CTV) is revolutionizing the traditional TV advertising market. Connected TV is a constantly evolving and developing market, especially in Italy, which offers new opportunities for publishers, advertisers and brands.
The data also confirms this trend, in 2023, advertising spain whatsapp number data investments in CTV amounted to 26 billion. The growth of this new medium opens up new interesting possibilities that cannot be overlooked.
The Italian CTV scenario: sustained growth
The growth of connected TVs is only a question of investments, in fact, there is also a growing interest in this medium for consumers, which is confirmed by the increase in the number of connected devices.
Furthermore, for the Italian market, the adoption of CTV continues to grow . According to a study conducted by Trade Desk , the number of users using streaming services via CTV devices continues to increase.
A growth that concerns not perfect the user experience only the number of connected devices, but also the hours of use of CTV compared to traditional television by viewers. The survey shows that 8 out of 10 Italians spend up to 2 hours a day watching content on streaming platforms, divided between CTV (51%, up from 49% in 2022) and YouTube (27%). While only 2 out of 10 Italians continue to use traditional television for two hours a day.
As if all this were not enough, another bf leads figure is very interesting, namely that relating to advertising content. 76% of Italian viewers said they were willing to accept advertising content on streaming services such as PrimeVideo, Netflix and Disney+, in exchange for a cheaper or free service. This figure highlights a strong openness to streaming advertising. With 3 out of 4 Italians paying attention to ads without changing channels or getting distracted. On the contrary, traditional television manages to capture the maximum attention of only 1 in 3 Italians.
Connected TV and investments in TV advertising
The growing adoption of CTV and streaming services is also driving significant transformations in the field of television advertising.
According to survey data conducted by the Internet Media Observatory of the Politecnico di Milano School prospects of Management, television advertising in Italy will reach a value of 4.3 billion euros in 2024 , an increase of 6% compared to 2023. This represents 39% of all Italian advertising , with solid and continuous growth in the sector.
But what is really more interesting is the prospects growth attributed to Connected TV (CTV), which is expected to reach €568 million this year, an increase of 21% compared to the previous year.
If these are the forecasts at the Italian level, for the European market the growth rate of CTV amounts to even more significant values of 23.5% according to the AdEx Benchmark 2023 of prospects IAB Europe. CTV surpasses other non-social video formats, becoming a crucial element in advertising strategies.
Connected TV advertising: what’s different compared to linear TV?
One of the most obvious changes prospects from traditional TV is the ability to enjoy much more targeted and personalized advertising. While linear TV offers ad slots based on rigid programming and a general audience. CTV allows you to segment your audience precisely. Based on data such as age, interests, and viewing behaviors.
This fundamentally changes the way businesses can plan and deliver their messages. Advertising campaigns can be tailored to specific groups of users, improving efficiency and return on investment ( ROI ).