CTV Guide Category: Performance TV Advertising 101

Performance TV Retargeting

Performance TV retargeting means that you show your ads to the audience you have selected. Performance TV retargeting campaigns are a very important part of the direct response performance method and are influenced by TV reach and frequency. If you want to gain maximum effort marketing for your video campaign, then performance TV retargeting campaigns are vital for you.

Comparison Between Display and CTV Retargeting

Adding connected TV retargeting to the lower funnel strategy while you run a display retargeting will show very good results. Performance TV uses cross-device technologies to help deliver similar ads via mobile, desktops, or tablets. So, performance TV does not just serve retargeted ads on the connected TV and increases TV advertising effectiveness. The results show that the performance TV strategy has better effects.

  • Traffic increased on the site with a rise of 123%.
  • The average conversions increased by 35%.
  • The average expense per acquisition decreased by 54%.
  • The average number of impressions served per conversion was reduced by 30%.

Performance TV Retargeting based on their Actions

Performance TV retargeting finds your profitable customers based on the actions they took after visiting your site. This purpose is achieved by using the first-party site data. It notices whether the customer had intentions to convert or searched for products with high prices.

Performance TV helps you to group your customers depending on their different behaviors. You can group your customers on the following basis, for example:

  • How many times they have visited your site?
  • What pages they have visited in the past few days or weeks?
  • Do they have viewed products with high price tags?
  • What items have they added to the cart?

Performance TV Advertising

Most of the population watches TV ads but no specific way of selecting the viewers is possible. TV advertising measurements have brought a revolution among advertisers, resulting in performance TV advertising being very easy for advertisers in the following two ways.:

  • Performance TV advertising has enabled advertisers to select and target their viewers based on their interests, location, and many more.
  • Advertisers can also measure the progress of their ad campaigns.
What is Performance TV

Performance TV displays ads to specific viewers and facilitates the advertiser to scale the ad campaign. Reporting metrics are revealed when using performance TV advertising that helps advertisers optimize their campaigns to better catch the attention of their customers.

Performance TV increases the likelihood of your product being bought in the following ways:

  • It retargets your specific audience according to the information you provided. This results in higher chances of the customer purchasing.
  • It helps you to explore.
  • It helps you to measure the success and growth of your ad campaign.
Growth of Connected TV Analytics

Connected TV is growing tremendously among the population due to many reasons. The use of the Internet has increased with time, especially among the younger population, which resulted in the tremendous growth of connected TV devices.

It was estimated that in 2020 the connected TV advertising investments raised to 40.6%. This is because now advertisers prefer that their ad campaigns be displayed on connected TV devices.

Marketers want their ads to be displayed on connected TV advertising because of the growing number of houses that have installed connected TV devices. The use of connected TV devices in US households reached 213.7 million per month in 2021.

What does this mean for advertisers?
  1. Advertisers can now benefit from multi-screens because viewers use OTT devices like smart TVs.
  2. Advertisers can select their viewers according to their purchasing interests and geographic location.

TV Commercial Ratings

The success of your performance TV retargeting campaign also depends on how precise, attractive, and short your TV commercial is. If your TV commercial is not able to catch the attention of the viewer, then it doesn’t depend on how many people watch it. Secondly, your ad should be of good quality such that it looks like it was made professionally.

Keynes reviews TV commercials and rates them based on a branding scale or direct response scale. Some connected TV examples taken from our TV commercial reviews page are explained as follows:

Gearing Up: Special Offer by Fanatics

It has one of the highest ratings of 9.7 – watch the review HERE. This is because of the following reasons:

  • It is 14 seconds in duration which is ideal.
  • The ad engages the viewer with itself in the first few seconds.
  • It has high-quality graphics.
  • Looks like it was made professionally.
Margaret, Vincent, and Nicole by Curology

It has a rating of 7.6 on Keynes’ TV rating scale. This ad is about skincare – watch the review HERE. This ad has lower ratings because of the following reasons:

  • It has a long duration of 28 seconds but still, it is within the range of the ideal duration.
  • It catches the attention of the viewer in the first few seconds.
  • The ad has very good quality.
  • It has good content and is colorful.
The Last Interval: Prequel by Tracksmith

It is ranked one of the lowest on Keynes with a rating of only 2.0 – watch the review HERE. The following are the reasons for the lower rating of this ad:

  • It is longer in duration i.e., 28s but it is within the limits of the ideal duration range.
  • It isn’t attractive at all.
  • It fails to capture the viewer’s attention at the beginning of the ad.
  • It doesn’t look like it is made professionally.

What are Connected TV Benchmarks

Focus on connected TV benchmarks for successful ad campaigns. The more the advertiser follows these connected benchmarks, the more successful the ad campaign will be.

