Connected TV is a content internet-connected multimedia streaming on internet-capable devices and gadgets like televisions, video game consoles like Xbox, PlayStation, Blu-ray Disk Player, among other video streaming devices.
CTV is just the introduction of the Internet and web 2.0 features into the new model of TV sets. It can also be considered as a hybrid television or the coming together of computer technology and TV. It is also called Smart TV because of the similarities of the user interface with that on smartphones.
Users of connected TV devices have access to video streaming platforms like Netflix, Hulu, YouTube, Pandora, among others, where they can get movies, photos, and other digital content on the Internet. It shows the level of evolution that the movie industry has experienced in recent years.
Now, new-generation devices dwell on online interactive media, Internet TV, on-demand streaming media, and over-the-top content (OTT). Just like CTV, OTT involves audio streaming, messaging services, and even digital voice calling services with an internet connection. They are available via software applications or web widgets.
This medium above is perfect for adverts, including linear/broadcast TV; in the absence of technical differences. Because it does not support the Internet connection, A linear broadcasting can’t convey digital advertisements as internet-capable Smart television do.
Advantages of Connected TV Advertising
Connected television provides users with the perfect new medium to drive their ideas straight to target audiences that might not be fans of live TV. The history of your potential client’s activities online and the products and services they might want will help you maximize your focus on these select customers for better results.
Advertisers have an opportunity to conserve on impression costs. Because Smart TV ads are here to stay since digital advertising has hugely changed on television. When a viewer watches an advert on their device on the internet, only one individual sees the creative. According to statistics, Smart TV is watched with family and friends, with at least 2-3 viewers present. Therefore, the ad on Smart TV will be viewed by several people at the same time, significantly reducing the cost per impression for a marketer.
Smart TV users are expected to log in through universal identity recognition platforms like their Facebook or Google accounts. Enough data is used to create their profiles considering their location, zip code, interests, online habits, device, language, among others. Accurate audience filter makes for more brand value while targeting brand-receptive audiences with relevant and suitable information.
Ad Formats and Quality
The adverts are always full of exciting ideas. Advertisers can introduce amazing concepts with all video ad formats with unlimited possibilities that stimulate consumer engagement, and video ad campaigns result oriented. There is a transmission of targeted, very personalized, HD-quality adverts with stereo sound, presented full-screen. Brand loyalty and exposure are promoted as a result.
Active audiences and Real-time Metrics
Smart TV-connected users determine what they like to see and how to respond to them. The levels of control results in increased satisfaction among watchers, more favorable perception, and positive attitudes of viewers towards ads. Marketers can as well measure the success of an ad campaign by studying the number of views, clicks, conversions, direct responses, and general reactions.
Connected TV primarily takes wasting TV dollars on non-qualified audiences out of the picture, thereby giving advertisers a direct reach to TV viewers who have interests in their products and services, and everyone is satisfied in the end.