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All Media Insights March 12, 2024

Connected TV Advertising for Broadcast Ads

Writen by Lawrence Peter

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Connected TV Advertising for Broadcast Ads: Reach Millions

Connected TV is such a huge opportunity for television advertisers. To craft a successful and effective campaign, there is a lot to learn about connected TV and how it compares to traditional television advertising. Connected TV is by far superior to traditional television advertising and in this guide, you will learn everything there is to be an expert in TV advertising

Television advertising, also called TV advertising, uses captivating commercials to target specific demographics and promote products, services, or brands. TV advertisements are aired on various networks and channels, either locally or nationally, during scheduled programming breaks. For many successful brands, TV ads serve as a pivotal component of their comprehensive marketing strategy.

What is a connected TV?

Connected TV is a form of OTT advertising that represents the future of television advertising. It involves streaming television content over internet-connected devices, which includes smart TVs, mobile devices, and OTT devices.

Viewer adoption of connected TV is high and continues to grow as more viewers shift from cable and satellite to streaming TVs for their entertainment. Connected TV allows advertisers to get more access to the target demographic to serve highly relevant, targeted advertising.

CTV ads combine digital advertising capabilities and linear television’s user experience, enabling precise audience targeting and effective ad performance measurement. Many advertisers, particularly direct-to-consumer (DTC) brands, stand to benefit from connected TV for its ability to allow for smooth tracking of visitor conversions directly from ad views.

Linear TV advertising:

Linear TV refers to the traditional broadcast format. This is where content is viewed based on a predetermined schedule, as opposed to on-demand viewing. This format of advertising predominantly focuses on prime-time viewing, which is when most people are engaged with their screens. Linear TV advertising, therefore, involves marketing targeted specifically to this prime-time audience based on a fixed schedule.

Although linear TV advertising and cable TV advertising are often used interchangeably, they share a slight difference. Cable TV is linear, but not all linear is cable TV. Linear TV has various mediums, including satellite and over-the-air. Therefore, any medium that has a line-up of shows at specified times qualifies as linear.

Streaming TV advertising:

Streaming TV is the modern format of accessing your preferred shows on your favourite devices, delivered through an internet connection with no need for a cable box. Streaming TV is on-demand in nature, which allows users to select when and where they consume content as long as they have internet access and a compatible smart device such as an Apple TV.

Thus, streaming TV advertising is a marketing tactic that involves marketing materials used within TV content through an internet-connected device. There are two phrases associated with streaming TV advertising used frequently, which include connected TV (CTV) and OTT (over-the-top). Although these words are used interchangeably, connected TV refers to the device used, usually a smart TV, whereas OTT pertains to the method of content delivery.

The Significance of TV Advertising

TV is a powerful tool for brands to increase their credibility. Through the use of TV marketing campaigns, brands can reach a large audience and showcase their products and messages. Creating engaging, high-quality TV ads is key to attracting potential customers and bringing them into the marketing pipeline. This is known as demand generation.

Television can draw your target audience towards deeper online engagement. The main goal is to create ads that will persuade viewers to take action. Effective TV ads can guide the audience of brands towards their products and services.

Effectiveness of TV Advertising:

TV advertising remains effective and popular among big brands. They wouldn’t allocate substantial portions of their marketing budgets to television ads if they didn’t work.

This raises an interesting question: Are the largest brands advertising on TV because they are already prominent, or are they prominent solely because they advertise on TV? This thought experiment highlights the lasting relevance of TV advertising. Although it requires an initial investment, it yields substantial returns.

How does traditional TV advertising work?

Connected TV Advertising for Broadcast Ads: Reach Millions

  • Identifying the Target Audience: To create an effective ad, research your audience’s demographics, like age, gender, and interests.
  • Planning the Campaign: Define campaign objectives, messages, and budgets. Select appropriate TV channels and time slots for your target audience’s viewing habits.
  • Creating the Advertisement: Create a compelling commercial by writing a script, choosing a cast, filming, and editing to convey the brand message.
  • Purchasing Ad Spots: Secure TV ad spots by purchasing airtime on the TV channels. Consider channel popularity, time slot, and show viewership.
  • Broadcasting the Advertisement: Air the commercial according to the set plan, ranging from one-time airing during significant events to multiple shows across various time slots and channels.
  • Monitoring and Evaluating Performance: Analyze the advertisement performance through metrics such as reach, audience engagement, brand recall, and impact on sales or inquiries.
  • Adjusting Strategy: Based on performance data, redefine strategies by tweaking your ads, choosing different time slots, or shifting to other channels aligned with audience preferences.

