Out with the old, in with the new—enter connected TV (CTV) advertising. With the abundance of streaming TV programs and platforms came the demand for innovative advertising. Advertisers need to adapt to new technologies in a world where more and more people have abandoned traditional cable TV and switched to watching TV content on streaming services.
How does connected TV advertising work? CTV advertising unlocks the potential for more interactive ads, personalized content, and the ability to connect with audiences in new ways. This guide will explore the potential of CTV advertising, including the advantages and challenges of different CTV ad strategies. Join us as we dive deep into emerging technologies and strategies for successfully implementing connected TV advertising.
CTV advertising has experienced exponential growth and adoption rates due to the popularity of streaming platforms and smart TVs, marking a shift from traditional linear TV. As opposed to linear TV advertising, CTV allows advertisers to reach broader and more diverse audiences.
Key players in the CTV industry include major streaming platforms like Netflix, Amazon Prime Video, and Disney+, along with ad tech companies like Roku and Verizon Media. In recent years, traditional TV networks have also entered the CTV ad space, either by launching their own streaming services or partnering with existing platforms, such as NBC Universal's Peacock.
Advantages of CTV advertising
Connected TV advertising offers several advantages, providing advertisers with the ability to reach a highly targeted audience and engage viewers in more interactive ways. It also allows companies to gather detailed data and analytics to measure the impact of their CTV ads.
CTV advertising provides highly targeted reach, allowing advertisers to better reach target audiences. There are different types of targeting that advertisers can focus on. Demographic targeting is when advertisers target their ads based on age, gender, income, and location, ensuring ads are shown to the most relevant audience.
Behavioral targeting is when advertisers use data on viewers' behavior to target their ads. This could include content preferences and viewing history. Local businesses often run regional campaigns through geographic targeting. TV advertising can also be targeted at specific times of the day or week to engage the right target audience.
Enhanced viewer engagement
Connected TV ads offer a more engaging experience for viewers compared to traditional TV advertising. CTV allows for interactive ads, such as clickable banners or video overlays. This allows viewers to engage directly by clicking on an ad to learn more. CTV ads often blend seamlessly with the content, creating a more enjoyable experience for the audience.
Another benefit of CTV advertising platforms is the level of personalization it offers. Based on unique user preferences, personalized ads are shown so viewers see content that is more relevant to their interests. Compared to traditional television, connected TV platforms typically have fewer ads per hour. This makes it more likely for viewers to pay attention to the CTV ads because they aren't bombarded with too many advertisements.
Measurable metrics and analytics
When it comes to TV advertising, robust measurement and analytics capabilities are key. CTV advertising provides access to detailed viewership data, including number of impressions, click-through rates, and completion rates. Advertisers can also gain insights into their audience's behavior and preferences to help refine targeting and creative strategies.
Measurable metrics allow advertisers to track the return on investment (ROI) more accurately by measuring the impact of CTV advertising on website visits and conversions. CTV campaigns also allow for A/B testing of different ad creatives or targeting parameters, helping you gain actionable insights into which strategies are most impactful.
Connected TV advertising doesn't come without its challenges. While there are multiple benefits of leveraging connected TV ads, obstacles related to ad fraud, privacy concerns, and user experience need to be considered.
Ad fraud and viewability issues
Ad fraud remains a concern in the CTV space, just as it does in digital advertising. Monitoring for fraudulent activity, such as fake traffic or spoofed apps, is vital for successful CTV advertising. Similar to ad fraud, there is a risk of bot traffic in connected TV (CTV) advertising.
By implementing anti-fraud measures and working with reputable CTV advertising platforms, advertisers can minimize this risk. Viewability is also a major concern. Work with trusted partners and use viewability measurement tools to ensure your CTV advertising campaign is viewed by real, human audiences.
When using a CTV advertising platform, ensure that data collection and usage are compliant with these regulations. Privacy regulations, such as GDPR and CCPA, require strict adherence to data protection laws, while connected TV advertisers must also prioritize data security to protect user information from breaches or unauthorized access.
In terms of privacy, user consent for data collection is key. Connected TV devices need to provide opt-in or opt-out options in regards to data tracking and targeted audience.
Ad blockers and user experience
Ad blocking is a common user tactic in mobile and online advertising. However, some streamers may attempt to block CTV ads as well.
The best way to combat this is to focus on the user experience and explore methods of making ads less intrusive. Irrelevant or repetitive ads can drive viewers to use ad blockers or disengage from the content.
Try taking a creative approach when developing advertisements for streaming services to capture viewer attention. Also, consider the length of connected TV ads shown to ensure they aren't too disruptive. When in doubt, keep it sweet and short.
Emerging technologies shaping CTV advertising
TV advertising has continued to evolve in recent years. With the introduction of connected TV, advertising comes emerging technologies. Programmatic advertising is one emerging trend shaping CTV advertising due to several benefits.
Not only does programmatic advertising allow for precise audience targeting but it also allows for real-time bidding for ad slots. This allows advertisers to optimize ad spend and placements to produce cost-effective campaigns.
Another major trend in video ads is creating interactive and immersive content. Examples of interactive ads include clickable ads, 360-degree videos, augmented reality (AR), virtual reality (VR), and gamified ads. As opposed to linear TV advertising, immersive ad forms tend to drive higher engagement by creating more memorable experiences.
AI and machine learning integration is another key trend shaping CTV advertising. AI algorithms can analyze viewer behavior to recommend relevant content and ads while also providing deeper levels of personalization. Machine learning can optimize ad spend, bidding strategies, and creative content to improve advertising performance. Advertisers who leverage these technologies can create more effective campaigns that resonate with viewers in the increasingly digital world of television.
Strategies for businesses
When developing your advertising and content strategy, consider how you can incorporate connected TV advertising into your marketing mix. Reach the segment of users with smart TVs by integrating CTV into your overall marketing strategy.
Ensure that CTV campaigns are integrated with other marketing efforts, including social media, email marketing, and website advertising. By harnessing multichannel marketing, you can create consistency while also expanding your reach.
Another key strategy to make CTV advertising work for your business is by creating content specifically tailored for CTV platforms. Ensure that your video ads are high quality and make the best use of smart TV large screens and high-definition capabilities. Leverage interactive ad formats and focus on creating content that is short, relevant, and valuable for optimal audience targeting.
To maximize the impact of a CTV ad, consider collaboration and partnerships. Collaborate with CTV platform providers and content producers to explore sponsorships or exclusive placements. You can also partner with data providers to access more insights for better targeting and personalization.
Video advertising can also greatly benefit from partnering with creative agencies or professionals. Consider collaborating with complementary brands in your industry to create co-brand campaigns or exclusive content.
The future outlook
The future of connected tv (CTV) advertising is promising and dynamic thanks to evolving consumer behavior and the potential for integration with other marketing channels. Consumer behavior is continually changing.
As more viewers embrace streaming TV and smart TV content, connected TV ads present the opportunity to engage with a growing and diverse audience. The future is likely to see even more viewers embracing streaming platforms, making CTV ads the primary TV advertising channel.
CTV advertising shouldn't exist alone. It's important to integrate CTV with other marketing channels. Here are some email marketing campaign examples to inspire how you approach a broader multichannel marketing strategy. The ability to seamlessly coordinate CTV campaigns with email marketing, social media, and other channels can enhance brand recognition and increase the impact of your advertising efforts.
Leverage the power of Mailchimp tools and services to help you navigate the evolving landscape of CTV advertising. With a full suite of email marketing, audience insights, integration and automation, along with analytics and reporting, you can unlock the full potential of CTV advertising on streaming content.