Consumer movement to CTV is strong and growing. This migration, paired with consumer analytics and lifestyle preferences, is paving the way for endless advertising benefits and opportunities. As digital advertising shifts linear markets, it’s safe to assume that there will soon be no smart TV without ads. Because users often stream programs in the company of other individuals, OTT devices afford advertisers more views compared to individuals surfing the web on a single device. More viewers per household mean reduced costs.

Millennials don’t have an attachment to conventional television like preceding generations do. Surveys reveal that 65% of millennials’ households use CTVs as their only source of video content. As the largest group of people on the planet right now, millennials hold the most purchasing power, so getting ads where they can see them is essential for many businesses.

One of the best reasons to add CTV advertising to a marketing playbook is the endless targeting opportunities. Users are required to log in with universal credentials, like a Google or Facebook account, to use connected devices to stream OTT content. Third-party data is then collected based on a variety of demographics and internet behavior, including zip code, geolocation, interests, language, and more.