  • Achieving the attention of your viewer.
  • Measuring and scaling your ad campaign.
  • Targeting the selected group of audience.
  • Delivering ads to your audience in their living room.
  • It has good content and is colorful.

Connected TV Advertising

TV advertising has changed a lot with time. Connected TV advertising is a new form of advertising that enables you to target a specific audience. Connected TV advertising initiated a new form of advertising with modern technologies. TV advertisement measurements have proved that ad campaigns on connected TV are more successful.

Connected TV advertising also depends on the reach of television. According to Leichtman Research Group, the percentage of US households having connected TV are as follows:

  • 82% in 2021.
  • 80% in 2020.
  • 74% in 2019.
How Connected TV Advertising Works

Connected TV advertising attains the attention of advertisers mainly for two reasons:

  • Performance TV retargeting: Connected TV advertising allows advertisers to choose their audience. The ad is displayed to specific viewers who fit into the information provided by the advertiser. This increases the chances of the viewer visiting the site and purchasing the product. Customers are targeted based on their past purchase history, interests, the items they put in the cart, and many more.
  • Measuring your ad campaign: Traditional TV advertising had the major drawback that it didn’t provide the advertiser with any information. Connected TV advertising for the first time enables the advertiser to scale the success and progress of the ad campaign.

Connected TV Agency

Some of the connected TV agencies that also offer performance TV prospecting and performance TV retargeting tactics are as follows:

  • Keynes Digital
  • MNTN
  • TV Scientific

TV Performance Metrics

TV performance metrics give an idea about the growth of the ad campaign to the advertiser.

Previously, advertisers couldn’t check the progress of their ads. But now advertisers demand transparency so that they can measure the success of their ads. TV commercials typically have a direction of scope. Connected TV ad examples follow:

  • Direct Response: Direct response is a type of television-based advertising that encourages viewers/consumers to take immediate action.
  • Branding: Branding is a form of advertising which helps establish connections and build powerful, long-term relationships with consumers over time.

Linear TV Metrics

Linear TV metrics are used by advertisers which run their ads on traditional TVs. With the advancement of technology, marketers now prefer connected TV advertising. The shift in advertisements from linear TVs to connected TVs is due to many reasons.

According to statistics, a 200% increase was seen in the time spent on Advertising-based Video on Demand (AVOD) apps like YouTube, daily motion, and many more. While on the other hand, the time spent on traditional TVs decreased by 13%.

Connected TV advertising provides the latest technology that enables you to target your audience and measure the ad campaign.

TV Advertising Metrics

TV advertising metrics are determined by many factors to measure an ads TV advertising effectiveness. Americans spent an estimated amount of about 8.11 billion dollars on connected TV advertising in 2020.

Performance TV Prospecting

Performance TV prospecting covers most of the top users that want to find a specific product. Performance TV prospecting has a lot of importance especially when it is used to read direct response performance. The following steps should be taken after you launch the ad.

Effective Performance TV Prospecting

Performance TV advertising is the method of delivering ads to the targeted audience. Furthermore, it also keeps track of the results of those campaigns. Hence, it’s a powerful performance channel.

How Does Performance TV Advertising Work?

Select Your Goal

To start out a performance TV prospecting campaign, you should be clear about what you want to achieve from your video asset. This goal is separate from your video campaign’s success. Your performance TV video campaign may require optimizations according to your goal. These various optimizations will lead you to your desired goal. Top performance TV campaign goals include:

  • ROAS for attracting traffic that will buy your product or avail your service.
  • CPA for traffic and conversions at a higher rate.
  • CPV for greater traffic for the least amount on your site.

Performance TV makes your goal possible because of the following two reasons:

  1. It’s automated media purchasing technology.
  2. It’s automated optimizations with a human touch.
Target Your Audience Wisely

Selecting your audience is one of the most important parts that determine the success of your performance TV prospecting ad campaign. You should have sound knowledge about how to target your audience.

To reach the maximum effort marketing, make sure to be as efficient as possible in targeting your audience to strive for the most conversions. You can find the audience of your choice with a higher TV reach and frequency. You can target your viewers based on their:

  • Geographic location
  • Purchase history
  • Interests
  • Demographics and many more
Strong Direct Response

There are two things that you must consider in your video assets for a prosperous performance TV prospecting commercial:

  1. A Call-To-Action (CTA) to let your viewers know what they need to do.
  2. A persistent URL to that your site to let your viewers know where to go to find you.

These will also increase your TV advertising effectiveness which will finally lead to a successful ad campaign.

Benefits of Performance TV Prospecting
  • You attain your desired audience at your site.
  • You gain high-intent viewers that are more likely to buy your product or avail of your service.
  • You get your first-party target pool which can be used to tell you more about your audience.

What are TV Performance Metrics?

