Connected TV advertising is taking the digital marketing world by storm. With the increasing popularity of smart TVs and OTT devices, audiences are buying products and services that they see while streaming content online. Read this write-up to know more about connected TV advertising and its benefits for brands.
The world of digital marketing is ever-evolving in nature. Its competitive and dynamic characteristics have transformed it into one of the most sought-after industries in the world. Recently, CTV advertising has come up as a brand-new avenue for marketers to explore, and brings a plethora of opportunities for brands to reach a more expansive audience base. Let us learn more about connected TV advertising and its benefits.
What is Connected TV Advertising?
In the simplest terms, connected TV advertising or CTV advertising allows brands to reach their audience on OTT devices and smart TVs. This means that brands can create video ads that are displayed when people are streaming content online. Be it a product or service, connected TV advertising allows brands to create a significant amount of impact on their target audience. It is an advanced way of digital advertising that has allowed small businesses to flourish immensely. For mid-level businesses and industry giants, CTV advertising can help them stay relevant in their target markets.
What are Its Benefits?
In the past decade, TV viewership has changed a lot. This is because of the boom of OTT platforms that grabbed the attention of audiences across the globe. Here are some benefits of using connected TV ads:
1. Reach the Right Audience
With connected TV ads at your disposal, you have the opportunity to connect with the right audience. This means that you can create targeted CTV ads that guarantee lead generation. The data collected from connected TV advertisements help brands come up with specific ads for their target market. Be it their location, age, shopping habits or other characteristics, brands can display video ads on OTT platforms that reach the right people.
2. Access to Premium Inventory
OTT platforms are all the rage right now, and so are their inventories. Brands who are exploring connected TV advertising can make use of this and choose premium inventory via DSP, Open Exchange, and self-serve platforms. If you choose ultra–popular ad inventory, then the scope of reaching a large audience on OTT platforms is increased.
3. Variety of Ad Formats
It is essential to understand that connected TV ads are beneficial for brands because they come in a range of formats. Be it static, animated or video, these ads have their own USPs. Brands who wish to explore the field can create their OTT marketing strategy and experiment a little. By analyzing the response of your audience, you can pick and choose the best CTV ad formats for your future campaigns.
4. Cost-Effective Advertising
We are not far off from a world where people will use only smart TVs. When you think about it, brands can have cost-effective ad campaigns. This is because impressions costs on traditional TV ads will decrease, allowing brands to switch to CTV ads. Since people like to watch content on their smart TVs and devices with their friends and family, the audience count will go up without spending additional money on cost per impression.
Connected TV advertising is the way forward for brands across various industries. It is recommended to learn more about it online and then utilize self-serve creative ad platforms to develop the most dynamic CTV ads.
SpotX, the leading global video advertising platform, today announced a strategic investment in SpringServe, the leading ad serving platform for over-the-top (OTT) and connected TV (CTV).
Under the terms of the agreement, both companies will work together to provide joint customers with the most advanced video advertising capabilities, while seamlessly connecting platform customers to the advertiser ecosystem.SpringServe offers ad serving, optimization, and automation solutions across devices.
Leveraged by publishers and content owners, SpringServe’s platform manages multiple aspects of video advertising and includes tools such as inventory routing, customized ad experiences, and advanced podding logic.
SpotX has built strong relationships with most major media owners across the OTT ecosystem through their market-leading programmatic technology, and now reaches four out of five ad-supported CTV viewers in the US.
The companies will collaborate on a roadmap of unique product features that bring substantial value to the market.
Together, SpotX and SpringServe will offer joint customers state-of-the-art ad serving, inventory management, and programmatic capabilities, helping media owners take more control over their video advertising businesses.“SpotX remains focused on creating the most advanced video advertising platform with a diverse set of tools that brings market leading technology to media owners as well as services that provide tangible benefits to advertisers,” said Sean Buckley, COO at SpotX.
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