Making a Connection through Connected TV
Connected Television (CTV) came a long way in 2018. With 183 million CTV users in the U.S. alone, CTV is on pace to overtake traditional TV and become advertisers’ first choice. Advertising on CTV allows for premium, viewable, non-skippable, addressable and can be as precise and efficient as programmatic. As subscription numbers continue to plateau, CTV ads are the future.
WHAT IS CONNECTED TV?
Connected TV is a television set that’s connected to the internet and facilitates the delivery of streaming video content. Ad placements run on Connected TVs are typically bought and sold more like digital video. You are able to target Connected TV campaigns by age, household income, geography (zip codes) and behaviors like interests in private school education, age of children in household etc. You buy Connected TV based on impressions like a digital campaign and it is bought on a Cost per Thousand or CPM basis.
ARE YOU ABLE TO CHOOSE YOUR CONNECTED TV APPS/NETWORKS?
It may not be prudent or you may not be able to scale your campaign if you just want to buy a single network like HGTV streaming. However, it probably would make sense to buy based on categories like sports, news, entertainment, home improvement, health and fitness etc.
LINEAR AND CTV AUDIENCES ARE CONVERGING
Many consumers still have both a traditional cable or satellite package for their local channels and also add one or multiple streaming packages. However, the need to have cable or satellite to watch live events is no longer an issue. High profile live events can now be accessed via streaming services. Live streaming hours grew 65 percent between 2017 and 2018
POLITICAL CAMPAIGNS ARE ‘ELECTING’ CTV:
Political campaigns are turning to CTV because of the ability to reach the right viewers at the right moment. This unique ability bolsters ad effectiveness for political campaigns. Telaria and Cygnal found that viewers were more likely to be influenced on a voting decision when they watched a political video ad. Political ad recall is twice as high on CTV compared to desktop display.
CTV IN THE FUTURE
The amount of ad-supported CTV content will increase providing many more opportunities for brands to reach audiences. Over the next few years, agencies like Marketing Keys will create a dedicated CTV team to address this growing opportunity. TV-digital convergence is here so be sure you can navigate the new ecosystem. This is an area where hiring a firm like Marketing Keys or another one similar to help you navigate may make some sense.