Connected TV (CTV) is a technology that allows users to stream digital content over the internet to their TV systems. It offers many benefits for marketers who want to reach and engage their audiences in new and effective ways. According to eMarketer, CTV will grow from $25.09 billion in 2023 to $40.90 billion in 2027, and it will dominate more than half of the digital video time this year — more than mobile and desktop video together. Connected TV — devices that connect the internet to TV systems like smart TVs, Apple TV, Roku, and gaming consoles — is a vital channel for marketers who want to reach and connect with people who are leaving linear TV and exploring a wider range of free and ad-supported streaming services. As consumers and advertisers pay more attention to CTV, media giants are increasing their efforts in this area, where CTV platforms are the new frontiers for measurement and identity innovation. How to Leverage Connected TV Here are some of the ways marketers are leveraging Connected TV: Efficiently reach new audiences: As the linear TV audience continues to shift, advertisers are finding it increasingly difficult to reach the people they care about and make their media dollars stretch. CTV enables marketers to target specific segments based on demographics, interests, behaviors, and location. It also allows them to measure the reach and frequency of their campaigns across devices and platforms. Drive full-funnel campaign goals: CTV can help marketers achieve different objectives throughout the customer journey, from awareness to conversion. CTV ads can be interactive, personalized, and relevant, creating a more engaging and memorable experience for viewers. CTV can also drive direct response actions, such as visiting a website, downloading an app, or making a purchase. Measure the impact of cross-device campaigns: CTV can provide marketers with rich insights into the performance and effectiveness of their campaigns. CTV can track metrics such as impressions, views, completion rates, and conversions. It can also link CTV exposure to outcomes on other devices, such as search queries, website visits, and online purchases. CTV is a growing and powerful medium for digital advertising. It can help marketers reach and influence their audiences in ways that traditional TV cannot. By leveraging Connected TV in their digital media strategy, marketers can create more impactful and measurable campaigns that drive business results. Share...