Digital marketing is constantly evolving. Long gone are the early days of internet advertising when a banner ad was enough to generate interest in your brand. Today’s digital marketing strategists have a wealth of techniques to choose from, including social media, influencer marketing, and performance marketing.
The industry is heavily data-driven, relying on a wealth of first and third-party data to develop the perfect strategy for increasing sales and attracting new customers.
One of the newest digital marketing techniques is connected TV advertising. Connected TV (CTV) advertising is exploding in popularity, and more companies view it as a vital component in their marketing strategies. Here’s why.
Nearly Everyone has Access to Connected TV Services
A connected TV includes all devices that connect to the internet and can stream video content, like TV shows and movies. Smart TVs, tablets, laptops, smartphones, and gaming consoles are all devices that can stream connected TV content.
Most of us use connected TVs to stream our favorite shows, whether they appear through platforms like Netflix or Hulu or on national cable stations like ESPN and ABC. When consumers use connected TVs, marketers can reach them through targeted commercials that appear during a break in the programming.
Connected TV Supports Dynamic Advertising
One of the major shortcomings of traditional TV advertisements is the lack of personalization. It’s difficult to strategically reach individual customers likely to be interested in your company or brand.
You can air your commercial on programs your target customer base is likely to watch, and you can target specific age groups by selecting particular air times. For instance, you might reach stay-at-home parents who enjoy soap operas during the afternoon or capture a business audience during the Jim Cramer show.
However, traditional commercials aren’t practical for retargeting customers who previously shopped with you or visited your website.
With connected TV, marketers gain more control over the placement of their ads. They can dynamically advertise to people who share first-party data with them, like their email addresses. Limiting your advertisements to only those with a demonstrated interest in your company is possible.
Connected TV Advertising is Cost-Effective
As a performance marketing strategy, CTV advertising is more cost-effective than traditional television commercials.
You only pay for ads that achieve a specific objective, such as engagement from a consumer or a particular number of views among your audience. That’s a big deal for marketers who want to maximize the ROI of their advertising dollars.
In contrast, traditional commercial advertising is hit-or-miss.
You might pay to advertise your car dealership during a football game on your local CBS station, but there’s no guarantee that the audience will watch your ad or be interested in purchasing a car from you. It’s a cold form of advertising, much like a sales call that interrupts your morning breakfast.
It’s Simple to Implement
Unlike television commercials, creating a connected TV advertisement is relatively simplistic.
You don’t need to work with expensive video production companies or hire professional actors (although doing so can enhance the credibility of your ad). If you’re an amateur creator with decent video skills, you can create a connected TV ad on a shoestring budget and still achieve excellent results.
To create your video, you’ll need to know the specs of each platform on which you plan to air your ad. As long as your commercial meets the time limitations and complies with the visual requirements of the forum, you can easily share it with your intended audience.
In this regard, running connected TV ads is similar to creating video ads for your website and social media accounts.
It Offers Real-Time Measurements
It can take weeks to learn how a traditional commercial performs on cable. You could be spending the time you waste waiting and wondering how many households saw your ad to dynamically adjust a connected TV ad.
Connected TV ads offer similar metrics to a social media or PPC ad. You can monitor your audience’s size and engagement as it happens.
The real-time measurements allow you to tweak your ad quickly before spending too much on a commercial that isn’t delivering the expected results. You can adjust your intended audience’s demographics or behavioral characteristics at the touch of a button, something traditional commercials can’t compete with.
CTV Advertising is Here to Stay
While CTV advertising is new, that doesn’t mean it’s ineffective. According to connected TV statistics, nearly 90% of consumers want to see CTV ads, especially when they’re relevant to the individual’s needs.
As a cost-effective and efficient way to reach your audience, you shouldn’t ignore the benefits that CTV advertising offers.
Also read: Benefits of Using Solo Ads for Marketing