There’s a revolution taking place in the living room called OTT, and it has big implications for brands. The growing popularity of OTT video is shifting the traditional TV landscape, bringing interactivity, data, and targeting long associated with digital media to the television ecosystem. It’s also opening up a new level of choice in content and pricing models for consumers who can choose from a continually growing menu of apps with professionally produced as well as user-generated content. For marketers, there is the opportunity to create dynamic, interactive, even “shoppable” ad experiences that can drive increased engagement and brand recall, bringing consumers further down the purchase funnel. The content of this guide focuses on the advertising delivered in ad-supported video viewed on a connected TV screen.