Internet Killed the TV Star: CTV Marketing
CTV marketing is now considered the most important factor in media planning. Streaming services seem to dominate the market. But linear broadcasting is proving more resilient than many predictions.
In the era of lockdowns and contact bans during the coronavirus pandemic, conventional television’s fate seemed to have been sealed. Optimistic observers gave linear TV a few more years at best. It’s no surprise, then, that marketers are increasingly focusing on tv streaming advertising. But don’t write off linear broadcasting too soon. Michael Möller, chairman of the Digital Video Focus Group within the German Association for the Digital Economy (BVDW) and CTO at Visoon Video Impact, is also keen to emphasize this point:
“TV is dead – long live TV. This is what you’ll hear in some controversial theories in the media landscape that claim that conventional television’s end is near. Given the prevalence and increasing relevance of streaming services, these ideas might sound logical at first. But if you want to successfully target audiences across genres and maximize net reach, combining both worlds is crucial. After all, the majority of daily television viewing (57 percent) still takes place via linear TV. It’s about finding the right balance between streaming and broadcast – it’s not an either/or situation.”
“TV is dead – long live TV!” is also the title of a 2024 media survey by Deloitte, which highlights linear TV’s impressive resilience.
While the figures may show a clear downward trend, the majority of Germans will still be consuming conventional television in ten years’ time, according to the authors.
A recent study by the audience research company GWI confirms the findings of the Deloitte survey: A hefty 97.5 per cent of all Internet users watch at least one conventional linear TV format per month – that includes just about everyone. In all of the 54 largest economies, streaming platforms reach only second place. Conventional program viewing is still ranked first.
CTV marketing: How it works on Zattoo
Swiss company Zattoo is considered one of the pioneers that have combined the benefits of digital TV in a single platform. In Germany, Austria, and Switzerland, Zattoo offers a subscription model with both a basic free version and a premium paid option. Zattoo is available on almost all Internet-enabled devices.
“Zattoo combines the reach of linear broadcasting with the benefits of digital advertising: precise targeting, programmatic ad buying, and measurable results. Thanks to 100% visibility, high-quality first-party data, and climate-neutral streaming, brands can reach their target groups where TV viewing takes place today. Online, personalized, and efficient – that’s Zattoo in a nutshell.”
Advertising on streaming TV has significant advantages for targeting: Zattoo uses dynamic ad substitution to replace linear adverts and reach a precisely selected audience. Other options for ad delivery include video bundles and prerolls, which play when the viewer changes channel. In this way, Zattoo is able to guarantee a high reach for the highly targeted adverts on its platform.
How do TV viewing habits vary from country to country?
Compared to other countries, US viewers spend the most time watching linear TV, clocking up more than three hours each day. In Saudi Arabia, South Africa, and Egypt by contrast, streaming is extremely popular, with viewers consuming more than one hour and 52 minutes of streamed TV content per day. At the other extreme are the die-hard conventional TV fans in Japan and South Korea, where daily streaming viewing averages a mere 20 or 44 minutes, respectively.
Whether your target market is the US, Saudi Arabia, or South Korea, TV is perceived and used differently everywhere. If you really want to make an impact in CTV marketing, looking at the numbers isn’t enough – you also need to speak the language.
Key CTV terms you need to know – for the Future TV Stage at DMEXCO 2025
Moving images are now consumed in very different ways – but the distinctions between them are often subtle. We’ve put together the key terms that cover transmission, funding, and marketing so that you can hold your own in the keynotes, panels, and discussions at DMEXCO.
From streaming to FAST TV channels, here are the definitions you need to succeed in the new era of television.
What is streaming TV? What is linear TV?
Streaming refers to any content that can be consumed without downloading it. Netflix, YouTube, and Spotify are probably the best-known streaming providers. Unlike linear broadcasting, which transmits data packages to many recipients simultaneously, streaming uses a unicast connection. This enables any individual consumer to connect to the data server at any time. Streaming technology has revolutionized how television content is consumed. Series and films in particular are now primarily streamed. The content is financed largely via subscriptions or advertising.
But when it comes to live events – such as the Super Bowl, the Olympic Games, or the FIFA World Cup – broadcast is and will remain immensely important. Live TV shows are also proving resilient. Broadcasters such as ARD and ZDF in Germany and their counterparts in the English-speaking world therefore have a financially sound future for many years to come. Linear television is financed primarily by TV advertising or fees.
Audiovisual content that can be consumed at any time is known as video on demand content, or VoD for short.
What is CTV?
Connected TV, otherwise known as CTV, refers to any device with an Internet connection that a viewer can use to watch television content, be it livestreams, VoD, or broadcast television. Any smartphone and any computer can thus become a CTV if the right software is installed on it. On the other hand, any TV set can be turned into a CTV with a streaming stick (such as an Amazon Fire stick or a Roku Streaming Stick). This type of connection can also be established on game consoles with a built-in Internet connection (for example, an Xbox or a PlayStation).
What is a streaming bundle?
A streaming bundle enables the viewer to access streaming content from multiple providers as part of a single package. These bundles are generally cheaper than purchasing the individual subscriptions separately. What’s more, they promise a great diversity of shows, films, or sports coverage. MagentaTV, Giga, Sky, and waipu.tv are just a few of the streaming bundle providers.
What is FAST TV?
FAST stands for free, ad-supported TV. The best-known platforms include Tubi and Pluto TV. Another popular option, Freevee, has now been integrated into Prime Video. There are also FAST TV channels that cooperate with other platforms in order to reach viewers. For example, the FAST channels Beauty TV, Tempora TV, Netzkino, and World of Freesports collaborate with Zattoo.
CTV marketing calls for hybrid strategies and smart data
To succeed in CTV marketing, you need to master both sides of the coin: the broad impact of conventional TV’s reach and the precision of digital ad delivery. If you understand both fields and know how to use them strategically, you’ll be able to make your campaigns more efficient – and future-proof. From programmatic targeting to dynamic ad replacement and FAST TV, knowing the key terms is essential for modern media planning.
DMEXCO 2025 is your chance to expand your knowledge, discuss trends in CTV marketing – and start conversations with the right vocabulary up your sleeve.
