Connected TV
and how it works
Connected TV advertising, often abbreviated as CTV, is a revolutionary digital marketing strategy that has gained immense popularity in recent years. As the digital landscape continues to evolve, understanding what CTV advertising is and how it works is essential for businesses looking to tap into this lucrative advertising channel. In this comprehensive guide, we'll delve deep into the world of Connected TV advertising, providing you with a detailed understanding of its mechanisms, benefits, and how it can be harnessed for your brand's success.
What is Connected TV Advertising?
Connected TV advertising, often abbreviated as CTV, is a revolutionary digital marketing strategy that has gained immense popularity in recent years. As the digital landscape continues to evolve, understanding what CTV advertising is and how it works is essential for businesses looking to tap into this lucrative advertising channel. In this comprehensive guide, we'll delve deep into the world of Connected TV advertising, providing you with a detailed understanding of its mechanisms, benefits, and how it can be harnessed for your brand's success.
How does Connected TV Advertising work?
Connected TV advertising operates through a series of intricate processes that ensure seamless delivery and engagement.
Here's a step-by-step breakdown of how CTV advertising works
Content Delivery:
CTV ads are served through streaming platforms, apps, and devices such as Smart TVs, gaming consoles, and streaming sticks. Advertisers collaborate with publishers or ad networks to display their video content on these platforms.
Audience Targeting:
One of the key advantages of CTV advertising is its ability to target specific audiences. Advertisers use a combination of location, demographic, behavioural, and contextual data to reach their intended viewers. This ensures that ads are displayed to individuals who are more likely to be interested in the product or service being advertised.
Ad Insertion:
During streaming, ads are inserted into the content stream at predetermined intervals. These intervals may occur before, during, or after the main content, depending on the ad format and publisher's policies. Advertisers can choose from various ad formats, including pre-roll, mid-roll, and post-roll ads.
Ad Tracking and Analytics:
CTV advertising platforms provide comprehensive analytics that allow advertisers to monitor the performance of their campaigns. Metrics such as impressions, clicks, view-through rates, and conversion tracking enable advertisers to assess the effectiveness of their ads and make data-driven optimizations.
The Benefits of Connected TV Advertising
Connected TV advertising offers numerous advantages for businesses seeking to expand their reach and engage with their target audience effectively
Key benefits of Connected TV Advertising include:
Precise Targeting:
CTV allows advertisers to target specific demographics, interests, and behaviors, ensuring that ads are shown to the most relevant audience.
Real Time Analytics:
Advertisers can access real-time data to measure campaign performance and make immediate adjustments.
High Quality Content:
CTV ads are often displayed alongside premium content, enhancing the viewer's overall experience.
Cross-Device Retargeting:
CTV advertising can be integrated with other digital marketing efforts, enabling cross-device retargeting for a cohesive brand presence
Exploring Connected TV Ad Types
Connected TV (CTV) advertising offers diverse ad types that cater to various campaign objectives. To make the most of CTV advertising efforts, it's crucial to understand the different ad types available and how they can benefit a brand's marketing campaign
Connected TV Ad Types:
Pre-Roll Ads:
Features:
Non-skippable
QR Code
Best Practices:
Short and sweet; typically 15 to 30 seconds.
Ensure a clear call to action (CTA) for viewers to engage
Use Cases:
Brand Awareness
Teaser Campaigns
In Detail:
In most cases, viewers cannot skip pre-roll ads, ensuring maximum exposure. This feature makes this ad-type ideal for brand awareness as they are effective for introducing a brand or product to the audience. It achieves this effectively by offering a sneak peek of upcoming product launches or promotions
Mid-Roll Ads:
Features:
Non-skippable
QR Code
Best Practices:
Keep short and to the point.
Ensure that the viewer's experience is not disrupted
Use Cases:
Product Placement
Message Reinforcement
In Detail:
Midroll ads are set to be more relevant to the content being viewed in an effort to drive a higher chance of recall and engagement through clear call to actions such as an on-screen QR code
Post-Roll Ads:
Features:
Non-skippable
QR Code
Best Practices:
Craft compelling & motivating CTAs.
Ensure the ad is relevant to the preceding content
Use Cases:
Lead Generation
Cross Promotion based on content watched
In Detail:
Post-roll ads often see higher engagement rates as viewers have completed the main content. Bundled with a clear call to action can lead to higher CTR
Overlay Ads:
Features:
Non-intrusive
High Visibility
Best Practices:
Visually appealing but not distracting design.
Ensure overlays are relevant to the viewer and content
Use Cases:
Provide non-intrusive info to viewers strategically
In Detail:
Overlay ads that play while content is being streamed making them the most non-intrusive form of advertising on Connected TV. However, this ad type only takes up a small portion of the screen and requires that the audience split their attention
Optional Companion Banner:
Use overlay ads in conjunction with video ads to reinforce messaging