Connected TV Advertising (CTV)

Are you reaching cord cutters with your advertising strategies?

The total number of cord cutters (customers who are opting out of cable) and their counterparts “cord nevers” (who have never paid for a network TV service) in the U.S. reached a staggering total of 56.6 million people by the end of 2017 (Techcrunch). However, the Video Advertising Bureau reports that there are 820 million connected video devices in use, and 70% of households with those devices have multi-channel subscriptions.

What does this mean for advertisers? A golden opportunity to get your messaging in front of targeted audiences on their terms — wherever and whenever they are streaming — and the ability to make adjustments in real-time based on market behavior.

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Benefits of Connected TV

Unlike traditional TV advertising, CTV advertising offers the ability to target audiences at a much more sophisticated scale, and to purchase TV ads within one second. Benefits include:

Target your buyer, not an entire household.

We can use geographic, audience, and device parameters for highly-specific, highly-effective purchases.

Measure performance, not publisher-side metrics.

Track the number of seconds someone watched a video ad, then show them a banner ad later on their phone if they watched the whole thing.

Respond to market behaviors in real-time.

Purchase ads within one second; make immediate adjustments to your audience or message and monitor the results to optimize performance.

Follow the conversions with refined attribution.

Leverage deterministic data to prove — not just assume — that someone who saw your TV ad later came on to your site with their laptop and purchased an item.

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What is CTV?

CTV stands for connected television. Anytime you use your Roku, Apple TV, or Google Chromecast, you’re watching shows and movies on CTV. If you’re on Netflix, Hulu, or Amazon Prime Video chances are you’ve watched on your connected device.

Who uses Connected TV?

CTV is a channel that’s experiencing explosive growth. According to the Nielsen Total Audience Report from June 2017, 69.5 million people are using CTV. That means a full 58.7 percent of U.S. homes have at least one internet-enabled device capable of streaming to a TV — a figure that grew 12 percent in 12 months (2016-2017). Most CTV consumers are young and more affluent, and there is a good chance that many of them are in your target market.

Here are some trends for you to consider when you’re thinking about CTV:

  • • Live TV ratings are consistently declining
  • • Connected devices, ratings, viewership, and consumption are increasing
  • • Streaming video on-demand is increasing
  • • 76% of Millennials currently stream on-demand TV
  • • GenX and Baby Boomers also increasing their online streaming
  • • More online platforms are becoming content providers

No matter where you are in terms of advertising, CTV may be the channel you haven’t considered — but should. CTV is the perfect approach for any business taking an omni-channel and targeted advertising leap.

Ready for an-easy-to-use CTV experience?