Connected TV and OTT
MarTech is your source for connected TV & OTT content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Connected TV & OTT represent the digital transformation of traditional linear TV publishers following the rise of streaming platforms and mobile viewing. For marketers, connected TV & OTT enables them to reach households through any device, including smart TVs.
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MNTN launches Creative-as-a-Subscription
The marketing platform for connected TV aims to simplify the ad process.
Good morning: CTV is getting more connected
Imagine contextual advertising within the programs themselves.
Brightcove introduces B2B streaming tool CorpTV
With the tool, businesses can set up their own streaming app and even sell ads into their content.
An enhanced CTV brand safety solution from DoubleVerify
Unlike traditonal TV, CTV presents some of the same risks to brands as the open internet.
Launch self-managed campaigns that focus on conversions and revenue
Learn why Connected TV advertising is the new frontier of B2B marketing.
The new frontier of B2B marketing: Drive measurable results with performance CTV advertising
In this webinar, learn how it’s possible to utilize Connected TV as a performance marketing channel similar to other tried and true methods.
How performance CTV ads are helping Tovala sell meals that cook themselves
How meal kit delivery service Tovala is leveraging performance-driven CTV ads.
Connected TV strategies to capture New Year’s resolution shoppers
The “New Year, New You” shoppers are coming -- here’s what you need to be ready for them on Connected TV.
CTV and B2B: 3 reasons why Connected TV advertising is primed for B2B
Combined with its targeting and measurement capabilities, CTV’s ad experience should make it a go-to for B2B marketers looking to stand out.
5 tips for adding connected TV to your holiday ad strategy
With streaming TV time at record levels, you can’t afford to leave Connected TV ads out of your holiday game plan.
How connected TV measurement proves its performance marketing potential
Proper measurement on CTV not only shows its value over linear TV advertising, it showcases its performance marketing bonafides
COVID is accelerating TV advertising’s transformation into an addressable medium
"They come for the targeting and stay for the attribution," says Simplifi's CEO about CTV.
YouTube Select: YouTube’s new premium advertising program adds connected TV targeting
Brand advertisers will be able to target TV screen viewing for the first time.
MarTech Minute: Hootsuite data comes to Oracle Eloqua, Valassis’ new CTV solution
A quick round up of the latest marketing technology news and announcements.
Soapbox: The challenges of CTV ad targeting
The guesswork to hone in on the right viewers in the home at scale, along with dynamically changing IP addresses, have marketers frustrated by the state of CTV.
Post-holiday analysis: connected TV becomes performance TV
The 2019 holiday shopping season proved connected TV advertising’s direct response potential.
Tapad partners with AcuityAds to deliver improved ad targeting capabilities across devices, CTV
The partnership will combine Tapad's identity resolution platform with AcuityAds' targeting solutions, with a focus on CTV.
DoubleVerify launches CTV certification program to help curb ad fraud
The first ad tech platforms to be certified include Amobee, MediaMath, SpotX, The Trade Desk and Xandr.
The next battle in streaming wars: Addressable TV
TV advertising used to be for big budgets and broad audiences but now we can access highly relevant, specific audiences in the same way we can for digital.
With an eye on CTV (and Google), ad tech firms Rubicon Project and Telaria to merge
The combined sell-side platform will enable transactions on most digital ad formats, including connected TV.
Performance marketing comes to television
Long a pure branding play, advertisers can now unlock television’s potential with Connected TV.
TV ad spending has peaked, will be less than 25% of total pie by 2022 — forecast
TV will generate just over $70 billion in ad revenue this year.
Building housewares brands with brand response TV
It is time for marketers to take advantage of the DRTV expansion to solve some of their biggest advertising pain points.
Building housewares brands with brand response TV
It is time for marketers to take advantage of the DRTV expansion to solve some of their biggest advertising pain points.
Insider tips: Here’s the kind of creative that wins over advanced TV audiences
When it comes to developing creative for advanced TV environments, you need to understand what ad formats and features will drive the most engagement and conversation, as well as what's coming next.
Millennials hail cord-cutting, but still indulge in linear TV outside the home
OOH TV ads shown to narrow the gap between passive observation and actionable engagement among millennials.
Google Display & Video 360 adds more tools to streamline cross-screen TV buys
The tools are designed to give advertisers more functionality around privacy regulations, new linear TV placements and consolidated TV buying.
Vimeo Showcase opens up Roku, Amazon Fire to video marketers
The video platform's newest feature lets marketers create customized video channels that can be distributed across devices and connected TV platforms.
LiveRamp gives advertisers a way to target users across all of their CTV interactions
The platform has extended its identity resolution capabilities to include OTT and digital TV users.
Taptica acquires RhythmOne to bulk up programmatic video ad capabilities, increase focus on CTV
Adding to its purchase of Tremor Video DSP, the company hopes to provide advertisers with a more transparent buying process.
Beeswax funding news underscores a rise in bringing services in-house, faith in CTV advertising
The BaaS platform has secured a total of $28 million and reported a jump in revenue of 150 percent over last year.
Digital marketing in 2019: Here’s where we’re headed this year
Brands that embrace emerging technologies and advertising formats - like connected TV, visual and voice search and AR advertising - will thrive in the new year.
YouTube ad campaigns target ‘TV screens’ by default, coming to AdWords API in Jan.
For YouTube TrueView and bumper ad campaigns, TV screens targeting is enabled as a device type in the UI and can soon be reported via the API as well.
Foursquare can now measure TV ads’ impact on offline store visits
The company can also measure multiple channels and their effect on real-world consumer behavior.
MarTech Today: Simulmedia’s new direct-to-consumer TV ad marketplace, Vote.org tries to reach the unreachable & the new wave of email innovation
Here’s our recap of what happened in online marketing today, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Audience targeting service Simulmedia launches ‘first’ direct-to-consumer ad marketplace for linear TV Nov 1, 2018 by Barry Levine Dollar Shave Club, Casper mattresses and the like now have a TV ad […]
Audience targeting service Simulmedia launches ‘first’ direct-to-consumer ad marketplace for linear TV
Dollar Shave Club, Casper mattresses and the like now have a TV ad marketplace designed for their needs.
InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm
The purchase of Pinsight Media positions InMobi as the central player in Sprint’s ad future, and possibly in the ad future of T-Mobile and other telcos.
Facebook: Coming to a TV near you?
The company is rumored to be working on a device under the name Project Ripley to launch next spring.
MarTech Today: Nielsen Catalina expands purchase-based TV ad targeting, an AR Halloween pre-show invades movie theaters & GDPR complaints stack up in the EU
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Nielsen Catalina now targets ads using purchase data on Connected TV and OTT Oct 10, 2018 by Barry Levine Previously, Nielsen Catalina used its loyalty card/coupon data only for linear and […]
Nielsen Catalina now targets ads using purchase data on Connected TV and OTT
Previously, Nielsen Catalina used its loyalty card/coupon data only for linear and addressable TV.