In 2024, the Connected Television (CTV) scene has become more significant than ever and offer marketers an array of platform choices.  This article focuses on the best CTV platforms and services and explains their distinctive characteristics and advertising capabilities. If you’re seeking to improve the impact or increase the effectiveness of your advertising, this guide can help you find the top alternatives.

What is CTV Platform?

A connected TV platforms provides live television on the web or app and does not require traditional cable or satellite techniques.  Explore top platforms like Roku, Amazon Fire TV, and Apple TV that offer on-demand and live-streaming content through leading streaming services.

CTV ad platforms offer advanced targeting capabilities and measuring features, making CTV advertising an effective tool for executing marketing campaigns to advertisers

Connected TV and Over-The-Top (OTT)

The terms OTT and CTV can be utilized interchangeably since they’re identical but slightly differ.

CTV stands for streaming digital media on a connected TV, while OTT refers to delivering content across all devices, not just smart TVs. Thus, CTV advertising is essentially OTT marketing that uses the highest-quality content for living room use.

Connected TV vs Linear TV

We now know what OTT means, now let’s know about Linear TV.

Linear TV airs scheduled programs via traditional cable or satellite, requiring viewers to tune in at specific times and channels. Unlike streaming, linear TV doesn’t offer on-demand viewing—you must watch shows during their scheduled broadcast time on designated channels.

So, conventional television advertising on linear channels promotes your company or product to the market during peak viewing times.

Advantages of Connected TV Platforms

Connected TV platforms provide many advantages that improve the user experience and the ability to advertise. 

Better Viewing Experience

Connected TV provides the highest-quality streaming and content on demand, which enhances enjoyment. Users can watch a wide variety of movies and shows with superior sound and picture quality.

Precise Content Targeting

These platforms let advertisers deliver targeted content using demographics and behavior, ensuring audiences receive more relevant, engaging, and entertaining ads.

Integration to Smart Devices

Connected TVs effortlessly sync with smart devices to create a smooth home entertainment experience. Customers can effortlessly control their television experience using tablets, smartphones, or voice assistants.

Ability to Access Diverse Streaming Services

Customers can access the widest range of streaming services, from the most popular ones like Netflix and Hulu to specific channels. There is always something to satisfy any viewer’s preferences.

Advanced Interactive Capabilities

Connected TV offers interactive capabilities, such as clickable advertisements and personal suggestions. These features provide an enjoyable and personalized user experience.

CTV Platforms Timeline

We’ll take a deeper look into our selection of CTV platforms!

1. Smart TVs

Smart TVs offer internet connectivity and built-in streaming apps, delivering a seamless, all-in-one entertainment experience without extra devices or gadgets.

Popular models like Samsung, LG, and Sony Bravia offer Netflix access, AI voice control, and enhanced visuals for modern homes.

2. Player Media Streaming

Streaming media players are devices connected to televisions, allowing access to various streaming services.

The most famous examples are Roku, Amazon Fire TV Stick, and Apple TV. These devices support many apps, including Prime Video, YouTube, and HBO Max. They are renowned for their easy-to-use interfaces and portability, which allows streaming to any television.

3. Gaming Consoles

Gaming consoles such as PlayStation 5, Xbox Series X, and Nintendo Switch also serve as powerful streaming devices.

The consoles not only offer high-end games but also provide access to all the top streaming applications. They are an excellent entertainment platform for streamers and gamers alike.

4. Computers and Laptops

Laptops and computers offer various streaming options, allowing viewers to view content via websites and download apps.

Streaming applications are readily accessible through devices made by brands such as Apple, Dell, and HP. Laptops’ flexibility makes them ideal for mobile watching and entertainment at home.

5. Tablets and smartphones

Tablets and smartphones offer the best streaming experience and streaming, and access to almost all streaming platforms through specific applications.

The iPhone, iPad, Samsung Galaxy, and Google Pixel can play Netflix, Hulu, and YouTube directly. They are ideal for watching personal content at home or on mobile.

6. Set-Top Boxes

Set-top boxes are connected to conventional TVs and allow access to streaming services based on the Internet, usually via a subscription-based model.

Examples like Xfinity X1 and DirecTV offer a hybrid experience, blending traditional TV with streaming, voice control, and recording features.

Reasons You Must MNTN Performance TV

We enhance offerings with Connected TV, letting brands run automated ads and easily set campaign timeframes, budgets, and performance goals.

Platform Features to Keep Advertisers a Step Ahead:

• Premium Content: The Living Room Quality feature on Connected TV delivers non-skippable ads lasting 15 or 30 seconds, reaching over 125 premium networks. It’s not an old-fashioned network but popular brands such as CNN, FOX, CNBC, and Food Network. These ads have an average completion rate of 97%, which means that viewers are engaged by the content.
• Precision Targeting: Find your target audience (or discover others!) using MNTN Matched, the world’s only audience builder based on keywords designed explicitly for CTV. It helps advertisers reach people who are most likely to buy their product.
• You can Retarget your Way: Reach clients on any device—laptops, desktops, or TVs—with retargeting tech that enhances experience and drives cross-channel engagement until conversion.
• Transparent tracking: This is where many are at their peak technology. The model tracks when, where, and on which device users interact with your brand across multiple touchpoints. The CTV platform with Google Analytics shows how Connected TV ads perform alongside your other marketing channels. Marketers get a complete campaign view from a single dashboard, allowing performance optimization for maximum advertising impact.
• Performance: A phrase so sweet that we needed to repeat it! All performance data—tracking, marketing, and indicators—unites in one interface, giving marketers insights across 90,000+ campaign metrics and levels. 

CTV Platforms: End-of-the-Line Thoughts

This one’s worthy of a place in history! Whether you’re new to CTV ads or a seasoned performance marketer, you’re welcome here—stick around and explore more. Explore our other sources and sign up for our report on CTV/OTT in the following section.