There are numerous ways for people to stream their content, whether on the go or at home. Connected TV or CTV is a device that is connected to the internet and lets viewers stream music and videos and access the internet. CTVs allow people to use apps such as prime video and Amazon Freevee to view streaming content.
Since people are streaming shows across different devices and services, companies should consider how to reach those clients. CTV advertising can help with that.
Connected TV advertising is a type of digital marketing that pops up within streaming content. For instance, it comprises ads displayed alongside television shows and live streams viewed on streaming gadgets. Another good example is interactive ads that are displayed to specific audiences and comprise actions to be taken.
How connected TV advertising work
With connected television advertising, ad purchasing isn’t based on channels or air times. Instead, connected TV ads are aired one after the other based on the specific audience watching the program. The benefit here is that you don’t have to presume which shows your audience is watching. In its place, you can build your target audience depending on the demographics and behavioral signals and serve the ads to specific viewers.
Connected TV advertising operates by delivering targeted advertisements to viewers streaming content through internet-connected TVs. These ads are served through platforms like Roku, Hulu, and Amazon Fire TV, allowing advertisers to reach audiences precisely and effectively. By leveraging advanced targeting capabilities, advertisers can tailor their messages based on demographic, geographic, and behavioral data, maximizing engagement and ROI. Connected TV ads offer unparalleled flexibility and reach, enabling brands to connect with their target audience in a highly engaging and measurable way, revolutionizing the landscape of TV advertising.
Tips for identifying specific viewers
Cross-device watching is the best way to serve ads. It allows you to identify clients across different connected gadgets. Cross-device matching utilizes digital footprints on PC, smartphones, connected televisions, and tablets to identify specific views and serve them the ads.
There are two methods for identifying specific audiences using cross-device matching.
- Probabilistic matching: this identifies the audience based on several connected devices showcasing the same behavior. A good example is some using similar WIFI connected across gadgets.
- Deterministic matching: this method identifies views depending on the common logins across different gadgets. An example is when people log in to the same service, such as Netflix, connected TV, or phone.
Difference between TV ads and traditional commercials
Connected TV ads feel and look like television commercials, but they’re sold, bought, and delivered in a different way. With traditional TV ads, marketers buy ad spots at allocated times and designated channels during specific programming. The advertisers choose ad purchases depending on the makeup and size of every program’s viewership. Media companies use the GRP(Gross Rating Point) to determine the number of individuals from the preferred audience who will watch the program.
Benefits of connected TV advertising
CTV ads help companies reach target audiences where they’re getting content. It’s a type of digital marketing that can grow brand reach beyond buyers in online or physical stores to people viewing a contact in various places on sites. By considering these audiences, vendors and advertisers can expand their reach.
While the lines between conventional and digital view consumption is getting blurred, advertisers are battling to find the best tactic to reach the wide fragmentation audiences. Some advertisers see this as the binary choice between storytelling prowess and leveraging the huge audience of conventional television. It also harnesses the targeting precision and tracking abilities of digital videos. However, connected TV ads offer you both as it allows you to match the effect of linear TV ads with the precision of digital marketing.