TV performance metrics give an idea to the advertiser about the progress and success of the ad campaign. TV advertising metrics depend on many things, especially a performance TV prospecting ad spot or, in general, the reach of television or TV advertising effectiveness.

Linear TV Metrics

Linear TV metrics tell you more about the advancement of ad campaigns on traditional TVs. Many advertisers are now declining linear TV ad campaigns because of the following reasons:

  • Decreased use of traditional TV which results in reduced ad viewers. 13% of the US population removed linear TVs from their homes.
  • Linear TV ad campaigns are not based on targeted viewers.
  • Advertisers are not able to measure the success or advancement of their ad campaigns.
CTV Metrics

With the advancement of time, there is increased use of the Internet and connected TV devices. There are many new features provided by connected TV advertisements so you should know about CTV metrics. The following are the two most important advantages of connected TV advertising:

  • It selects the audience which will increase the probability of your product being sold.
  • It scales the progress of your ad campaign.

CTV Market

As the use of the Internet is increasing with time, the CTV market is also rising day by day. Performance CTV is growing with a higher-than-expected figure. It is forecasted that CTV is one of the fastest-rising digital ad channels.

Much of the population is streaming content on connected TV devices. More than 85% of US households have at least 1 subscription. Maximum marketing efforts and advanced technology result in the success of connected TVs.

The Internet Era

Connected TV devices can have access to the Internet as compared to traditional TVs. As everyone is preferring devices that can be connected to the internet, connected TV device use is rising with time.

Advertisers Also Prefer Connected TV

Advertisers are diverting from cable advertising to connected TV advertising due to many reasons. Some of those reasons are given below:

What is CTV

A connected TV is a device that had access to the Internet and can stream videos from various apps. Previously, all the TVs that connected to the Internet were regarded as connected TV devices. But with the advancement in technology, a wide range of devices like mobiles or gaming consoles can display connected TV advertising.

What is CTV Marketing

CTV marketing is growing very rapidly among advertisers because of its benefits. Ads are displayed on the big screen without paying a high amount of money. CTV marketing achieves these goals by targeting the selected viewers and measuring the progress of the ad campaign.

Examples of a Connected TV Agency

As connected TV advertising is becoming a popular topic, you should know about some of the connected TV agencies.

  • Keynes Digital
  • MNTN
  • TV Scientific

Do You Know About CTV Advertising?

Connected TV advertising is an online form of advertising products or services that shaped performance TV advertising. CTV advertising is targeted to specific viewers and channels. Connected TV advertisements are much more specific than ordinary ads displayed on banners. One of the main advantages of CTV advertising is that it helps you to reach this specific audience. This specific audience cannot be reached by traditional TV ads.

How Does Connected TV Advertising Work?

The main purpose of a video campaign by the advertiser is to attract customers to buy the product or avail of the service. Connected TV advertising platforms have made this purpose of the advertiser very easy.

Connected TV advertising attracts customers by using the following methods:

  • Targeting viewers according to their past purchase history, location, interests, and many more. It selects the audience according to the information provided by the advertiser.
  • Advertisers can see the progress and success rates of their ad campaigns. Traditional TV advertising did not provide this facility to the advertiser due to which advertisers are shifting toward connected TV advertising platforms.

Connected TV Advertising Examples

A successful ad campaign also depends on many factors other than TV reach or TV commercial ratings. Your ad campaign should not only reach the selected audience but also should be short, attractive, and to the point. Some of the connected TV advertising examples from Keynes Digital are as follows:

Gearing Up: Special Offer by Fanatics

It is the highest rating ad on Keynes Digital with a rating of 9.7. This is because the ad is concise with a length of 14s. The video quality is high and looks like it was made professionally.

TV commercial review found HERE.

Elevate by Tommy John

It has a rating of 8.5 on Keynes Digital. This ad is made very professionally and has very good quality content. The first few seconds of the ad are very attractive. It has a longer duration of 27s which resulted in its lower rating.

TV commercial review found HERE.

Connected TV Advertising Best Practices

Performance TV prospecting comes with implementing connected TV advertising best practices. By knowing about connected TV best practices, your video campaign will have a greater success rate when striving for performance TV prospecting. Some of the techniques you can adopt to have connected TV best practices are as follows.:

  • If your ad has the right format, then the chance of customers visiting your site will be higher.
  • Your ad should be short (15-seconds or 30-seconds)
  • Attracting and eye-catching visuals with bright colors.
  • Make your ad creative.

Be open about what you choose to convey through your ad and the beneficial effects of your product on the viewer’s life. Lastly, check the effectiveness of your ad campaign.

Connected TV Advertising Trends

Connected TV advertising is becoming one of the greatest platforms for advertisers. The rise in the use of the Internet has increased the connected TV advertising trends tremendously. Many American houses cut the chords in 2020. A rise in video streaming on connected TV devices was also reported in 2020.

