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Connected TV strategies for brand building

Advertising is changing at a rapid pace. From new digital channels that were never considered in the past, like gaming, to brand new and exciting digital opportunities like OTT and Connected TV.

Although OTT and Connected TV technology is not NEW, it sure has developed into something new for advertisers. Modern Connected TV advertising is now able to reach audiences in ways that were once not even imaginable and presents a unique opportunity for organizations looking to build their brand with new marketing ideas on a platform that isn’t yet crowded.

So, how exactly does a brand leverage Connected TV to build its brand?

1. Precision audience targeting

Accuracy in targeting is the fuel that drives any ad campaign from concept to success. Connected TV uses this same fuel when reaching the right audience and gets off on the right foot as it requires viewers to log into their accounts to start watching. This initial first step helps advertisers get even more data including postal code, language, viewing habits, online behavior, and interests to build out a detailed customer 360. This in-turn helps advertisers deliver personalized Connected TV ads.

This process of targeting can also work for retargeting viewers in a more advanced way when compared to programmatic advertising. With Connected TV brands can expect a higher rate of engagement by displaying retargeting spots specifically when viewers are on a Connected TV device.

Must have targeting capabilities -

  • Device type

  • Household ID

  • Time of day

  • CTV retargeting

  • First-party retargeting

  • Third-party retargeting

  • Lookalike modeling

2. Interactive videos on the largest screen in the house

Everyone knows video is king when it comes to advertising and marketing but think beyond traditional video spots. With Connected TV interactive videos become a reality on the largest screen in the home. Drive engagement by getting viewers to connect with your brand the same way they would on the web or on mobile. Use interactive features like scroll over, hover over, click, drag, and fun activities like quizzes to drive action. Don’t get left out and join the 17% of video marketers who plan to include interactive video in their 2022 video marketing strategy.

3. Embrace new ideas

There is a demand for digital entertainment outside of the subscription-based platforms like Netflix, and Disney+. To meet that demand platforms are teaming up with advertisers to help deliver content to the millions of Canadians that are starving for free content. This new opportunity presents marketers with a new channel to add to their marketing mix and a new set of tools to use on it. Tools like QR code advertising can help brands accelerate the customer journey by enabling consumers to find services and products faster from an advertisement.

OTT ads can also spill over to the world of gaming. By leveraging ad space on the streams of popular gamers brands can connect with the millions of Canadians who love to watch their favourite twitch, Facebook gaming, and YouTube gaming influencers.

If you’re ready to discover how Connected TV and OTT advertising fit into your marketing mix, check out this webinar on the Connected TV landscape in Canada and how brands are leveraging this ad-tech in a cookieless world.


Carlos Guevara is the Marketing Director at APEX Mobile Media and was the host of the podcast "In Search of Good Data." He has also helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data and modern marketing and advertising strategies.

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