By: Will Bolles

Digital media is changing at an astonishing rate. Every year, we are introduced to new and engaging ways for brands to connect with us as consumers. For example, social media has gone from a way to stay in touch with old friends and family to a space dominated by content and social influencers. According to the Pew Research Center, 70% of Americans are using social media today – a number that is up from just 5% in 2005. While it is tough to predict what lies ahead for social media in the next 5-10 years, the shift to streaming live content such as MLB and NFL games on Twitter opens up a whole new way for brands to get in front of potential customers.

Social media is not the only way in which media consumption has seen a dramatic change over the years. Over-The-Top (OTT) video has emerged as a major player in the way we consume video content. OTT can be thought of as video content streamed via an app or website that bypasses traditional distribution models and is delivered over a network that isn’t owned by the video provider itself. This content can be viewed live or on-demand, with or without a paid subscription and on desktop, mobile, tablet, and connected TV devices. One of the more common subsets of OTT is Connected TV (CTV) – a television set that uses an internet connection to watch streaming video content. The growth of CTV has created a new way for advertisers to reach their desired audience while staying in the digital spectrum. Based on a recent YuMe and Neilsen study, over 60% of households own a CTV device, while 74% of those households use it daily. With all things digital media, this is a space that is seemingly changing each week. Reach out to your account team at Centro for more information on CTV and the targeting capabilities that come with it to set your campaign up for future success.

“Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it”. While Matthew Broderick was in no way referring to the digital media industry in the 1986 classic Ferris Bueller’s Day Off, the same rings true in our space now. Although we can’t predict what exactly the future holds for digital media, the industry has grown exponentially over the last 10 years. The shift in streaming video content has opened up various new and exciting ways for advertisers to reach their target audience.