Performance TV prospecting through connected TV is showing advertisers the benefits of using this needle-moving channel.

Connected TV Advertising Growth

Advertisers now choose to have their ad campaigns streamed on connected TV devices. This is due to connected TV advertising growth and many other benefits of connected TV advertisement as well. In 2020, the growth of CTV advertisement investment was about 40.6%.

Connected TV advertising statistics have changed over time and surpassed the expected figures. Previously, 208.1 million Americans were expected to use connected TV devices monthly but now it will reach 213.7 million in 2021.

What Is Performance TV Advertising?

Performance TV advertising is the method of delivering ads to the targeted audience. Furthermore, it also keeps track of the results of those campaigns. Hence, it’s a powerful performance channel.

How Does Performance TV Advertising Work?

It’s very important to ask your connected TV agency how they track a user’s journey on a connected TV. Cross-device technology is the best way to determine your customer’s online journey. An IP address is often interlinked with cross-device technology, but as the Media Rating Council (MRC) states in their Cross-Media Audience Measurement Standards, “Certain identifiers are considered of insufficient quality, granularity, or stability to form the basis of developing audience-based ‘uniques’, such as IP address”.

To add to this, the Coalition for Innovative Media Measurement (CIMM) also claims that “[IP address] is most useful for household-level matching”.

Cross-Device Technologies

When an ad is delivered to a connected TV advertising platform, it ingests billions of tracking events or “triggers”, such as cookies, email addresses, mobile numbers, landline numbers, ISP, online purchase behavior, offline purchase behavior, home address, device IDs, browser trends, IP address, plus several other tracking events. These data points are tracked and used to build out device graphs. Keynes uses the four industry-leading cross-device technology companies:

  • LiveRamp
  • AdBrain
  • Oracle
  • TapAd

Connected TV Advertising Growth

Connected TV is growing exponentially, and the pandemic has boosted its growth further. Let’s have a look at the connected TV advertising statistics.
According to the Statista Research Department, the advertising revenue of Hulu was expected to increase by 34.5% in the United States. Overall, connected TV advertising is expected to grow by 40.1% in the U.S.
The connected TV advertising spending is increasing continuously to previously calculated figures. OTT was forecasted that 208.1 million people would use the internet through such a device in 2021. Later on, this figure was revised and upgraded to 231.7 expected users.
The US connected TV advertising spend is predicted to rise from $174.4 billion to $19.10 billion in 2022. Advertisers are spending more and more money to get the attention of their targeted users. The connected TV advertising spending will reach $30 billion by 2025.

Connected TV Advertising Trends

Mobile was considered an enemy by a connected TV agency. However, it has been proved that mobile will help marketers achieve their performance TV goals faster when paired with connected TV advertising.
Customers now prefer to use OTT (Over-the-top) devices like game consoles and smart TVs so that marketers can take advantage of multi-screens.
It has also become possible to do personalized marketing by analyzing customers’ basic demographics and buying behavior.

What is Connected TV?

Connected TV is a collective term used for devices linked to the internet and allows users to consume television content. It includes Smart TVs, gaming devices, mobile/computer streaming, Over-the-top, and consoles.

Connected TV ads are becoming extremely popular because of their wide range of benefits. It helps to display customized ads on a big screen without spending a fortune.

Besides, performance TV advertisements enhance reach and engagement and deliver the content to the targeted audience.

Even in the U.S., more than 50% of the population have connected TV devices in their home. As the audience of connected TV is increasing, so are its benefits. Here are a couple of examples of performance TV advertising agencies:

Keynes Digital

Keynes is your full-service audience and performance-focused programmatic advertising partner. We deliver trackable results for brands and agencies across connected TV and digital platforms. It made programming quite easy and utilized the best technologies to increase ROI.

MNTN

MNTN is a self-driven advertising company that helps brands and agencies convey their message to target customers. Its connected TV ads are, too, shown through ad-supported programs.

How Does Connected TV Advertising Work?

Connected TV advertising has multiple levels of auctions, each having its price range and access.
The programmatic pipelines have a collection of high-caliber advertisers and publishers. It even provides access to creative formats that creative specs to follow to be served programmatically. The creative formats included display, connected TV, native audio, and video.
Traditional TV advertising is done for awareness-based campaigns. Combined with connected TV, it further proves performance TV advertising by increasing the reach of television and results in a highly engaged audience.

Connected TV Advertising Platforms

There are different types of connected TV advertising platforms such as:

  • Amazon Firestick
  • PlayStation
  • Apple TV
  • Xbox
  • Roku

How to Track TV Advertising?

TV ads are commonly measured through gross ratings. When an ad is shown to one target audience, it gets one point rating. For instance, if an ad is shown 5 times to 20 potential customers, the ad campaign will get 200 gross rating points.
Besides, some other TV advertising measurements are useful for small and large companies. It’s especially useful for small businesses to have a trial of their commercial’s effectiveness.

