As the digital age continues its relentless march, traditional television advertising is undergoing a radical transformation. Streaming platforms like Netflix, Hulu, and Disney+ have become integral to our daily lives, reshaping how we consume content and, in turn, how businesses connect with their audiences. In this dynamic landscape, it’s crucial to grasp the immense power of connected TV (CTV) advertising to drive maximum customer conversions through various approaches, like using a programmatic video advertising platform.
Before we delve into the intricacies of CTV advertising, let’s unravel the distinctions between Linear TV, CTV, and Over The Top (OTT).
Decoding the TV Landscape
- Linear TV: Think of it as the television of yesteryears, where everyone watched the same scheduled programs delivered via cable, satellite, or terrestrial broadcasts. It’s the realm of fixed schedules and limited choices.
- OTT (Over The Top): OTT encompasses all streaming services that deliver content over the internet, offering viewers the flexibility to access content across various devices. Popular OTT platforms include Peacock, HBO Max, Hulu, and Disney+.
- CTV (Connected TV): Connected TV video advertising, display advertising, and audio advertising, among others, encompasses any television set connected to the internet. This category includes devices such as Android TV and Roku, gaming consoles like PlayStation and Xbox, and more.
Now, let’s embark on a journey to understand why CTV advertising has emerged as a potent force poised to revolutionize conventional TV advertising practices.
The CTV Advertising Revolution Unveiled
Traditional TV viewership is on the decline, with 90.3% of broadcast and cable networks experiencing shrinking audiences between 2016 and 2021. What’s truly transformative is the surging number of cord-cutters in the USA. It’s predicted that by 2024, over a third of US households will have abandoned pay TV in favor of streaming services. This seismic shift underscores the need for a fresh approach to advertising.
Traditional TV advertising often involves intricate planning, numerous meetings, and complex logistics.
Enter programmatic CTV advertising, which streamlines the process.
Advertisers can seamlessly upload videos and launch personalized campaigns on programmatic video advertising platforms, resulting in reduced lead times, enhanced agility, and more effective marketing endeavors.
One of the drawbacks of traditional advertising is the lack of real-time insights and limited targeting options. Programmatic CTV advertising addresses these issues by providing comprehensive, real-time data on audience behavior. This empowers advertisers to fine-tune campaigns for maximum impact.
Why Embrace Connected TV Ads?
Running CTV ads unlocks a treasure trove of benefits that helps convert more customers:
- Cost-Effective Brilliance: CTV advertising is cost-effective, particularly with Cost-Per-Completed-View (CPCV) campaigns. Paying only for viewers who watch the entire ad ensures budget control and rapid campaign effectiveness assessment.
- Mighty Awareness Builder: Ads on CTV are tailor-made for startups and emerging brands looking to swiftly establish awareness. Extensive audience reach ensures your brand remains top-of-mind when potential customers encounter relevant problems or needs.
- Laser-Sharp Targeting: It empowers you with advanced targeting tactics, including location-based, time-sensitive, and geographic targeting. This precision enables you to reach your ideal audience with pinpoint accuracy.
- Engaging the Youthful Demographic: Connected TV video advertising excels in captivating younger demographics and cord-cutting audiences receptive to fresh products and services.
To Sum Up
The ascent of connected TV advertising marks a pivotal moment in the evolution of marketing. CTV offers an unparalleled opportunity to captivate your audience precisely when they’re primed for engagement.
Whether you’re an aspiring startup seeking to build awareness or an established brand aiming to leverage refined targeting, CTV advertising is your gateway to converting maximum customers in the ever-evolving world of digital entertainment.
As one of the most contemporary programmatic video advertising platforms, Vizibl can help you draw out the maximum from your advertising budget and campaigns. Our demand-side programmatic platform offers no barriers to entry as users can create campaigns with no minimum budget, and with automatic campaign optimization, you get the best ROAS.
The future of advertising is now—embrace CTV advertising with Vizibl and lead the charge with confidence.