Defining CTV Advertising in Europe
When it comes to defining connected TV (CTV)advertising, we encountered not only a lack of consistency in what constitutes CTV across differentmarkets, but we also found an array of definitionswithin markets.
For some, it’s any TV connected to the internet. For others, it’s smart TVs, or even on-demand only. And in markets where HbbTV and IPTV are prevalent, there was no consensus on whether those technologies constituted “connected TV”. In one market HbbTV is regarded as connected TV, and in others it isn’t.
This presented a dilemma when carrying out theresearch. Do we try to impose a standardised definition across Europe, or do we tease out the local definitions?We opted for the latter approach in the belief that readers would be best served by understanding the nuances of each market. However, in the recommendations section we strongly suggest that the industry makes moves to develop a common language, a CTV lingua franca, if we are to build the European CTV advertising market.
In most markets, CTV has been an evolution from broader addressable TV offerings. The combination of this heritage, paired with concentrated high quality supply and theneed to develop a roadmap for CTV first,has meant that programmatic has thus far been an afterthought. While programmatic CTV advertising in Europe is small in comparison to the US, the sell-side is already building for a future where programmatic advertising will be a driving force for future growth. The buy-side sees programmatic advertising as a means of bringing their own data to CTV advertising.