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A study shows that CTV ad spending in the UK increased by 21% last year. Clearly showing the growth and potential CTV has for brands looking to boost their marketing strategies. Let’s press play and discuss exactly what CTV is, its benefits and some examples.
The benefits of CTV ads are massive for brands from reach to reporting and effectiveness - these ads are the future of marketing.
If your aim is to reach a large audience then CTV advertising could be for you. With over 45 million people in the UK using CTV devices to watch their favourite shows and movies, that number will only rise as popularity soars. People are starting to choose CTV over traditional TV viewing making it the perfect place to build brand awareness and gain that reach.
A key benefit of CTV ads is that it offers a higher level of precision that traditional TV ads cannot match. In traditional TV ads, you aim for a mass marketing message and hope to reach some of your target audience. However, with CTV ads you can split your ad and connect with profiles that fit your target audience, allowing you to expand your reach to the right people without the guesswork.
CTV offers a lot of data to keep you in the know about your campaigns in real-time. The benefit is that you can also make tweaks and edits as you need, unlike other traditional TV campaigns. Another advantage is that as we head into a cookieless future, digital marketing can start to become more difficult for marketers trying to gather data. However, with CTV you can still gather that all important data as it doesn’t require cookies. CTV relies on IP addresses, device ID’s and similar first-party data. This can help you target individuals and households with specific and relevant content.
CTV gives smaller businesses a chance to compete with the big names. Historically, traditional TV advertising had required large budgets and the targeting wasn’t anywhere near as good as CTV. There are a variety of ways to pay for advertising on CTV and you’re not just limited to one network or channel!
A couple of years ago Volvo ran a campaign to boost sales for their S90 model using interactive CTV advertising. The campaign which targeted Roku and Samsung devices, allowed viewers to explore the interior and exterior, receive personalised messages and request information about local dealerships. The campaign resulted in nearly 526,00 unique engagements, over 1,200 requests for information via SMS, engaged more than 95,500 households and achieved a 35% lift in sales!
The success of this campaign highlights the effectiveness of connected TV advertising in driving engagement and personalised audience experiences.
The sandwich giant, Subway, teamed up with superstar celebrities like Tom Brady and Serena Williams to boost brand recognition and excitement for their latest menu additions. The influential stars introduced interesting new menu items, including new bread options, seasonings and ingredients as well as announcing an exciting 50-sub giveaway.
The campaign was a huge success with multiple restaurants experiencing a 33% surge in sales and the highest weekly unit volume in over eight years. Many claim this campaign makes one of Subway’s most significant media investments.
We’ve spoken about why CTV is popular in today’s marketing climate but it’s also important to discuss how the future looks and if this type of marketing is sustainable. We already know CTV ad spend is rising year on year and more consumers are choosing this way of viewing compared to traditional TV, lets take a further look into what the future looks like for CTV.
We wouldn’t be talking about the future if we didn’t talk about AI. The use of AI in CTV advertising allows marketers to understand what viewers like and create more engaging and effective ads. AI helps analyse what people watch and how they feel about it allowing brands to take a more targeted and personalised approach. As AI becomes more and more sophisticated these insights, placements and personalisations will become more reliable and continue to connect with viewers and improve results.
As CTV begins to overtake traditional TV viewing it's key for brands to notice the shift in how consumers watch content is changing. CTV ads are not for everyone but it is important to consider as there are many benefits including reaching a large audience that may not be as easy to achieve in other marketing channels.
Tracking cookies in digital campaigns is becoming more difficult as many users and browsers are opting out of third-party data sharing. Without this information, creating specific campaigns for a target audience can become difficult as marketers are unable to see previous data of some users meaning they can’t retarget them. Whereas CTV relies on IP addresses and device IDs so the cookieless world doesn’t change a thing for CTV advertising. Allowing marketers to have a more targeted approach when it comes to advertising using CTV.
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CTV advertising is revolutionising how brands engage with audiences in today's world. With platforms like Netflix, Disney+ and Hulu reshaping the way we consume content, CTV offers expanded reach, precise targeting, real-time reporting and cost-efficient marketing. As we enter a cookieless future, CTV advertising takes the upper hand by allowing marketers to still use data to retarget audiences. Many brands are already experiencing the benefits of using CTV ads to drive engagement and sales, so it’s clear to see why it’s becoming more popular.
If you have a project you’d like to work with us on get in touch with the team today.
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Sources:
CTV Image: https://unsplash.com/photos/tu...
Volvo Drive Image: https://www.innovid.com/resour...
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