Digital advertising on connected TVs: the new strategic territory for brands and advertisers

The evolution of connected TVs (CTV) is reshaping how content is consumed and transforming the digital communication landscape. Unlike conventional television, this new environment allows for precise segmentation based on browsing behavior, viewing history, and purchase interests. In this context, companies that invest in integrated strategies, combining artificial intelligence, interactivity, and retail data, have achieved better results.

According to Bruno Belardo, Vice President of Sales at us media, CTV is no longer an isolated channel but is taking a leading role in a broader digital journey. “CTV advertising needs to be connected to different consumer touchpoints. When well-structured, it combines qualified reach and technology to deliver relevant messages at the ideal moment,” he states.

The advancement of the AVOD (Advertising-Based Video on Demand) model, where users agree to watch free content with ad inserts, reinforces this scenario. Today, four out of every ten households with a television in Brazil use streaming platforms, according to Pnad Contínua/IBGE. Meanwhile, Comscore indicates that 32% of viewers seek more information online after being impacted by ads displayed on smart TVs.

Precision, context, and technology as allies"Unlike broadcast TV, CTV enables personalization at scale. It's no longer about reaching a large audience with the same message, but rather 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 each user's viewing history, preferences, and consumption context,” comments the executive.  

On the other hand, the fragmentation of the CTV market, with its wide range of devices and platforms, makes audience measurement a challenge. Ensuring ads reach the target audience requires advanced technological solutions. “Features such as contextual data, device synchronization like Household Sync, and measurement tools like Nielsen Streaming Signals are essential for optimizing campaigns and accurately attributing demographic information to viewers,” adds Belardo. 

“Whether it's a food ad shown during a cooking program or a sports brand campaign during live broadcasts, contextual personalization generates greater audience identification,” explains Bruno. Currently, 45% of users expect ads to reflect their personal tastes and daily habits, also according to a Comscore survey.

Another competitive advantage arises from the union between CTV and Retail Media. By cross-referencing consumption data with digital behavior, companies can create more assertive campaigns with high measurability. Solutions like Shoppable Ads, which allow viewers to access offers via QR Code on the screen itself, are gaining traction by shortening the path from impact to purchase. It's no wonder that GroupM projects that in 2025, global investment in Retail Media will surpass that of traditional television advertising, reaching US$ 176.9 billion and representing 15.9% of global advertising spending.

Integrated media and channel complementationFor Bruno Belardo, the true potential of CTV lies in its ability to work in conjunction with other channels. “Today, no single medium can handle the entire consumer journey alone. The combination of different formats, from the massive reach of traditional TV to the precision of CTV, passing through the conversion of Retail Media, out-of-home media reinforcing brand presence in the consumer's daily life, and digital measurement, is what ensures more efficient campaigns connected with the audience's real behavior,” he states.

With 78% of Brazilians with access to connected TVs consuming content on a daily basis (Brazil Connected TV Survey, 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 wish to combine creativity, data, and technology to generate real and measurable impact.