The Power of Audience-Based TV Advertising (CTV) for Brands

When was the last time you watched a TV movie or show, going through long commercials every 15 minutes or so? Chances are you switched to the convenience of CTV, which is popular among 88% of the population. Whether you are a Netflix, Disney+, Hulu, or even Apple TV person, you probably already discovered the potential in CTV.

Considering the popularity of this entertainment content, it’s no surprise that it poses an excellent opportunity for brands to advertise their products. When using cross-device advertisement solutions such as Froyoo, getting to your target audience and maximizing your reach becomes easier. Read more about how this advertising type can benefit you when added to your marketing strategy.

How Does Audience-Based Advertising (CTV) Work?

CTV ads are advertisements shown during TV shows, movies, and other types of video content streamed on connected TV. These videos and ads are offered by networks such as Hulu or Peacock, with Netflix and Disney+ also recently joining the race. These ads can be shown on a variety of CTV devices, including smart TVs, Amazon Fire TV Stick, Apple TV, and Roku.

CTV ads are often around 15 to 30 seconds long and can appear in the beginning, middle, or end of the video content. They can be either in-stream or interactive, depending on the purpose of your campaign.

Benefits of CTV Advertising

CTV advertising brings quite a few benefits to business owners, considering the popularity of connected TV. Below are some reasons why your company should implement its use as well:

1.      You Use an Interactive Ad Method

Viewers have no way of interacting with a standard TV ad – all they can do is watch it. Once the ad is over, they can easily forget about it. On the other hand, with audience-based TV advertising, viewers can click on the ad and get more data about the product/service. This increases your chances of them making a purchase.

2.     You Get Better Reach

Nowadays, more people are watching CTV than linear TV, which means this type of advertising offers you a better reach. Moreover, CTV advertising can reach a broader demographic since it is not limited to one channel or slot. Your ROI should increase once you get access to this audience.

3.     You Can Analyze Real-Time Metrics

Unlike linear TV, which is limited when it comes to data provision, CTV can offer real-time data. Granted, this depends on the CTV provider, but for the most part, you should be able to access that data immediately. Whether you are looking for views, engagement, or conversions, CTV advertising gathers cross-device metrics that could help you improve your marketing campaign.

4.    You Get Better Targeting

Traditional linear TV broadcasts ads to a broader audience, making no difference in their preferences. In contrast, CTV can target the demographics more precisely, provided the right cross-device advertising tools are used. By integrating Froyoo tools, you can target your audience more effectively, expanding a more qualitative user base.

5.     You Benefit from Increased Engagement

Unskippable ads have become more common than ever, and as a business owner, you can take advantage of this. More often than not, CTV ads cannot be skipped or blocked, as they are directly embedded into the program. Even adblockers do not work in this scenario. This means the viewers should sit throughout the ad, leading to a potentially higher engagement.

How to Plan a Connected TV Campaign

Putting together a CTV campaign is not that difficult, provided you use the right tools. Cross-device advertisement solutions such as Froyoo are often an excellent option to create a connected campaign, maximizing your ROI. Here are the steps you should take:

1.      Implement a Strategy

First things first, you need to determine the goal of your CTV strategy. Who exactly are you planning to target? What actions do you want them to take? Will this help your other marketing efforts as well? The blueprint of this strategy can help you determine what CTV platform works best for you, along with what types of ads fit your purpose the most.

2.     Choose the Platform

When it comes to choosing the CTV advertisement platform, there are plenty of alternatives to go for. The most popular ones are video streaming services such as Hulu or Netflix, but smart TV manufacturers like Samsung or Vizio are also good choices. Keep in mind that the platform might have limitations on how you place the ads, which could ultimately affect the goal of your campaign. Froyoo tools can be used to make the appropriate choice.

3.     Create the Ad

Next, you must choose what ad type you want to showcase. Do you want to go for interactive ads that feature an engagement option, or do you prefer the standard informational ad? The latter is often a better choice when your goal is to increase brand awareness. The 15-30-second ads are the most common, but a quick and efficient 6-second one could also bring good results.

4.    Define the Target Audience

Digital advertising makes it easier than ever to reach a highly targeted audience by using first-party data. Tools such as Froyoo can offer real-time insights into your audience, and the analytics allow you to segment the audience effectively. This increases your chances of conversion, as you are giving your audience exactly what they want.

5.     Monitor the Metrics

Last but not least, once the ad is live, it is time to monitor its performance. Check metrics such as location and site attribution, conversion, foot traffic, and sales lift. This can help you optimize your campaign, ensuring you get every dollar out of your ad.

The Bottom Line

CTV is becoming increasingly popular in the advertising world, especially as people’s viewing habits are changing. As a brand, it benefits you to jump on the bandwagon and use it to reach your audience. Cross-device advertising solutions such as Froyoo can help you implement CTV ads so they can bring the best results!