As marketers, we often look for ways to drive awareness and engagement with our products or services. Television is one of the most effective tools in our toolbox, offering advertisers a way to reach large audiences with their message — but it’s not without its challenges.
The rise of connected TV (CTV) technology has revolutionized ads on TV by introducing dynamic targeting capabilities, increased measurement options for performance tracking, and more immersive media formats such as interactive video ads.
In this blog post, we’ll explore how connected TV makes it easier than ever before to create effective campaigns which can take your brand from an unknown entity to a household name!
The Benefits of Connected TV Advertising for Brands
CTV advertising provides several benefits for advertisers.
First and foremost, it is more cost-effective than traditional TV advertising. Connected TV advertising is charged on a CPM (cost per mile, or the cost per thousand impressions) basis, so you only pay for the views you receive.
Also, it provides advanced targeting options. Connected TV enables advertisers to target audiences based on demographics, interests, geography, and behavior, making the advertising more impactful.
With CTV advertising, you can track the performance of your ads in real time. Advertisers can track the impressions, clicks, views, and conversions. This enables advertisers to optimize their campaigns and analyze which aspects of the campaign are performing well, enabling them to create better-performing campaigns.
And finally, connected TV advertising can deliver higher engagement levels. Connected TV viewers are more likely to interact with ads or follow-up on a call-to-action since they are already using a device to do so. Advertisers can even create surveys, polls, and quizzes that give the viewers an active role in the advertising experience. Interactive ads deliver a high engagement rate and provide a memorable experience that viewers are likely to share with their peers.
How to Get Started With Connected TV Advertising
Getting started with connected TV advertising isn’t complicated. However, it’s important to know the different formats available before diving in. The most common formats are display ads, pre-roll ads, and interactive ads.
After you’ve selected which format is best for your campaign, it’s time to select the network you want to advertise on. Several options, such as Hulu, YouTube TV, Roku TV, and Amazon Fire TV.
Once you’ve selected your network, you’ll need to configure your ad campaign with your chosen targeting options.
Strategies for Making the Most Out Of Connected TV Ads
One strategy for making the most out of connected TV advertising is cross-device targeting. This type of advertising reinforces your message by displaying ads on both connected TV and mobile devices simultaneously.
Another strategy is sequential advertising, which displays a series of ads to a single viewer to build brand recognition and increase the chance of viewer interaction.
Creating ads that are contextually relevant to the content on a particular network or program increases audience engagement.
Creative Techniques For Setting Up Effective Connected TV Campaigns
Having effective creatives is paramount to connected TV advertising success.
Consider producing video content that is tailored to the short attention span of viewers. Keep messages short and clear with a strong call-to-action.
Consider employing humor or engaging visuals to catch the viewer’s attention.
Interactive ads also provide excellent opportunities for audience engagement. Building in interactive features such as polls or quizzes will not only keep viewers engaged but also provide valuable data for future marketing campaigns.
Understanding the Impact of Connected TV Ads On Audience Engagement
Connected TV ads significantly affect audience engagement.
By being less intrusive than traditional TV advertising, this kind of advertising provides a less jarring user experience. Viewers have a more positive experience viewing ads that are targeted to their interests and demographic information.
The advanced targeting capabilities of connected TV lead to better personalization, promoting better individual viewer relationships with brands, and higher engagement levels overall.
Connected TV advertising is revolutionizing the way TV advertising is done and the results are something that businesses, big and small, have to pay attention to. With a simple integration process and low cost, it has become increasingly accessible to businesses of any size.
Connected TV also provides excellent targeting capabilities due to its ability to identify viewers based on their interests and behaviors.
By tapping into data sources such as social media platforms and search engines, advertisers can reach a much more relevant audience at an affordability not previously available with traditional television advertising.
As technology continues to evolve, there is no doubt that connected TV will be at the center of the revolution in the coming years.