In this episode, Brian Hunt explains, in the clearest possible terms, the total scoop on CTV for marketers. We learned its benefits and drawbacks, the differences between CTV, OTT and linear television, and why CTV is an essential medium for us to be experimenting with today. Career hint: Data science majors can write their own tickets in this field! Join us for the details of how television is becoming more digital, targetable and measurable as a marketing communications channel.
Cyndi Greenglass: How does connected TV (ctv) work?
Brian Hunt: Connected TV is a television connected to the internet. It works with a streaming enabled device like a game console, Roku, Apple TV or even a smart TV itself. Then, there is the content. There are three very distinct pieces of content. The first are subscription services, these are services such as Sling where it mimics your traditional cable service. The second category are apps, for example most networks or brands have an app, like CNN, and they either put free content on there or you can subscribe. The last group that's very specific and new are free ad supported apps that are owned by big media companies such as Pluto, that's owned by Viacom CBS there Izumo that's owned by Comcast. It has digital like qualities to it. In a Connected TV environment, we are able to target specific segments. Our particular platform has 30,000 different segments. The reason why CTV is growing is 65% of Gen Z or Millennials have at least one OTT subscription.