Connected TV (CTV) is new and exciting and is having an impact on modern advertising. Dive into precision targeting, CTV benefits, and how Modus Direct is pioneering CTV strategies.

What is Connected TV (CTV)?

Connected TV (CTV) involves televisions that connect to the internet to access content beyond traditional broadcasts, such as those using streaming devices like Roku, Apple TV, Amazon Fire TV, smart TVs with internet capabilities, and gaming consoles like Xbox and PlayStation. These devices enable viewers to consume content through Over-The-Top (OTT) services such as Netflix, Hulu, Amazon Prime Video, and Disney+, bypassing the need for traditional cable or satellite subscriptions, however, the content is still viewed on TV.

Connected TV Advertising Explained

CTV advertising is served on Connected TV platforms and has its own distinct advantages. Unlike traditional TV ads that are broadcasted to a wide audience, CTV advertising employs precision targeting based on demographics, viewing habits, and online behavior. Also, this modern approach provides more metrics, allowing advertisers to closely monitor performance and gain deeper insights into audience engagement and ad efficiency. One notable advantage of advertising on CTV over other devices is the inherent trust viewers place in products showcased on the big screen, often making them more inclined to consider purchasing the advertised good or service.

How Does CTV Advertising Work?

The process of CTV advertising happens through several steps. It begins with defining the target audience, where advertisers decide their target demographics based on attributes such as age, gender, interests, and other criteria. Next is ad creation, here advertisers craft video ads specifically tailored for the CTV viewer; These advertisements can vary in length, with 15-second and 30-second spots being most common. Next the ads have to be placed, In this stage agencies utilize Demand Side Platforms (DSPs) to purchase ad spaces on various platforms and apps. These DSPs allow advertisers to establish their targeting guidelines, set budgets, and set their bid amounts. Upon securing the inventory, the delivery of the ads to viewers takes place as they engage with content on their connected TVs. Finally, once the campaign concludes, advertisers circle back to performance analysis. Here, advertisers assess various metrics to gauge the campaign’s success and refine strategies for upcoming advertising initiatives.

The Future of CTV Advertising

As a segment of traditional broadcast TV viewers shifts to digital, there is an increased demand for connected TV advertisers. With an increasing number of households favoring streaming due to cord-cutting, advertisers are gravitating towards CTV for more potent audience engagement. As technology advances, CTV advertising is positioned to provide heightened targeting, personalization, and interactivity, solidifying its role as a vital asset for contemporary marketers.

How can Modus Direct help you get started with connected TV?

In the evolving advertising realm, Modus Direct stands out with 30 years of expertise, guiding brands through the Connected TV (CTV) landscape. Bridging the gap between traditional and modern advertising, they assist brands in developing tailored CTV campaigns. Leveraging CTV’s precision targeting capabilities, Modus Direct ensures brands reach their desired audiences effectively. Their approach harnesses real-time analytics, providing actionable insights for continuous campaign refinement. With a commitment to staying on top of the latest CTV trends, Modus Direct positions brands at the forefront of the digital transition, turning challenges into strategic opportunities through personalized consultation and strategies.

Connected TV Advertising Conclusion

Connected TV advertising provides a bridge between the immersive experience of traditional TV and the precision of digital advertising. As viewers continue to embrace OTT platforms and the digital television experience, CTV advertising offers a promising avenue for brands to engage their audiences in meaningful and memorable ways. If you’re looking to stay ahead in the advertising game, it might be time to tune into CTV.