TV Performance Metrics

TV advertising metrics are very different from those used in display advertising. Here we have briefly discussed the three common metrics that are used to measure the reach of connected TV advertising:

Cost Per Acquisition (CPA)

CPA is a strong metric that gives you an idea about the total cost of a customer completing a specific action. This action could be anything depending upon your marketing goals like lead, purchase, click, or other options.

Cost Per Visitor (CPV)

CPV gives you an estimation of the amount spent on each visitor. It is different from ROAS and helps you check out the effectiveness of ad campaigns.

Cost Per Completed View (CPCV)

As its name reveals, it allows you to pay only when your customer has finished watching a video. A low CPCV means your ad campaign is going great and vice versa.

Return on Ad Spend (ROAS)

Return on Ad Spend is the simplest equation. It is a key performance indicator (KPI). To find ROAS, you divide the profit of your ads over the cost of the ads. ROAS depends on various factors like cost per click (CPC), industry, and profit margin.

Connected TV Advertising Examples

The best-connected TV ads for performance TV are always concise, crispy, and to the point. Let’s look at the highest-ranked commercials on Keynes’ TV commercial reviews page and figure out why these got the maximum points.

1. Gearing Up: Special Offer

It is on the top with a 9.7 rating. Why? It has a short duration (14 seconds), has outstanding visuals, and looks professionally made.
TV commercial review found HERE.

2. Share Wedding Details With Wedding Guests

This video features a highly easy-to-use wedding app. that lets you quickly share the wedding details with your guests. This video is 15 seconds, and its first 2-3 seconds are highly engaging attracting the viewer’s attention.

TV commercial review found HERE.

Connected TV Advertising Best Practices

The connected TV advertising best practices can further strengthen your campaign and increase the profit margin by creating performance TV advertising. Want to know about those effective practices? Scroll down!

Determine Your Strategy

Firstly, you should be clear about what you want to accomplish through the connected TV ad. Add a simple story in the ad, evoke emotions, and demonstrate how it can positively impact your customer’s life.
Don’t forget to address your user’s pain points so they can resonate with your content.

Follow some tips for your video assets

Have a look at these formatting tips:

  • Keep your ad as short as possible, and a 15 to 30 seconds duration is ideal
  • It should be easy to remember
  • Your visuals should be eye-catching with a rich color palette. This way, you will be able to get the user’s attention.
  • Be creative and add a direct call to action (CTA)
  • Also, consider the frequency of your ad campaign. Keep in mind that repetition will make your audience frustrated and bored.

An action-driven and user-friendly content will result in enhanced engagement, better reach, and high ROAS.

Don’t forget to test your ad

Keynes offers a free tool to test if your video assets meet TV ad specifications.

Use our CTV Spec Check HERE.

Connected TV Examples

Here are how Hulu determines how you will pass overall TV specs.

  • Duration
  • Format
  • Width-Height
  • Bit Rate (General, Video, Audio)
  • Frame rate
  • Sampling rate
  • Channel Stereo Mix

As a reminder, Keynes offers connected tv advertising best practices to follow to make this commercial a performance TV channel:

  • Does your video look professional or not?
  • Is it easy to remember?
  • Is it crispy enough to share with friends?
  • Is it a direct response or branding?

Performance TV

Performance TV has paved the way for advertisers and given them freedom. Performance TV enabled the advertisers to target their audience and concentrate on conversions. It is very easy and simple to set up. You just have to upload your video and enter the necessary information.

Why Advertisers Prefer Performance TV

Advertisers have always tried maximum effort marketing for their products. Performance TV helps you to generate maximum income and earnings by targeting specific audiences. It furthermore enables you in initiating campaigns that can be operated by you.

Performance TV gives you a wide range of results. Its outcomes can either meet your expectations and searches or can also surpass them. So, performance TV assists the advertiser in measuring the results of the campaign.

Many brands use performance tv and attempt maximum effort marketing to attain their customers. Such brands include Alexander Wang, Montblanc, YETI, and many more. Performance TV helps advertisers to obtain new customers.

What is Performance TV?

Performance TV helps you to convey ads to the selected audience. Performance TV advertising also helps you to check and measure the outcomes of an advertiser’s campaign. It was very difficult for the advertisers to conclude the results of the advertisement on TV.

Performance TV has introduced new methods of marketing that help you to attract your selected audience. These new ways include:

  • Exploring
  • Attribution
  • Reselecting
  • Scaling and measurement

How to Use Performance TV?

It is very easy to use a performance TV for the advertisement of your product. You must upload your advertisement video through Dropbox. Then you must enter the necessary information because the video is brought up to the standard quality automatically. The platform might ask you for information about the following:

  • The targeted audience
  • Your goals
  • Your budget and many more

After you are done with all this procedure, you can see and measure your ad’s performance.

