Blank TV screen in a living room
By Cody McGuire Oct 13 2020 Blog

What is Connected TV Advertising?

What in the World Is Connected TV?

The world of digital video streaming is going through an evolution. It’s progressed from a seemingly unattainable aspect of a digital marketing portfolio to a must-have in every brand’s digital repertoire.

In recent years, the newest aspect of that landscape has been an element beyond traditional TV or video on your laptop or desktop devices—an ad distribution method called connected TV (CTV).

You may be wondering, “What is CTV advertising and how does it affect someone like me?” Well, have you ever been watching Hulu on your TV and noticed a sudden pause in the show for a commercial? That’s a CTV advertisement!

For advertisers, connected TV advertising is categorized as anything that delivers video content on your television, and is connected to the internet. This is also referred to as “over-the-top,” or OTT. Some mainstream formats of OTT include Roku, Apple TV, Chromecast, and Amazon’s Firestick.

Other avenues of CTV include video game consoles such as PS4 and Xbox, Smart TVs, and Blu-ray players. All of these outlets give clients the ability to scale beyond just traditional TV commercials and reach audiences who are watching content via their TV, outside of cable.

How Connected TV Advertising Works

Once a user is consuming content within one of these delivery sources, content distributors such as Hulu, YouTube TV, Crackle, and other apps will then serve advertisements, similar to normal commercials. These will typically be found at the start of video content, in the middle of the show, or once the content is finished.

Connected TV Advertising Formats

CTV advertising varies and can be featured in a variety of lengths. Connected TV ads most commonly run anywhere from 15 to 30 seconds—but they can be as quick as ten or as long as 60 seconds. The length and format of the specific video commercial is up to the brand that is placing the advertisement and what length they think will garner the most recognition for their brand/product.

Lastly, while most OTT apps and channels have the ability to serve advertising to the consumer (distributors such as Netflix and Disney+ are among this category, but still have subscription models), they do not rely on advertising dollars, and therefore, do not have the need to run advertising video. At some point that might change, as market demand for a platform like Netflix and its user base could prove to be too desirable.

Connected TV Advertising with Centro

As is the case with all digital marketing channels, staying ahead of the changes and progress in CTV capabilities is an ongoing task. Centro has all the tools and resources necessary to place and execute sophisticated CTV advertising campaigns, from basic content to complex targeting parameters.

Learn more about connected TV advertising with Centro.