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Traditional TV has been one of the most dominant advertisement channels for decades. Some of us can still vaguely recall the old ads from the ’60s and ’70s with grainy visuals and crackly sound. While all that was considered the gold standard of success, TV ads have come a long way. Today, we have connected TV ads (CTV ads).
Connected TV ads have not fully replaced traditional TV ads. However, with an increasing number of users shifting, advertisers have had to adapt, reallocating most of their marketing budgets to CTV advertising. But, what are connected TV ads and why are they considered a game changer for brands?
What are Connected TV Ads and How Do They Work?
Connected TV ads refer to adverts that audiences can view through internet-connected devices such as smart TVs, computers and other mobile devices. In other words, they are the ads you can see while streaming sites like YouTube and Hulu.
The primary difference between linear TV and CTV ads lies in the ability to target a specific demographic of viewers. Thanks to this feature, these ads have enabled brands to enjoy a variety of advantages, including improved analytics, cost-efficiency and higher engagement. If you are looking to improve the results of your campaign, check out this comprehensive guide to creating an engaging TV ad.
Advantages of Connected TV ads
Improved Analytics
Advertising involves various key aspects, and one of them is tracking the performance of your campaigns. Brands need to monitor the progress of their ads to help them identify areas that might need improvement and optimise expenditure to maximise their ROI.
CTV ads provide marketing teams with unmatched insights into the performances of their campaigns. Unlike traditional TV (which relies heavily on estimation), its targeted approach offers clear metrics on aspects like how many people watched and the influence of the ad on brand awareness.
Cost Efficiency
CTV ads also provide a cost-efficient way to market brands. Since it works on the principle of targeted advertising, ads reach specific audiences which reduces wasted spending. Additionally, CTV ads are based on a pay-per-view model, meaning you only incur costs when a viewer sees your ad. Lastly, the costs of creating and updating these ads are generally lower compared to those of linear TVs.
A cost-efficient ad campaign is beneficial for any business since it improves its ROI. That is possible because of increased conversion rates and an edge over competitors that may still be using the traditional methods.
Higher Engagement
CTV ads also ensure higher engagement compared to traditional TV ads due to various reasons. For instance, it aligns perfectly with how most of us watch TV today – which involves watching on demand (pausing and resuming content).
With traditional TV, viewers will miss all the ads aired while they are offline. However, CTV ensures the user resumes exactly where they left it, meaning the majority of the targeted ads will be watched to completion, hence higher engagement.
Conclusion
CTV ads have revolutionised TV advertisements by enabling brands to target specific audiences with tailored messages. This approach has proven beneficial in various ways, including cost efficiency, improved analytics and higher engagement. So, if you are still lagging behind with traditional ads, it's high time you switch to connected TV ads, start reaping the benefits and soar ahead of your competitors.
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