{"id":2577,"date":"2023-04-01T10:45:55","date_gmt":"2023-04-01T08:45:55","guid":{"rendered":"https:\/\/mauditors.com\/connected-tv-un-nuevo-medio\/"},"modified":"2025-01-22T13:04:56","modified_gmt":"2025-01-22T12:04:56","slug":"connected-tv-a-new-medium","status":"publish","type":"post","link":"https:\/\/www.mauditors.com\/en\/connected-tv-a-new-medium\/","title":{"rendered":"CONNECTED TV: A NEW MEDIUM"},"content":{"rendered":"

[vc_row gap=”15″][vc_column][vc_wp_text el_class=”text-default”]As the world progresses, so do consumer demands. This is nothing more than an opportunity for both Media, advertisers, and Advertising Agencies. The challenge is to innovate positively, especially when there are numerous options in the market.[\/vc_wp_text]

<\/div>[vc_wp_text el_class=”text-default”]<\/p>\n

VIDEO AS THE FASTEST-GROWING <\/strong>FORMAT <\/strong> IN RECENT YEARS<\/strong><\/p>\n

[\/vc_wp_text][vc_wp_text el_class=”text-default”]For this reason, Connected TV (CTV) is a result of the desire to provide consumers with experiences that meet their demands in the most successful format of recent times. CTV is defined as any television with internet connectivity. CTV devices include everything from smart TVs with built-in Wi-Fi and streaming capabilities to gaming consoles like Xbox or PlayStation, as well as streaming devices such as Apple TV, Google Chromecast, Amazon Fire TV Stick, and Roku.[\/vc_wp_text]

<\/div>[vc_wp_text el_class=”text-default”]<\/p>\n

47% OF INTERNET USERS IN MEXICO ARE CONNECTED TV VIEWERS VS 41% IN ALL OF LATIN AMERICA
\n<\/strong><\/p>\n

[\/vc_wp_text][vc_wp_text el_class=”text-default”]*Study published by Comscore in collaboration with IAB Latin America[\/vc_wp_text]

<\/div>[vc_wp_text el_class=”text-default”]Among these households, some report using more than one device, with weekends being the days of highest CTV consumption. Additionally, 59% of surveyed viewers report recalling a pre-roll ad when watching content on their CTV device, while 1 in 4 respondents frequently search for information about something they saw in CTV ads.[\/vc_wp_text]
<\/div>[vc_wp_text el_class=”text-default”]<\/p>\n

SHIFTING FROM AUDIENCE TO TARGETING…<\/strong><\/p>\n

[\/vc_wp_text][vc_wp_text el_class=”text-default”]This CTV phenomenon changes measurement models, implementing Targeting instead of Audiences, allowing for more precise segmentation. It even shifts important data like demographics to personal interests, ultimately leading to the creation of “communities” within brands. Some advantages of this model include:
\n1.Growth of Digital Inventory (Programmatic Ecosystem).<\/strong>
\n2.Targeting (personalization of advertising, building blocks)<\/strong>
\n3.Complementary Views of Media<\/strong>[\/vc_wp_text]

<\/div>[vc_wp_text el_class=”title-1-big”]<\/p>\n

CHALLENGES TO ADDRESS…<\/strong><\/p>\n

[\/vc_wp_text]

<\/div>[vc_wp_text el_class=”text-default”]Connected TV is a rapidly growing modality. However, currently, there are concerns for advertisers, including:
\n-CTV Scale<\/strong>
\n-Content Quality<\/strong>
\n-Brand Safety <\/strong>[\/vc_wp_text]
<\/div>[vc_wp_text el_class=”text-default”]<\/p>\n

MEDIA AUDITORS ADAPTS TO THIS NEW TREND<\/strong><\/p>\n

[\/vc_wp_text][vc_wp_text el_class=”text-default”]Starting in 2023, we will begin implementing it in the media mix for our clients in the Pool.[\/vc_wp_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row gap=”15″][vc_column][vc_wp_text el_class=”text-default”]As the world progresses, so do consumer demands. This is nothing more than an opportunity for both Media, advertisers, and Advertising Agencies. The challenge is to innovate positively, especially when there are numerous options in the market.[\/vc_wp_text][vc_wp_text el_class=”text-default”] VIDEO AS THE FASTEST-GROWING FORMAT IN RECENT YEARS [\/vc_wp_text][vc_wp_text el_class=”text-default”]For this reason, Connected TV (CTV) […]<\/p>\n","protected":false},"author":1,"featured_media":1091,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2577","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categorizar"],"acf":[],"yoast_head":"\nCONNECTED TV: A NEW MEDIUM | Media Auditors<\/title>\n<meta name=\"description\" content=\"Discover how Connected TV is revolutionizing content consumption and digital advertising. 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