Examples of Connected TV Providers

Connected TV is one of the most rapidly growing platforms for advertisement. It attracts advertisers because of the newly introduced technology which attracts customers. Some examples of a connected TV agency are as follows:

  • Keynes is a full-service and reliable performance agency
  • Hulu
  • Roku
  • MNTN

What is Connected TV?

In the past, all the TVs that we were able to connect to the Internet were known as connected TVs. The definition of Connected TV has quite changed over time. All the digital content that is obtained by various apps and can be streamed over the screen like on mobiles or smart TV is known as connected TV.

Connected TV Advertising Platforms and OTT Advertising Platforms

In traditional antenna, cable, or satellite TV also called linear TV, the advertiser doesn’t have to think about the platform. You place your advertisement with a network or a TV station for a particular time slot, and everyone who views it at that time sees it. A CTV or OTT ad, on the other hand, can appear on a number of platforms.

Steps to Go About Performance TV

The following are the important steps when building performance TV assets:

  • It should not make the viewer put his/her phone away.
  • It should have appropriate and precise information about the product and the location of the ad campaign.
  • Customers should be able to tell who the advertiser is.
  • The quality of the video should be up to the standards.
  • Strong USP should be used.

How Does Connected TV Advertising Work?

Advertisers always use TVs for the promotion of their products to attract customers. With the introduction of the connected TV strategy of advertisement, it became very easy to attract customers. Connected TV advertising works basically through two methods.

Targeting the Specific Audience

One of the main strategies used by connected TV advertisements is its targeting strategy. Connected TV ads select the specific audience according to the information provided by the advertiser. This results in increased chances of the product being sold.

Advertisers Can Measure the Performance of the Campaign

Traditional TV ads didn’t provide advertisers the ability to see and measure the performance of their campaigns. Connected TV advertising helps the advertiser to scale and see into their campaign. Advertisers can assess the progress and success of the campaigns on connected TV.

Connected TV Ad Examples

Connected TV advertisements work mainly by targeting specific customers based on their interests, behavior, geographic location, income, and many more. Some of the connected TV ad examples are given below:

1. Personality and Habit Targeting

Many people are into a healthy lifestyle and workout. So, showing these people ads for workout equipment will result in the success of the ad campaign.

2. Targeting Based on Type of Content Audience See

Connected TV ads also target the audience according to the type of show they watch. For example, showing ads of cosmetics companies to people that watch makeup videos i.e., urban decay. Or showing ads of kitchen sets and food companies to audiences that watch cooking videos religiously like the ad for AHA sparkling water.

3. Age and Gender Targeting 

As it is obvious, different ages of the audience have different interests so connected TV show ads according to age. For instance, showing ads of various dating apps to the younger generation or showing different medication ads to older audiences.

Connected TV ads also target their viewers based on their gender. Showing birth control pill ads to women like simple health can be included in connected TV ads examples.

4. Targeting Based on Location

Connected TV ads also help in the success of ad campaigns by showing ads to the audience living close by. For example, showing the ad for a grocery store or a clothing shop to the people living near these shops.

Comparison Between Connected TV Vs OTT

All types of ads shown on TV that connect to an Internet source are known as Connected TV. TV content that is distributed across the Internet and is made available to connected TV devices like phones, and smart TVs is Over-The-Top.

OTT videos are delivered to the audience by connected TV devices. So, you can see that connected TV acts as a channel for the delivery of OTT videos.

Connected TV Vs Addressable TV

Addressable TV ads are operated mainly through cable services or Video on Demand (VOD) merchandise. Addressable TV ads select their audience based on the data about the households of the viewer. While on the other hand, connected TV delivered ads to their viewers through the Internet on connected TV devices.

The main difference between connected TV vs addressable TV is obvious. Connected TV delivers ads through the devices connected to the Internet.

Benefits of Connected TV

There are many benefits of connected TV advertising for advertisers but some of them are listed below:

  • Precise targeting of the selected audience.
  • Connected TV advertising ensures the safety of the brand to the advertiser because it delivers the ad on channels of premium quality.
  • You can assess and measure the advancement of your ad campaign.
  • You can also use the previous ads that you might have created for a TV commercial or a YouTube video. This saves a lot of time and money for the advertiser.

Connected TV Analytics

TV advertising metrics are done to measure the success rate or progress of an ad campaign. Reach on television can be defined as the number of audiences that had the chance to view an ad in each period. Advertisers have extensive knowledge about the reach of television shows and programs. They use this information to decide the time and place of their ad to be aired.

Linear TV Metrics and Connected TV Analytics

As the use of linear TVs is declining with the advancing time, there will be fewer viewers for ads. It has been estimated that around 7 million Americans cut the cables and removed linear TVs. This resulted in a 13% drop in time spent on linear TV in 2020.

