TV has changed and so has our consumption of entertainment.

What is Connected TV (Television)?

Connected TV (CTV) refers to any television set that supports streaming video content. They differ from typical television sets in that they can broadcast from the Internet, local stations, and cable TV. There are many types of CTVs such as Xbox, PlayStation, Roku, Amazon Fire, Apple TV, and others.

With the growth of connected TVs came new opportunities to reach audiences with CTV advertising, a type of programmatic advertising that is placed on any TV connected to the Internet, such as a smart TV.

Connected TV advertising opportunity

For marketing advertisers, CTV has become the key to a one-stop solution to further expand their reach and build their brand and marketing across their core audience. CTV advertising is growing rapidly as an opportunity to engage users by combining the benefits of programmatic advertising with the reach of TV.

Connected TV brings new opportunities for viewers to access all their favorite content in one place through Linear TV, OTT (over-the-top) and across all connected devices. This new era presents exciting opportunities for brands to reach a segmented audience.

7 reasons for deploying CTV advertising in your marketing mix

1. You have more control over your ads than on traditional TV

With Connected TV advertising, you have more control over who sees your ads and how often than with traditional TV. Unlike linear television, CTV allows advertisers not only to reach a growing audience, but also to choose who they want their ads to appear.

Platforms like Targetoo have precise targeting capabilities that allow for personalizing the advertising experience using data such as email addresses, language preferences, locations, and lookalike audiences.

Accurate, relevant segmentation translates into a more receptive audience that increases engagement and ultimately improves your ROAS.

2. Get to where your audience is

The best marketing campaigns are the ones that get consumers where they are and one of the best things about connected TV advertising is its reach. According to a report by CTV Innovid, 82% of households are expected to be connected to CTV by 2023.

People are preferring CTV over Linear TV due to better entertainment experience. A study by Statista shows that people spend an average of 1 hour per day in front of a CTV device.

The growing popularity of CTV makes it an ideal channel for brands to reach out to their target audience in an environment where they are more receptive and engaged.

Real-time advanced reporting

Advertisers only learn about the effectiveness of their campaign with traditional TV advertising after it has run for at least a month. Because Connected TV is a digital platform, you can obtain real-time reporting whenever you want.

The following are some of the most crucial CTV metrics to monitor:

  • Impressions

  • View completion rate

  • Reach

Advertising companies may examine and modify their campaigns in real-time to optimize and improve by having access to this kind of data.

Cost-effective CTV

You may get your advertisements on the big screen without spending a lot of money with connected TV advertising. Target audiences can be reached more affordably on this wide screen format because of CTV's flexibility in choosing a price structure, such as cost per metric or cost per view.

CTV also has an advantage in terms of lower impression costs as compared to other channels like the web or a single device. It is logical to suppose that users stream content with other people, giving advertisers additional views on each ad and lowering their cost per impression.

Higher rates of completion

Traditional TV ads allow viewers to change channels or skip commercials. CTV ads are unique in this respect because, by their very nature, they cannot be skipped and you must watch the entire ad to continue displaying content.

This is why CTV ads have a very high percentage of video completion (VCR) and 100% visibility. This case study can be seen from Targetoo and Holaluz, utilities that achieved 95% video completion using the strategies they implemented.

Differences made by the algorithm

Programmatic advertising focuses on buying and selling inventory in real-time using automated bidding software rather than manual negotiation. This process allows advertisers to more efficiently allocate their ad budget based on data and insights.

Algorithms have been developed and used to automatically purchase media space that meets predefined criteria in order to deliver the right ads to the right audience at the right time. The algorithm is optimized and "learned" for each campaign to give better results to future campaigns

CTV is promoting a performance campaign

Measuring performance with a CTV and improving the CPI / ROAS is not as difficult as it used to be. You can now always use MMP to track conversions from CTV ads, thanks to probabilistic attribution over IP.

As shown in this case study, CTV can also measure brand awareness by correlating spending on CTV campaigns with increased organic traffic.

Targetoo for CTV

Linear television is always part of the marketing mix for many advertisers, programmatic CTV advertising offers the added benefits of near real-time visibility and measurability.

Targetoo for CTV makes it much easier for brands to reach their target audience across a variety of connected TVs and configure and install their campaigns with their own budget parameters, goals, time of day, and region.

More of Targetoo's advanced reports give you the insights you need to understand how best to spend your budget:

  • Build and run custom reports to get the most actionable insights for optimization.

  • Combine over 350 variables in Targetoo's advanced reporting tool.

  • We use our time shift analysis to compare each key metric to any other time frame.

Connected TV is the new big screen! What are you waiting for? Contact us and request a demo with Targetoo.

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