Why You Should Be Running Ads on CTV

Looking for a new advertising channel? If so, consider CTV.

With CTV advertising, you can reach people who stream content on their television sets.

And you might reach audiences that you wouldn’t otherwise. Better yet, you could even reach folks that your competitors haven’t.

In this guide, I’ll go over CTV, talk about how to advertise on it, and explain the advantages of using it to promote your business.

What is CTV?

CTV stands for “Connected TV.” It’s a type of Internet-connected device that streams video and TV content.

You probably already have a CTV device in your home. Examples include Smart TVs, mobile platforms, and other Internet-connected devices.

Have you ever used Chromecast to watch a YouTube video on your TV? If so, then congratulations. You’ve used CTV.

A better question: Did you notice any ads running while watching the video on your TV? If so, then you saw a CTV ad.

Now ask yourself: Are people in your target market watching content on their television sets?

Yes, they are. That’s because CTV rose in popularity over the past couple of years.

The pandemic had a lot to do with that. In fact, the number of people watching YouTube on TV during that time grew by 52%.

But even though we’re emerging from the pandemic, that doesn’t mean interest in TV-streamed content is slipping as well. 

New habits die just as hard as old ones.

And here’s the icing on the cake: eMarketer predicts that the number of people watching CTV content will increase from 19.1 billion to 29.5 billion over the next couple of years.

You’ve got an audience in there somewhere.

Before I leave this section, I think it’s a great idea to cover the difference between CTV and OTT (Over The Top) content.

OTT gets to your TV over your cable box. It’s instead of satellite TV. 

So CTV uses OTT to deliver content.

Efficiently Reach Current and New Audiences

So how can CTV ads improve your video action campaign results?

First, you can reach new and current audiences based on interests. Just identify the types of videos that people in your target market like to watch.

Then run ads on those videos.

That’s why YouTube is superior to old-school TV advertising. Plenty of videos are niche-specific.

Full-Funnel Campaign Goals

Another great thing about CTV advertising: reach people anywhere in the sales funnel.

Or, better yet, reach them throughout the entire sales funnel.

CTV ads have a positive impact on mid-funnel metrics. That includes early-stage consideration.

Additionally, you can measure the impact of cross-channel campaigns. It’s not likely that you’ll only advertise on CTV, after all.

Use a tool like Brand Lift to check the effectiveness of your campaign by looking at metrics such as awareness and watch time.

Target Similar Audiences

It’s quite likely that you’re already using YouTube ads to promote your brand. But did you know that you can use CTV ads to target those same audiences?

Well, you can.

With CTV ads, you’ve got laser-like targeting that appeals to a variety of consumers. And it’s cost-effective.

Use YouTube shoppable ads in video action campaigns. You’ll connect with audiences at their level and increase your chances of getting conversions.

The Real Power of CTV Ads

Thus far, I’ve covered the power of CTV ads as they pertain to YouTube consumers. But there are other streaming services as well.

Here are several other options:

  • Hulu
  • Peacock
  • Sling
  • Paramount+
  • HBO Max
  • Pluto TV

Keep in mind, though, when you advertise on those platforms, you might have trouble hitting a targeted niche. That’s because many of those streaming services offer content-on-demand from TV.

However, you still have options. For example, if you’re interested in targeting people who love cooking, advertise on one of the cooking shows on those services.

You can also partner with a third-party service that will help you reach the right audience on various streaming platforms. They won’t do that for free, but the investment will help you get the most bang for your advertising buck.

There’s another of partnering with a service: they have the numbers.

Those companies know which types of people like to stream specific on-demand shows. And, once again, you’ll likely find a relevant audience there somewhere.

Wrapping it Up with CTV Ads

CTV ads offer a great way to get the word out about your business. 

Use them to get the most out of your ad dollars by targeting a very specific audience. Then check out the library of analytics that will help you fine-tune campaigns.

If you haven’t yet tried CTV advertising, why not get the ball rolling today?

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