Connected TV advertising allows advertisers to deliver targeted ads to an engaged audience through internet-enabled TVs and devices at lower costs as compared to traditional TV advertising. CTV advertising offers enhanced audience targeting, integration of interactive rich media ads, detailed analytics, and a growing audience base.
According to a survey, roughly 88% of US households own at least one CTV device. The increasing adoption of connected TV devices has completely changed the way advertisers engage their audiences. With this shift towards on-demand streaming services, connected TV advertising has emerged as a useful tool for brands. Offering precision targeting, well-defined audience segments, detailed performance metric measurement, and real-time ad optimization, advertising across the top CTV platforms has become a crucial part of any marketing strategy. Here is more on why advertisers must add CTV advertising to their arsenal.
What Is Connected TV Advertising?
Connected TV advertising is a form of digital marketing, which involves serving display, video, or rich media ads to viewers who are streaming video content through a connected TV device. Today, most viewers are either “cord cutters”, who have shifted from traditional cable and satellite TVs to CTVs and streaming platforms, and “cord nevers”, who have never had cable or satellite TVs. With a majority of the audience consuming video content through CTVs, it makes sense for brands to follow them there. Top CTV platforms offer more precise audience targeting and personalized ad experiences, leveraging well-defined audience segments created on the basis of first-party viewer data collected by the platforms. CTV advertising allows for more detailed performance metrics, which offer actionable insights for more efficient ad spending in the future.
Top 5 Benefits of CTV Advertising
CTV advertising has a number of benefits to offer, but in order to maximize the advantages you get for your digital ad campaign, it is important to choose the right CTV advertising platform, which offers advanced ad creation, scaling, and management capabilities, including an easy-to-use rich media and video ad builder. Top benefits of including CTV advertising in your marketing strategy include:
Expanded Reach
In recent years, there has been a significant rise in the availability and demand for streaming services and smart TV adoption, because of which, CTVs have become intrinsic to consumers. CTV advertising allows brands to tap into this growing audience base to reach their target demographic on a wider scale.
Enhanced Targeting Opportunities
CTV advertising offers opportunities for precise audience targeting. Linear television advertising used to rely on broad demographic-based segmentation, but with CTV advertising, advertisers can leverage advanced data analytics and audience insights that are derived from first-party data. This allows brands to tailor specific messages to deliver to audiences with specific interests, behaviors, and demographics.
Increased Engagement
With CTV, viewers have more control over the content that they are consuming. They have the freedom to choose what they want to watch and when. With the level of engagement offered by CTV, audiences tend to be more receptive to ads. CTV offers viewers a more interactive and immersive experience. Advertisers also have the flexibility to choose from a range of ad formats, like display, video, and interactive rich media ads.
Quantifiable Results
CTV provides comprehensive performance metrics and analytics that can be tracked by advertisers to better understand what is working and what is not. This allows for data-driven decision making for maximizing ROI.
Cost Efficiency
Compared to linear TV advertising, CTV advertising is much more cost efficient. CTV advertising also allows advertisers to specifically target their desired audiences, which helps optimize ad spending and reduces wastage.
The benefits of CTV advertising can help brands future proof their marketing strategies.
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