CTV Specs
Navigating the connected TV (CTV) vs. over-the-top (OTT) advertising ecosystem can be a daunting task, but fear not—we’re here to simplify it for you. We’ve created a CTV Spec Check page to ensure advertisers adhere to CTV ad formats and have campaigns ready for launch. This resource breaks down CTV creative best practices, OTT creative best practices, CTV ad formats, and CTV specs, making it easier for advertisers to meet industry standards.
CTV Video Specs
Connected TV specs play a crucial role for advertisers looking to launch successful CTV ad campaigns. Adherence to these CTV ad specs is essential, as failure to meet these requirements can prevent campaigns from going live. These CTV ad specs encompass factors like CTV ad size and video length, both based on CTV creative best practices. Advertisers must also pay close attention to the CTV ad format to ensure optimal performance.
CTV inventory is expanding rapidly. It constitutes the entire spectrum of connected TV advertising and entertainment devices, including streaming boxes, Smart TVs, game consoles, and out-of-home placements. Notably, this growing CTV inventory and video consumption are characterized by the absence of traditional commercial breaks. Advertisers leverage programmatic buying at scale to precisely target and embed their messages directly into TV content streams.
CTV Devices
The era of connected devices and CTV means has ushered in a transformative wave in advertising. Smart TVs and the shift from online video (OLV) to CTV ads have gained immense popularity among ad buyers. If you’re involved in digital marketing and advertising, you’ve undoubtedly come across connected TV advertising and its profound impact on brand awareness and performance, especially when implemented with CTV best practices.
CTV Viewability
In the realm of connected TV advertising, ensuring brand safety, transparency, and performance hinges on selecting a CTV viewability-based standard for your campaigns. Several notable examples include:
- IAB Tech Lab: The IAB (Interactive Advertising Bureau) sets video specs standards for connected TV advertising, providing a standardized viewable impression definition for ad impressions delivered via OTT and connected TV advertising. These specifications offer industry-wide guidelines to promote adoption and understanding.
- Moat by Oracle: Moat CTV has earned accreditation from the Media Rating Council (MRC) for rendered video ad impressions within the connected TV vs OTT landscape. Moat’s viewability definition underscores its commitment to measurement accuracy.
- DoubleVerify Viewability: DoubleVerify’s viewability definition allows advertisers to reach engaged consumers across devices, formats, and buying platforms. Metrics like average time-in-view, key message exposure, and video player size empower advertisers to optimize their campaigns effectively.
What Is CTV?
Connected TV, often abbreviated as CTV, is a video-on-demand service for television programs accessible exclusively via the Internet or devices supporting online TV platforms. CTV devices offer original content and access to a wealth of video media from around the world. To create impactful CTV advertising campaigns, it’s essential to adhere to CTV creative best practices and study CTV advertising examples. In many cases, online advertising falls under the umbrella of over-the-top advertising, commonly known as OTT advertising.
What Is CTV, OTT?
Distinguishing between OTT and CTV is crucial in understanding the evolving television landscape:
- OTT Advertising: OTT advertising differs significantly from traditional linear TV advertising, enabling companies to reach audiences they might otherwise miss through traditional methods. OTT advertising provides access to a diverse range of shows, offering various content options to align with campaign needs.
- Connected TV: Connected TV serves as an overarching term encompassing OTT devices and displays. The primary distinction between connected TV vs OTT lies in the versatility of connected TV devices, which allow viewers to access video content through multiple devices. In contrast, OTT (Over The Top) refers to the content delivered via OTT services and platforms like Hulu and HBO Max.
What is CTV Channel?
Connected TV advertising offers an unparalleled viewing experience as viewers engage with content on large screens from the comfort of their homes. Personalization is a hallmark of connected TV advertising, enabling advertisers to target specific audiences based on demographics, location, shared interests, and more. Whether your focus is on B2B or B2C, the CTV space offers ample opportunities for your organization through precise CTV targeting.
The landscape of advertising is evolving with cord-cutting, allowing advertisers to employ CTV targeting for viewers consuming content on their smartphones, tablets, computers, and TVs. The future of CTV will continue to advance its targeting technologies, incorporating cross-devices and meeting the demands of today’s brands and advertisers.
Connected TV advertising has firmly established itself as the future of TV advertising, a trend that became even more pronounced in 2021. The time is ripe to kickstart your CTV ad campaign. Explore our CTV examples and align them with industry-standard CTV specs. Reach out to Keynes for comprehensive information and guidance on your CTV advertising journey.
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