The landscape of digital entertainment is experiencing a significant transformation, driven by the surge in Connected TV (CTV) ownership, which has led to a fundamental shift in how audiences consume content. This growth in digital streaming on CTV platforms has provided viewers with access to a diverse range of content, fueled by technological advancements and evolving consumer preferences.
CTV provides the ability to reach multiple viewers across co-viewing environments that offers a more expansive experience for advertising, through a powerful platform for reaching audiences.
Members of the IAB Australia Video Council have collaborated on this handbook to help increase understanding across the industry of the developments in Connected TV.