What is Connected TV?

Connected TV (CTV) refers to any TV that can be connected to the internet and access content beyond what is available via the normal offering from a cable provider. It also refers to devices that use a television as a display and can connect to the internet to access content. Connected TV is also called IPTV. (See Here for more info about TubeMogul’s Connected TV Support)

What type of content is available on Connected TVs and similar devices?


Most Connected TVs and related devices display content within individual applications. The user interface of many of these devices looks similar to the screen on a smartphone – offering the option to open a specific application to access different content. Some of the most popular applications available on Connected TVs include Netflix, Hulu and Pandora.

How do video ads appear on CTV applications?


Video ads are shown to viewers when they load an application on their Connected TV or Connected TV device. For example, if a user wanted to open the Pandora application to listen to their favorite music channels, they would select the application and a 0:15 or 0:30 second video ad would be shown before the user reaches the Pandora home screen. The experience can be equated to a pre-roll ad – the video asset can only be 0:15 or 0:30 seconds and it interrupts the user before content they have chosen to view.