As more Canadians cut the cord and shift to streaming, Connected TV (CTV) has cemented its place as a powerful platform for advertisers to build data-driven, impactful connections with audiences. With CTV viewership projected to grow by 26.4% this year and a further 40.9% in 2025, the opportunity is clear—yet optimizing for this evolving platform requires a deep understanding of both its potential and challenges in the Canadian market.

We hosted an exclusive #Media360 webinar, where we delved into Canada’s rapidly shifting CTV landscape and shared insights on maximizing this powerful channel to drive measurable results.

Our expert panel from Corus, Roku, Nexxen, and Active International presented data-backed strategies, explored Canadian audience engagement with CTV, and answered pressing questions, such as:

1. Current State of CTV in Canada:

  • Significant growth in CTV with new ad-supported tiers launched by major platforms.
  • Increased supply and opportunities for marketers to buy streaming TV at scale.
  • Unique trends in Canada are due to cultural and language similarities with those in the US.

2. Audience Targeting:

  •  Importance of finding new audiences and avoiding high-frequency re-messaging.
  • Use of advanced targeting technologies like emotion AI and deterministic modelling.
  • Leveraging first-party data for more accurate audience segmentation.

3. Measurement and ROI:

  • Need for a unified measurement system similar to linear TV.
  • Use of ACR data for cross-screen reporting and understanding incremental reach.
  • Building common industry segments for better measurement and targeting.

4. Integration with Other Channels:

  •  Creating unified campaigns by integrating CTV with digital and traditional channels.
  •  Focus on the total video ecosystem, combining linear TV and streaming platforms.
  • Leveraging different platforms for mass awareness and targeted advertising.

5. Data Privacy:

  •  Ensuring compliance with data privacy regulations while maintaining impactful ad targeting.
  •  Use of data clean rooms and privacy-compliant data partners.
  • Balancing personalized advertising with consumer privacy concerns.

6. Ad-Supported Streaming Models

  • Growth of ad-supported streaming (AVOD) providing affordable content options.
  • Importance of managing ad loads to ensure a positive user experience.
  • Increasing adoption of ad-supported tiers by major platforms.

7. Future of CTV:

  • Continued growth of the CTV ecosystem and investments in technology
  • Need for consolidation to address market fragmentation.
  • Emphasis on total video strategy, integrating various content and advertising approaches.