What is CTV Advertising?
CTV advertising is a highly effective marketing strategy for any size of business. It’s great for building brand awareness, promoting products, and maximize sales & revenue.
Streaming services offer more and more consumers a variety of channels to watch whenever they please, without the need to pay on a monthly basis. CTV advertising is a targeted, interactive, and measurable form of advertising that has allowed companies to say goodbye to old-school forms of advertising that are ineffective.
The ultimate benefit of this form of advertising is that it will have a higher chance of reaching your target customer because it is highly-targeted and doesn’t receive any screen time limitations. The worst thing that can happen to a TV commercial is for it to never make it on the air.
By targeting a specific demographic and making sure the ad doesn’t show during inappropriate viewing times, your company will have a higher chance of reaching its target customer.
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CTV Advertising Examples
CTV (Connected TV) advertising has gained traction over recent years as a way to reach people on a digital level. It is an extensive form of advertising that shows up when someone is streaming content.
Examples of these include ads appearing alongside TV shows or live streams viewed on streaming devices.
Additionally, interactive ads are tailored to reach a particular audience and encourage them to take certain actions.
CTV has become increasingly popular in recent times as they serve as an ideal way to stream video content. Different types of Connected TVs are available in the market such as Xbox, Playstation, Roku, Amazon Fire TV, Apple TV and more.
Thanks to Connected TV Advertising (CTV), any size business can promote on TV now. The rise of CTV advertising drives customers to research your business and buy your products.
By placing your business in original content, you increase your brand awareness by 58%.
Connected TV offers a better advertising experience than traditional TV by targeting the customers that matter to your business the most.
It allows brands to use creativity in designing ads that are targeted towards the viewer’s age group, geo-location, and interest without disrupting the viewer’s experience.
Over-The-Top TV (OTT) vs Connected TV (CTV)
OTT, short for “over-the-top,” is used to describe video content that is delivered through non-traditional TV networks such as cable or satellite. This way of delivering media has become more and more popular in recent years.
OTT providers such as Netflix offer different subscription packages, but unlike Hulu, Netflix hasn’t always included ads. However, in 2023, Netflix started to let corporations insert ads into their content.
OTT advertising is one of the most cost-effective ways of getting your message across to thousands of people.
Video ads, in particular, are the go-to approach for advertisers on over-the-top (OTT) services and can be had at very reasonable prices compared to satellite & cable TV.
Apart from that, some OTT apps also feature pop-up ads and content sponsored by companies.
We use CTV to access OTT services such as Hulu and Netflix. Join our free course to get a detailed look at what CTV means.
Check out these Connected TV articles:
What is streaming TV?
STV is an innovative technology that provides digital access to a variety of video content over the internet. You can watch pre-recorded and live TV shows, movies, news reports, sports events and more using this service.
It eliminates the need for physical cables to stream media content.
STV is making great progress and is gaining popularity amongst both cord-cutters and those who use traditional TV. The user base of STV keeps expanding with each passing day.
With the rapid growth of streaming content, it presents an attractive opportunity for advertisers to reach wider audiences.
Video advertising is easily accessible on multiple platforms such as smart TVs, computers, mobile phones, gaming consoles, and even on devices like Fire TV Stick.
STV, also known as OTT (Over the Top) TV, refers to programming or live streams that are watched over the Internet.
It encompasses popular shows, films, and other content. OTT (Over-The-Top) and CTV (Connected TV) are different in that the former refers to the content accessed and streamed over the internet rather than via traditional cable or satellite providers.
To view the content, you need a device such as a gaming console, Fire TV, Roku, or smart TV. This is the foundation to understanding the question what is CTV advertising.
Common marketing challenges solved by CTV Advertising
CTV advertising is not just about a large number of viewers it can bring, but also offers several other advantages.
Many marketers are transitioning to CTV advertising, and for a good reason. CoLab Media Consulting’s research shows that this is a logical choice as it helps strengthen its marketing strategies.
The decision to invest in this new market comes down to a smart approach toward marketing.
CTV Advertising is evidently a great way to reach your target audience.
It also ensures that you get the most out of your ad spend and increase the chances of conversions.
46% believe it provides advanced audience targeting opportunities, 45% state that it optimizes ad spend efficiency, whereas 43% attest to its capability of driving higher conversions.
Although the traditional workday has become more flexible, it doesn’t guarantee that modern households can take advantage of it. With this new freedom, however, comes the potential for a better work-life balance.
Linear media programming typically happens from 6 pm to 10 pm when more people are likely to tune in.
This is also the most expensive time for advertising because it’s considered prime-time TV viewing. There is usually more leeway now when it comes to today’s workday, making it possible for households to gain a bit more freedom.
What is the Benefit of CTV?
Traditional TV advertising has been traditionally restricted to businesses with deep pockets due to its high cost. However, the emergence of CTV media platforms has brought down costs significantly and enabled companies of all sizes to advertise their products/services.
CTV Advertising has revolutionized the entire advertising sector by providing a cost-effective and efficient method to reach out to target audiences, irrespective of budget. It has opened up immense possibilities for advertisers around the globe.
CTV offers businesses more room to play in terms of how they want to use their advertising budget. It offers various options to target audiences and maximize ROI.
It’s an ideal solution for small businesses or startups who need to expand their customer base at minimal expenditure. Established companies, with significant budgets, can use it to reach more targeted audiences with a more economical spending plan.
CTV advertising allows you to measure the success of your campaigns with ease; you can easily track and assess results. This provides better insights into how effective your campaigns are, letting you make the necessary changes or optimizations for better returns.
CTV ads offer in-depth data that enables you to analyze the success of your campaigns and increase your returns on investment. This helps to maximize the effectiveness of each campaign and improve ROI over time.
CTV advertising offers a great way to reach more of your target audience, at an affordable cost and with measurable results.
With the ability to precisely target the right people, you can easily achieve your business objectives & growth, all while staying within your budget. The combination of lower costs and improved precision makes CTV an ideal option for marketers.
Summing up, it’s clear that CTV advertising is gaining traction and proving to be very effective in achieving desired outcomes.
With the right strategies and precise targeting, businesses can leverage this marketing channel to create a considerable impact on their bottom line.
Connected TV advertising is one of the most powerful digital marketing channels for 2022, getting the bulk of attention from marketers.
A large portion of marketers across the globe are investing significantly in CTV advertising to further enjoy better conversion rates and spending efficiency.
If you have only been using linear TV advertising, now is certainly the right time to consider adding CTV to your strategy.
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The main difference between the two types of ads is that CTV advertisements are usually shorter than long-form ads. What is CTV advertising? That’s the power of what CTV advertising can do for your business.
What is CTV advertising? The term “CTV” stands for “Connected TV”. CTV is the acronym for what CTV advertising stands for.
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