Limitations of TV Advertising

  • Lack of measurement: Traditional TV lacks quality campaign tracking metrics, which hinders the accurate assessment of commercial viewership and its impact on audience behaviour.
  • Ad Skipping: Research shows that 86% of viewers skip linear TV commercials. This reduces the efficacy of advertising efforts, necessitating additional costs.
  • Declining Viewership: As viewers rapidly shift towards connected TV platforms, traditional TV faces diminishing viewership, which calls for adjustments in advertising strategies.
  • Upfront Costs: Television advertising entails significant upfront expenses, deterring smaller businesses from favouring a pay-as-you-go model.

CTV Advertising: Reach, Results, & The Future

In the world of advertising, sticking to traditional ways is comfortable, but it’s not always the most effective. Embrace connected TV (CTV) advertising, where platforms like NDTV Performance TV are changing the game, offering advertisers a chance to connect with their audience in ways traditional TV can only dream of.

Getting Personal with Your Audience

What makes CTV advertising stand out is its superpower to pinpoint the exact audience you want to talk to. Imagine being able to whisper your message into the ears of just the right people. CNBC Performance TV does just that, using a mix of data magic from sources like the Oracle Data Cloud. This means you can wave hello again to someone who visited your website but left without saying goodbye through a captivating ad on their TV screen, hitting the bullseye with your target demographic.

Decisions Backed by Data

CTV advertising is like having a crystal ball, offering insights and metrics that help you see how well your ads are doing. Think of it as understanding the language of your audience’s behaviour after they see your ad. MTV Performance TV goes a step further, pulling back the curtain to show you exactly where your ads are shining, thanks to its unique ad server and integration with tools like Google Analytics. This is gold for making smart, informed decisions.

Boosting Your Marketing Muscle

As the way we watch TV evolves, so should our advertising strategies. CTV is proving to be a powerhouse for performance marketing, delivering results that you can see and measure in real time. Al Arabiya Performance TV is leading this charge, focusing on goals that drive performance. Imagine an online mattress retailer seeing their ad spend come back 16 times over—that’s the power of targeted CTV advertising.

Advantages of CTV Advertising

With more eyes on CTV than ever, the opportunity for advertisers is ripe for the taking. Being an early bird here can set you apart from the competition.

  • Make the Most of Your Videos: Chances are, you’ve already got some great video content. A little tweak here and there, and voilà, you’re ready to make a splash on CTV. It’s about making sure your content fits the CTV mould for maximum impact.
  • Crafting Messages that Stick: Experiment with 15 and 30-second ads to find the sweet spot for your message. The goal is to make your brand’s voice heard loud and clear at the time that best suits your story.

Creative Tips for Captivating Ads:

To truly make your CTV ads pop, remember these tricks:

  • A clear call to action: Tell your audience exactly what you want them to do, loud and clear.
  • Brand visibility: Keep your brand in the spotlight with your logo and URL always visible.
  • Engaging voice-overs: Make up for the lack of clicks with a voice that carries your message home.

Stepping into CTV advertising might feel like charting unknown territory, but you don’t have to go it alone. Partnering with a platform like Wide Wings Media’s (WWM) Advertising Suite can be your compass, giving you access to the best spots on TV and a treasure trove of CTV inventory. This way, you can focus on crafting ads that not only look good but also resonate with your audience.

The Future of CTV Advertising

CTV advertising opens a door to a world where reaching your target audience, gaining valuable insights, and achieving measurable success is not just possible—it’s within reach. By diving into the capabilities of Syfy Performance TV, you’re not just keeping up with the times; you’re setting the pace, ready to lead your brand into the exciting future of digital advertising.

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