Breaking Barriers: The Game-Changing Potential of Connected TV Advertising

Breaking Barriers: The Game-Changing Potential of Connected TV Advertising

In an era where traditional television viewership is declining and consumers are cutting the cord, savvy advertisers are turning their attention to the dynamic realm of Connected TV (CTV) advertising. This digital frontier is not just a buzz but a strategic move for companies looking to captivate audiences where they live–in the immersive world of streaming platforms and smart TVs. Tyroo’s pioneering solutions and tech enable advertisers to tap into the full potential of Connected TV (CTV) advertising, driving impactful engagement in the ever-evolving media sphere. With a keen eye on expanding advertising horizons in APAC, Tyroo seeks to open new doors for growth and opportunity.

What is CTV advertising?

Connected TV (CTV) advertising delivers targeted video content to audiences through internet-connected television devices, such as smart TVs, streaming platforms, and gaming consoles. CTV ads offer precise targeting, interactive features, and advanced analytics, allowing advertisers to reach viewers in a personalized and data-driven manner. As traditional TV viewership declines, CTV advertising provides a strategic shift to engage audiences in the evolving landscape of digital streaming.

1. Precision Targeting for Maximum Impact

Connected TV (CTV) ads drive higher video completion rates, impacting both bottom and top-funnel metrics. With precise targeting and engaging features, they capture viewer attention effectively. Leveraging diverse consumer segments and personalized messaging, CTV ads prompt action, enhancing overall campaign performance. A recent study by eMarketer on global CTV ad performance metrics reveals that the video completion rate demonstrates that viewers actively engage with videos lasting up to 90 seconds, boasting an impressive engagement rate of 91%.

Furthermore, the precision targeting capabilities of CTV advertising are reshaping the landscape of viewer engagement. According to eMarketer, the hyper-targeted approach has resulted in a 15% increase in ad engagement compared to traditional TV.

2. Riding the Cord-Cutting Wave & Increase in Global Audience

As traditional TV subscriptions decline, the cord-cutting trend is accelerating. As per Statista, the number of global CTV users is projected to surpass 1.1 billion by 2024. Advertisers are swiftly reallocating budgets to CTV to meet viewers on their preferred platforms, ensuring that the message resonates with the elusive cord-cutting audience.

This shift is not only about reaching a wider audience but also about staying relevant. A study by Nielsen suggests that 65% of consumers feel more connected to brands that engage with them through CTV compared to traditional advertising channels.

3. Cross-Device Reach Amplified

CTV advertising doesn’t stop at the living room. Advertisers can extend their reach seamlessly across multiple devices, from smart TVs to smartphones and tablets. This cross-device approach ensures a comprehensive brand presence. According to a study by the Interactive Advertising Bureau (IAB), 68% of consumers are inclined to pay more attention to ads that align with their interests.

The cross-device amplification has led to an 18% increase in brand recall, as reported by a recent survey by Adweek. Advertisers leveraging the flexibility of CTV campaigns are creating a consistent and impactful brand experience across various screens.

4. Immersive Ad Experiences

CTV allows for immersive and visually stunning ad experiences. Capitalizing on larger screens, advertisers can craft compelling narratives that resonate with viewers. As per a report by Innovid, CTV now accounts for over half (51%) of global video impression share, an increase of 10.9% compared to 2021.

According to a study conducted by Neuro-Insight, these immersive experiences are not only captivating but also result in a 22% higher emotional response from viewers. Advertisers are not just conveying a message; they are creating memorable brand experiences that linger in the minds of consumers.

5. Success with CTV Campaigns

CTV advertising has demonstrated remarkable effectiveness when compared to traditional TV advertising. According to Digiday, 23% of CTV viewers purchased after encountering an ad, whereas linear TV achieved only a 12% conversion rate. This underscores the superior impact and conversion potential of CTV advertising.

Moreover, the return on investment (ROI) for CTV campaigns is substantial, with a 20% increase in ROI compared to traditional TV, as reported by a study from Ad Age. Advertisers are not just reaching audiences; they achieve tangible results that translate into business success.

6. Personalized Ad Content Delivery

CTV enables advertisers to deliver personalized content based on viewer preferences and behaviours. Leveraging data on viewing habits, advertisers can tailor their messages to specific segments, enhancing relevance and engagement. A report by Adweek indicates a 30% increase in ad effectiveness when content is personalized, showcasing the impact of tailored messaging.


In the ever-evolving landscape of advertising, CTV stands as a beacon of innovation and efficiency. Advertisers embracing CTV are not just following trends; they are strategically positioning themselves to thrive in a digital era, where connectivity, engagement, and precision are paramount. CTV advertising is not just a buzz; it’s a resounding success story in the making. As budgets flow into this transformative space, the marriage of technology and storytelling in CTV promises a future where brands connect with audiences like never before. As the world of advertising evolves, embracing the shift to Connected TV is not just a choice; it’s a strategic imperative for those seeking to make a lasting impact in the hearts and minds of consumers.