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Connected TV: Advertising at the centre of the household.

In a world of tablets, smart phones, laptops and multiple screen homes, the living room television continues to reign supreme when it comes to how Canadians are consuming media.

But how did we go from watching linear tv together at home to streaming on individual devices, and now back to consuming media on the largest screen in the household?

Today there are more and more TV’s being sold in Canada that are ready to connect to the internet. These TV’s come with a variety of pre-installed paid streaming apps like Netflix, Disney+ and free TV streaming apps like XUMO, YouTube, Crackle, and Tubi to name a few. This makes it easy for Canadians to not only start streaming on the big screen at home but also re-think their commitment to linear TV subscriptions and their overall need for cable TV.

So, just how big is this shift to streaming in Canada? Currently there are 14 million Canadians that make up the streaming viewership and this audience is expected to grow to 16 million by 2025. This shift in how Canadians consume media is creating an industry wide pivot to ad spending which is resulting in 89% of marketers feeling that Connected TV advertising is just as, if not more, effective than traditional linear TV. In addition, it is estimated that nearly 60% of linear TV buyers made fewer commitments to this advertising channel in 2021.

Advertisers also know that television has always been at the centre of the household. It's where Canadians come together to watch, laugh, cry and cheer. Advertisers know, television is a shared viewing experience.

The reality is that household composition influences the size of opportunity for goods and services and how much is spent in each category. Family life stage is also an important factor. If consumers already have a relationship with your brand, they are more likely to respond, and act based on messages from your brand. You can run upsell and cross-sell programs based on what you know about the household. This is why it is critical for any brand looking to start advertising on Connected TV to ensure that they are doing so with a partner that provides an addressable, measurable, and scalable cookieless solution for the present and future.

If you’re among those advertisers looking to jump into Connected TV advertising, here are some features to ask of from your Connected TV advertising partner:

Reach: over 9 million households in Canada streaming content on Connected TV

Targeting: Built in targeting using physical address

Connectivity: Connects identity data for seamless activation

Sustainability: Future proofed for cookieless environments

Compliant: Privacy first personalization with one-to some and compliant

Actionable: Advertising is actionable and interactive both on the large screen or across connected devices using the same wifi (ie. Smart phone)

Inventory: Best in class Connected TV inventory is crucial to ensuring that ads get seen by audiences.

The television has evolved and its currently going through its renaissance, just like phones did a decade ago, TV has evolved to be more than just something you use and watch; today the modern television is an extension of the user watching. This evolution in how viewers are consuming media on the big screen is what makes connected TV so exciting for advertisers.

But don’t stop here!

Continue the excitement by learning more about modern Connected TV advertising in Canada across best in-class inventory and accurate household ID targeting.


Carlos Guevara is the Marketing Manager at APEX Mobile Media. He is the former host of the podcast "In Search of Good Data." He has also helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data and modern marketing and advertising strategies.



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