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 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.
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.