Connected TV Advertising 101

According to eMarketer, Connected TV (CTV) will account for more than 20% of total programmatic video ad spending in 2022. In fact, 87% of the largest media spenders agree that CTV is a must-buy with ad spending to increase by 23% YoY in 2023 as stated in IAB’s 2023 Outlook Survey. 

CTV provides a meaningful way to engage customers where they choose to consume their content, and offers digital targeting precision combined with the high impact viewership of traditional TV for increased reach. CTV services have significantly grown in popularity over the past few years as traditional cable subscriptions have seen a sharp decline.

What is CTV?

ConnectedTV (otherwise known as CTV) is defined by the IAB as long-form, online content delivered via SmartTV or subscription-based video streaming services, such as Roku, SlingTV, Direct TV, OnDemand, YouTube, and other premium content providers.

Why should I consider adding CTV advertising to my marketing mix?

Data shows that more than 16 million Canadians use CTV to stream their favourite video apps indicating that Canadians are following the trend towards CTV being the preferred way to consume long-form content.

CTV ads are the perfect addition to a well-rounded, full-funnel campaign. In addition to brand awareness, CTV’s key benefit is offering integrated ad opportunities without disrupting a customer’s content experience. With the gaming community exponentially growing in size and demographic makeup in 2023, CTV will be an important tool to utilize to target this audience. Gamers spend nearly all their time on the TV streaming but with TV OEMs innovations, there are effective measures of reaching them through new advertising methods seamlessly integrated into their TV’s.

How to Get the Most Out of Your CTV Ad Placements

Audience Targeting & Measurement

CTV offers greater targeting capabilities than traditional, linear TV. Many standard and digital programmatic targeting tactics are available to reach audience segments, including:

• Contextual Targeting
• Device-Based Targeting
• Geographic Targeting
• Behavioural Targeting
• Demographic Targeting
• Household Targeting

Another key benefit of CTV ad units is the ability to display ads alongside streamed content, in addition to video and interactive units. These opportunities, combined with intelligent targeting, allow advertisers to track success metrics like:

• Brand Reach
• Scope of Audience
• Standard Video Metrics (VCR, CPCV, CPM, etc.)

Dynamic Creative

It’s important to consider immersive and engaging creative when advertising through CTV. This platform requires more than the same exact 30-second spot that is typical of linear TV to be effective. Advertisers should invest in rich media creative when advertising on CTV, which also allows the ability to test and optimise creative formats in real time.

Don’t wait. CTV is an effective addition to your strategic channel mix
Work with a partner who can support your efforts to increase your value proposition and offer smarter targeting to your clients. Native Touch has expertise in intelligent targeting and rich, dynamic creative, in addition to in-house engineers that allow for automated delivery, providing a seamless execution for our clients.

To learn more about Connected TV advertising and Native Touch’s advanced CTV capabilities, get in touch!