You've Probably Already Watched Close Reach TV (CTV)

Are you wondering if you’ve already watched Close Reach TV (CTV)™? Most likely, yes. If you've watched commercials while using ad-supported streaming services like Netflix, Hulu, Peacock, Tubi, or Pluto TV, you've already experienced what the advertising industry calls Connected TV. We use the name Close Reach TV (CTV) because it describes the idea in a way that's easier for most people to understand.

The other day I asked someone if they had ever heard of Connected TV.

They thought for a second and answered, "You mean OTT?"

So I asked a simple follow-up question.

"What does OTT actually mean?"

They smiled, laughed a little, and admitted they weren't really sure.

That conversation stayed with me because I think it says a lot about where the advertising industry is today. We've created so many technical terms that people often recognize the acronyms without really knowing what they represent. Connected TV, CTV, OTT, streaming television, addressable television... they all get mentioned in the same conversations, and before long it starts feeling like alphabet soup.

The interesting part is that millions of people are already using this technology every single day.

Think about the last time you opened Netflix or Hulu. Maybe it was Peacock, Pluto TV, Tubi, or another streaming service. If a commercial played before your movie started or during your program, you probably didn't stop and think, "I'm watching Connected TV advertising."

You probably thought exactly what most of us think.

"I'm watching TV."

That's really the point.

The technology has changed dramatically, but the experience still feels familiar. We don't tell our family we're going to stream Connected TV tonight. We don't announce that we're about to watch OTT. We simply say we're going to watch TV, just like we've always said.

That's one of the reasons we use the name Close Reach TV (CTV).

We're not trying to invent a new form of television or replace the industry's terminology. Connected TV is already the accepted name for the technology. We simply wanted a name that helps business owners immediately understand the strategy without having to learn another technical phrase first.

The more I think about it, the more I realize that television never really disappeared. It just evolved. Broadcast towers became cable. Cable expanded into streaming. One television in the living room became smart TVs, tablets, laptops, and phones. Today, many people carry their television with them without ever thinking about it that way.

As we continue this series, we'll sort through some of the industry's terminology because I think it helps remove a lot of unnecessary confusion. We'll talk about what Connected TV means, where OTT fits into the conversation, why people often use the terms interchangeably, and why none of that really changes what people experience every evening when they sit down to watch their favorite shows.

Sometimes technology moves so gradually that we don't notice it while it's happening.

I think television is one of those things.

If you'd like to explore how Close Reach TV (CTV) could help build household-level visibility for your business, organization, or campaign, request a quick call.

Simple conversation. Strategic focus.