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Whether you call it connected TV, smart TV, streaming, OTT, or some other name, CTV is literally taking over traditional linear TV. You know, the kind where you sit down and watch like a barbarian: you can’t skip, you can’t restart tomorrow, it doesn’t remember what you like … all of that.

CTV is growing so fast that advertising on ad-supported varieties of CTV jumped 46% last year for Singular clients, as we shared in our 2024 ROI Index. Almost half of all TV watching is now done via CTV, and that percentage is growing.

Traditionally TV has been hard to advertise against: slow, expensive, monolithic, hard to target, hard to measure.

CTV is different.

AVOD (ad-supported video on demand) is a growing chunk of connected TV as Disney, Netflix, Max, and Amazon Prime are all joining YouTube, Hulu, Peacock, Roku, Pluto, and others in offering discounted product tiers with ads.

Now advertisers can run programmatic ads targeted based on where people are, what they like, specific things they’ve done. You can use third-party audiences, you can use look-alike audiences, and you can even retarget or remarket.

Plus, of course, advertisers can use all the demographic age and context data that comes along with specific audiences for specific shows.

It’s also much cheaper than old linear TV: think 5-figure entry fees, not 6 or 7 figures.

Summing it all up: there’s a lot of reasons why CTV advertising is growing so quickly.