We find ourselves diving into the topic of connected and addressable TV a few days after the Engage conference , the event organized by Edimaker in collaboration with UPA , entitled “ Advanced TV, video convergence” in which we participated as a main sponsor .
Present and future of advanced television, video convergence, evolution of business models, experimentation, innovation and measurement: all topics discussed during the day.
Matteo Torelli , Sales Director of Blendee , presented the particularities of Blendee and, together with
Simone Branca , Head of Adtech italy phone number data and Data at Rai Pubblicità , spoke about his experience and collaboration with Rai Pubblicità in the broadcasting field.
Linear television is evolving, CTV (connected TV) is already present, even in advertising.
But what are the particularities and perspectives?
Let’s clarify and start with some definitions!
- Connected TV: A look at the data
- Connected and addressable TV: new opportunities for the world of advertising
- Connected TV: what is the strategy… what KPIs?
Connected TV: A look at the data
A large amount of content to the cycle of generosity choose from and the ability to access it whenever and wherever you want: smart TVs are conquering more and more viewers, even in Italy.
According to data released by Fabrizio Angelini, CEO of Sensemakers, at the Engage conference , over 57% of Italians now watch TV from a device connected to the Internet .
To date, there are 19 million connected objects, +11% compared to last year, with 12.4 million homes and 32.8 million individuals affected by the phenomenon.
Smart TV, in Italy, is conquering more phone number us inhabitants in central and northern Italy, with 61% in Lazio, 53% in Lombardy and 52% in Tuscany.
Although traditional television still shows a good level of resilience, the CTV phenomenon can no longer go unnoticed.
But what do we mean by CTV?
The term “connected TV” refers to any device that connects to or is integrated into a television and allows the consumption of streaming content .
The growing diffusion of CTV has seen the gradual assertion on the market of players in OTT (over-the-top) services, i.e. linked to the provision of TV/video content directly from the web, in streaming or video on demand (VOD) mode.
Netflix, Hulu, Amazon Prime have joined the major players in traditional television who have also rethought their offering in the digital domain (RaiPlay and Mediaset Infinitiy).
To return to the data: the rise of CTV and OTT is leading to a new phenomenon, called “cord-cutting”, i.e. the growing tendency of customers to abandon traditional cable and satellite television subscriptions in favor of streaming services.
Connected and addressable TV: new opportunities for the world of advertising
The video format alone represents around 50% of total investments, with 4.9 million in advertising revenue, including 3.6 billion from television and 1.2 billion from online video.
New advertising models and formats, but not only: connected TVs have paved the way for addressable TV, i.e. a new way of delivering ads on TVs that are based on personalization : specific ads that can be delivered through a combination of technology and audience segmentation .