In recent times, the way of advertising is being transformed. This is due to the changes adopted by entertainment consumers who now prefer to watch movies and series on popular video-on-demand platforms, such as Netflix or Prime Video, or even spend their leisure time watching videos from YouTube, which is becoming easier every day thanks to Connected TV or Connected TV and other devices that can connect to the Internet.
Given this panorama, marketing specialists, companies and media alike, must adapt and start designing personalized digital TV advertising strategies for these connected devices, as in addition to being an essential tool to increase the number of conversions, it is a safe bet that represents a great saving.
If you are not familiar with the concept of Connected TV and all the changes it is causing in programmatic advertising, in this article we will tell you what it consists of, what it is for and we will solve all the doubts that may arise.
The term Connected TV (CTV) refers to all electronic devices that have the ability to connect to the Internet and can broadcast videos. The clearest example of connected TV is Smart TVs or smart televisions, which are gradually replacing common televisions, but also include some consoles, as well as continuous transmission devices.
The Internet connection of these devices, either by WiFi or Ethernet cable, allows users to have access to a multitude of online content, such as streaming platforms, video-on-demand or applications of all kinds, so digital TV advertising is gaining strength.
While traditional television ads are aimed at a general audience, Connected TVs allow advertisers to design personalized advertising campaigns for a more specific audience, but also facilitate the purchase of advertising spaces by automating the process and allows greater control over who sees the ads and how often they do.
Something similar and to make an analogy would be the advertising that is contracted in social networks such as YouTube Ads, TikTok Ads or even Twitter Ads or SEM advertising through Google Paid Search.
Check out this video where we tell you about the potential of Connected TV to amplify your content!
Connected TV devices can play the following types of content:
· Linear TV: is the type of programming that everyone is used to and that is broadcast on traditional television. It has several channels in which programs of all kinds are broadcast according to a specific schedule. Thanks to Hybrid Broadcast Broadband TV or HBBTV technology, advertisers can change or add advertising from Linear TV through the use of an adserver.
· Over The Top (OTT): this type of content is what is broadcast over the Internet, so it can only be seen on smart tvs, smartphones, tablets and other connected devices. You can distinguish several types of content:
· Ad-Supported Video-on-Demand (AVOD): content financed with ads, in which a more economical streaming option is offered in exchange for watching ads. Some examples are Rakuten TV, YouTube or Roku Channel.
· Subscription Video-on-Demand (SVOD): subscription services in which there are no advertising breaks. The most popular are Prime Video, Netflix, Disney + or Hulu, although there are many more.
· Broadcaster Video on Demand (BVOD): is the version of content on demand created by linear or regular television, such as the Mitele platforms of the Mediaset group or Atreslayer of the Atresmedia group.
· Free Ad-Supported Streaming (FAST): free streaming services, in which content is only available at certain times and have advertising breaks. Tubi or Pluto TV are the most prominent examples.
As we have already mentioned, the content that is played on Connected TV is OTT, so the essential requirement to be able to view it is that the device has an Internet connection. Knowing this, the most common devices that are used for CTV are:
· Smart TVs: are the latest innovation in televisions and in addition to including Internet connection, these smart devices give access to the different retransmission services. They also allow the use of browsers, allowing you to browse the web from the television itself.
· Video game consoles: the most modern consoles, such as the latest models of PlayStation, Xbox and Nintendo Switch, in addition to providing hours of fun through video games, also give access to retransmission services and other multimedia content.
· Multimedia devices: devices specially designed to improve the reproduction of multimedia content on televisions. They have access to the Internet and, therefore, to OTT content. Roku TV, Google Chromecast or Apple TV are the best known examples.
With the rise of connected devices and television on demand, the way companies and media advertise has been transformed. While typical advertising will continue to be present on traditional television, smart TVs and other connected devices have given rise to a new panorama: digital TV advertising. Instead of the classic static ads of regular TV, Connected TV allows advertisers to create personalized spots specifically designed for this medium. This means that the advertising that a person receives on a platform does not have to be the same as that received by another user of the same.
Instead of the classic static ads of regular TV, Connected TV allows advertisers to create personalized spots specifically designed for this medium. This means that the advertising that a person receives on a platform does not have to be the same as that received by another user of the same.
This digital advertising on CTV is characterized by:
· More precise audience segmentation. Advertisers can reach specific audiences selected based on demographic data and the behaviors presented by users.
· More efficient measurement. It is easier to analyze the metrics of advertising campaigns, such as the return on advertising investment (ROAS), but you can also optimize future campaigns based on data collected.
· Diversity of formats. CTV advertising includes pre-roll ads (before content), interactive banners and other adaptive formats that improve the experience of viewers
The result? Ads with greater relevance and value for viewers, which in turn translates into higher conversion rates.
Connected TV is here to stay, so those in charge of marketing and advertising of companies must embrace this new environment and include digital TV advertising in their marketing strategies. And, this kind of advertising has a series of very beneficial advantages.
Advertising for CTV allows you to segment the public in different ways, which allows you to identify the most suitable profiles for each company or advertising brand. This makes the ads created more efficient and provide a personalized experience to users, because in addition to the place where they live and to which demographic group they belong, also take into account the behavior they have on the Internet and what their interests are.
The new smart televisions not only have modern features, such as Internet connection or integrated applications. They have also become so popular for their large dimensions and the great image quality they offer. Thanks to these screens, advertisers can develop more attractive ads visually, but also more relevant and impactful.
The ads on Connected TV provide a unique experience to users, who on the one hand are more receptive to this type of advertising than that issued in other media, such as mobile phones or web pages. Viewers usually see these messages until the end, which results in a greater retention of the attention of viewers and their loyalty, which allows advertisers to create more complete ads.
In advertising, being able to check the effectiveness of campaigns is essential to know if changes should be made or adopt a new point of view to optimize them. Well, the Connected TV allows you to obtain metrics in real time of aspects as important as visits to the advertiser’s website, the number of clicks that are made in the ad, direct responses and the conversion rate of customers.
The characteristics of CTV make it accept new advertising formats, which allow advertising companies to create more creative ads and stand out from the competition. Some of the most popular formats are animated videos and interactive spots. The latter are able to involve the audience like never before improving their experience with advertising.
Such as, for example, companies that use YouTube Shorts to take advantage of the trend of consuming content in short format and connect with a global audience effectively.
As the number of users who adopt the Connected TV grows, it will not stop transforming and evolving, creating endless opportunities for advertisers, who can take advantage of this form of advertising that allows them to save and reach a more specific audience.
If you are ready to take advantage of the opportunities that Connected TV can offer your brand, at 2btube we are here to help you. Our team specialized in social media advertising strategies and content on platforms will guide you in creating advertising campaigns adapted to this medium, ensuring that you get the best results. Click to discover how we can boost your advertising strategy with Connected TV. Do not hesitate to contact us.
