Promoting via CTV advertising has steadily gained popularity over the last ten years, but it has reached unprecedented prominence since the lockdown. Studies indicate that 56.8 million s across the US have joined connected TV – expected to increase to 62.6 million by 2025.
Younger generations are showing increased interest in CTV more rapidly than ever before. However, traditional satellite or cable subscriptions may slowly disappear from people’s lives as streaming services gain ground with each passing day. Budgets allocated towards television-connected advertising continue to increase rapidly – now becoming one of the preferred media purchasing methods.
As on-demand video consumption surges, marketers can take advantage of it with effective CTV marketing platforms. Here, we explore some such platforms used for connected TV ads; first, let’s cover some basic facts about OTT and CTV advertising, as they may soon become massive hits!
What Are Over-The-Top (OTT and CTV) Platforms?
Connected TV
Examples of connected TVs are streaming media devices like game consoles and Smart TVs such as PlayStation, Xbox, or Amazon Fire Stick, which support Internet connectivity.
Internet-connected devices allow users to watch videos instantly without waiting for the broadcast to air them.
Over-the-top OTT
Over-the-top (OTT) is often misunderstood as CTV. However, both forms of content streaming require internet services (rather than cable providers) to deliver programming to their viewers, over-the-top is distinct from CTV services regarding streaming media capabilities and availability.
Users must connect to the internet to stream content using an over-the-top model..
What Sets CTV Media Apart From Traditional Linear Television?
Both over-the-top (OTT) and connected TV (CTV) platforms are linked to the Internet, enabling them to deliver highly targeted ads effectively.
CTV and OTT ads differ from TV ads in that they can precisely target specific groups.
Content Consumption
Consumption of Content Through connected televisions and OTT devices, individuals can stream video content whenever they please; at the same time, traditional commercials for linear TV must only appear at specific times of the day.
So, any video streaming service can successfully generate revenue with ads like Netflix did, using them to monetize its content and make an impressive return on investment.
Ad Targeting
Internet-connected device users will enjoy targeted advertisements based on information about their target audiences. Unfortunately, linear television (traditional broadcast TV) did not permit such personalization – meaning all viewers saw identical commercials when watching an individual program.
What CTV and OTT platforms are used by advertisers?
Advertisers prefer CTV/OTT Ads Over Linear TV For Several Reasons
Capability to Recognize Target Audience
Advertisers can effectively reach their intended viewers using CTV and OTT TV’s data-driven approach to targeting viewers.
Campaign Information
Attributing ads on traditional television is nearly impossible, while with online video hedging platforms (OTT), their performance metrics and tools make the attribution much more straightforward and accessible.
This is in contrast to web traffic, which often features fraudulent schemes and schemes for brand protection. Thus, OTT content offers greater brand security.
Automation
Traditional TV programming purchase decisions depend on when and at what time a show airs; with an OTT platform, advertising can be fully automated, with advertising agencies able to establish precise timing, targeted messaging, and budget allocation preferences to make sure ad dollars are spent efficiently.
Six Insights About CTV Advertising Companies
Audience Targeting Expertise
Providers of Connected TV are adept at targeting specific segments of an audience by considering demographics, interests, and viewing habits – this allows advertisers to target critical groups with messages designed for maximum effect and resonance.
Cross-Device Integration
Connected TV companies have successfully implemented various innovative campaign optimization strategies to boost performance. Instead of simply throwing ads out there hoping they work best, Connected TV Companies utilize A/B testing strategies whereby different ads are tested against one another to see which performs more effectively with one goal: making advertising more impactful and driving more significant results.
Cross-Channel Integration
Companies specializing in Connected Television (CTV) advertising often provide comprehensive solutions that integrate CTV ads with various digital channels, including websites, social networking sites, and display ads – creating a unified marketing approach and strategy.
Creative Content Development
CTV companies strive to push the limits of their industry by crafting engaging, interactive ads, brand stories, and immersive experiences aimed at captivating viewer attention and leaving lasting memories with viewers. Their aim? Capturing viewers’ interest while leaving an indelible mark.
Measurement and Reporting Capabilities
CTV advertising firms offer powerful tools for analyzing and reporting. You can access live analytics in real-time, advanced methods of pinpointing where results originate from, and custom dashboards for report generation. CTV helps advertisers accurately evaluate campaign effectiveness and return on investment (ROI), providing valuable data for improved decision-making.
Ad Fraud Prevention
CTV advertising firms employ cutting-edge technologies such as Blockchain and Artificial Intelligence to combat advertising fraud. They regularly double-check to ensure advertisers’ money remains protected against theft – giving all stakeholders confidence that the advertising industry operates fairly and impartially.
CTV advertising has surged in popularity, especially post-lockdown, driven by millennial adoption and the decline of traditional TV. As on-demand video consumption grows, marketers can effectively leverage CTV platforms for targeted advertising.
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