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Connected TV: Advertising on apps and streaming sites, a new visibility lever for advertisers

MEDIAKEYS PLATFORM integrates the possibility to launch Connected TV campaigns, an additional lever within an already rich multichannel offer: Display, Video, Native, Social, Search, Waze. This is an opportunity to recall what advertising on streaming platforms is and what it represents in terms of challenges for today and tomorrow…

What is connected TV?

Linear TV is over. We are now in the era of smart TV. A connected TV is, above all, a television connected, directly or indirectly, to the Internet, which allows viewers access to new services. The device offers more features than just the ability to watch TV channels.

In particular, it allows the viewing of videos, via:

- streaming TV apps, such as Molotov;

- streaming websites: the websites of the TV channels themselves or sites which allow you to watch channels from all over the world, such as Firestonetv or Streema.

Connected TV advertising on streaming apps and websites

In advertising terms, when we talk about connected TV, we are referring to the content streamed through these applications and websites which offer streaming video programs.

The viewer can watch the programs offered by these apps and websites either on a smart TV, or on an "over-the-top" device (Apple TVs, Chromecast, PlayStation, Xbox, Amazon Fire sticks...) or simply on desktop or mobile.

Connected TV and segmented TV: 2 distinct technologies

Connected TV should not be confused with segmented TV, a solution developed by TV channels which allows advertising agencies to target consenting households using a box, by sending them personalized advertising.

The American model and the global rise of connected TV

In the United States, the use of streaming applications and sites to watch TV represents a substantial and rapidly growing market share. According to Nielsen's monthly barometer, streaming reached a record 35% in August 2022, an increase of more than 22% from August 2021.

Even if many platforms do not host or do not yet host advertising, this already represents in the United States huge investments. And the imminent arrival of advertising on Netflix (November 2022) and Disney + (December 2022) should result in the numbers exploding. This should also change the situation in the rest of the world, especially in Europe, where advertising investments in connected TV are, to date, still modest.

MEDIAKEYS PLATFORM's connected TV offer

Investing in connected TV campaigns opens new horizons for advertisers. They can reach audiences that do not watch linear TV or no longer do, especially the younger generations. And thus be visible to these audiences at a lower cost, during high-profile television events such as major live sports events.

The new Connected TV offer from MEDIAKEYS PLATFORM allows advertisers to broadcast "instream" content, before, during or after a TV program (pre-roll, mid-roll, post-roll). It also offers the opportunity to broadcast an "outstream" video, for example in the middle of an article being read on the web by an Internet user.

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