Linear TV ads have other disadvantages as well, for example, they’re not targeted at viewers. On the other hand, most of the population has access to the Internet. This is a big plus point for connected TV analytics.

Despite all these points, it doesn’t mean that linear TV does not provide a higher ROI to advertisers. A linear TV program of high quality may provide you with a higher ROI than an identical CTV program.

Connected TV Benchmarks

Following are the important Connected TV benchmarks that you should focus on to get a successful ad campaign:

  • Attracting the attention of your viewer.
  • Targeting the selected group of viewers.
  • Measuring your ad campaign.
  • Providing ads to your viewers in their living rooms.
TV Advertising Effectiveness

With the increase of digital platforms, advertisers’ outlooks have also increased with time. Advertisers now expect similar transparency, time interval, and quality of TV performance metrics and TV commercial ratings.

Generally, there are two types of TV advertising effectiveness:

  • Direct response: Direct response means that the viewer opens the website of the ad and downloads the app or purchases the item. Direct response is shown by viewers when they visit the website as soon as they see the ad on TV. This response mainly depends on the TV reach and frequency of the viewers in a specific interval of time.
  • Branding: Branding is measured when the viewer visits the web later after viewing the ad on TV. So, the advertiser needs to measure the TV commercial ratings, TV reach calculations, and many more for a successful ad campaign.

Keynes reviews TV commercials and rates them based on Direct Response and Branding. Learn more on the TV Commercial Review page.

Best Connected TV Examples

Keynes provides you with a full-service team that will help you in saving your time and money. Keynes will provide you with a plan, set your companion, and give you weekly reports. Keynes will give you all the information about your ad campaign.

Keynes has developed a tool for advertisers, the CTV Spec Check, where they can submit their videos and add some information like:

  • File size
  • Duration
  • Format
  • Video- bitrate
  • Audio- bitrate and many more

This provides a very simple and easy method for advertisers to start their ad campaign at Keynes.

What is Performance TV?

Performance TV is necessary to know about as an advertiser in this digital world. Many people ask “what is performance TV”, how it works, and how it is helpful for advertisers?

Performance TV has paved pathways for advertisers and helped them to boost their TV reach and frequency. Performance TV is expressed via connected TV advertising platforms and allows advertisers to target desired and required audiences without any hesitation. It can help them to focus on driving users and conversions.

How is Performance CTV helpful for Advertisers?

Advertisers must always have given maximum efforts for productions to promote products and services but the old typical method was quite time-consuming.

Performance TV advertising helps advertisers to spread and viral their products or services on multiple platforms by targeting specific and vast audiences. By targeting a vast audience, performance TV helps them to boost their earnings and ultimately their incremental revenues and gives them benefits. Performance TV advertising also allows you to initiate and control campaigns that can be altered and controlled by the advertiser or the advertisers connected TV agency partner at any time.

Performance TV drives results and meets expectations and estimates. Performance TV helps advertisers measure their campaigns and conversions more efficiently and effectively. Multiple companies and industries use performance TV advertising to get maximum effort productions and maximum TV reach. Some common brands to mention are YETI, Montblanc, and Alexander Wang. Performance TV is the best to get maximum customers and growth with less effort and energy and ultimately at a lower price.

Performance TV Advertising

Performance TV advertising makes everything easy and clear. Performance TV advertising is one of the best ways to deliver your streaming TV commercials to a specific and targeted audience. Performance TV advertising is done through connected TV devices that help to attribute your campaigns and report on those campaigns by you (the advertiser) or the connected TV agency partner.

Connected TV Agency

Keynes is one of the emerging and best connected TV agencies. Our services cover all the important keywords of performance TV advertising like connected TV advertising, connected TV ads advice, FEP advertising, and many others. Other examples of connected TV agencies could be MNTN advertising or TVScientific, but Keynes is a full-service partner. Almost like an extension of your marketing team.

Connected TV: Connected TV or CTV advertising is the way performance TV can be implemented regarding its connection with the internet. Think smart TVs for some of the best examples of connected TV, including Apple TV, Roku, Chromecast, Xbox, and Amazon Fire.

FEP advertising: FEP advertising or full episodes player advertising is the same as full TV content with multiple breaks and stops for TV commercials and ads. These resemble a traditional TV experience, i.e. non-skippable and 15, 30, or even 60-second-long TV spots.

What is Connected TV Advertising?

Connected TV is any device that can be connected to the internet. A Connected TV is a device (think smart TVs or even desktops, mobile phones, and tablets) connected to the internet, that enables viewers to consume television content through premium networks, or OTT content. As mentioned above, some devices include Apple TV, Roku, Chromecast, Xbox, and Amazon Fire.

