In the rapidly evolving world of digital marketing, staying ahead of the curve is essential for brands aiming to connect with their target audience effectively. One groundbreaking avenue that’s captured marketers’ attention is Connected TV advertising (CTV).
This dynamic platform offers a unique blend of traditional television’s immersion with the precision targeting of digital ads, allowing brands to reach viewers in a whole new way.
At the forefront of this trend, Crux Media is empowering brands to seize the CTV advantage and revolutionize their advertising strategy.
What is Connected TV?
Connected TV, often abbreviated as CTV, refers to television sets that are connected to the internet, offering access to a plethora of online content. This connection can be established through built-in capabilities, such as smart TVs, or by using devices like Roku or Apple TV, transforming standard TVs into connected ones. When viewers engage with CTV, they experience content on a large screen, much like traditional television, but with the added benefits of digital targeting. This amalgamation of digital precision and television’s immersive experience makes CTV advertising a compelling proposition for modern marketers.
In 2020, Statista identified that 191.1 million adults in the US engaged in two-screen viewing, simultaneously browsing online on a computer or mobile device while consuming digital video or traditional TV content.
Statista report
Why Connected TV Matters?
The shift towards Connected TV isn’t just a fleeting trend; it’s a reflection of how consumers are changing their media consumption habits. Traditional cable TV is giving way to streaming services and CTV, allowing viewers to access content on their terms. This shift offers marketers a golden opportunity to engage audiences on a platform that combines the comfort of television with the customization of digital.
How Does CTV Work?
Connected TV encompasses any television that connects to the internet and streams digital video content at viewers’ convenience. CTV is a subset of over-the-top (OTT) media, which includes apps and services not tied to traditional cable or pay-TV subscriptions. The versatility of CTV makes it a prime channel for reaching audiences who value content flexibility and personalized viewing experiences.
3 Benefits of CTV Advertising:
🥇Access to TV Audiences: CTV offers media buyers a diverse range of options for TV ad spend. This translates to more ways for brands to connect with their desired audiences, making their campaigns efficient and impactful.
🥈Targeting Precision: Leveraging first-party and third-party data (as well as Lookalikes), CTV advertising enables laser-focused audience targeting. This reduces wastage, ensuring your message reaches the right people at the right time, enhancing engagement and conversions.
🥉Real-Time Insights: CTV campaigns provide the unique advantage of real-time tracking. This means that brands can analyze campaign performance as it unfolds, enabling adjustments to optimize results before the campaign concludes.
Statista reports 81% of TV advertisers cite “targeting and efficiency” as the primary reason for shifting ad spend to CTV/OTT and moving away from linear / cable TV advertising.
Statista report
Connected TV in Numbers
The statistics surrounding CTV underscore its significance:
- Traditional “pay-TV” lost nearly 5 million subscribers in 2021.
- 90% of young adults prefer the “cord-cutting” method of TV service.
- Netflix boasted 221.64 million subscribers globally by Q1 2022.
- Disney+ acquired 54.5 million customers within six months of launch.
- In 2021, only 56% of Americans watched TV via cable or satellite providers.
- According to Statista, the number of cord-cutters in the US could reach 46.6 million by 2024.
These numbers paint a vivid picture of the shift towards OTT and video on demand channels. Brands that embrace CTV advertising position themselves to connect with an audience that’s rapidly moving away from traditional TV.
Crux Media: Your Partner in CTV Advertising
In the ever-evolving landscape of digital marketing, Crux Media stands as your strategic partner in navigating the world of Connected TV advertising. Our expertise in harnessing the power of CTV enables us to create tailored campaigns that engage viewers on their terms. As consumer preferences continue to evolve, seize the opportunity to captivate your audience on the big screen of CTV with Crux Media by your side.
Ready to leverage the potential of Connected TV Advertising for your brand? Contact us today and let Crux Media guide you towards impactful and engaging campaigns that captivate your audience on the big screen.