Connected TV Ad Examples
Connected TV has become one of the most important advertising tools over the last couple of years. Since the pandemic, many households have had to face extended quarantine times. With so much time stuck at home, viewing habits changed. Binge-watching became the top trend with individuals using connected TV devices to watch their favorite television shows and movies.
Connected TV Platforms
Connected TV platforms include smart televisions and televisions connected to an external drive. External devices, such as Roku, Amazon Fire Stick, Apple TV, Sony Playstation, and Microsoft Xbox transform a traditional TV set into a device ready for internet access.
Applications can be downloaded on the connected TV device to watch TV shows, sports, and movies. While streaming, connected TV ad examples most likely to be seen are static ads and online video ads. All connected TV ads will track impressions and any actions performed by the viewer.
CTV Ad Spend
TV advertising spend by industry has changed over the last several years. According to Statista, in 2020 alone, connected ad spending surpassed $9 billion. The connected TV advertising market size makes up at least a quarter of all ad spending with the amount expected to grow through 2025. By 2025, connected TV advertising is anticipated to pass the $27 billion mark.
What Is CTV Advertising?
Connected advertising is a subset of OTT marketing. Connected TV strategy for advertisers means that CTV campaigns are focused exclusively on television sets with online access.
A connected TV definition doesn’t include mobile devices such as smartphones and tablets. Instead, the connected TV market is made up of households who own at least one smart TV or OTT device. According to Leichtman Research Group, in 2021, over 80 percent of households had at least one connected television.
Connected TV Market
The connected TV market isn’t simply made up of the younger generation, although they’re more likely to watch online programming through their televisions.
Each day, approximately 54 percent of those between the ages of 18 and 34 use a connected TV device. For those over the age of 35, approximately 43 percent watch television daily using a CTV connected TV.
What is connected TV advertising, and what are some examples? Connected TV ad examples can be viewed each time a consumer streams a show or movie. Connected TV ads typically pop up as soon as the smart television or OTT device launches.
For instance, viewers may see a home screen ad on the screen or ads for locked screens. In-stream video ads are one of the most popular types and feature 15 to 30 seconds of unskippable media.
CTV vs OTT ads are not the same. However, a marketer can choose to incorporate both OTT and CTV advertising options into their vision. OTT ads will focus on advertising across devices while CTV remains exclusively on television sets.
To understand connected TV vs OTT, consider that connected TV is merely a subset of OTT. Any type of content that isn’t delivered through a closed connection like cable is considered OTT or over-the-top.
An agency, like Keynes Digital, can be utilized by brands looking to get their video ads onto connected televisions. Keynes Digital uses what’s known as a demand-side platform (DSP). Through their connections, direct partnerships are made available through CTV platforms such as The Trade Desk, data providers, attribution partners, and so on.
As part of a connected TV strategy, the company confirms tracking can be performed across multiple devices. This means that if a consumer watches an ad on their TV, marketers will know if he or she uses a tablet to access the brand’s website.
Agencies provide connected TV ad examples to demonstrate what works best for the platform. The examples can help shape a campaign by producing clear-cut goals.
Connected TV advertising examples can be found online on Keynes Digital’s One View TV Commercial Review page. There you’ll find our CEO & Founder providing feedback as to how good or bad these TV ads really are.
Connected TV examples are usually broken down into two goals: direct response and branding. For each connected TV advertising example, the marketer should ask what the commercial should achieve. For best practices, consider the following for each Connected TV ad tactic:
These types of connected TV advertising commercials aim to drive performance and revenue. Each time the consumer sees a direct response commercial, the person should know what to do next and where to go. Ask these questions:
- Does it make the viewer put the phone down?
- Is the brand obvious from start to finish?
- Are instructions provided on where to go after the ad?
- Does the ad look professional and polished?
Branding connected TV advertising examples will have different goals in mind. These types of commercials aim to build awareness about a company. Each time the consumer sees a branding commercial, the person starts to recognize the company and its products more readily. Ask the following questions when developing a branding connected advertising ad:
- Does it make the viewer put the phone down?
- Is the ad memorable or catchy?
- Does the ad make viewers want to share it with others?
Connected TV advertising companies or smart televisions such as Roku, Chromecast, Samsung, Sony, and Lenovo can be set up to go online wirelessly. With connected TV advertising, brands may target which device the household uses to stream. With a connected TV device, cross-channel advertising is also possible.
Smart channels or content for connected TV advertising are more often associated with OTT advertising. However, OTT advertisements are served via connected TV providers.
OTT advertising companies have access to streaming services with different formats. For instance, video-on-demand (VOD) libraries are offered through providers such as Apple iTunes. In these cases, each video is purchased a la carte and may not include OTT advertisements.
Subscription video services require a monthly fee for unlimited access to programming with commercial breaks. Examples of providers with this format are Hulu, Peacock, HBO Max, Disney Plus, and so on.
Connected TV measurement permits brands to receive data on who is watching their ads. This gives the potential for retargeting and adjusting the ads shown to individuals who have already interacted with the company. Data can also be compiled to advertise to lookalike audiences.
After viewing TV advertising statistics 2020, marketers have seen major growth in the industry. Consider the following connected TV growth 2021 and beyond:
- Connected TV trends 2021 display that Roku continues to dominate the CTV device market. According to Adjust, 34 percent of the market share belongs to Roku users. Following Roku, Tizen and Android TV are among the most popular CTV options.
- Connected TV viewership 2021 was estimated at 40 percent compared to 39 percent in 2020, according to the Leichtman Research Group. More than 80 percent of households worldwide have a connected TV device.
- For TV advertising effectiveness 2021 and after, completion rates are being reported as higher than ever. The completion rate for connected TV ads, according to Viewpoint, is upwards of 90 percent. Ad viewability is high for CTV videos since full screen is in view.
- Ad spending on CTV campaigns has grown steadily from 2020 to 2021. In 2020, advertisers spent approximately $9 billion on CTV campaigns. By 2021, more than $11 billion has been spent.
The cost per CTV ad hasn’t increased, although the platform has gained popularity. In fact, Steelhouse reports show that each site visit costs 23 percent less than the prior year. The company also confirmed a 99 percent increase in the number of site visitors from connected TV ads.
Connected TV vs linear TV refers to the difference between advertising on an internet-enabled television and traditional television. A linear TV definition means that a viewer watches programming at a scheduled time using their cable or satellite connection. Broadcasts are over the air and watched at scheduled times during the day.
For years, television and radio stations have used this style of broadcast. However, cord-cutting caused households to move away from linear TV and choose OTT options for live and on-demand viewing.
Linear TV advertising is the most expensive and least cost-effective way to reach audiences. Commercials that play during broadcast TV are substantially more than any ads found on connected televisions.
Many marketers have moved away from linear TV advertising because most programming can be found through connected TV. There are very few incidences where linear TV is required to view a TV show or movie. Streaming TV advertising is less expensive with a more targeted reach than linear advertising.
Keep in mind that professionally-produced linear TV commercials, as well as many video files lying around, can be played through connected TV platforms. Brands can access the Keynes Digital CTV Spec Check tool to confirm that streaming services will approve the video asset.