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  • Frederic Saraiva

OTT and CTV Advertising: The Future of Television

Over-the-Top (OTT) and Connected TV (CTV) advertising are revolutionizing the way people consume television content. OTT refers to streaming services that deliver content over the internet, bypassing traditional cable or satellite providers. CTV, on the other hand, encompasses television sets that are connected to the internet, enabling viewers to access a wide range of digital content.

The rise of OTT and CTV platforms presents a unique opportunity for advertisers. Unlike traditional TV ads, which can be broad and less targeted, OTT and CTV advertising allow for precise audience segmentation. Advertisers can deliver personalized messages to specific demographics, ensuring that their content reaches the right viewers at the right time. This results in higher engagement rates and a more efficient use of advertising budgets.

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