In a world where consumer behavior shifts as fast as the technology that fuels it, Connected TV (CTV) is emerging not just as a new channel, but as a transformative force in digital advertising. Once seen merely as a buzzword or a branding tool, CTV has now solidified its place as a performance marketer’s dream a channel capable of delivering not just reach, but real, measurable business outcomes. With the rise of smart TVs, game consoles, and streaming platforms like Roku, marketers are no longer bound by the linear constraints of traditional television. Instead, they’re stepping into an environment that’s on-demand, data-rich, and precision-targeted, right in the heart of the living room.
At the core of this evolution is Smadex’s comprehensive guide, developed in collaboration with Nexxen and AppsFlyer. Far from theoretical, this guide is packed with practical, actionable strategies to unlock the full power of CTV. It’s a reminder that CTV isn’t just a screen it’s a smart ecosystem where marketers can make data-driven decisions across the entire funnel. With advanced tracking capabilities like multi-touch attribution, marketers are now able to trace every user interaction, from the very first impression to the final conversion.
What truly sets CTV apart, and what traditional television could never offer, is its measurability. Metrics such as cost-per-install (CPI) and return on ad spend (ROAS) are no longer aspirational—they’re foundational. As AppsFlyer’s Yair Kahan explains, performance marketers are embracing CTV not just for brand awareness, but for long-term retention and value creation. The shift is clear: CTV is where performance meets storytelling, and where advertising meets accountability.
Equally crucial is understanding the nuanced difference between CTV and OTT. While OTT refers to content delivery, CTV is about the device it’s delivered on. The distinction is more than semantic—it’s strategic. As lines blur between platforms and devices, a clear grasp of this divide empowers marketers to target smarter and spend better.
Real-world success stories, like that of Papaya, underscore how brands are already using CTV to drive results at every stage of the customer journey from acquisition to retention. With tools like Smadex’s advanced attribution and AppsFlyer’s deep analytics, marketers are no longer guessing they’re optimizing in real time.
CTV is not the future. It is the now. For marketers willing to move beyond the outdated boundaries of traditional TV and embrace this dynamic, evolving platform, the opportunities are limitless. With the right tools, strategies, and insights like those laid out in Smadex’s latest guide CTV becomes more than a medium; it becomes a growth engine.
