As streaming services continue to dominate our Tv and film viewing habits, Connected TV (CTV) has become one of the most dynamic channels in digital advertising. For marketers, CTV offers a unique opportunity to reach audiences in a way that combines traditional television with the precision of digital advertising. Here, we explore why a CTV strategy should be an obvious part of your marketing mix and how Appelberg can help you capitalise on this growing trend.
What is CTV?
Connected TV (CTV) refers to Internet-connected televisions, such as smart TVs, game consoles and devices such as Chromecast and Apple TV. CTV advertising involves showing advertisements on these televisions, which is different from traditional linear television advertising. CTV offers programmatic ads, which enables a high degree of precision and flexibility in targeting but on the same screen and with the same impact as traditional television advertising.
Opportunities and benefits of CTV advertising
CTV advertising offers a number of advantages to advertisers. First, it gives brands the opportunity to be seen on the big TV screen, something that often engages multiple viewers at the same time. Programmatic buying in CTV advertising allows you to optimise towards specific goals, such as the lowest possible contact cost or the highest possible share of completed views.
Some of the biggest benefits of CTV advertising include –
The opportunity to reach new audiences: In the US, 87% of households had an Internet-connected TV device as early as 2022, and this figure is expected to continue to increase in 2024. The rapid growth in ad spending: CTV ad spending in the US is projected to reach $30 billion in 2024, representing 22.4% year-on-year growth.
Snabb tillväxt i annonsutgifter: CTV-annonsutgifter i USA beräknas nå 30 miljarder dollar under 2024, vilket motsvarar en tillväxt på 22,4 % från föregående år.
Advanced targeting: A survey by the Interactive Advertising Bureau (IAB) found that 84% of advertisers believe CTV offers better targeting compared to traditional linear TV.
The Swedish market for CTV advertising is on the rise, with strong growth in subscriptions to streaming services such as Netflix, Viaplay and HBO Max, while the more traditional TV4 channel is constantly increasing its share of CTV viewers.
In Sweden, we have seen that CTV not only reaches young, technology-driven consumers, but also older generations who are increasingly using smart TVs and streaming devices. This broadens the target group for CTV advertising and makes it possible for Swedish advertisers to reach a multifaceted audience.
Target Audiences for CTV Advertising:
The CTV audience is generally somewhat younger than traditional television viewers, but thanks to channel and contextual targeting, all demographic segments can be reached. This makes CTV a powerful tool for reaching both broad and very specific audiences.
How Appelberg can support your CTV strategy:
With the help of our sister agency and partner N365, Appelberg offers the opportunity to promote your brand globally through all available CTV channels and services. We are a data-driven company and can continuously optimise your CTV campaign based on relevant KPIs such as (CPCV) Cost Per Completed View. Whether you want to appear on one or two specific channels or leverage an entire network, we can help you create an effective CTV advertising strategy tailored to your campaign goals and budget.
Sources:
https://porchgroupmedia.com/blog/2024-ctv-advertising-trends/
https://xenoss.io/blog/connected-tv-trends/
Would you like to know more?
Isabel Svensson
Head of Distribution
+46 (0)76 170 57 53
[email protected]