Digital Marketer's Guide to Connected TV

In May 2021, Google reported that the top choice of entertainment for most adult Americans is watching TV and movies at home. Your target audience is very likely part of this trend, and is waiting to meet you through connected devices. 

You may have already heard how much easier it is to advertise on connected TV (CTV) compared to years-past of buying linear TV spots. Below, we answer a few of the most common questions we’ve received about testing into CTV, developing measurement strategies, and designing the most effective targeting strategies.

1. What ad inventory can I buy via Connected TV devices?

Advertisers can reach their target audiences through Connected TV in a number of ways. Streaming providers such as Hulu, SlingTV, DirecTV NOW and others all sell commercial slots that can be purchased programmatically using audience targeting that is more sophisticated than linear TV (more on this below). People tend to forget that networks such as ABC and CBS also have their own apps for streaming shows that also have commercial inventory. Like any other digital strategy, the first step is identifying which streaming channels are attracting your audience and then developing your game-plan for meeting them there.

2. How do I reach my target audience on Connected TV?

One of the benefits of connected TV is the depth of audience insights and targeting available to marketers. Even brands that bank on live TV commercials for mass reach can accomplish those same goals through connected TV buys. For example, using third-party data, a sporting goods brand can target users who have demonstrated interest in live sports (online search behavior), visited a sports arena in the past year, purchased gear for a specific team, and/or watched sports related content in a linear or OTT environment. By layering some of these audience segments on top of first-party data, advertisers will still be able to reach existing sports-fanatic consumers and learn even more about their consumption habits.

At Rise, we always emphasize the importance of starting digital strategies with an audience-first mentality. Understanding who your customers are and where they consume content is the foundation of developing a plan to reach them digitally.

3. What else should I keep in mind?

In 2020, adults in the U.S spent more hours per day on digital activities than in 2019—this represented 57.5% of their daily media time and this figure is expected to grow by 2022. Becoming familiar with Connected TV tactics now will prove very valuable in a crowded advertising space in the future. 

When it comes to advertising, 93% of consumers say video is their preferred type of content on social media and is helpful when purchasing a product. Connected TV is a growing channel that allows you to act on this trend. In this case, a good way to do so is incorporating your digital video campaigns into premium environments. You should be able to adapt to current trends and adjust your plan with a targeting strategy so that you can be where your audience is.  

4. What do you think will happen next?

Continued innovation in the TV industry, different options available, and changes in viewing habits from consumers suggest that audiences will continue to seek out free entertainment. It’s likely that we’ll see increases in viewership for bigger players like Hulu and SlingTV who offer free trials, as well as smaller players like Peacock, Pluto TV, and Tubi that rely on ads to support their zero-cost model to viewers. The growth of inventory sources means more reach and more options for marketers.

As you focus on incremental reach, you may consider benefiting from CTV’s targeting capabilities and investing your advertising dollars there. Rise is here to help. If you’d like to chat more with me or another Rise expert about how to update your digital strategy, reach out today.