Connected TV in 2025: Reach Gen Z & Millennials with Precision and Impact

Welcome to the Golden Age of Connected TV

CTV refers to any television connected to the internet—think smart TVs, Apple TV, Chromecast, or streaming boxes. It’s the gateway to platforms like YouTube, VRT Max, VTM Go, HBO, GoPlay, Streamz, and more. With 79% of Belgian households now equipped with a connected TV, it’s become the default screen for on-demand and streaming content.

But here’s the kicker for advertisers: CTV blends the scale and emotional engagement of traditional TV with the data-driven targeting and agility of digital campaigns.

No wonder it's quickly becoming the most powerful channel to reach Gen Z, Millennials, and cord-cutters of all ages.

Why Your Brand Should Care

Let’s face it: traditional linear TV is in decline. Younger audiences are tuning out, and media costs keep climbing. Meanwhile, 25–34-year-olds now consume most of their content via replay services (BVOD), while Gen Z flocks to YouTube, streaming platforms, and FAST channels—clocking over 6 hours of daily video consumption.

CTV is where these audiences live—and it’s where your brand should be too.

CTV advertising offers:

• Advanced targeting using behavioral, interest-based, and CRM data
• Real-time optimization and performance tracking
• Premium inventory across all major streaming environments
• Flexible formats: classic video ads, interactive content, sponsorships, and brandformance options

Now Available for Every Brand: CTV by Biggie

Here’s the game changer: Biggie is breaking down the barriers to entry.

With CTV by Biggie, we offer an accessible, plug-and-play solution that puts your brand on the big screen—without the big spend. Whether you’re a challenger brand, a local business, or a national advertiser, you now have access to:

- A broad inventory across top streaming platforms
- Hyper-targeted campaigns with digital precision
- Custom reporting to measure what truly matters
- Fast, flexible setups—no media complexity required

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“I’m proud to launch CTV by Biggie, a solution that democratizes access to television,” says Catherine Hubaut, Managing Director of Biggie Benelux. “For too long, TV advertising was reserved for just a few. Now, we’re giving every brand the power to engage younger, harder-to-reach audiences—on their terms, in premium environments, with maximum impact.”

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FAQ Connected TV

1. What is Connected TV (CTV)?

CTV refers to any television that’s connected to the internet, allowing users to access on-demand content, streaming platforms, and personalized ads—complementing or replacing traditional linear TV.

2. Why is Connected TV a major opportunity for advertisers?
CTV allows advertisers to precisely target audiences using behavioral and interest-based data, all while leveraging the emotional power of the TV screen. This means less wasted budget and a better return on ad spend.

3. What’s the difference between SVOD, AVOD, BVOD, and FAST?

• SVOD (e.g., Netflix, Disney+): Subscription-based, ad-free content
• AVOD (e.g., YouTube, Pluto TV): Free content, supported by ads
• BVOD (e.g., VTM Go, VRT Max): Replay platforms of traditional broadcasters
• FAST (e.g., Pluto TV): Free ad-supported streaming with linear channels

4. How is advertising personalized on Connected TV?
CTV enables addressable advertising. Two households watching the same show can see different ads tailored to their interests, preferences, and behavior—creating a more relevant and effective experience.

5. What advertising formats are available on Connected TV?
You can run:

• Classic video spots for maximum impact
• Interactive formats to boost engagement‍
• Content sponsorships for contextual relevance‍
• Brandformance campaigns that combine awareness with measurable conversions

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