How Brands Can Leverage CTV in Integrated Marketing Campaigns

In today’s rapidly evolving digital landscape, brands need to stay ahead of the curve and adopt new advertising strategies to reach their target audience. One such approach is Connected TV (CTV) advertising, which offers a valuable component for integrated marketing campaigns. Let’s explore what CTV is, the market opportunity for CTV advertising, how to build content for CTV advertising, and the best platforms to use.

What is CTV?

CTV stands for Connected TV, which refers to any television that can be connected to the internet and access content beyond what is available through traditional broadcast or cable TV.

CTV has revolutionized the way people consume television content by providing a seamless blend of traditional TV and internet-based content. To better understand CTV, let’s break down its various aspects, including the devices, content, and user experience.

CTV Devices

Connected TV devices can be divided into three main categories:

Smart TVs: These are televisions with built-in internet connectivity and a range of pre-installed apps, allowing users to access streaming services and other online content directly on their TV screens. Popular smart TV brands include Samsung, LG, Sony, and Vizio.

Streaming Devices: These are standalone devices that connect to a television and enable users to access internet-based content. Examples of streaming devices include Roku, Apple TV, Google Chromecast, and Amazon Fire TV Stick. These devices often come with their own app stores and support a wide range of streaming services and apps.

Gaming Consoles: Modern gaming consoles, such as Xbox, PlayStation, and Nintendo Switch, also function as CTV devices, allowing users to access streaming services and other online content in addition to playing games.

CTV Content

Connected TV offers users a diverse range of content options, including:

Streaming Services: CTV users can access popular streaming platforms like Netflix, Hulu, Amazon Prime Video, and Disney+, which offer a vast library of movies, TV shows, and original content.

Live TV Streaming: Many CTV platforms also support live TV streaming services, such as Sling TV, YouTube TV, and Hulu + Live TV, which provide a selection of live channels, including news, sports, and entertainment.

Apps and Channels: CTV platforms often feature app stores that allow users to download various apps and channels, ranging from niche content providers to popular social media platforms like Facebook and Twitter.

On-Demand Video: In addition to streaming services, CTV users can access on-demand video content from various sources, such as YouTube, Vimeo, and content providers’ websites.

CTV User Experience

The user experience on CTV devices is designed to be intuitive, user-friendly, and customizable. Some key aspects of the CTV user experience include:

Personalized Content Recommendations: Many CTV platforms and streaming services offer personalized content recommendations based on users’ viewing habits, preferences, and interests, making it easier for them to discover new content.

Voice Control and Search: CTV devices often support voice control and search functionality, allowing users to easily find and access content using voice commands.

Cross-Platform Integration: CTV platforms often integrate with other devices and services, such as smartphones, tablets, and smart speakers, enabling users to control their CTV experience and access content across multiple devices.

Market Opportunity for CTV Advertising

The market opportunity for CTV advertising is immense and continues to grow as more and more consumers cut the cord and shift towards streaming content. According to eMarketer, CTV ad spending in the US is projected to reach $14.12 billion in 2023, up from $8.11 billion in 2020. This growth presents a significant opportunity for brands to reach their target audience in a highly engaging and personalized manner.

Key Factors Driving CTV Advertising Growth

Cord-Cutting and Streaming Adoption

As more consumers cut the cord and move away from traditional cable or satellite TV subscriptions, they are increasingly turning to streaming services and CTV devices. This shift in consumer behavior has led to a surge in CTV viewership, creating a vast and growing audience for brands to target with CTV advertising.

Advanced Targeting Capabilities

CTV advertising platforms offer sophisticated targeting options, allowing brands to reach specific audience segments based on factors such as demographics, interests, and viewing habits. This level of targeting enables brands to deliver highly relevant and personalized ads, resulting in improved ad performance and return on investment (ROI).

Improved Measurement and Attribution

CTV advertising platforms are continually evolving their measurement and attribution capabilities, allowing brands to better understand the effectiveness of their CTV ad campaigns and optimize their strategies accordingly.

Programmatic Ad Buying

The rise of programmatic ad buying in the CTV space has made it easier for brands to purchase and manage CTV ad inventory, streamlining the process and increasing the overall efficiency of CTV advertising campaigns.

Incorporating CTV Into Your Marketing Strategy

Benefits of CTV Advertising for Brands

  • Expanded Reach: CTV advertising enables brands to reach a growing audience of cord-cutters and streaming enthusiasts who may not be accessible through traditional TV advertising.
  • Higher Engagement: CTV ads typically have higher completion rates and engagement levels compared to traditional TV ads, as viewers are more likely to be actively engaged with the content they are watching on CTV platforms.
  • Greater Flexibility: CTV advertising offers brands greater flexibility in terms of ad formats, lengths, and creative options, allowing them to create more impactful and memorable ad experiences.
  • Data-Driven Insights: CTV advertising platforms provide brands with valuable data and insights on their target audience, enabling them to make more informed decisions about their marketing strategies and optimize their ad campaigns for better results.

