Blog>How Brands Can Leverage The Power of Connected TV
Connected TV, also known as Smart TV, refers to television sets that are connected to the internet and allow for content streaming from various sources. Following the trend of cord-cutting and the popularity of streaming services, CTV has become a powerful platform for brands to reach their target audience.
One of the main benefits of Connected TV is the ability to effectively target your audience. With traditional television advertising, it can be difficult to know exactly who is watching and at what time. CTV, on the other hand, allows brands to target specific demographics, ensuring their ads are being seen by the right people.
If a brand is looking to reach a younger audience, for example, they can target CTV ads to users who are known to watch streaming services like Netflix or Hulu. Conversely, if a brand is looking to reach a more upscale, affluent audience, they can target ads at users who watch premium channels like HBO or Showtime. This level of targeting allows brands to be more strategic in their ad placements and best tailor their messaging and creative to specific audiences, increasing the chance of engagement and conversion.
One of the challenges of traditional television advertising is a lack of transparency and measurement. Traditional TV advertising relies on Nielsen ratings, which do not provide granular data and can be imprecise.
CTV provides brands with real-time insights and analytics that allow them to track the performance of their ads. This includes metrics like viewability, completion rate, and audience retention. Brands can then use this data to optimise their campaigns in real-time, making adjustments to targeting, creative, and frequency as needed.
Connected TV offers a more interactive and engaging experience for viewers. Traditional TV ads are often seen as disruptive and can be skipped or ignored, whereas CTV ads can be interactive, allowing viewers to take action, such as visiting a brand’s website or signing up to a newsletter.
This can lead to higher engagement and conversion rates for brands, as viewers are more likely to remember and take action on ads that they have interacted with.
Connected TV can be integrated into a brand’s overall marketing strategy, enhancing cross-channel efforts. For example, a brand could run a Connected TV ad campaign in conjunction with a social media and email marketing campaign, targeting the same audience across multiple channels. This can result in a more cohesive and effective campaign, as viewers are seeing the same message and branding across multiple platforms.
Consider how CTV fits into your overall marketing strategy, and as with any marketing campaign, remember to test and optimise!
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