CTV (Connected TV) advertising refers to the delivery of video ads to audiences through internet-connected televisions and streaming devices, such as smart TVs, Roku, Amazon Fire TV, and Apple TV.

In CTV advertising, video ads are delivered through streaming services and apps, rather than traditional TV channels, giving advertisers the ability to deliver highly targeted and personalized ads to specific audience segments. Advertisers can use data and insights to inform their campaigns and measure their effectiveness in real-time.

CTV advertising offers a more engaging and immersive experience for viewers compared to traditional TV advertising, and provides advertisers with valuable data and insights on audience behavior. The growth of CTV advertising is driven by the increasing popularity of streaming services and the widespread adoption of connected TV devices.

Commercials on internet-connected televisions, such as smart TVs, gaming consoles, and streaming devices, are referred to as connected TV (CTV) ads. CTV has become a crucial platform for video advertising due to the rising popularity of streaming services and the move toward internet-based television watching.

There are several reasons why CTV ads are considered the future of video advertising:

1. Increased audience reach: More engaged audience that is progressively turning away from traditional TV is made possible by CTV. Because more people are viewing TV on their linked devices due to the growth of streaming services, CTV is a useful platform for attracting viewers.      
2. Better targeting: CTV advertising uses data and cutting-edge technologies to enable better targeting. Based on variables like demographics, hobbies, and watching habits, advertisers may target certain audiences, increasing engagement and conversion rates.                                      
3. Improved measurement and attribution: Compared to traditional TV, CTV offers marketers more comprehensive measurement and attribution options. Advertisers may monitor the effectiveness of their advertising in real-time and adjust their campaigns using data-driven insights.                    
4. Cost-effectiveness: Because it avoids wastage by only reaching appropriate viewers, CTV advertising can be more economical than traditional TV advertising. As a result, advertisers see a larger return on their investment (ROI).                                                                                
5. Interactive and engaging experiences: Through the use of interactive and tailored advertisements, CTV enables marketers to provide dynamic and captivating experiences for viewers.

   Overall, the growth of CTV and the increasing use of connected devices for television consumption make it an important platform for video advertising. By leveraging the benefits of CTV advertising, brands can reach new audiences and achieve greater success in their advertising campaigns.