The Time to Be in CTV
Combining the precision of digital with the scale of linear, Connected TV offers advertisers the best of both worlds.
With the largest share of TV viewing, surpassing cable and broadcast as of 2022, there are more reasons than ever for advertisers To Be in CTV:
- Reach desirable audiences: 62% of younger generations are avid Connected TV viewers yet older adults are catching on, with 24% of Boomers now using CTV daily to stream their favorite shows. (Source: Leichtman Research Group, Inc. (LRG), August 2022)
- Efficient targeting: leverage the same demographic, geographic and behavioral targeting as digital to impact the customers that matter and get the most out of your ad spend.
- Quality time: averaging 6 minutes of commercials per hour versus 2-3 times that on linear TV, advertisers get premium brand exposure with less competition.
- Coordinated: execute CTV seamlessly with other digital and video efforts, even repurposing existing creative, to drive better overall performance and goals.
- Performance-driven: gain powerful insights to evaluate campaign performance including cost-per-completed-view, video completion quartiles, delivery by inventory/device and more.
What is Connected TV Advertising?
What is CTV, or OTT and Advanced TV, advertising?
Connected TV (CTV) ads are digital video commercials that run on streaming apps through internet-connected TVs, versus traditional cable or network television services. CTV is a subset of Over-the-Top (OTT) or Advanced TV, which includes streaming TV content on any device, like tablets, computers and gaming systems. While the terms are often used interchangeably, most advertisers find the best performance when campaigns are delivered across all streaming TV solutions, reaching more of their target audience regardless of the device they are using.
How does
it work?
When a viewer opens an app on an internet-connected TV or device and watches a show or program, commercials may be shown before or during the content they’ve selected.
Industry Tip! Not all apps show ads around their programming but many are moving towards ad-supported options, especially since 71% of U.S. consumers say they would prefer to watch CTV ads to save on subscription costs!
(Statista, June 2022)
What is CTV, or OTT and Advanced TV, advertising?
The most widely accepted CTV ads are :15 and :30 second video commercials, in a variety of common file types including Mp4, MOV, and VAST. High resolution assets in 1080p are also recommended to keep brands looking best on the big screen. Additional details can be found in our full ad Specs or contact us for more details and CTV ad creative best practices.
Did You Know?
43% of Americans have cancelled or never subscribed to cable.
CTV ad spending is predicted to grow 27.2% in 2023, as even more advertisers are shifting linear TV budgets to CTV to reflect where their audiences are watching.
Source: The Trade Desk and YouGov, May 2022. “CTV Ad Spending Growth Will More Than Double Overall Digital Growth” eMarketer Insider Intelligence Feb 2023.
What We Offer
- Premium, Curated TV & video Inventory across all major streaming providers.
- Proprietary approach to campaign management including advanced trafficking and optimizations around targeting, frequency and more.
- Transparency into inventory, reporting, etc. + flexibility to change in flight.
- Advanced trafficking tactics like dayparting, waterfalls and curated inventory to maximize media performance.
- Proven experience navigating CTV strategies and landscape to achieve best results.
Our TV Partners
Tap into industry-leading Connected TV partners, with the most curated content and premium video offerings including:
Latest CTV Resources
Guide: Advertisers’ Top 10 Questions for CTV Partners
With the rapid increase in streaming TV viewing, more advertisers are looking for the best ways to leverage this important ad channel. Download our guide with key questions to ask CTV partners to ensure you’re getting the best service and results.
