users of your website are finding the various points of contact – right down to the device users are using to engage with your company’s brand. The CTV marketing platform, integrated with Google Analytics, tracks data to compare Connected TV ad performance with other marketing channels efficiently. It allows marketers who are performing to have a complete view of their advertising campaigns from an individual dashboard and optimize them accordingly to achieve maximum performance.
- Performance: A phrase so sweet that we needed to repeat it! All of your data on performance, such as tracking, marketing, and indicators, into one user interface that allows marketers to see the performance of their campaigns in every metric and level (around 90,000).
CTV Platforms: End-of-the-Line Thoughts
This one’s worthy of a place in history! Whether you’re a CTV ads convert or an experienced professional in performance marketing who’s well-versed in everything CTV, we welcome you and hope you’ll stick around for a while. Explore our other sources and sign up for our report on CTV/OTT in the following section.