Connected TV is Redefining the Programmatic Landscape
Connected TV (CTV) continues to emerge as a key channel reshaping digital advertising. As traditional TV viewership declines and streaming adoption rises, CTV combines the immersive storytelling of TV with the precision of digital targeting. This makes it a powerful vehicle for brands to connect with high-value audiences.
What the Experts Say:
Nielsen highlights that marketers are increasingly turning to CTV because of its ability to target demographic profiles and declared interests, all while reaching viewers in a lean-back, premium environment.
Lotame emphasises how CTV bridges the gap between traditional media and digital, offering scale, efficiency, and measurable outcomes across household devices.
What It Means for Us at Core:
As CTV supply and demand grow in the Irish market, advertisers running through DV360, The Trade Desk, or direct publisher deals should explore:
Smart segmentation using first-party and contextual signals
High-performing formats like non-skippable 15s/30s video
Emerging interactive and shoppable CTV formats
CTV will be a strategic pillar for programmatic video planning in H2 2025, particularly for clients looking to expand reach beyond YouTube while maintaining brand safety and attention metrics.