CTV: The Channel of Choice for Millennials & Gen Z

April 11, 2024

In the ever-evolving landscape of advertising, Connected TV (CTV) has emerged as a formidable force, offering a medium where quality and relevance converge to captivate audiences like never before. With traditional broadcast and cable television facing stiff competition, the effectiveness of CTV ads on streaming services such as Amazon Prime, Disney Plus, Hulu and more shine through. It is important to note that CTV does not refer to the streaming services themselves, those would be classified as over-the-top (OTT) services. CTV refers to the hardware that hosts these services such as Smart TVs, Chromecasts, and even gaming systems like the Xbox.


Recent studies have shed light on the perceptual superiority of CTV ads compared to their counterparts on broadcast and cable. A significant majority of younger demographics, including 60% of Gen Z and 56% of Millennials, concur that ads viewed on CTV are of notably better quality than those airing on traditional cable and satellite channels. This sentiment underscores a fundamental shift in how audiences perceive and engage with advertising content.


What sets CTV ads apart is not just their quality but also their relevance. In an era where personalization is key, CTV excels in delivering advertisements tailored to the interests and preferences of individual viewers. With the rise of streaming platforms more general like Netflix, to the more niche like MLB.TV, advertisers can pinpoint their exact audience. As a result, a staggering 67% of Millennials and 62% of Gen Z believe that CTV ads are more relevant to them compared to ads on cable and satellite television. These numbers highlight how using data-driven insights to precisely target audiences, ensures resonance with users.



Recent studies have shed light on the perceptual superiority of CTV ads compared to their counterparts on broadcast and cable. A significant majority of younger demographics, including 60% of Gen Z and 56% of Millennials, concur that ads viewed on CTV are of notably better quality than those airing on traditional cable and satellite channels. This sentiment underscores a fundamental shift in how audiences perceive and engage with advertising content.


What sets CTV ads apart is not just their quality but also their relevance. In an era where personalization is key, CTV excels in delivering advertisements tailored to the interests and preferences of individual viewers. With the rise of streaming platforms more general like Netflix, to the more niche like MLB.TV, advertisers can pinpoint their exact audience. As a result, a staggering 67% of Millennials and 62% of Gen Z believe that CTV ads are more relevant to them compared to ads on cable and satellite television. These numbers highlight how using data-driven insights to precisely target audiences, ensures resonance with users.


The enhanced quality and relevance of CTV ads can be attributed to several factors. Firstly, the interactive nature of CTV allows for more immersive and engaging ad experiences, enabling brands to tell their stories in a compelling manner. This includes shoppable ads which allow for more information to instantly be sent to your phone through push notifications or email if you choose. Additionally, the targeting capabilities of CTV enable advertisers to reach specific demographics based on factors such as age, interests, and viewing habits, ensuring that their messages reach the right audience at the right time. Advertisers can easily target an audience simply by promoting their message on a specific platform such as YouTube TV to Netflix, or anything in between.


As the digital landscape evolves, connected TV advertising is primed for growth. With its ability to deliver superior quality and relevance, CTV enhances viewer experiences while providing advertisers unparalleled opportunities to engage their target demographics. At SparkShoppe, our team of digital experts are here to help you navigate the realm of CTV advertising. Let us help you grow your digital presence by leveraging the power of CTV to reach your audience effectively and drive results. Connect with us today.

  • Targeted Advertising


    Retail media networks enable highly targeted advertising. Retailers have access to a wealth of data about their customers' shopping habits, preferences, and demographics. This data allows advertisers to create highly targeted and personalized campaigns, increasing the likelihood of reaching the right audience.

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  • Monetization Opportunity


    Retailers can monetize their online platforms by selling advertising space to manufacturers and brands. This additional revenue stream can help grocers offset costs and improve profitability.

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  • Enhanced Shopper Experience


    Advertisements on a retail media network can be designed to enhance the overall shopper experience. Relevant and engaging ads can provide useful information, highlight promotions, and offer personalized recommendations, creating a more positive shopping experience.

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  • Data Insights and Analytics


    Manufacturers and brands can gain valuable insights from the data generated through retail media networks. Analyzing customer behavior, ad performance, and other metrics can help them optimize their marketing strategies, refine product offerings, and make data-driven decisions.

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  • Cross-Promotions and Collaborations


    Retail media networks provide an opportunity for collaboration between retailers, manufacturers, and brands. Joint promotional campaigns and cross-selling initiatives can be implemented to benefit all parties involved.

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  • Measurable ROI


    Advertisers can track the performance of their campaigns in real-time. This level of visibility allows them to measure the return on investment (ROI) of their advertising efforts and adjust as needed to optimize results.

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  • Competitive Advantage


    Retailers that effectively leverage a retail media network can gain a competitive advantage in the market. By offering a valuable platform for advertisers, retailers can attract more brands to their network and strengthen their position in the industry.

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  • Omni-Channel Marketing


    Retail media networks often span both online and offline channels, providing a seamless experience for customers across various touchpoints. This omni-channel approach can help advertisers create cohesive and integrated marketing campaigns.

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  • Adaptable and Flexible


    Retail media networks can adapt to changing market conditions and consumer preferences. Advertisers can quickly modify their campaigns to respond to trends, seasonal changes, or shifts in consumer behavior.

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  • Building Brand Loyalty


    Effective advertising on a retail media network can contribute to building brand loyalty. By engaging with customers at multiple points in their shopping journey, advertisers can foster a stronger connection with their target audience.

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SparkShoppe in collaboration with our retail and CPG partners has proven the power of a retail media network. The results are driven from the ability to provide targeted advertising, create additional revenue streams for retailers, enhance the shopper experience, offer valuable data insights, and foster collaboration between grocers and manufacturers. When utilized effectively, it can be a win-win for all stakeholders involved. Ignite your strategy today by connecting with us!

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