Home Marketing A 2022 Guide to Connected TV Advertising

A 2022 Guide to Connected TV Advertising

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TV Advertising

Televisions with internet connections and the ability to stream digital content are known as connected TVs.

Smart TVs (with built-in Internet connections) and TVs connected to the Internet via smart devices are examples. A smart device can be a gaming console like an Xbox or Playstation, a dongle like Roku or Chromecast, or a DVD player with Internet capabilities.

Advertisers can reach their audiences through connected TVs and OTT devices using CTV and connected TV advertising. Using MNTN Performance TV, brands can reach consumers during premium, ad-supported shows on top-tier networks.

Types of Connected TV Ads

Connected TV ads fall into three main categories.

-Video ads that play before or during a program are non-skippable and run for 15 to 30 seconds. Your existing television ads can be reused for connected TV with these clever and cost-effective techniques.

-A pre-roll interactive ad is similar to an in-stream video ad, except it allows the viewer to click through to a landing page. If you are advertising a movie, this type of ad might direct viewers to a page where they can book tickets.

-Advertisements that appear on a user’s home screen are called “Home Screen Placement Ads.” These are usually short videos or images with a call-to-action, such as ‘learn more.

How can connected TV audiences be targeted to reach them?

Having discussed how you can identify viewers, let’s look at the types of targeting available. The targeting options for connected TV advertising vendors vary depending on the technology used by each provider. Let’s take a look at the connected TV solution as an example of targeting capabilities.

Addressable targeting

In this type of targeted connected TV, prospects are offered ads based on geofences around their addresses so that they are served to specific members of a target audience who are members of a prospect list.

Targeting based on the behavior of individuals

Using this type of targeting will allow you to serve ads to consumers based on the behavioral and intent-based signals they leave during their online consumption of content. Some of the targeting criteria include:

  • Your target audience members’ link and tag data from the websites they visit
  • The contextual categories in which your target audience members consume online content
  • Your target audience members’ online searches

Using demographics to target

In demographic targeting, data is gathered from reliable sources such as census data, warranty registrations, questionnaires, credit bureau records, and purchase histories. Behavioral targeting can then be layered on top of this to target very specific audiences.

Using technology based on more than 1,500 demographic attributes, you can target households across the country.

Can I run ads on OTT apps and services?

In connected TV advertising, you can concentrate more on the who (i.e., the specific viewers who see the ads) than the where (i.e., the programs and services that host the ads). However, this question is still common among advertisers new to connected TV advertising. 

You can get an idea of the connected TV ad inventory available today by looking at which OTT services serve ads.

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