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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.