For years, an emerging trend has been growing: people are shifting their media viewing habits from traditional TV to online streaming services. This shift in behavior has opened up a new market where marketers can advertise because of the rise in popularity of placed advertising. Even though the market is still young, marketers are beginning to explore their options and test out new tactics through different mediums, especially Connected TV Advertising (CTV), otherwise known as on-demand television ads.
Connected TV Advertising has many benefits for marketers over traditional TV advertising, one of the many benefits being the ability to precisely target customers in an effective way. However, with this increase in targeting capabilities, marketers should keep several specific strategies in mind when advertising on Connected TV. The following are seven of the most effective strategies for connected TV Advertising: this list will discuss how marketing through ad placement on CTV can be advantageous for your business and provide insight into what you need to consider when advertising on this emerging medium.
1. On-Screen Advertising
One of the biggest strategies that Connected TV has for marketers is called On-Demand advertising. On-demand advertising, otherwise known as addressable ads, allows marketers to send ads specifically to their consumers while watching certain shows on CTV. The benefit of this form of marketing is that advertisers can control what kind of ads their audience sees. For example, you can send an ad to all-male consumers in New York who watch the news during their commute home. This is advantageous because it allows for your brand to be seen by a consumer at the most reasonable time when they are more likely to engage with your product or service.
Connected TV Ads are also ideal because of their ability to track consumer data. You can set up your ad to gather information on how many consumers clicked on the ad and for how long, and which part of the commercial they watched.
2. Programmatic Buying
Another strategy that Connected TV provides for marketers is called Programmatic Buying. Programmatic buying, also known as programmatic bidding, allows marketers to purchase ads on Connected TVs using automated decision-making software. This type of advertising allows marketers to set up specific criteria they wish their ad to run against. The marketers then let the system bid against other marketers until it finds the perfect advertisement that matches the criteria set by the marketer. The benefit is that marketers can save time and money because they don’t need to manually search for available advertisements and negotiate with networks to purchase the ad space.
3. Cross-Screen Buying
Another strategy is Cross-Screen Buying, allowing marketers to buy ads across different screens. Marketers can use cross-screen buying to purchase ads on traditional television, CTV, and desktop video sites all at the same time. This is advantageous because it allows marketers to reach more consumers with a single ad buy that they may not have reached before due to limited advertising space or a fragmented audience.
4. Bid Optimization
Another Connected TV Advertising (CTV) – Boost Smart TV Targeting strategy for marketers is called Bid Optimization. This type of advertising allows advertisers to target specific audiences in specific markets with precise ad buys. The benefit is that you can improve your campaign’s efficiency by spending less money than traditional ads for the same number of impressions.
5. Programmatic TV
Marketers can also use Programmatic TV to automate the buying and selling of ad inventory on Connected TVs. This programmatic ad allows marketers to dictate what types of advertisements they want in their campaigns and which networks or publishers they would like their ad to run on across different devices. Marketers can automatically purchase CTV inventory through automated decision-making software using programmatic TV. This helps to speed up the buying and selling process, with it taking just one day for a campaign to run from when an advertiser has purchased their ad buy until when they start airing.
6. Tracking and Analytics
One of the most important aspects of any successful marketing campaign is tracking and analyzing analytics to improve future ad campaigns. One of the main strategies of Connected TV advertising is that marketers can use tracking and analytics to determine which ads are performing best, what types of audiences they should be targeting, when their audience prefers watching advertisements, etc. Marketers can gather valuable insights into each area using tracking and analytics to improve future ad campaigns.
7. Cross-Device Tracking
Another strategy that Connected TV provides for marketers is called Cross-Device Tracking. This allows advertisers to track how different devices interact with your ad campaign and then match the information across those tracked devices to glean insights about who is watching their ads. This type of cross-device tracking informs advertisers which devices are more likely to lead viewers to purchase, allowing them to improve future ad campaigns.
Marketers can use many different strategies when running an ad campaign on Connected TV. The main benefits of using Connected TV advertising include saving time and money by streamlining the ad-purchasing process. It also includes cross-screen buying capabilities to ensure that they reach a wider audience with their ads, customizing their campaigns using detailed analytics and insights, tracking specific devices to improve future campaigns, etc.
Connected TV advertising can help save marketers time and money while improving their campaigns’ efficiency. By using these strategies or combining them, marketers can better position their ad campaigns to succeed when running on Connected TV.
