The consumer today has more entertainment options on television than ever before. In the past, they were limited to free-to-air TV and had to settle for whatever the channels offered. With the introduction of cable TV, the programming grid expanded, but the user still had limited options within scheduled programming.
The advent of streaming technology has changed everything. Paid streaming services provide subscribers with the freedom to watch movies and series at their convenience. As a result, the number of people watching free-to-air and cable TV has declined due to the lack of content availability at a given time.
Subscription streaming services offer the solution, but high costs can be prohibitive. Consequently, free content on Connected TV (CTV) is becoming increasingly popular. Users can watch a vast selection of channels, programs, movies, and series, paying with their time by watching ads. This provides a more extensive choice between paying for a subscription or watching advertisements.
The evolution of TV also provides significant advantages for companies. Advertisers can determine which brand of TV is turned on, the time of day, and the content being watched, allowing for segmentation and personalization of content to reach desired consumers directly. Advertisers can even program the ad before showing it, leading to greater intelligence and assertiveness compared to other TV models.
Consumers need not be concerned about their data being invaded since advertisers respect the General Data Protection Law. Advertisers can’t access socioeconomic and demographic data on viewers.
In conclusion, CTV has revolutionized the television industry, providing users with an unprecedented level of freedom and choice. With the rise of CTV, advertisers can now reach desired consumers directly and personalize content to their preferences, while users can access a vast selection of free content. The benefits of CTV extend to both advertisers and users, allowing for greater intelligence and assertiveness in advertising without compromising user privacy. As CTV continues to evolve, we can expect to see further advancements in content personalization and targeted advertising.
Author: Antonio Affonseca, VP of Sales and Operations at Siprocal