What Is CTV Marketing?
Using connected TV, or CTV, advertising, marketers can place advertisements on smart TVs and other comparable platforms that offer streaming and internet content. With improved tracking and analytics, its reach is comparable to that of traditional TV advertising. That’s only one aspect of what Kirsten van Rooyen, Head of Video Strategy at Superside, says will continue to make it a potent marketing tool in 2024.
Do you currently have a cable subscription? As it happens, the response to that query is similar to tossing a coin. Slightly less than half of American households—60 million or so—pay for television. Thus, it makes sense that all of the advertising funds that were previously allocated to cable television are now being directed elsewhere. It won’t all go to social media advertisements or other platforms, either.
A rising amount of it is being sent to linked TV, or CTV.
What, then, is this emerging media platform? And how do you get first dibs on the deal? Superside’s Head of Video Strategy, Kirsten van Rooyen, shares her thoughts on this new advertising channel.
CTV Advertising: What Is Is
Any online or streaming content that is accessed through a smart TV or other similar device is referred to as connected TV advertising. This implies that anything viewed on a smart TV, including live broadcasts and classic cable shows, qualifies as CTV.
When it comes to the end user, commercials on cable TV are not too dissimilar from those they saw during commercial breaks in their favorite TV shows.
For marketers, however, the rules are entirely different. Planning CTV commercials requires you to consider certain details regarding the format and target audience, in addition to the differences between buying and maximizing ad space.
Films starring Ryan Reynolds, a well-known Hollywood actor and MNTN Chief Creative Officer, are an example of CTV marketing for business-to-business (B2B) purposes. Ryan discusses how B2B marketers can use the company’s in-house CTV ad platform in these videos. After that, the advertisement is displayed on networks like Fox and CBS and well-known streaming platforms like Hulu and Sling TV.
What distinguishes CTV advertising from OTT advertising?
Broadly speaking, advertisements displayed on media services that are directly accessible via the internet, such as Netflix, Hulu, or YouTube TV, are referred to as over-the-top, or OTT, advertising. On the other hand, CTV advertising is the specialized placement of advertisements on smart TVs that make use of OTT advertising services. This implies that you explicitly consider how a CTV ad campaign will appear on TV when creating it.
CTV Advertising’s Five Advantages
CTV advertising is not just one more medium for brands to be concerned about. It combines the reach of TV advertising with some of the benefits of platforms like Facebook and Google Ads. It also offers special advantages.
1. The hour is early.
Have you ever wished you could have joined TikTok sooner? What about Facebook advertising? CTV may be the next big thing in video marketing to bet on if you missed the opportunity to get in early on these platforms. Even though cord-cutters have been doing so for years, advertising on these platforms is still in its infancy. Because Amazon recently added advertisements to Prime Video, you can now beat the rush. They will probably disclose additional upgrades as the year goes on.
2. More precise targeting
There is never 100% assurance that the TV advertising you purchase will reach your intended audience. Your advertisement will appear in front of whoever happens to be watching a specific program at that moment, regardless of the targeting details provided by a network. The exact targeting of CTV advertisements is similar to that of social media platforms, particularly when purchasing ads through firms like Amazon Ads.
3. Consolidated, or quicker, shopping
Although it’s still early, it’s possible that CTV may eventually feature integrated purchasing, much like what you can now do on YouTube and TikTok. What if you could include a link to your call to action directly within your CTV advertisement, just like you could on social media?
Even though CTV doesn’t yet offer integrated shopping, choosing a product is far simpler when viewing content on a smart TV than it is while watching traditional TV.
4. Streamlining
Do you know what CTV advertising can do that standard cable can’t? Gradually refine your advertisements. Generally speaking, whatever you provide them with when purchasing TV ad space is what airs. Typically, the data you receive back during the course of your campaign cannot be used to change your connected TV advertising. For those who are accustomed to purchasing internet advertising space, it may seem like a nightmare, but with CTV, you have the flexibility to alter your ads whenever you want.
5. Cross-device advertising
If you think that CTV advertising is limited to the features seen on a regular TV, think again. Content for smart TVs can be aired on a variety of channels and platforms, including gaming consoles and standalone streaming devices. 87% of US TV homes have at least one TV device with an Internet connection, and 62% of adults between the ages of 18 and 34 view video on TV every day via a connected device.
