Get the most out of CTV advertising

By Ken Zachmann

Connected TV (CTV) targeting has long been anticipated to revolutionize advertising.The rise of streaming services and the proliferation of smart TVs are leading more people to cut the cord and turn to CTV. This switch leads to many advantages, including the ability to target specific demographics.

The benefits of CTV advertising

With data from streaming services and smart TVs, advertisers can create highly targeted campaigns that reach the right audience based on content and timing. CTV technology tracks: – How many people saw an ad. – How long they watched it. – Whether they engaged with it. This level of engagement and overall measurement is essential for optimizing campaigns and maximizing return on ad spend.

Right now, CTV advertising is projected to increase by over 14% in 2023, according to the IAB. CTV ad spend that will likely exceed $26 billion in 2023 and $31 billion in 2024.

CTV brings unique ad opportunities

This rise of CTV reach has also led streaming services to develop new ad formats better suited to the environment. Interactive ads, for example, allow viewers to engage with the content and learn more about a product or service. These dynamic ad formats are proving to be more effective than traditional linear ads across both measurable engagement and conversion.

Target fraud-free and premium inventory

Until now, TV advertising offers minimal controls in the open exchanges to monitor where and within what content your ad is shown, leading to a slew of brand safety issues. With CTV targeting, you can work within CTV aggregators, allowing them to only show your ads in and around brand-safe inventory and to an audience with a higher propensity to engage and convert.

The data and identity-driven backbone of CTV advertising allow for: – Directly matching sales data with ad exposure data. – Getting deeper insights on the impact of CTV ads viewed on the path to purchase and overall campaign success.

Measurement and attribution

With CTV devices connected to IP addresses and other device IDs in the household, you can overlay viewership data with offline and online data. This lets you better analyze household make-up and create ad creative and messaging tailored to specific audiences.

Enriched viewership data

While we don’t know how CTV advertising will evolve over the next year or two, it’s clear that this format will be a significant area of growth for brands and marketers. CTV advertising is set to become an increasingly critical part of the overall advertising landscape for many years to come.

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