Connected TV Terminology Cheat Sheet for B2B Marketers

This guide serves as a terminology cheat sheet specifically designed for B2B marketers engaging with Connected TV (CTV) advertising. It outlines key terms and concepts relevant to the rapidly evolving landscape of CTV, which is recognized as one of the fastest-growing channels in advertising. The document begins by defining Connected TV and its various forms, including Over The Top (OTT) content and Smart TVs. It further details common terminology associated with content, inventory, and formats within the CTV ecosystem. Additionally, the guide presents measurement metrics that are essential for evaluating the effectiveness of CTV advertising campaigns. Terms such as reach, GRP, and frequency are explained to assist marketers in understanding how to measure their advertising efforts. The document also distinguishes between CTV and similar advertising formats like Programmatic TV and Addressable TV, providing clarity on their differences. Overall, this resource aims to equip B2B marketers with the necessary vocabulary to navigate the complexities of CTV advertising effectively.