The evolution of connected TVs (CTV) is reshaping the way content is consumed and transforming the digital communication landscape. Unlike conventional television, this new environment allows for precise targeting based on browsing behaviors, viewing history, and purchasing interests. In this context, companies that invest in integrated strategies, combining artificial intelligence, interactivity, and retail data, have been achieving better results.
According to Bruno Belardo, VP of Sales atUS MediaCTV ceases to be an isolated channel to take on a leading role in a broader digital journey. "Advertising on CTV needs to be connected to different touchpoints with the consumer. When well-structured, it combines qualified reach and technology to deliver relevant messages at the right moment," he states.
The advancement of the AVOD (Advertising-Based Video on Demand) model, in which users agree to watch free content with advertisements, reinforces the scenario. Today, four out of ten households with a television in Brazil use streaming platforms, according to the Continuous PNAD/IBGE. Comscore reports 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 large-scale personalization. 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 andmachine learning"they 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 that ads reach the target audience requires advanced technological solutions. "Resources such as contextual data, device synchronization like Household Sync, and measurement tools like Nielsen Streaming Signals are essential to optimize campaigns and accurately assign demographic information to viewers," completes Belardo.
"Whether it's a food advertisement aired during a cooking show or a sports brand activation during live broadcasts, context-based personalization creates greater audience engagement," 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 of CTV and Retail Media. By cross-referencing consumption data with digital behavior, companies can create more targeted campaigns with high measurement capability. Solutions like Shoppable Ads, which allow viewers to access offers via QR Code on the screen itself, have gained strength by shortening the path between impact and purchase. Not for nothing, GroupM's projection is that by 2025, global investment in Retail Media will surpass traditional television advertising, reaching $176.9 billion and accounting for 15.9% of the worldwide advertising budget.
Integrated media and channel complementarityFor Bruno Belardo, the true potential of CTV lies in its ability to work together with other channels. "Today, no media alone can keep up with the entire consumer journey. The combination of different formats, from the massive reach of traditional TV to the precision of CTV, including Retail Media conversion, out-of-home media reinforcing the brand's presence in the consumer's daily life, and digital measurement, is what ensures more efficient campaigns connected to the audience's real behavior," he states.
With 78% of Brazilians with access to connected TVs frequently consuming content (Connected TV Brazil Survey, 2023), the current mission is to capture the attention of an increasingly demanding audience. CTV has already established itself as a strategic component for brands that want to combine creativity, data, and technology to generate real and measurable impact.
