The world is connected with the web today. People are using the internet and its applications widely across different platforms.
As a result made the online world turned totally towards the usage of internet in their daily life. Even the traditional TV sets were get connected with the web and providing different channels to the users with high-quality content.
A connected TV is referred as the TV that is connect to the internet to access the content by the users. It is beyond what the traditional cable connections can do.
The majority of the connected TVs are mainly related to the content that was displayed with the individual applications. The general interface for the users is very similar to the Smartphone interface. Users can open specific applications to access various things across the web.
Connected TVs provide the content with different individual applications where they can offer options to open the particular applications to access the content across the network.
Most popular apps that are available on connected televisions are Hulu, Netflix, Pandora, etc. this content has high value.
When comes to the video ads on connected TV, they can be shown to the viewers while loading the applications on the connected TV.
Advertisers are targeting the connected TV ecosystem to deliver their ads to the audience or subscribers in a different way by using the complete freedom of connected TV ad its ecosystem.
Table of Contents
- What is Connected TV?
- What is Connected TV Advertising?
- Benefits of Connected TV Advertising
- Connected TV is the Future Of Video Advertising
- Best Practices For Creating Ads for Connected TV
- Advertising on connected TV
- How can advertisers get connected with the audience by targeting the connected TV ads?
- What must advertisers do to create engaging ads?
- Best Tips for Advertising on Connected TV
What is Connected TV?
The TV that has the special features of social networking, online video content streaming, web browsing, and video on demand that accessed over the internet that plays beyond the services provided by the traditional cable operator is named as connected TV.
With the help of Set-top boxes and Blu-ray, the most advanced connected features can add to the non-connected TVs that are existing. Generating various formats of connected TVs has become the major target for the manufacturers as the entire market completely rely on the social media advertising strategy.
The other devices like smartphones, tablets, and desktops can also be used to access the connected TV content of premium and freeways.
What is Connected TV Advertising?
Do you want to deliver your brand to the real-time customers? Then why don’t you use Connected TV Advertising?
Don’t you find the better ways reach the targeted audiences?
Are you tired of using old dead strategies in brand promotions?
Connected TV Advertising is the unique and simple way that can surely explore the brand of your products or services through continuous engagement. The working principles of the connected TV advertising can be found in the following phrases that help in the better building of successful video ad campaign.
Through connected TV advertising, the business brands can offer the immersive experience for the audiences through the full screen while watching the digital video content on TVs. Connected TV advertising is the most seeking one for the publishers that becomes an add-on for a traditional TV ad and digital ad buying.
Benefits of Connected TV Advertising
The connected TV advertising provides the high quality, personalized and targeted video content with full-screen immersive experience to the audiences. The fine quality of video ad will help in expanding the brand to the audiences.
The continuous and higher engagement of audiences will be found as the connected TV ads directly reach the real-time audiences. It helps in building the strong sales of the products or services.
Various formats of Ads:
By using the connected TV advertising, the advertisers can include the call-to-action and visual effects of interactive video ad formats that can hook the attention of the audiences. It can be used to increase the performance of the video ad campaign.
The number of clicks, views, and conversions that defines the performance of the particular video ad campaign can be analyzed through connected TV advertising.
Ad views through on-demand content:
The connected TV video advertising through on-demand video content will be surely watched by the audiences as it is played along with the content. These ads acquire the real views as it is viewed by the audiences.
Targeted video ads:
While accessing the smart TV, the consumers should use the other party data like Google or Facebook accounts and fetch the third party data to retrieve the users profile details through online behavior, interests, language, and location. It helps to dispatch the video ads to the targeted audiences.
Targeting premium audiences:
The premium audiences are the best-targeted one to deliver the video ad campaign of the particular brand through the highly desired and intended content by the audience. It can improve the performance of the video ad campaign in an instant.
Connected TV is the Future Of Video Advertising
We have some main factors that define the future of advertising become the connected TV and CTV comes on the mainstream.
Better Targeting and Segmentation:
It is confusing for the advertisers to keep track of individual users on a connected TV; it is painful to campaigns on targeting and segmentation efforts. Here cookies and device IDs are not set merely up connected TV.
People Don’t Mind CTV Ads:
CTV gives as common Television viewing experience, and there is higher ability to target the audience based on the data provided by apps. It offers high return and investment than compared to the traditional television advertising. Connected Tv ads are less annoying than the liner Tv ads.
CTV is Everywhere:
Internet TV’s like Amazon, Hulu, and Netflix provide their way of favorite shows to gain more and more audience engagement. When coming to statistics, 60% of households own CTV in the UK, and this is just 6% more on CTV use in the United States. In future expecting 75% in the United States by 2020. So the future of CTV is anywhere in video advertising.
Measuring Effectiveness of Ad:
Most of the digital ad formats allow buyers to keep tracking their KPIs in real time ad campaigns Live. In Fact, the CTV ads displayed digitally, but many of the users are not using the digital tools. CTV has reached mainstream with the consumers.
