Transforming advertising success with power of connected TV
By Seun Johnson
Connected TV otherwise known as CTV has emerged as one of the most powerful weapons in an advertiser’s arsenal.
With the rapid shift in consumer behaviour toward streaming content on internet-enabled devices, CTV offers advertisers a unique opportunity to reach their target audiences in more personalized, data-driven ways.
CTV is any television that connects to the internet and allows users to stream content, either through smart TVs, gaming consoles, or set-top boxes.
With widespread internet penetration in Nigeria, many Nigerians enjoy the privilege of maintaining a regular online presence, leading to significant growth in households using and accessing CTV. In the United States, this number is projected to surpass 200 million by the end of 2024.
This surge in adoption presents advertisers with a golden opportunity to tap into a growing, engaged audience that is actively choosing what to watch, when to watch, and on which device.
CTV offers a more direct, cost-effective alternative to traditional TV advertising, with the added benefit of better targeting and measurement capabilities. Advertisers can deliver tailored ads based on real-time data such as viewer preferences, location, and behavior. This will allow for more precise, relevant, and impactful messaging.
Unlike traditional TV advertising that often relies on broad demographic targeting, CTV provides advertisers with the ability to target viewers based on more granular insights.
According to research experts, by tapping into first-party data, such as purchase history and browsing behavior, advertisers can create more personalized ad experiences that resonate with their audience on a deeper level.
They also believe that using advanced targeting capabilities like geofencing and contextual targeting ensures that brands are reaching the right consumer at the right time, without wasting ad spend on uninterested viewers.
One of the key advantages of CTV however, is its ability to offer interactive ad experiences that foster deeper engagement. By targeting clickable content and in-stream calls-to-action, advertisers can drive direct responses from viewers which will consequently transform passive watching into active participation. These types of ads can help advertisers boost conversions and create more memorable brand experiences.
Experts also argue that CTV campaigns don’t have to stand alone; they can work in harmony with other digital channels like social media, display ads, and mobile. By integrating CTV with other touchpoints in the consumer journey, advertisers can create a cohesive, omnichannel strategy that maximizes reach and reinforces their messaging.
While more consumers move away from traditional cable TV to embrace streaming content, CTV advertising is getting more critical for brands looking to stay relevant. With the growth of 5G technology and advancements in machine learning, the targeting and measurement capabilities of CTV has constituted a powerful channel for advertisers.
Advertisers who embrace CTV and harness its full potential through smart strategies, will not only keep pace with the changing media landscape but also position themselves for sustained success in the years to come.
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