Mass consumer adoption of connected television (CTV) devices, alongside much-needed improvements in the delivery, targeting and measurement of ads, has led many to expect a surge in spend in addressable TV advertising in the coming years.

Definitions of CTV vary across the industry. In its simplest terms, it refers to a television screen that is connected to the internet. This can be achieved in numerous ways, including through ‘smart’ TVs with in-built operating systems, via plug-in devices and dongles, or by using video games consoles. Viewers can use these devices to consume content via a multitude of video on-demand (VOD), over-the-top (OTT) and digital media services.

This type of TV viewing is growing across major global markets. Nielsen’s Total Audience Report for Q1 2018 revealed that 35% of US TV viewers watch content via an internet connected device each week, with a notable bias towards younger people – adults aged between 18 and 34 are spending 150% more time viewing content this way than 50- to 64 year-olds.