Connected TV (CTV) is rapidly transforming how we consume media and here at Cheeky we are finding it is becoming an increasingly important part of our toolkit in how to reach our clients' varied target audiences.
CTV covers any TV set that can be connected to the internet and access video content beyond traditional aerial or satellite. This includes smart TVs, streaming devices like Apple TV and Amazon Fire Stick, and gaming consoles. High uptake in CTV device purchase in the UK, along with the popularity of ad-supported viewing, driven by the likes of Disney+, Amazon Prime Video, Netflix and YouTube is driving a big growth in viewing audience.
A big growth in viewing audience translates to growth in media spend being directed towards the format. A recent 2024 IAB Study forecasts that UK CTV ad spend is expected to double by 2028, to £2.94bn. The growth is even greater in the US. According to eMarketer, “TV ad spend will grow every year between 2024 and 2027”, with Connected TV accounting for all of this growth. Connected TV ad revenues in the US will grow from $24.6bn to $42.44bn.
CTV offers advertisers a unique opportunity to reach highly engaged audiences with targeted and measurable campaigns in a large screen format, whilst offering precise targeting based on demographics and viewing habits, measurable results with detailed analytics and interactive ad formats and engaging experiences. CTV whilst having all the best bits of digital targeting is more akin to a linear TV ad experience to the consumer, but at a lower cost entry point to the advertiser.
Most of the recent campaigns we have planned and bought for our media clients here at Cheeky have included CTV, either as part of a digital only video buy, or as a complimentary media channel to support linear TV. By leveraging our media targeting tools and digital experience, all our campaigns have come in above benchmark with strong view-through rates and high engagement, showing measurable results for our clients.
Connected TV is not just a trend or fad but a fundamental shift in how we consume entertainment and therefore for advertisers to reach their audience. Its growth and innovation will continue to shape the future of the media landscape. We are highly experienced at Cheeky at both creating ads for CTV, along with planning, buying and measuring campaigns.
If you’d like to chat about how CTV, or any other media, could work for you, take a look at our Cheeky media offering here.