CTV and omnichannel revolutionise the digital advertising landscape

Connected TV (CTV) has become one of the most important advertising channels in 2024, thanks to the diversity of content and platforms. This growth also reflects its recognition as a strategic channel capable of attracting and retaining audiences.

Multi-channel advertising has also become an important strategy, as it allows campaigns to be unified across all devices and platforms and provides a better advertising experience.

Another highlight is that the development of the hybrid content model has allowed CTVs to integrate advertising across platforms, which has been well received by users. In addition, device manufacturers are increasing programmatic advertising and the growth of FAST channels, while traditional broadcasters are adapting their own CTV platforms and improving content capabilities to remain competitive.