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The Ins & Outs of Connected TV, Part 1: What Is CTV?

You’ve probably been hearing the term Connected TV lately – especially if you’ve been talking to Mary Beth. But, like with any new technology, a lot of people still aren’t totally clear on what exactly the term “Connected TV” means or how the tech benefits them.

Let’s clear it up!


Connected TV, often shortened to CTV, refers to any type of internet-connected television set. This includes smart TVs with streaming apps built right into the display, and also traditional TVs hooked up to an internet-connected device. (You might also hear internet-connected devices get called “over-the-top” or OTT devices.) These devices include anything from a Roku to an Amazon Fire stick to an XBox.

image of connected tv
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The biggest reason to pay attention to Connected TV is the massive rise in its popularity, making CTV an excellent way to reach audiences that were previously targeted with traditional TV ads.

Nielsen data shows how many people were using at least one Connected TV device in January 2017:



By June 2017 Nielsen found that CTV device ownership was up to nearly 70 million US households, and the number of cord-cutters and “cord-nevers” (people who have never had a traditional paid TV subscription) is expected to top 80 million by 2021.

graph of cord-cutters and cord-nevers growth over time
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Unsurprisingly, growing connected device ownership has led to an increase in people who rely on streaming services over cable. Cord-cutting is on the rise, and services like Sling and DirecTV Now are gaining more and more popularity. Fortune reported earlier this month that “Almost 4.6 million people subscribed to the five leading Internet TV packages at the end of 2017 … led by Sling TV’s 2.2 million customers. The total has more than doubled from just 2 million people at the end of 2016.”

chart of cord-cutting by company Q3 2017
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So what does all of this mean for you?

It means that, using the same reader-targeting you’ve come to expect from AdBiblio, we can now help you deliver book ads to those fast-growing Internet TV packages – including Sling TV and DirecTV Now!


Stay tuned for Part 2 of our Connected TV series where we’ll dive deeper into exactly how that CTV advertising works.


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