Connected TV is one of the most exciting technological innovations of the past decade. Not only does this open up a plethora of new entertainment systems for consumers, but it also allows for brand new marketing strategies from international businesses. So, without further ado, let us take a detailed look at the ins and outs of connected TV.
How Connected TV works
Connected TV is available on all devices that support multimedia streaming via the internet. A connected TV allows consumers to gain access to a wide range of streaming video platforms like Netflix and Prime Video, as well as enabling them to view and explore multimedia content on the internet.
Due to its flexibility across multiple platforms and devices, this opens up an exciting marketing opportunity for businesses, allowing brands to immediately broaden their reach.
While conventional linear television advertising can be incredibly expensive and continues to lose its previous effectiveness, internet TV devices are opening the way for more dynamic and addressable TV advertising. In this sense, connected TV is simply a device that allows for targeted and addressable television advertising.
Growth of Connected TV
The growth and expansion of CTV is being fueled by ad-supported VOD and free ad-supported streaming services. As companies who design and produce smart TV’s make accessing AVOD and VOD services easier, through implementing enhanced search features within their TV device systems, connected TV through AVOD has become more frequent amongst consumers across the world.
Evolution of Connected TV advertising
Because of restrictions in CTV advertising technology in the initial stages of CTV’s establishment, several streaming platforms couldn\’t provide advertisers the same kinds of control that linear TV did at the time. However, in today’s day and age, this is no longer the case – addressable TV advertising is more flexible than ever before.
Much of advertisers’ preconceptions about purchasing advertisement slots in streaming platforms via programmatic systems have been utterly debunked by what is now available. This is likely due to the innovation of ad servers now allowing for CTV ads for all advertisers.
Advertising agencies are quickly scaling up their internal CTV expertise, much as they did with mobile streaming. CTV publishers are moving away from intermediary levels and toward automated and integrated options.
It is clear to see the direction of CTV’s evolution, providing advertisers the opportunity to better target and address their audiences. It also allows brands to interact with customers on a more regular basis, and in more innovative and unique ways that weren\’t possible in the early days of CTV.
Keep an eye on connected TV’s ad frequency
Though the demand for reaching streaming consumers has increased among advertisers, controlling the occurrence and frequency of ads has been somewhat of a difficulty for some advertisers. Due to this, on some platforms, you may see several adverts from the same brand consecutively within the same ad breaks. If left unsolved, this can come across as spam to a lot of consumers.
Despite this concern, CTV has many benefits and applications for consumers, customers, businesses, and advertisers alike. Over the years, CTV has continued to grow and evolve, which means we may see exciting new CTV innovations in the near future.
