For decades, television has been at the heart of storytelling – building emotion, trust, and shared experiences for millions of viewers. But as audiences evolve and viewing habits shift across devices, one thing has become clear: television isn’t disappearing – it’s transforming.
Connected TV (CTV) is not a new medium competing with traditional TV; it’s an extension of it. It takes everything we love about television – premium content, big screens, and family moments – and enhances it with the precision and measurability of digital media.
At BEglobal, we see CTV as a bridge between two worlds: the power and credibility of broadcast TV, and the agility and targeting capabilities of digital platforms. This means advertisers can now reach the same audiences they’ve always valued, but with better control, data insights, and measurable outcomes. Simply put, CTV doesn’t replace TV – it upgrades it.
Indonesia is already seeing this transformation unfold. Smart TV adoption is on the rise, OTT content is booming, and consumers are spending more time streaming than ever before. For marketers, that creates a massive opportunity to deliver high-impact storytelling on the most trusted screen in the home – backed by audience data that ensures every impression counts.
Through BEglobal’s CTV Scale Solution, brands can plan, activate, and measure CTV campaigns across major OTT publishers, OEM ecosystems, and programmatic platforms – all within one connected framework. The solution helps marketers unify their TV and digital strategies, giving them visibility into how CTV drives awareness, engagement, and even conversions across the funnel.
As part of the MMA Global community, we believe CTV represents the next big step in marketing maturity – where traditional metrics like GRPs evolve into audience-based insights that bridge media and performance. It’s not just a shift in technology, but a shift in mindset.
In essence, CTV brings together the best of both worlds – the emotional storytelling of TV and the accountability of digital. For brands in Indonesia, it’s not about choosing between television and digital anymore. It’s about embracing the future of TV – one that’s connected, data-driven, and built for growth.
