Leslie Adams | Sales Director | Reach Africa | mail me |
Connected TV (CTV) isn’t new. It’s simply the next step in how we watch television. For media planners, that shift unlocks bigger budgets, sharper targeting, and more engaged viewers.
The media industry loves shiny acronyms. Over-the-Top (OTT), Advertising-based Video on Demand (AVOD), Free Ad-Supported Streaming Television (FAST) – and now CTV. But in the rush to label every shift in viewing habits, we often forget something simple.
CTV is just TV, but smarter and sharper
CTV is not a separate medium. It is still television, just delivered via the internet instead of a broadcast signal or satellite dish.
We’ve seen this evolution before. First, there was linear TV with scheduled programming on free-to-air channels. Then came pay TV, which offered more choice and premium content through satellite or cable. Now, we have CTV. It’s powered by streaming and smart devices. The format may be different, but the purpose is the same. People are still sitting down to watch shows and movies. The only change is they’re using an app instead of a decoder.
For advertisers, this means CTV must not be treated as an afterthought in digital plans. It deserves a place in a holistic television strategy that mirrors how people consume content today.
CTV is just TV – active viewing boosts attention
One of the biggest differences between CTV and traditional TV is user engagement. With broadcast or pay TV, something starts playing the moment you turn it on. CTV works differently. It opens with a home screen and a menu of apps.
Viewers must actively choose what to watch, where to watch it, and when to do so. This makes CTV a highly intentional and active experience. That’s great news for advertisers.
When someone chooses to stream a specific show or film, they are more focused. There’s less background noise, more time spent on screen, and greater attention. Most CTV content is long-form and viewed on the biggest screen in the home. This makes it a premium storytelling environment where well-placed ads can deliver real impact.
In today’s media world, where short-form content and shrinking attention spans dominate, this kind of focus is rare. It’s a major reason why CTV is just TV, and it deserves its share of the TV budget.
App-switching replaces channel-surfing
Viewers today are spoiled for choice. There is no single destination for great content. Instead, people switch between apps, jumping from Showmax to YouTube to Netflix based on trends or recommendations. Just like we once flipped channels, we now toggle platforms.
Many big broadcasters and telcos now bundle these apps. That makes content more accessible and easier to explore. But with greater choice comes more fragmentation and less loyalty. Viewers follow content, not platforms. That makes the discovery phase of the viewing journey especially important.
Here, the smart TV home screen plays a major role. Formats like our homescreen Hero Billboard take advantage of this. Positioned directly on the CTV home screen, it appears before a viewer has even opened an app. At this point, you capture a rare moment of attention. It’s the new front door to the viewing experience – and brands should be there.
CTV is just TV, combining digital precision with broadcast power
What makes CTV so powerful is its hybrid nature. It offers the broad impact of traditional TV while giving the precision of digital. You can target audiences, measure outcomes, and adjust campaigns in real time.
All of this happens within a familiar TV-like experience. This is especially relevant in South Africa. More cost-conscious consumers are turning to ad-supported models.
Streaming platforms are responding. They’re rolling out more AVOD options. Global platforms like Netflix, Prime Video and Disney+ are testing ad tiers in other countries. South African adoption is not far behind.
Planning must catch up to reality
Viewing habits have changed. Technology has adapted. But media planning still lags. Too often, CTV is either squeezed into the digital budget or left off the plan completely. That’s a missed opportunity.
Audiences now move fluidly between linear, pay, and connected platforms. This often happens within a single day. Planning must reflect this. The TV ecosystem is broader, but the foundation remains the same.
CTV is just TV. It combines reach, attention and precision. CTV not a fringe channel or an experimental add-on. It is television – evolved, measurable, and fully ready for strategic investment.
