CTV Digital Advertising

OTT / CTV advertising permits marketers to reach consumers directly on streaming platforms. However, while OTT advertising and CTV advertising are terms used interchangeably, there is one key difference. When comparing CTV vs OTT, the most notable contrast is where content is streamed. CTV refers specifically to television sets. The connected television will have internet access built-in or through an external device.

For CTV digital advertising, it refers to Connected TV commercials played on televisions that access streaming applications. When asking what is CTV advertising, the individual needs to focus on what the consumer is using to get online through their television set. The following are CTV examples:

• Samsung Smart TV
• Microsoft Xbox
• Sony Playstation
• Roku
• Google Chromecast
• Amazon Firestick

OTT advertising focuses less on what connects the television to the internet and instead on the platform used to stream content. Like CTV advertising, OTT advertising can also include media played on mobile devices, tablets, and desktops. OTT advertising / CTV advertising is more often preferred on a television set because consumers are viewing ads on full screen and in high definition.

Premium CTV advertising on OTT advertising platforms is designed to engage viewers before, during, or after watching a TV show or movie. Most Connected TV advertising is designed to play through from start to finish without a skip option. Although advertisements are featured on a television set, the cost is still less than traditional network TV commercials.

Connected TV advertising is also designed to work with big and small marketing budgets or companies. Connected TV advertising is usually priced by how many impressions are served and where the impressions appear. Since Connected TV advertising appears on internet-ready devices, all advertising is based on marketers’ pull of data for their niche audience targets. Collect data in real-time to see the traction Connected TV advertising is gaining and which ones are dead on arrival.

OTT advertising has similarities to CTV advertising. For one, most companies will be able to play the same type of ads through OTT devices, or Connected TV devices. CTV advertising / OTT advertising grows companies. High-quality, video ads help improve brand recognition. Marketers control the frequency of how often a viewer sees their CTV advertising / OTT advertising commercial and gauge responsiveness. CTV advertising / OTT advertising is highly targeted and is shown based on previous interactions. For instance, a consumer who has already interacted with a brand could be shown a retargeted Connected TV commercial.

CTV advertising / OTT advertising also has a high completion rate. According to Strategus, CTV advertising / OTT advertising rates have a completion rate of over 90 percent. With higher completion rates, brands are more likely to see a return on investment. An additional benefit of OTT advertising is that marketers have an extended reach. Like CTV advertising, OTT advertising reaches consumers who own any device, such as a TV, desktop, tablet, or mobile phone.

OTT advertising and Connected TV advertising spending are important in a company’s marketing budget because of the significant reach campaigns currently have in the industry. As of November 2021, according to eMarketer, the average person spent 80 minutes per day viewing OTT content. This was a 9 percent increase from the previous year. Due to the ongoing COVID-19 pandemic, the amount of OTT content viewed daily is expected to surge. Binge-watching has become a popular way to watch TV shows, which gives companies a chance to interact frequently with targeted prospects digitally.

OTT vs CTV IAB should be a consideration as a company plans out its marketing strategy. IAB stands for Internet Advertising for Media Buying and provides a standard for digital media companies to follow. Brands are protected under these guidelines when promoting their products and services through OTT advertising platforms. Connected TV advertising is also protected under the terms and conditions of IAB.

OTT advertising platforms are applications available to display different types of ads. The best OTT advertising platforms will have the means to target customers for the brand. For instance, toymakers may want to use OTT advertising platforms that have a lot of child-friendly content. Benefits of OTT advertising include the potential to target based on viewing habits. The following are OTT advertising companies currently with inventory available:

• Hulu
• Paramount Plus
• Sling
• Amazon Prime Video
• Crackle
• Pluto TV
• Vudu
• Roku Channel
• Peacock

Another option is to purchase OTT advertising space on the Connected TV device. Examples of Connected TV advertising platforms include:

• Roku
• FireTV
• Chromecast
• Sony Playstation
• Microsoft Xbox

What is CTV? As you may already get the gist–CTV stands for “Connected TV”, or connected television, and means any type of television set capable of streaming over the internet. A CTV definition is typically about televisions that can download applications intended for streaming. The following are the three categories of Connected TV:

• Smart televisions. A smart television is manufactured with the ability to go online and support applications. Manufacturers of smart TVs include Samsung, Sony, and Vizio.
• Gaming consoles. Once hooked up to a television, the latest gaming consoles provide a platform to stream content. Examples include the Sony Playstation, Microsoft Xbox, and Nintendo Switch.
• OTT device. An OTT device is also called a streaming or connected device. The device plugs directly into a television set and connects to the internet as a way to download applications and stream movies and shows. Examples include Amazon Firestick, Apple TV, and Chromecast.

A CTV advertising definition means ads are played on a television that has online access. Connected TV advertising is always played on a full episodic player and will include unskippable commercials that run for 15 to 30 seconds. Connected TV advertising is optimized for television screens and can display in high definition. The type of Connected TV advertising chosen by a brand will depend on goals and preferences. Examples of CTV advertising types include:

• In-stream video advertisement. This ad type is not skippable and will last up to 30 seconds. The ad will be displayed before or during an OTT program.
• Interactive ad. An interactive ad could also play before the content or after the episode has finished. The difference is the ability to click on the ad and get redirected to an external landing page.
• Home screen and pause button ads. These versions can be static or animated for the marketing campaign. The ads will usually feature an obvious call to action.

CTV advertising companies streamline the process of getting a brand’s ads on the right platform. Companies achieve this by providing programmatic buying opportunities. Programmatic buying features buying and selling ad space in real-time for specific devices or OTT platforms. Bidding can be automated without having to enter into a contract with a platform. Ads can be targeted better with programmatic buying since multiple content types and streaming services can be accessed at once. CTV advertising permits easy tracking to measure the results of each campaign. Companies can look at data to see how much CTV advertising has assisted in brand growth.

Connected TV advertising companies provide a space for video and banner ads to appear on the screens of viewers. Connected TV companies can represent the platform or the channel. Some Connected TV advertising platforms are media groups run by television stations. Connected TV advertising platforms could also include omnichannel platforms and Connected TV devices. The following is a small sampling of CTV advertising platforms:

• Roku
• The Trade Desk
• Amazon Firestick
• Apple TV
• Chromecast

CTV advertising examples are essential to determine what makes a good commercial and what doesn’t perform well. Connected TV examples aid advertisers in judging what can positively reflect a brand and the company’s core values. OTT advertising examples will offer the same insight since they are often categorized with Connected TV commercials.

Keynes Digital recommends judging each Connected TV advertising example on whether it garners a direct response or assists with branding. For direct response, questions to consider are:

• Does the ad grab my attention right away?
• Do I know who the advertiser is from start to finish?
• Do I know where to go to follow up?
• Does the ad look professional?

For branding, questions to think about when viewing CTV examples include:

• Is the ad memorable?
• Would I need to watch many times to remember the ad?
• Is the ad buzzworthy? Would I share with friends?

Connected TV advertising statistics are one of the main reasons that marketers prefer the platform over linear TV advertising. Traditional network commercials don’t typically provide enough data to help a company make smart marketing decisions. CTV measurement is more than just measuring how long a consumer watches an ad. Although video completion rates are important, marketers want to form a partnership with companies that provide additional data sets. For instance, post-view attribution reports will state whether consumers interacted after viewing a Connected TV commercial. Marketers can measure metrics like ROAS, CPA, CPCV, TV network performance, impressions, and more.

Any questions about connected advertising opportunities, reach out to Keynes Digital. As a top-rated agency, representatives can answer questions about CTV advertising stocks, programmatic buying, Connected TV tracking, and much more.