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In the early days of Connected TV (CTV), campaign performance was often evaluated after the fact. The norm was to launch, wait, and analyze once everything wrapped up. But in today’s media landscape — where viewer behavior shifts hourly and streaming platforms churn out endless content — that model is not just outdated, it’s ineffective. […]

And Why Engagement Rate Should Be Your North Star Metric 📺 As #ChinaJoy 2025 approaches, brands, agencies, and tech partners are preparing to make the most of one of the world’s biggest digital entertainment expos. For us at Torro Stream, it’s not just an event — it’s an opportunity to spark real-time conversations, test new strategies, and amplify […]

Last week, NATPE Budapest, held at the iconic InterContinental in the heart of the city, brought together over 750 delegates, including more than 400 buyers and 100 exhibitors, all focused on the future of content and streaming in Central & Eastern Europe. 🔍 Top Insights from the CTV Landscape 1. CTV at the core of media strategy NATPE reaffirmed […]

As the digital marketing landscape gets noisier and more fragmented, Connected TV (CTV) has emerged as one of the most powerful tools in a brand’s performance arsenal. But if you’re still treating it like a repurposed broadcast channel or simply another awareness play, you’re leaving serious results on the table. CTV isn’t just about reach anymore — […]

Artificial Intelligence (AI) is rapidly transforming the Connected TV (CTV) advertising landscape. What was once a broad-reach, one-size-fits-all medium is now becoming one of the most precise and performance-driven channels, thanks to AI-powered data analysis, predictive modeling, and automated optimization. CTV combines the reach and impact of traditional TV with the precision and measurement capabilities […]

In the rapidly evolving digital landscape, Connected TV (CTV) advertising has emerged as one of the most powerful channels for reaching highly engaged audiences. With more viewers cutting the cord and shifting to streaming platforms, advertisers have a golden opportunity to deliver targeted, measurable, and high-impact ads directly to the big screen. CTV combines the impact of […]

Gen Z (born between 1997 and 2012) is reshaping media consumption—and Connected TV (CTV) is no exception. Gen Z’s Unique Media Diet Today’s youngest adults blend “snackable” clips with long-form streaming. They multitask—browsing e-commerce on mobile while binge-watching their favorite shows—creating golden engagement moments. Navigating the CTV Landscape The CTV ecosystem can feel like a […]

In the digital ring, it’s video ads vs. image ads—and on Connected TV, video emerges as the undisputed champion. Act I: Engagement Is the Hook Video ads aren’t just seen—they’re experienced. They convey stories, emotions, and brand personality in ways static images simply can’t match. Act II: Conversions & Clicks When it comes to driving […]

Key Players & Platforms The CTV landscape is led by familiar names—Roku, Amazon Fire TV, Apple TV—but innovation also comes from nimble newcomers and integrated smart-TV solutions. Viewer Habits & Demographics Watching on the big screen now means on-demand, interactive experiences. CTV appeals to tech-savvy millennials, binge-watching Gen Z, and even grandparents eager for easy […]