The Rise of Connected TV Advertising: Why Marketers Should Pay Attention

Connected TV advertising is the new normal for businesses that want to engage with the target audience to get more leads, conversions and sales. CTV is everywhere in our homes, bedrooms and offices. What is connected TV? It is an abbreviation for Connected Television, it can be a television or any display that connects to the internet to provide streaming services.  Examples of connected TVs are internet-connected TVs, consoles, and Smart Displays. So, smart devices that allow content streaming can be called connected TV. In this blog, you will get to know the relevance of streaming TV advertising and how does CTV advertising network. 

What Is CTV Advertising?

What Is CTV Advertising? Connected TV advertising is ad displayed on the television or smart display that has internet access and lets people stream content in various formats. Specific streaming platforms such as Netflix and Roku are also used for OTT CTV advertising. When comparing CTV vs OTT advertising, it’s important to note that these connected TV advertising can be traditional ads, engaging commercials or tailored ads to meet the diverse needs of the target audience. What kind of ad you have created will be displayed in between streaming content. 

Why CTV advertising is important?

• The video landscape is increasingly growing at a rapid pace and used by digital marketers and businesses alike
• Real-time targeting makes CTV advertising the best option available to businesses. 
• Advancement of new technologies for OTT CTV advertising
• Digital content has a high demand over the content readily available on traditional television
• CTV advertising provides limited engagement options

The OTT CTV advertising ecosystem

OTT CTV advertising is expanding and consists of devices, streaming platforms and advertising applications. 

The Device – It can be any device with internet connectivity. Perhaps a Roku stick for your television or SmartTV in your home to conduct CTV marketing. 

The application – Streaming content applications are available to choose from such as Amazon Prime, Netflix, Disney+ Hotstar and  Roku.

The platform – various operating systems can serve as a good platform to stream advertising using several applications. 

Various Ad Formats

In CTV marketing, various ad formats are available to choose from and you can pick the most suitable one for your business offerings. These ad formats ensure that the business gets adequate attention through branding. Here, you can display ads at considerable length to elucidate why it matters to the audience. The interactive and visual appeal of CTV ads has great potential to move the audience to take the required action. Some of the CTV Advertising Examples can be seen online and you can learn from each and bespoke your marketing ad. 

• Linear video ads
• Programmatic advertising 
• Companion ads
• Audio ads

While creating a connected TV, you need to consider CTV marketing ad specs such as file resolution and file type, rate for frame, video and audio quality and file tags to deliver the best for your users. 

How can you target the audience in OTT CTV advertising?

You may wonder what is CTV Advertising targeting looks like. Using data from various sources helps in targeting and most of this data is provided in bits or segments based on consumer demographics. 

• Using third-party data to get insights about your target
• Using your data or first-party to get insights about your target audience
• IP address targeting – Bespoke and relevant ads can be displayed for the end-user by tracking their IP addresses. 

Streaming TV advertising best practices

To get the maximum out of the CTV advertising platforms, you need to adhere to the industry’s best practices. 

• High-quality videos – You need to incorporate the best high-quality videos in your CTV ads. 

• Advanced Targeting – Advanced targeting is not only possible in digital marketing but connected TV ads. 

• Research about your audience – Researching your target audience is key to success.

• Include interactive elements – Inclusion of interactive elements in CTV ads.

• Measure and optimize – measuring the ROI and optimising ad content as per the insight is a plus

• A compelling call to action – A compelling and relevant call to action is the best thing you can ever do. Put CTAs grabbing enough to make the action. 

The Benefits of CTV Advertising

• Audience-based targeting – You can easily target an audience based on context, the time of the day they watch content and from which device they use. Moreover, interests, buyer persona, demographics and behaviour are other attributes you can look into. 

• Real-time Data

Real-time, instant feedback is essential for successful CTV ads. The information on who watched your ad and from where and time of the day are real metrics to get timely data about your creative. 

• Spontaneous campaign

A spontaneous campaign is the biggest plus of connected TV ads. If you want to make any changes or additions to your ads, within a flick of time it is possible. 

• Well-integrate with other strategies

All CTV ads better integrate with your overall marketing efforts. You will get more ROI and an increase in leads and conversions. 

• Increased Return On Investment

ROI can be increased if you target the right audience and create entertaining CTV ads. Your ad must be personalised and specific to the point with the help of IP-based targeting. 

• High chance of completion of video ads

Every video gathered for connected TV garners the adequate attention it deserves. Engaging land quality long from content on streaming platforms encourages viewers to watch ads in between to the fullest. 

• Cost-effective 

CTV ads are cost-effective if you build a budget and bidding strategy. First, you need to have a budget for testing and should have a budget for cross-platform.

You get a picture of what is a connected TV and why OTT CTV advertising continues to make a lasting impact on how people respond and purchase products or services. Every household owns at least one-of-a-kind CTV so an investment in CTV ads will not be in vain as opposed to TV vs OTT advertising. Besides, the use of streaming content is increasing day by day. Using the expertise of connected TV advertising companies, your business can also use this new medium of advertising and get maximum conversions and sales.