Introduction
The changing world of technology has led to various discoveries and unfolded the tech world, subsequently impacting the user experience. Today, we are all equipped with the latest tech support, be it at offices, educational centres, shopping malls, transit locations, restaurants or hotels and many more, which help us enhance our daily lives.
Traditionally a Television was confined to basic usage, more like a box of entertainment. However, the rising growth of visual necessity and enhanced user experience has led to “Connected TV” (CTV).
Connected TVs are television sets enabled with internet access which allows the devices to be more efficient and offer a wide array of features enhancing their usage and capabilities. Over the years, the way we use TV has changed completely considering watching patterns, busy lifestyles, varied preferences across different cultures and age-groups of people.
Let Us Delve Into the World of Transformation with Connected TV
In the preceding time that we live in, people don’t just watch Television in specific boundaries limiting them but rather immerse themselves in a tailored visual experience that changes the whole narrative of its usage.
CTV’s Have Brought by Various Perks Like
- Wide range of streaming options
- Convenience
- Built in features
- Multiscreen integration
- Offers choice in content consumption
- Interactive features like games and apps
And much more.
1. Paradigm Shift From Linear Tv to CTV’S
We are now witnessing the shift from linear tv to CTV mainly due to the choice of consumption of different individuals in varied age-groups. While the audience has immensely started to adapt to CTV.
According to a report by Finecast, approximately 25 million Indian homes are equipped with Connected TV, which is further expected to grow even more by the year 2025 to 45 million. Different age groups like Millennials, Gen-Z and the middle-aged group have started to take keen interest in streaming options which assures a good reach for transformative CTV.
2. Targeting and Measuring Higher Reach with CTV
Advertisements are everywhere! CTV platforms enable advertisers to segment and display ads according to the viewer’s interest considering various aspects like demographics, interests, and behaviors, ensuring tailored well-defined pattern.
Showing relevant ads based on the interest of a user makes it more likely to maximize engagement and resonate with the audience. Valuable information like impressions, click through rates offer a deeper understanding of one’s requirement and interests enhancing your ad performance.
3. Choice Empowered Content Consumption
Unlike traditional television channels, people no longer limit their viewing choices depending on availability. A choice driven approach helps them take charge of the content they like to consume.
Netflix says, approximately 80% of the watched content mainly comes from the recommendations based on your algorithms. This helps to dive deeper into a more personalized approach and being up to date with what is preferred by an individual. This ultimately helps users feel more understood and well addressed.
However, the Major Challenge Involved Comes From the Dominance of Short Form Content
1. The Rise of Short Form Content
Short form content or rather mobile enabled vertical content have become increasingly popular due to its ease and usability. In such a case, staying in competition becomes harder for CTV’S. Adapting to the changing needs of viewers may become a challenge. CTV marketers need to focus on how they can get through this competition in a more fruitful way.
| We surely did not want to miss out on such a valuable experience offered through a session by Connected TV –Asia Symposium 2023! The event included top Speakers across various domains and sectors sharing one platform and elaborating their views. |
Conclusion
There’s no doubt that the world of technology will ultimately keep evolving, giving its users a transformational experience. But while the world walks towards a futuristic approach thereby led by convenience, we aim to adapt to the new patterns for a promising and constantly upgrading future.
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