Connected TV vs Linear TV: What is linear TV? What is linear TV advertising? In contrast to Connected TV, linear TV is a typical and old device that was being used for watching TV programs, dramas, and specific programs at a specific time. There’s no connection between them; you have to sit before the TV to watch it at a specific time (as you probably already know). Connected TV is best to provide anything anywhere without being restricted on time. Linear TV advertising is a bit typical and has almost ended at this age.

Connected TV vs OTT TV: OTT TV means over-the-top television. OTT TV is the content on TV programs like dramas, movies, and TV shows. These are found on specific streaming platforms by directly downloading content from the internet. Some of the best examples of OTT TVs or Connected TV providers are Hulu, HBO Max, Peacock, Disney Plus, and Amazon Prime. It’s a bit different than Connected TV as Connected TV is vast and latest of all.

How does Connected TV Advertising Work?

From time to time, advertisers were struggling with promoting their products and accessories to boost their sales. As connected TV advertising has evolved to what it is now, CTV is very easy to see the measured results in REAL time, which we also consider “Performance TV“.

Brands are now able to advertise products on multiple platforms based on the consumer who may be interested in purchasing the product or service. This means less waste and more optimization. To see your connected TV campaigns turn into Performance TV follow the below strategies:

1. Targeting your audience

Targeting your specific and desired audience is a necessary connected TV strategy. Connected TV ads target high-intent viewers. By targeting your audience, you’re letting those potential customers know about your brand.

 

2. Reporting in REAL time

With linear TV, advertisers and traditional ad agencies are not able to see the progress of their running campaigns. Connected TV advertising can present advertisers with real reporting on metrics like impressions, Cost-Per-Visit (CPV), Cost-Per-Acquisition (CPA), and Return-On-Ad-Spend (ROAS). You can see the impact of a TV commercial and optimize it based on the audience most engaged. Advertisers can now see and have access to measure TV campaigns with the help of connected TV advertising.

Connected TV Advertising Examples

To show off some Connected TV examples of targeting methods–target a specific person or audience based on their interests, location, income, device, search history, behavior, and many other things. Some of the best and most typical connected TV examples that can be targeted by Keynes are:

  • Activities & Interests: Some people do workouts at home and look for workout equipment. Some people go to the gym often. Others want results with exercise supplements. Showing specific ads that cater to this group helps specific advertisers in health and wellness to sell their products or services easily and fast.
  • Demographics: Gender, age, and household income are the key factors in showing ads according to them. For example, some brands are gender-specific such as health supplements for women. Some brands are age-specific such as gaming apps targeting younger generations. Lastly, other brands are household income-specific such as luxury furniture products.
  • Location: Location is also a factor for targeting users where your product or services are sold or even testing which areas are performing best with the product or service.

Connected TV Strategies – DR vs Branding

Direct Response – Performance-Focused

A Direct Response approach to creating a TV commercial gives the viewer an immediate solution. Steps to follow include:

  • Does it make me put my phone down?
  • Can I tell who the advertiser is at all times?
  • Does it tell me what to do and where to go?
  • Does the video look professionally made?
  • Is there a strong USP?

Branding – Awareness-Focused

A Branding approach to creating a TV commercial gives the viewer an overview of who you (as the brand) is. Steps to follow include:

  • Does it make me put my phone down?
  • Is the video memorable?
  • Will I have to see this ad more than once to remember it?
  • Will I talk about this ad later with friends?

To see how these tips+tricks of producing great connected TV examples head to our One View TV Commercial Reviews HERE where you’ll find our CEO review TV commercials.

Connected TV vs Linear TV Metrics

Connected TV metrics show that people are modernized and using industry-leading cross-device technologies. TV performance metrics give higher incremental ROI for advertisers. Examples of connected TV KPIs that can be measured as Performance TV are as follows:

  • Reach / Impressions
  • Cost-Per-Visit (CPV)
  • Cost-Per-Acquisition (CPA)
  • Return-On-Ad-Spend (ROAS)
  • Devices
  • TV Networks
  • Creative, and more.

Linear TV still hasn’t caught up to modern time reporting methods. Most viewers have left the commitments of cable television and have entered the streaming TV world. Linear TV advertising is less beneficial as a marketing channel unless it’s used solely for branding with the understanding of less performance and large upfronts.

TV Advertising Metrics are a good thing in the sense that it helps an advertiser to see how many people have viewed your ad, clicked on your ad, and even converted based on your ad. Connected TV metrics help advertisers see all the metrics you can see with Display advertising. With the help of connected TV advertising, advertisers can see the results right in front of them and optimize based on them.

Performance TV – The Bottom Line

Performance TV advertising or connected TV advertising is what moves the needle for advertisers and brands alike. It’s an amazing channel to test and implement into your marketing strategies at a reasonable starting price. Contact Keynes today to see how we can help!