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Programmatic Omnichannel CTV - Targetoo
Advertising on CTV vs. Linear TV
When we talk about CTV advertising, we refer to advertising on a device (phone, tablet, laptop, TV and everything in between) which is consuming/watching content -on demand- from the internet. Please note that OTT (a popular phrase) is simply the delivery method and it implies content providers delivering their content outside of the normal internet-scope. Hence the term; ‘Over The Top’ (OTT).
When advertising on Linear TV (Cable), you are bound to the TV schedule and it’s respective ad-slots (commercial breaks). Advertising based on connected TV means you are serving (video) ads in specific content and based on (very) specific targeting options. This content is always ‘on-demand’, meaning the consumer has full control over what he/she is watching.
So, what are the actual benefits of programmatically advertising on Connected TV?
Advertising on TV can be described as ‘premium’ and (video) ads served on a TV embellish this. However, the pricing advantage (when compared to linear TV advertising) is huge.
Show your (video) ads to more targeted, specific groups of consumers.
Extended Reporting capabilities vs linear TV advertising.
Apply location targeting in your CTV campaigns.
Measure drive to store traffic.
Please note that the only approved video ads can be served on CTV. Logically, a retargeting campaign (based on the served video ad in CTV) can be rich media or a simple .gif (and everything in between).
Got a client who might wants to run a CTV campaign? Reach out, and we’ll share advise on campaign level and objectives.