In today's digital world, internet-connected devices are essential to consumers' day-to-day activities. As such, an omnichannel approach to advertising is key for brands looking to reach their target audiences. Connected TV (CTV) is an integral part of this strategy, and with the advancements made in ad tech, it's now easier than ever for brands to use CTV for their campaigns. For those already familiar with running campaigns on performance marketing channels such as paid search and social, there's no need to panic; CTV follows similar principles. What's more, when integrated into an omnichannel strategy, CTV can provide a "halo" effect that boosts the performance of campaigns on other channels. All in all, CTV is a powerful tool for brands looking to reach their customers across all their devices.
Originally reported by Martech: https://martech.org/the-omnichannel-magic-of-connected-tv/
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