Introduction
Do you ever wonder, from watching your favourite show on Netflix to watching videos on YouTube, how all of that is possible on the same screen? But, if you’ve ever experienced the same, then you already know the practical usage of CTV (Connected TV).
In this article, we are going to break down all the details related to CTV. What exactly is this and why is it becoming such a popular way to watch TV? So, let’s just break it down in a fun and fresh way.
What is CTV (Connected TV)?
To define, CTV or Connected TV simply refers to such televisions that can be connected to the internet directly. These TVs are not like traditional cable or satellite TVs, rather they use direct internet connectivity to stream your favourite shows on your CTV screen. If you can use any of the streaming platforms right on TV, then congo! You’re already using a Connected TV.
Here’s a more clear and concise definition of this term. Connected TV lets you watch your favourite and most-awaited content anytime without making you wait for any specific broadcast times. And for this, all you’re going to need is a good internet connection, a smart TV or a regular TV connected to any streaming device. Amazon Fire Stick, Roku, Apple TV, or even gaming consoles like PlayStation or Xbox can also work but you need to have a steady internet connection and a decent TV screen.
Why Connected TVs are Becoming So Popular?
While defining the definition of CTV, we believe, most of the readers have already got the concept behind its popularity. Connected TVs are getting popular and consumers are getting habituated to this because of the convenience and control that it provides. The days are gone when you have to wait to get your favourite show aired. You’re the controller now. No need to fear about missing out on something from a show. Every user can binge-watch their preferred content anytime and anywhere they want. Interstingly, 200.8 million U.S. CTV users projected by 2025. Now, you know that it’s going to be the next big thing.
CTV also works on personalization. The more you use it, the more it will suggest content as per your taste and viewing habits. It’s like having a friend who exactly knows what you love watching!
How does Connected TV Advertising Work?
Connected TV advertising is getting mainstream and popular day by day. And, there are many justified reasons behind this result. Many users get a short ad pop-up while watching TV, that’s called Connected TV advertising. Advertisers love CTV as it allows them to target those users who are more likely to be interested in their products or services. After all, who doesn’t want a higher conversion rate? Unlike traditional TVS, which are broad and generic, Connected TV advertising reaches the targetted, relevant and desired audience.
For instance, if you watch a cooking show mostly, you might see ads related to kitchen products or recipes. If you’re more into watching action films, you’re more likely to watch new films or video game-related ads. This is only possible because CTV can use the information about your viewing habits, without creating an issue with your privacy, to show ads that genuinely interest you.
Prominent Benefits of Connected TV Advertising
Connected TV advertising comes with some of the prominent benefits that traditional TV advertising doesn’t offer. Here are some of them:
- Accurate Targeting:
Advertisers can choose the precise audience who’ll see their ads based on their interests, watching behaviour and demographics.
- Budget-Saving:
Because the ads are more targeted towards the target audience, companies can save their budget by delivering them to that audience only. This way, the conversion rate will also be higher.
- The Interactive Interface of the Ads:
Some of the CTV ads are so interactive that you can also tap on learn more for a better understanding of their product or service. Consumers can easily access that through their TV screens.
- Measurable and Balanced Results:
Any of the advertisers can easily measure the effectiveness of their ad campaign by counting how many people viewed their ad or did a desired action afterwards.
Some of the Most Common CTV Ad Formats
Advertisers use different ad formats to reach viewers effectively. Creating ads, that leave an impact, is the main priority while running an ad campaign. Here are some of the primary and most commonly used Connected TV ad formats:
- In-stream Video Ads:
These ads generally appear before, during or after the main content that you’re watching. These are nothing different from traditional TV commercials, except more targeted to the right audience.
- Interactive Ads:
Interactive ads are designed to make the consumers interact with the product directly on the TV screen. Every user can click or use the remote to explore additional content related to the advertiser or even buy a product. And, that without leaving your TV screen unnoticed.
- Home-Screen Ads:
These ads are placed on your home screen of the connected TV. Usually, home-screen ads are used to grab the attention of the users for an upcoming TV show or movie. This way, the ads become a great way to make the audience engaged with your content.
- Pause Ads:
Pause ads generally pop up when you pause the content you’re watching. These ads don’t interrupt your viewing experience, and, this makes them less intrusive and highly effective.
- Branded Channels:
Some brands create their dedicated channels within the streaming platforms for better product promotion results. These channels are designed to feature content sponsored or produced by the advertiser. This way brands create such a funnel, that is more effective for product promotions and less disturbing to the users.
- Sequential CTV Creatives:
This is one of the most “new-age” ads that provides satisfying results. Instead of just one ad, sequential ads use multiple ads to narrate a story over a sequel.
Why Should Connected TV Matter?
Well, this heading can be discussed from two POVs. whether you’re an advertiser or a normal consumer, CTV brings convenience, comfort and results to you.
Viewer POV: Connected TV brings freedom and convenience to users as they can watch their favourite shows anytime, anywhere.
Advertiser POV: Who doesn’t want more sales while running an ad campaign? Using CTV ads, Advertisers target the interested audience who can be potential customers. That means, some of your ad budget is saved. This way connected TV transforms traditional TV from passive to interactive.
To Wrap It Up
CTV (Connected TV) is surely changing the way we used to watch TV. It’s a more personalized way to experience television rather than just traditional TV. The next time, someone asks you,” What is CTV?”, you can easily explain all the details related to this particular term.