There are massive changes on the horizon for marketing agencies, specifically with respect to digital advertising. Due to the pandemic, streaming media advertising such as connected TV (CTV) has become significantly more popular than more traditional forms.
CTV distributes over-the-top (OTT) ads to consumers via various streaming services. OTT essentially refers to any internet-based streaming service, and is similar to traditional television, except that viewers view it through a different portal. As more and more consumers choose streaming over cable or satellite TV, advertisers must find new ways to reach this vast audience. Advertising through CTV and OTT is the solution to this problem.