As we inch closer to the cookie deprecation era, ad-tech businesses are coping with its aftermath and exploring new cookie-less platforms. Between these severe changes in the digital media landscape, Connected TV (CTV) stands out as a promising avenue for advertisers to solidify their turf as key players.
With the ability to deliver familiar storytelling to linear sets in a high-quality and attention-grabbing environment, CTV has become a popular choice among more digitally adept consumers. Given that the platform opens up four key networks that make ads hard to forget—attention, emotion, reward, and memory—CTV has earned the name Addressable TV. This is utilized via its rich offerings on smart targeting, personalized ad experiences, and granular insights into audience preferences, as per IAB reports.
Also, distilled with the perfect ratio of connectivity and targeting, CTV helps advertisers tackle hidden ad challenges that contribute heavily to securing desired campaign results, i.e., co-viewing, shifting mediums of streaming, privacy concerns and brand hygiene.
Notably, it is specifically equipped to assist advertisers in reaching their target audience amidst heavy co-viewing across multiple devices during live broadcasts like the World Cup or patriotic celebrations. Even regularly, co-viewing is a frequently reoccurring phenomenon in an average household across the globe, as VPVH has long been used to determine audience viewership on linear TV.
This presents unique opportunities for brands to reach a larger and more engaged audience, given CTV’s audience analytics which helps CTV perform targeting based on behavioral, geographical, device, and time metrics to tailor messages that resonate with the expanded audience base. Therefore, incorporating co-viewing into strategies helps advertisers maximize reach and impact in the evolving digital landscape.
Side by side, viewers ought to switch gadgets in between streaming, which leaves advertisers with an incomplete consumer journey. However, with precise device targeting for streaming, CTV ensures flawless integration into omnichannel marketing strategies, giving users a unified and compelling brand experience with optimized conversion rates. For example, consider a viewer watching a cooking show on a smart TV who later switches to a tablet in the kitchen. Without insights, advertisers may lose track of the consumer journey but with CTV’s granular insights, advertisers adapt and optimize ads for both platforms. This ensures a seamless brand experience, draws consumer attention, and leads to optimized conversion rates.
Another concern to address in today’s AI-driven personalization landscape is privacy, which is growing to become a major concern among viewers. However, CTV (Connected TV) leverages context-based analytics to provide rich insights into audience behavior and preferences without overstepping the line of privacy. This promotes more possibilities of ethical personalization that are trusted by users. Additionally, CTV’s cookie-free structure and contextual targeting opportunities will grow to attract advertisers in the changing digital arena, especially with the ongoing third-party phase-out.
Brands also share similar concerns, as ads associated with false or inappropriate content can break consumer trust and credibility. This is where CTV advertising stands out with its premium content inventory, providing a safe and secure environment for ads unlike UGC (User-Generated Content), which can be vulnerable to inappropriate content. Moreover, with its high-end display offerings like Bumpers, Zoom ads, L- banners, etc. CTV advertising continues to maintain a strong footing in the industry.
So, it won’t be wrong to conclude that in 2024, CTV will be a winning catalyst that brands need to float to the forefront of digital media as it delivers targeted ads in a safe and secure environment at the optimal place, time, and mindset. Using context-based analytics and deeper insights into co-viewing, CTV stands out as a strategic powerhouse for impactful and trustworthy campaigns in the dynamic digital marketing realm.
