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The Powerful CTV Landscape

Connected TV / May 2, 2023

The marketing world is always evolving, but we encountered a big shift when connected TV platforms entered the arena. Audiences have flocked to this new and convenient alternative to linear TV watching, and this change has left marketers scrambling to keep up.

This shift is a huge opportunity for advertisers if they adapt quickly and has an opportunity to get even larger as the platform grows. CTV platforms are expanding scale, diversity, and access to video content and audiences are turning to these platforms to watch the content they love. Marketers can utilize sophisticated ad products from these platforms to connect with their consumers through CTV.

A recent Nielsen report shows that YouTube is the largest platform on CTV for marketers to leverage paid media. In order to remain competitive in the video marketing space, marketers must extend their strategies into CTV.

Below is the list of CTV platforms that marketers should be aware of in order to understand how they may benefit their strategy.

Amazon Fire TV

The massive ecommerce platform has ventured into the digital video world recently. Amazon Fire TV received more than 200 million monthly impressions among viewers. This platform offers non-skippable, 100% viewable, and mid-roll advertising.


More than 30% of all smart TVs sold today come fully equipped with Roku, meaning that the entertainment giant grows a bit larger. Roku’s inventory is 100% user-initiated, 100% viewable, and 100% non-skippable. Ads purchased through Roku will appear on both the Roku Channel content and the content on the premium partners channels available through the platform.

YouTube for TV Screens

Until recently, marketers view YouTube as an exclusive desktop or mobile experience, but CTVs and smart TVs sold today allow consumers to watch their favorite YouTube content on Tv screens too. Our experts have determined that the larger screen format and less-skippable environment drives more action and impact for the brand. Many marketers Mistakenly exclude YouTube from their CTV strategies and miss out on powerful opportunities. Here at VuePlanner, we specialize in CTV strategies surrounding YouTube. Not only is YouTube a great place to test out your CTV strategy, but it can also be the most impactful and engaging platform available through CTV.

Here at VuePlanner, we have been named one of the select few partners included in the  YouTube Measurement Program, which certifies that our data and algorithms are actionable and accurate. We have also spent years preaching about the power of YouTube for TV Screens, and we can help jumpstart your strategy with our insights. To learn more about how we would propose a CTV strategy for your brand, get in touch with our team today.