Challenges in CTV Advertising

Despite the significant market opportunity and numerous benefits, CTV advertising also presents some challenges that brands need to address:

  • Fragmented Landscape: The CTV landscape is highly fragmented, with numerous platforms, devices, and content providers. This fragmentation can make it difficult for brands to navigate and manage their CTV advertising campaigns across multiple platforms.
  • Ad Fraud and Viewability: As with any digital advertising channel, CTV advertising is susceptible to ad fraud and viewability issues. Brands need to work closely with their CTV advertising partners to ensure that their ads are being delivered to real, engaged viewers and not being lost to fraud or viewability issues.
  • Standardization and Measurement: The CTV advertising industry is still in the process of developing standardized measurement and attribution methodologies, which can make it challenging for brands to accurately assess the performance of their CTV ad campaigns.

Building Content for Connected TV Advertising

When it comes to creating content for CTV advertising, brands need to consider the unique viewing experience and audience behavior associated with CTV. Here are a few tips for building effective CTV ad content:

Tailor Content to the Platform

Ensure that your ad content is optimized for the specific CTV platform, taking into account factors such as screen size, resolution, and user interface. This may involve adapting existing creative assets for CTV or creating new, platform-specific content that takes full advantage of the CTV viewing experience.

Focus on High-Quality Video

CTV viewers expect high-quality video content, so make sure your ads are visually appealing and professionally produced. Invest in high-quality production values, including crisp visuals, clear audio, and engaging storytelling, to create ads that stand out and capture viewers’ attention.

Keep it Short and Sweet

Attention spans are shorter in the digital age, so try to keep your ad content concise and to the point. Aim for shorter ad lengths (e.g., 15 or 30 seconds) that deliver your message quickly and effectively, while still providing enough information to pique viewers’ interest.

Incorporate Interactive Elements

CTV platforms often support interactive ad formats, allowing viewers to engage with your brand in a more immersive way. Consider incorporating interactive elements such as QR codes, clickable overlays, polls, or quizzes into your CTV ads to encourage viewer engagement and drive deeper connections with your brand.

Leverage Data for Personalization

Use audience data to create personalized ad experiences that resonate with your target audience and drive better results. By leveraging data on viewer demographics, interests, and viewing habits, you can tailor your ad content to better align with the preferences of your target audience, leading to more relevant and engaging ad experiences.

    Best Platforms for Connected TV Advertising

    Several platforms offer CTV advertising opportunities, each with its own unique features and targeting capabilities. Some of the best platforms for CTV advertising include:

    • Roku: As one of the leading streaming platforms, Roku offers a wide range of advertising options, including display ads, video ads, and sponsored content.
    • Hulu: Hulu’s advertising platform allows brands to reach a highly engaged audience with targeted video ads and interactive ad formats.
    • YouTube: With its vast user base and advanced targeting capabilities, YouTube is an excellent platform for CTV advertising, particularly for brands targeting younger audiences.
    • Amazon Fire TV: Amazon’s CTV platform offers brands access to a large and diverse audience, with advertising options including video ads and sponsored content.
    • Apple TV: Apple’s premium streaming platform offers a variety of advertising opportunities, including display ads, video ads, and app sponsorships.

    Pitfalls to Avoid When Buying CTV Advertising

    When buying CTV ads, there are certain pitfalls that advertisers should avoid in order to ensure a successful and efficient campaign. Some common mistakes to avoid include:

    Buying Fraudulent Ads

    Ensure that you are working with reputable partners and avoiding fraudulent ad inventory. Many sellers claim to be buying from publishers directly, but this does not guarantee the absence of fraud. Be vigilant and work with trusted partners to minimize the risk of ad fraud.

    Focusing Only on a Few Platforms

    Although Roku and Hulu are popular platforms for CTV advertising, limiting your campaign to just these platforms may not provide the best reach and results. Diversify your CTV ad buys across multiple platforms and devices to maximize your campaign’s effectiveness.

    Ignoring Frequency Capping

    Oversaturation of ads can not only waste your budget, but also diminish the consumer experience with your brand. Ensure that you have proper frequency capping in place across your entire media mix to prevent ad fatigue and maintain a positive brand image.

    Lack of Personalization

    Failing to leverage audience data for personalization can lead to less relevant and engaging ad experiences. Utilize the available data to create personalized ads that resonate with your target audience and drive better results.

    Not Addressing Internal Knowledge Gaps

    Marketers often struggle with internal knowledge gaps related to CTV adoption, organizational buy-in, and measurement capabilities. Invest in education and training to ensure your team is well-equipped to navigate the complexities of CTV advertising.

    Is CTV Advertising Right for Your Brand?

    CTV advertising offers a unique opportunity for brands to reach and engage their target audience in a highly personalized and immersive way. To maximize the potential of this rapidly growing channel, we encourage you to reach out for more information on CTV advertising strategies and best practices.

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