CTV Advertising on the Rise – How Connected TV Is Reshaping the Advertising Landscape
A guest contribution from waipu.tv.
How streaming and CTV are shaping everyday media consumption
TV consumption in Germany has undergone a significant shift in recent years. Streaming is no longer a niche trend but has become a central part of everyday media habits. Increasingly, viewers are turning to Connected TV (CTV) – a hybrid of traditional television and digital flexibility. This shift is not only changing how people watch content but also opening new doors for advertisers. So, what makes CTV advertising so appealing, and why is now the perfect time to get involved?
The Evolution of Television and Advertising
CTV combines the broad reach of traditional broadcast television with the precision of digital targeting. For brands, this means delivering advertising messages in a more targeted and efficient way. Campaigns are no longer tied to fixed airtimes but are personalized based on user behavior and interests. As linear TV audiences continue to fragment and digital channels struggle with ad blockers and cookie restrictions, CTV offers a reliable and future-oriented alternative.
Why CTV Advertising Matters More Than Ever
The data tells a clear story: According to a Nielsen study, 77 percent of people in Germany now use video streaming services every week. That’s a 7 percentage point increase compared to the previous year and 13 points higher than three years ago. For the first time, streaming usage has overtaken traditional TV. At the same time, more households are equipped for CTV. By 2023, around 28.5 million households in Germany had at least one smart TV. These devices allow users to access streaming services directly on their television, leading to longer viewing times and creating new opportunities for advertisers to engage with audiences.
waipu.tv as a Key Player in This Shift
As the leading provider of OPEN-IPTV in Germany, waipu.tv plays a pivotal role in this transformation. With over 2 million subscribers, the platform attracts a diverse user base – from sports fans and movie lovers to families. Its mix of linear channels, on-demand content, and interactive features makes waipu.tv a strong and modern CTV advertising platform.
The Benefits of CTV Advertising on waipu.tv
Advertising through waipu.tv comes with a range of advantages:
- Advanced targeting: First-party data enables advertisers to reach precisely defined audiences.
- High engagement: The lean-back viewing experience on a large screen results in maximum attention.
- Flexibility and control: Campaigns can be adjusted and optimized in real time.
- Transparency and performance tracking: Detailed analytics ensure efficient campaign management.
- Brand-safe environment: Ads appear in a high-quality, curated media setting.
Conclusion: CTV as the Future of Brand Communication
Connected TV isn’t just a passing trend – it reflects a long-term shift in how audiences consume media, and how brands need to communicate. Platforms like waipu.tv provide companies with a unique opportunity to actively embrace this shift and connect with viewers in their living rooms. Alongside a wide range of linear and pay-TV channels, waipu.tv also features New TV channels – curated special-interest formats that bring popular internet content into the traditional TV experience. In doing so, waipu.tv bridges the gap between classic television and the digital world.
Investing in CTV advertising today not only gives your brand a competitive edge but also puts you at the forefront of the future of video marketing.