Standardised Audience Measurement:
There are no standardized audience measurements like GRP for connected TV devices, and it is measured similarly like Traditional TV measurements. The leading publishers of CVT do not have any data on demographics that would encourage future media investment.
Millennials Love Connected TV:
CTV has become the future of Video advertising because millennials love CTV ads. Most of the Millennials they don’t feel like they need standard television package. Millennials report does that 25% of them don’t have pay TV and 67% more likely CTV only on houses.
Best Practices For Creating Ads for Connected TV
CTV is an internet-enabled smart TV connected to the streaming devices. It has become more popular than any other traditional tvs ever. Connected TV gives new opportunities to the advertisers and brands for creating more interactive commercial ads. Based on the survey Feedback the brands should remember the following six guidelines for creating ads for connected TV.
There is nothing wrong with creating the ads on same company product. But we should build different ads attract the new viewers. Should offer the variety of ads with uniqueness in every ad.
Deliver What You Promised:
Deliver the right link to reach the proper product. It’s simply that if you are targeting to buy a camera when you click on the ad should directly contact the product. Not the crosslinking.
Grab The Viewer’s Attention:
People attract the motion pictures as opposed to static ads. If a user just places on the ad, it should tell something that is it in the Ad. Something is floating around the screen like a beginning of the story.
Don’t Make Them To Work:
Provide the correct links to go through the ads. Connected Tv viewers are still interactive but don’t allow them to go through different links. Provide proper information of Ad on the with the single connection.
Make it as Personal:
Connected TV ads are interactive and make them more interacting with the viewers. Ads should target the particular persons or type of group ability to choose their ads and experience in their point of View.
CTV is Just like a TV:
CTV Screen looks like computer screens but still, there is TV screen like ads should display. People are waiting to view like a Traditional TV ad experience. The ads should be with bold text and full-screen image format.
Connected TV advertising is the best way to reach the real-time audiences that can boost the branding performance that helps in having huge sales of products or services that never happened before. It can hold the easy brand recognition in public.
Advertising on connected TV
More than 62 percent US households are using the connected TV with the connected devices like Apple TV, Roku, etc. along with the gaming consoles too.
The usage of connected television was growing higher comparing to the previous year reports. These reports made the advertisers include the connected TV in their advertising.
Connected TVs have grabbed the consumer attention with the new world of entertainment by delivering the streaming media content. The platform also serves as a best for advertising things efficiently.
How can advertisers get connected with the audience by targeting the connected TV ads?
Yes, the connected TV had linked to the huge audience, and it means a lot to the marketers in the present competition. Advertisers were also fetching different ways by using the animations, right call-to-actions, and other commercials while content is streaming across the web.
What must advertisers do to create engaging ads?
To get the viewer’s attention and Advertisers have to understand how to deal with the audience to attract them with their ads basing on their interests.
Be unique while approaching the audience with your ads because ads that are repetitive with same content targeted often bore the audience and irritate the viewers to see your ad so, make it unique and interactive with the audience to grab the audience attention towards your ad
Give personalized experience to the audience. Make your ad personalized to your targeted audience so that can be easily get connected with your services or products in the ad That personalized experience is imperative when comes to the advertisement on the connected TV ecosystem.
Make it simple, many ads on connected TV might lead the viewers from one link to other to fetch the information from the ad It is very irritative to the audience while they are enjoying the content. So, make it as simple as you can to deliver your product information much better.
Be sure what you want to convey and expect from your ads. It is the paramount point to remember while advertising on the connected TV network. People wait to go to the product page if they like or shown some interest in the ad that was displayed while watching the content on connected TV.
If your ad linked to your other information and products or services instead of product buying page, you would definitely lose the customer attention towards your business.
Best Tips for Advertising on Connected TV
• Research whether your potential targeted audience is there on the connected TV or not.
• Make the right plan to reach your audience with a strategy. Make a step by step strategy by understanding the connected TV ecosystem in a better way. You can only win the race if you can understand how you can reach the audience across the connected TV platform.
• Analytics on connected TV is not that much easy like targeted across the video platforms. Because the number of impressions or views or reach can be calculated overall and it is entirely not possible to look in-depth like what exactly is the average watch time, views, etc. on your ads.
• Make sure your content is very interactive with the audience because the majority of the consumers of connected TV just love to sit back and watch the things. So be on that line and ensure better content to your audience while targeting them towards your ads.
• Connected TV can help you to reach the large customer base as you already know that people tend to utilize the internet-based services.
• Along with the connected TV targeting, you must also remember about the multiple screen targeting because the connected TV can be accessed via laptops, desktops, smart television systems, etc. so, your content must be available to everyone who is using the multiple screens to access the connected TV content.
• Know about on which channel or content your audience is most favor about and target the ads to reach your audience in a right way.
• Make compelling content that audience must not change the channel while your commercial is playing before the content they are watching.
That means your content must be unique and entertaining to the audience as well as it must not cross the relevancy and should not deviate the message you want to convey your audience.
• Make it simple, add some humor and emotions to your ads to grab the viewers attention.
Finally, connected TV can help advertisers to expand their reach by understanding the platform.