How To Create the Most Effective CTV Campaigns

By


 

Traditional Linear TV Matches Programs to Demographics

In the early days of television programming and advertising, advertisers “sponsored” the programs that most aligned with the product. For example, Pall Mall cigarettes sponsored “The Big Story” crime drama in the 1950’s. And the “Marlboro Man” sponsored auto racing events and shows in the 1960’s. And, even today, Marlboro still sponsors Ferrari at racing events.

Most Connected TV Campaigns Target Audiences

Targeting ideal prospects is the idea behind most Connected TV (CTV) campaigns. This is a game changer when it comes to TV advertising. In a typical traditional linear TV campaign targeting revolves around programming. So, if you are looking for women, “Keeping Up With The Kardashians” might be perfect. And the male/female skew is high at 72%.

What if you could combine the best of traditional TV and the game changing targeting of Connected TV?

Combine Custom Audiences With Congruent Programming For More Effective CTV Campaigns

At my shop, Advanced TV, we have created several Targeted-Programming packages. The idea is to match the custom audience to the programming they most enjoy. Let’s stay with our Kardashian example. The show has a 28% male audience, and 35% of the audience is over 55 years old. If your ideal prospects are Female/25-54, there is a lot of waste with a traditional linear campaign.

Now, let’s say we combine many other shows, networks and platforms that skew Female and only serve the ads to Female/25-54’s in our third-party data set? Now you have what I call a Custom-Congruent CTV campaign.

Advanced TV Strategies Matter

In professional sports, the coaches matter. They make the game plan and teach the players the proper technique. With advertising campaigns, the strategy and execution is just as important. Connected TV is still an evolving channel with changing players and distribution. With a well executed CTV campaign, you can reach ideal prospects in a content environment they love!


In 2016, Advanced TV started running TV Ad campaigns on Hulu and Sling. This was the infancy of the ad supported Streaming TV Ads industry. This industry is evolving and changing day to day. Advanced TV is a leader helping Startups to Fortune 500 companies target ideal prospects with the game changing benefits of Streaming TV campaigns. Any business, any size can benefit from Streaming TV Ads. New Channel New Traffic New Revenue Our experience in the TV advertising business is vast. We started in 1992.

Popular posts from this blog

By
Image
  Connected TV Viewers Likely to Take Action After Viewing Ads on CTV Consumers have become digital-first consumers. These 21 st century consumers continue to propel the rise of Direct-to-Consumer brands. As marketers, we need to answer this question: What is the best way to reach this desirable audience group? Direct to Consumer shoppers are expanding across all age groups including: young, more educated, and frequent online shoppers. They also are Connected TV watchers –– Direct to Consumer (DTC) shoppers spend most of their weekly TV time watching their favorite shows and movies through streaming, with an average of 13 hours a week (20% higher than cable, and 70% higher than social). For Marketers looking to advertise to this high value audience,  there’s research  that explores exactly how Direct to Consumer brands are using Connected TV to reach these customers.  According to the report, Direct-to-Consumer (DTC) customers find less value in cable –– 25% planned to cut the cord
Read more

CTV Advertising vs OTT Streaming Campaigns

By
Image
  Connected TV Campaigns (Large Screens) vs OTT Campaigns (All Devices) Do Marketers Want the Unduplicated Reach of CTV or to Reach Viewers Everywhere? OTT Streaming on Tablet With the rise of Streaming TV viewing, consumer behavior is changing, and savvy marketers need to understand their goals and their audience. For example, I could be watching my favorite show on my family room large screen, then finish the next afternoon on my mobile phone while I picked up the kids at soccer practice. Or maybe I missed my favorite sports team play, and I get the highlights on an app on my phone. You don’t have to be 18-24 anymore to engage in behavior like this. Everyone is learning how to be the master of their time and entertainment. The argument for exclusive Connected TV Advertising on the largest screens in the home is that the large TV screen is more engaging, more emotional, and exactly like watching TV ads on traditional linear TV. It’s true that the large screen is more compelling. It
Read more