By employing this cross-device targeting strategy, advertisers can use the same streaming platforms across multiple devices. No matter which CTV device a user chooses for watching digital material, it is feasible to follow them when they switch between devices by using information like email addresses and device IDs. This guarantees a dependable and personalized experience.
How do commercials on CTV work?
The same crucial procedures that apply to any other channel also apply to CTV advertising campaigns. You plan out your campaign’s objectives, make the advertisements, and then purchase the ad space.
The major distinction lies in the manner in which that purchase is made, particularly in contrast to centralized ad providers like Facebook and Google.
How is CTV advertising purchased?
Purchasing CTV ad space effectively gives you three choices. Each can provide you with reach across various channels, varying costs, and frequently targeting distinct audiences. These three methods of purchase are:
Programmatic: This approach to purchasing CTV advertising entails using vendors who hold auctions to provide ad space across several platforms. You “bid” on individual ad spots, just like you would on Google Ads, and the supplier selects the winner in less than a second using an automated process. Unlike the other two approaches, these platforms are often only accessible to specific advertising partners.
Platform: You can purchase ad space directly from a platform like Roku, Xbox, or LG, eliminating the need to work with a programmatic vendor. This implies that your campaign will only appear on specific channels, which may work to your advantage in certain situations. For instance, an Xbox is a superior medium for delivering an advertisement campaign aimed at a specific age group of players than YouTube.
For CTV advertising purposes, any entity that offers an OTT service is considered a “publisher.” This covers services like DirecTV, iTunes, and YouTubeTV. Although campaigns with ad space largely purchased from publishers won’t necessarily be distributed through smart TVs and similar devices, this can provide you with a greater reach over several platforms.
Fifteen cases of CTV marketers
Are you unsure of where to begin when organizing your CTV campaign? These are only a handful of the companies from whom you can purchase CTV advertising space.
- Tatari Eskimi
- Comparative media
- Rok Moloco
- Android TV Fire TV
- Microsoft Xbox
- Amazon Prime Video Commercials
- Samsung
- LG
- Google Television
- YouTube Television
- The CW
- Play Google
Publishers, CTV advertising platforms, and programmatic suppliers are all represented on this list. Utilize it as a starting point for your CTV marketing strategy.
Advice to Remember When Running TV Commercials on CTV
Now that you are aware of the what, why, and how of CTV advertising, let’s discuss some considerations for campaign planning that Superside’s Head of Video Strategy can help you with.
Pay close attention to targeting
It’s critical to comprehend who your target audience is. CTV platforms frequently offer sophisticated targeting options based on demographics, viewing habits, and user interests. Ads can be made much more successful and engaging by being tailored to these traits.
Adapt your artwork fit the medium.
The creative approach and the ad style (such as interactive or video) should be customized for CTV audiences. Compared to mobile or desktop viewing, CTV viewing is usually done in a more relaxed setting on larger displays, therefore for advertisements to be effective in this setting, they must be visually striking and captivating. Consider your approach to TV: land the brand, have a call to action, and turn up the volume.
Utilize data to streamline your strategy.
Make use of the advanced analytics tools that CTV platforms offer. Metrics like view completion rates, engagement, and conversion are important to track since they provide insight into campaign efficacy and enable data-driven planning for future advertising campaigns.
Include CTV advertising in your campaign’s overall strategy.
Campaigns for marketing that are more comprehensive should use CTV advertising. Maintaining consistency among various platforms (such as social media, web, and mobile) guarantees a unified brand message and can enhance the whole effect of your marketing approach.
With Connected TV Advertising, Get in Early and Make It Big
CTV advertising combines the advantages of more contemporary advertising channels (like Google and Facebook ads) with some of the finest aspects of classic cable advertising, such as its reach. You may run a successful campaign as long as you implement the principles of online marketing and keep in mind the special features of the format.
However, just because you lack the necessary inside expertise doesn’t mean you have to give up on this channel. Superside offers CTV ad campaigns that consistently generate results and provides professional advise at any point in the campaign.
