Why Connected TV Advertising Is a Must for Your Marketing Mix

If you’re a business owner or marketer, having an effective marketing plan means utilizing all avenues of digital media. One such avenue that should be included in your mix is connected TV (CTV) advertising. 

CTV marketing offers unique advantages over traditional television, including granular targeting options and advanced analytics capabilities to help hone in on the right consumer segments for your ads. 

With audiences increasingly turning to streaming services like Hulu, Netflix, and Amazon Prime Video for their viewing pleasure, CTV has emerged as a powerful tool to increase brand awareness and reach customers more effectively than ever before. 

Read on to learn why CTV advertising should not be overlooked when planning out your next marketing strategy!

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What Is Connected TV Advertising and Why Should You Care About It

Simply put, connected TV advertising involves the use of internet-connected devices such as smart TVs, gaming consoles, and streaming devices to display ads to targeted audiences. 


With the rise of cord-cutting and the increasing popularity of streaming services, connected TV advertising has become a valuable tool for reaching audiences that are difficult to reach through traditional TV advertising.

The Benefits of Connected TV Advertising Compared to Traditional TV Advertising

Here are some of the most notable benefits of CTV compared to traditional TV advertising. 

1. A Wide-Reaching Audience

Connected TV, or CTV, encompasses various devices such as smart TVs, gaming consoles, and streaming devices, all of which provide a far-reaching audience. 


Based on TV viewership trends, it’s estimated that CTV viewership will rise to more than 230 million people in the United States alone. This presents an incredible opportunity for advertisers to connect with their core audience through a medium they use daily, with less competition than most other advertising channels.


Plus, CTV allows for targeting based on user demographics, interests, and psychographics, among other options, ensuring that your ad will reach the right people.

2. Increased Brand Awareness

Connected TV advertising is a powerful tool for increasing brand awareness because it can deliver your message to a broad group of consumers while they enjoy their content. 


Plus, the attention provided by viewers who are more focused on their TVs is hard to match by other advertising formats, like desktop or mobile. 


When viewers are watching content they enjoy, they are more likely to engage with the ads, increasing the chances that they will remember your brand. With the inclusion of features like display URLs, your message will become more memorable if your ad can integrate your brand in creative ways.

3. Improved Personalized Experiences

Connected TV advertising provides a unique opportunity to target specific users based on their viewing history, preferences, and more. This personalized approach to advertising allows for a customized approach that delivers relevant content to users that identify with their interests. 


Personalization leads to a positive experience for the consumer and a better rate of success for the advertiser. Implement sophisticated targeting options and start tracking the results it drives for your brand.

4. Enhanced Ad Performance

Connected TV advertisements have a unique advantage – they live in a low-fragmented ecosystem, where there are few different ads competing for the viewer’s attention. 


Advertisements on streaming platforms are less intrusive. The users typically receive fewer commercial interruptions, and audiences have a well-established infrastructure that they trust. 


As consumers are used to seeing advertisements on streaming services, their fast-paced development has done a great job seamlessly integrating ads with the platform. 

5. Flexibility and Creative Control

With CTV advertising, advertisers have more creative control and flexibility over their campaigns than with traditional TV advertising. Advertisers can create more tailored ads that speak to specific audiences and can be customized to better match their brand messaging. 


Plus, advertisers can also choose to advertise on platforms that align best with their brand, such as specific streaming services or network apps.


6. Cost-Effective Advertising

Compared to traditional TV advertising, advertising on CTV platforms can be more cost-effective, while still providing a high level of reach and engagement. 


Advertisers can choose to advertise on specific platforms or networks (depending on their budget), target specific audiences, and ensure that their messaging is correct. Connected TV advertising offers the opportunity to reach niche audiences for a fraction of TV advertising costs.

Final Thoughts

Connected TV advertising is an irreplaceable addition to any marketing mix. Its ability to target specific consumer demographics enables advertisers to have more control over the way their advertisements are delivered, as well as who they reach. 


With the use of advanced technology and analytics, CTV gives brands the ability to track and measure progress towards business growth objectives like a pro. Investing in a connected TV advertising strategy could be one of the best decisions your company will ever make!

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