What is Connected TV Advertising and Why Is It Helpful?
Aug 20, 2019 11:25
What exactly does Connected TV advertising mean for digital advertisers?
The truth? Some very big things indeed.
Being able to advertise your services to a huge audience can quickly become very pricey, especially in this day and age, where trying to capture the attention of the younger generation is even more of a challenge than ever before. How do you get through to your audience amidst all of the technological innovation going on in the world?
Connected TV is the solution to this - it gives advertisers a way of reaching these audiences. At the same time, it allows for the testing of ad creatives at smaller scales while preserving the bottom line.
What Does Connected TV Advertising Mean?
So, what is connected TV? Connected TV is TV run using the internet, being able to gain access to content not provided by your regular cable provider.
Advertising on these platforms means advertisers can show ads on a program-by-program basis on devices used for streaming (whether computer or mobile). These can be PCs, laptops, phones, tablets and more.
People using Connected TV typically watch programs on Over-The-Top (OTT) services such as Hulu, Amazon Prime, and Netflix. These types of services do not rely on a typical TV subscription.
Advantages of Connected TV Advertising
The nature of Connected means it is a completely different beast to your regular TV programming. However, these differences can translate to some pretty exciting advantages. Below are a few of the perks you might find but making the push to Connected TV Advertising:
Finding the Right Match
Linear television offers a variety of criteria by which advertisers can select potential customers.
However, the limitations of such targeting only allow advertisers to be so precise.
Connected TV Ads provide the opportunity to aim past more than just networks or shows. Data available to advertisers allows targeting of criteria catering to user personality.
For example, users fitting the category of a ‘techie’ might be targeted with appropriate ads. Essentially, many different segments can be reached on a one-to-one or one-to-many basis.
Keeping Audiences Focused
With traditional TV, viewers are able to avoid adverts by changing channels or simply leaving the room.
With Connected TV ads, users have to sit through the ad in order to get back to watching their favorite shows. The only time where this is not the case is with premium ad-free models.
Connected ads are also shown much less frequently than regular TV ads. These combined values mean that ads shown in this way benefit from higher engagement – also a result of viewers choosing what to watch rather than waiting to watch shows.
Stretch Your Budget
Digital Video Advertising is only getting bigger and bigger. Its impact is undeniable, but despite huge increases in the amount spent on these ads, advertisers don’t have to break the bank.
In fact, Connected TV ads can be used to test out various ad creatives, as well as combining these efforts with traditional advertising. Ad recall means consumers who see your ad across platforms are more likely to be engaged, bringing a quicker return on investment.
A Better Way to Advertise
Connected TV advertising offers a whole host of perks, with targeting and flexibility a step ahead of what advertisers can offer consumers via traditional broadcasting. With all of the benefits available, it would be well worth advertisers’ time to get connected. Keep browsing our blog for more tech-related info.
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