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From Couch to Customer: How CTV Advertising is Revolutionizing Targeted Engagement
September 25, 2023
From Couch to Customer: How CTV Advertising is Revolutionizing Targeted Engagement
TV has transgressed from what it once used to be. In the past few years, there has been a noticeable transition from linear TV to online video. Since the dominance of streaming giants like Netflix, HBO Max, Prime TV, Apple TV+, and Disney+, viewers can now watch anything, whenever, and wherever they want—for a fraction of the price of conventional broadband TV.
The shift of consumer behavior toward CTV
CTV gives viewers the freedom to watch what they want, when they want, on any device they want, without being limited by a predetermined program or channel list. This has increased the amount of time people spend watching streaming content significantly and caused traditional television advertising budgets to shift to streaming platforms.
CTV allows you to be more specific and accurate when it comes to the viewership of your ads.
CTV media, as opposed to conventional television, enables advertisers to target particular audiences based on demographics, interests, and behavior. Furthermore, CTV platforms offer comprehensive analytics on ad performance, enabling advertisers to instantly improve their campaigns.
The Rise of CTV Advertising
Pulkit Narayan – CEO and Founder, DangleAds Technologies, said, “Despite being relatively new to the digital advertising industry, connected TV advertising has swiftly risen to prominence, transforming the way brands connect with their target audiences. CTV advertising has become an essential component of digital marketing strategies owing to its precise targeting abilities, interactive experiences, flexibility, scalability, and robust measurement options. Businesses that embrace CTV advertising are well-positioned to captivate audiences, drive brand awareness, and achieve measurable results in the evolving digital advertising ecosystem as streaming media continues to rule the media landscape.”
The “cord-cutting” trend, where users replace their traditional cable TV subscription with content delivered through Internet-connected TV platforms, has been very popular in recent years, mainly because it helps users avoid long-term multi-channel subscription commitments.
This new market trend is a boon to CTV manufacturers and advertisers, as they attempt to transform and modernize the TV advertising ecosystem. CTV platforms collect a whole host of new information on users that is not available on traditional TV. By collecting and mining this information, advertisers can boost their profits with personalized advertising, which is claimed to have higher efficacy in reaching an audience interested in specific types of ads.
Although CTV advertising is prominently effective on its own, some practical strategies can help advertisers maximize their ROI:
- Crafting compelling stories: Develop a clear beginning, middle, and end with a strong call-to-action that encourages viewers to take the desired next step.
- Tailored Ads for CTV Domain: Focus on delivering key messages quickly and effectively to capture attention within the limited ad duration.
- Constant testing and optimization: Implementing A/B testing to refine creatives by creating different versions of audio, messages, and CTAs will make targeting the audience easier for advertisers.=
CTV is still in its early years, and the industry is attempting to address some of the difficulties that come with it, such as privacy-centric identification solutions and an industry-accepted measuring solution. Nonetheless, CTV has become a more appealing option for marketers seeking to reach their target consumers wherever they are consuming and engaging with content.
With ongoing efforts to address fragmentation and the emergence of new advertising video-on-demand options, the future of CTV advertising looks promising. As the industry evolves and adapts, CTV will undoubtedly play a pivotal role in shaping the future of targeted engagement by delivering personalized and impactful ad experiences to audiences worldwide.