Top 4 Benefits of Connected TV Advertising
Meet Connected TV Advertising
Chances are, you’ve heard the terms “cord-cutter,” “binge-watching,” or “streaming” at this point. In an environment where content consumption is up across the board, you’ve probably already come across connected TV, maybe without even realizing it!
From an advertiser perspective, it’s likely that someone (maybe it was me) has told you that you should be executing across connected TV (CTV). There are usually questions that follow—and they typically vary from “I’ve been comfortably executing traditional TV spots in prime time for years, why do I need connected TV now?” to “I don’t have the budget to buy traditional TV, so why should I consider connected TV?”
Believe me, traditional television buying still has its place, but if you find yourself posting similar questions and are curious as to what the benefits of CTV are, then keep watching—and read on, below!
There’s something for everybody
Gone are the days when one CTV service dominated the market. In addition to established connected TV full-episode players, such as Hulu and Amazon Prime, networks will continue entering the market with their own streaming applications (i.e. AMC, FXX, Discovery).
Emerging, ad-supported CTV platforms open the door for short-form and niche content that appeals to a broader range of audiences. This variety allows for a more targeted approach—digital advertisers can tap into the right content to find their audiences based on very broad or specific interests.
Easy to access via a click of a button
Connected TV advertising has never been easier to include on a digital media plan, and it doesn’t have to be a competitor to any traditional TV buying you’re already running. Advertisers who are able to view connected TV as a digital extension have the opportunity for more comprehensive media messages across more video sources.
These days, tapping into connected TV sources is as simple as any other form of digital video, requiring the very same assets and ad sever tags.
Create meaningful digital results
The shiny prospect of CTV is exciting, but make sure to ask yourself: “How do I determine success?”
Traditional TV buying determines success based on achieving gross rating points (GRPs) using lengthy forecasts. Since connected TV advertising can usually be tracked using a 3P ad server tag, regular reporting can evaluate deterministic media metrics such as reach, frequency, video views, and video completions with regular campaign reporting.
This ad server integration positions connected TV advertising to be included in comprehensive, de-duped results, that correlate directly to media spend.
Freedom of fluidity
All of these factors are appealing, but you may still be wondering where connected TV advertising falls within your media budget.
Connected TV advertising allows for ease of access, existing and emerging CTV inventory sources, and turnkey execution—advertisers can tap into connected TV with low barriers to entry, comparable to standard display or social media executions.
Real-time media metrics from ad servers versus GRPs also make it easy to fluidly optimize between CTV and other digital channels, while managing a media budget.
Connected TV Advertising with Centro
The ease-of-use and accessibility of connected TV advertising make it essential to incorporate into any holistic digital video strategy. Whether you are looking for a complement or an alternative to traditional TV execution, connected TV advertising should be a part of the conversation.
Centro’s Basis is always evolving and has the capability to opt into connected TV as an open exchange inventory source or curate PMPs based on the target audience.