Connected TV and investments in TV advertising

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According to survey data conducted by the Internet Media Observatory of the Milan Polytechnic School of Management, TV advertising in Italy will reach a value of €4.3 billion in 2024 , an increase of 6% compared to 2023. This represents 39% of all Italian advertising , with solid and continued growth in the sector.

But what's really interesting is the growth attributed to Connected TV (CTV), which is expected to reach €568 million this year, representing a 21% increase over the previous year.

While these are the forecasts for Italy, for the canada telegram data European market, the CTV growth rate is at an even more significant 23.5%, according to IAB Europe's AdEx Benchmark 2023. CTV is outperforming other non-social video formats, becoming a crucial element in advertising strategies.

Connected TV Advertising: What's New with Linear TV?
One of the most obvious changes compared to traditional television is the ability to take advantage of much more targeted and personalized advertising. While linear television offers advertising spaces based on a rigid schedule and a general audience, CTV allows you to precisely segment your audience based on data such as age, interests, and viewing behaviors.

This fundamentally changes the way businesses plan and distribute their messages. Advertising campaigns can be tailored to specific user groups, improving effectiveness and return on investment ( ROI ).


The benefits of CTV for publishers
For publishers, CTV is a strategic platform for monetizing their content . With greater profiling and targeting capabilities and greater flexibility in inventory management, publishers can offer customized solutions for advertisers , leveraging the power of data to maximize revenue. Additionally, CTV advertising campaigns are significantly more measurable than traditional TV, allowing advertisers to monitor campaign performance in real time and make adjustments as they progress.