Premium content streaming through apps on a smart TV or over-the-top device is called connected TV. The connected TV-watching statistics speak for themselves, and it is now the most popular medium for consuming video content.
The placement of connected TV advertising can be anywhere you need: before content, during conventional commercial breaks, after content, etc. Additionally, you can combine your ad purchases for both linear and streaming media, giving you better measurement and control over who sees your ads and how frequently.
But to truly understand the full array of benefits advertising on connected TV platforms offers, stay right where you are and get comfortable!
Highly Measurable
It can be challenging to track traditional linear TV advertising. It would help if you launched a campaign that you think is fantastic and then wait to see the results. On the other hand, CTV advertising gives you access to real-time metrics that demonstrate whether you’re on track to meet your objectives.
As a result, you can focus on your goals much more intensely while giving customers a more natural and intimate ad experience. In addition, as you gather new information and learn more about your audience, you can continuously improve your ads and modify your message.
Plays Well With Others
CTV is a potent tool when used alone, but it excels when combined with other forms of media. Therefore, advertisers should constantly consider CTV’s position in their overarching marketing plan.
The traditional trio for your campaigns involves utilizing native, display, and video. And while we typically imagine television viewers to be glued to the screen, in reality, many also use their phones or the internet simultaneously.
As a result, most people who watch OTT content do so on two screens. By this, it is meant that they tend to content on one screen while browsing the web on a computer or mobile device.
The benefits of advertising on connected TV platforms as part of a more extensive, comprehensive campaign are used explicitly by wise advertisers to take advantage of second-screen viewing behavior.
By interacting with users across platforms, you can draw in viewers who might be checking other gadgets while watching television. Similar content distributed across various devices will increase the likelihood that viewers will see your advertisement and take action.
Direct, Targeted Advertising
Large, loud messages delivered through a select few prominent mouthpieces are the foundation of a traditional advertising strategy for reaching audience members. However, CTV advertising platforms allow you to get a wide range of people via interconnected channels simultaneously.
This suggests that you approach a client when they are eager and prepared to learn more about your product or service. For instance, they may discover you on their preferred platform while watching a show that they recommended. Your advertisement’s message resonates louder thanks to this feeling of intimacy.
Relatively Great Value
If you wanted to reach a specific market with traditional linear TV advertising, you could spend up to $150,000 on a 30-second TV commercial seen by a national audience. Furthermore, if your product has the potential to generate high margins while appealing to millions of consumers, the risk might be worthwhile.
However, traditional TV advertising will be much more difficult if you want to sell something to a more specific audience, especially with whom you want to interact closely.
You can use connected TV advertising to identify a target audience from an existing list, such as people who like your brand on social media, or to create a lookalike audience. This allows you to achieve your goal while spending far less money.
No Cookies!
CTV does not use cookies, in contrast to web or mobile advertising. Instead, it uses IP addresses, device IDs, and other first-party data to target specific households and users. Marketers now have a future-proof hedge given the impending cookieless marketing future.
Reach The Right Markets
A growing number of people are choosing to stream their media from CTV. People watch more movies and TV shows than ever on Netflix, Hulu, or Amazon Video.
The opportunity to profit from this exciting advertising strategy is enormous. The proportion of CTV many advertisers include in their campaign strategies is typically relatively low. This means that this is a versatile and open advertising market.
Even though most homes have standard cable packages, some only have CTV. These are locations where the only way to watch television is through CTV and other streaming devices.
This trend of CTV-only homes is naturally attracting younger viewers. More than 80% of millennials and members of Generation Z use CTV. Future advertising looks bright in the light of this.
Cost-efficiency and flexibility
Traditional TV is connected TV’s main rival, but connected TV offers more features, flexibility, and a range of access options at different price points. Depending on their needs, CTV marketers have various pricing options, including CPM (cost per metric) and CPCV (cost per completed view).
