Connected TV (CTV) continues its consolidation process as one of the most decisive audiovisual consumption environments in Latin America. According to the fourth wave of the study developed by Comscore, 60% of digital users in Latin America access content through connected televisions. This dispersion requires advertising investments to follow the real attention of users, moving away from traditional linear television models. In this expansion scenario, the company EXTE has identified five fundamental trends that mark the evolution of audiences and new opportunities for brands in the region. The first trend highlights the massification of the channel, with six out of ten internet users integrating CTV into their daily behavior. 59% of viewers prefer models with ads instead of exclusive subscriptions, and 84% report having taken some action after being exposed to advertising in this format. Additionally, the phenomenon of co-viewing is relevant, as 53% of consumption is shared in the home living room. Regarding the reception of commercial messages, the EXTE report indicates that advertising is perceived as a natural part of the experience. Mexico and Brazil lead advertising investment in Connected TV according to EXTE. The consultancy identifies user attention and the normalization of advertising as key factors in the expansion of Connected TV in Latin households. This data reaffirms that CTV has gone from being an emerging technology to an essential component in advertising planning strategies. Rossana Peragallo, Country Manager of EXTE Chile, states in the third person that Connected TV manages to combine reach, premium context, and the ability to generate action. According to Peragallo, the large screen environment favors valuable levels of attention for brands, integrating branding and performance objectives.
