The evolution of connected TVs (CTV) is reformulating the way content is consumed and transforming the digital communication scenario. Unlike conventional television, this new environment allows precise targeting based on navigational behaviors, viewing history and purchase interests. In this context, companies that bet on integrated strategies, combining artificial intelligence, interactivity and retail data, have achieved better results.
According to Bruno Belardo, VP of Sales at us media, CTV is no longer an isolated channel to assume a leading role in a broader digital journey. “CTV advertising needs to be connected to different points of contact with the consumer. When well structured, it combines qualified reach and technology to deliver relevant messages at the ideal moment”, he says.
The advancement of the AVOD (Advertising-based Video on Demand) model, in which users accept to watch free content with advertising insertions, reinforces the scenario. Today, four out of ten television homes in Brazil use streaming platforms, according to PNAD Contínua/IBGE. ComScore points out that 32% of viewers look for more information online after being impacted by ads shown on Smart TVs.
precision, context and technology as allies“Unlike open TV, CTV allows large-scale customization. It is no longer a question of reaching a large audience with the same message, but delivering the right message, to the right person, at the right time. This maximizes the impact and return on advertising investment. behavioral data, AI and machine learning combine to create adaptable and dynamic ads, taking into account the view history, preferences and consumption context of each user”, comments the executive.
On the other hand, the fragmentation of the CTV market, with its wide range of devices and platforms, makes the measurement of the audience a challenge. Ensuring that ads reach the target audience requires advanced technological solutions. “Features such as contextual data, synchronization between devices such as Household Sync and measurement tools such as Nielsen Streaming Signals are essential for optimizing campaigns and assigning demographic information to viewers accurately.”.
“Whether it is a food advertisement shown during a culinary program or a sports brand action during live broadcasts, personalization by context generates more identification with the public”, explains Bruno. Currently, 45% of users expect ads to reflect their personal tastes and everyday habits, also according to a ComScore survey.
Another competitive differential arises from the union between CTV and Retail Media. By crossing consumption data with digital behavior, companies are able to set up more assertive campaigns with high measurement power. Solutions such as ShopPable Ads, which allow the viewer to access offers via QR Code on their own screen, have gained strength by shortening the path between impact and purchase. Not for nothing, GroupM’s projection is that, in 2025, the global investment in Retail Media exceeds that of traditional television advertising, reaching US$176.9 billion and representing 15.9% of the global advertising budget.
Integrated media and channel complementationFor Bruno Belardo, the true potential of CTV is in its ability to work together with other channels. “Today, no media alone can keep up with the entire consumer journey. Measurement of digital, is what guarantees more efficient campaigns connected with the real behavior of the public”, he says.
With 78% of Brazilians with access to connected TVs consuming content with daily frequency (research TV Conectada Brasil, 2023), the current mission is to capture the attention of an increasingly demanding audience. CTV has already established itself as a strategic piece for brands that want to combine creativity, data and technology to generate a real and measurable impact.
