What is CTV?
Connected TV(CTV) refers to the televisions used to stream video content over the internet, such as smart TVs and devices connected to TVs (Roku stick, Apple TV, etc). Another common industry acronym often paired with Connected TV is OTT. Over-the-top(OTT) media is the content streamed to any internet-enabled device. Examples include Hulu, Amazon, and videos from online publishers.
Over the past year, the industry has witnessed a major shift in consumer viewing habits and attention. More than 80% of US households have at least one connected TV device in their home. As people continue to stay home, streaming platforms have witnessed a significant increase in subscriptions and viewing time. In the past year, consumers have turned to these services while sheltering at home because they offer exclusive shows, provide value for money and have a deep library of content.
It’s clear you’re going to need some options for staying connected with your audiences, reaching real people, and finding new customers.
So, how can you reach these real people at home? That’s where advertising opportunities on both CTV and OTT streaming media come in.
Identify Your Next Customer using CTV
Reaching the right audiences can be difficult. In 2020, media consumption changed greatly. Nationwide, the habits of viewers have shifted and the majority of cable/satellite television subscribers “cut the cord” and switched to CTV. 27% of U.S. cable TV subscribers plan to cut their subscriptions by the end of 2021. That percentage is nearly double the 15% of cable subscribers who reported cutting the cord in 2020.
Video is the most powerful way to tell your story. As digital advertising continues to grow rapidly with CTV leading the charge, there are certain obstacles that many advertisers encounter along the way. With cookies going away, mobile identifiers being removed, and the high-pressure social platforms are facing, CTV is becoming the center of the audience puzzle, providing the ability to link people and their devices in a secure way at the household level.
Luckily for marketers, there’s still a way to target these cord-cutters through first-party data. Finding a provider that works with first-party data will allow you to build audiences of REAL people who fit your customer profile. Once your audience is built, you can deliver your video ad to them across all of their connected TV devices.
The Benefits of CTV/OTT:
Marketers will instantly see results through CTV campaigns. In fact, 40% of CTV consumers paused content to make a purchase or learn more about a product mentioned in an ad. Streaming video ads are proven to have 72% consumer recall as well as an engagement rate that is 304% higher than desktop and mobile.
Still not convinced? Other benefits include:
- Data-driven targeting to reach audiences on every screen – just like with other digital campaigns.
- Higher precision than TV commercials
- Reach real, multiple people at once
- Unskippable, trackable, and brand-safe
- Prove ROI with a matchback report
- Attribution – we can measure foot traffic by tieing peoples’ mobile devices to their CTVs
- Incredibly high completion rates (92 – 98% VCR)
Get started in 3 easy steps
Are you ready to make the most out of your ad spend and reach real CTV and OTT users now? BRIDGE targets an audience of REAL PEOPLE on CTV and OTT in three easy steps… Unlike other marketing partners, we know exactly who we are reaching.
1. BUILD AN AUDIENCE OF REAL PEOPLE
We will work with you to create a target audience of potential new customers – REAL people who fit your customer profile. We’ve created customer profiles of more than 250 million US consumers.
We know details about them such as where they live, the kind of cars they drive, their purchase habits and interests. Because of all this information, we already know your next customer.
2. CONNECT WITH THOSE PEOPLE THROUGH STREAMING MEDIA
Once your audience is built, we will help you run creative ad campaigns to reach your audience where they are most likely to engage.
Deliver your message to the REAL people who fit your customer profile. Real messages to real people means no ad fraud.
3. MEASURE AND SEE REAL RESULTS
We will show you very clearly how you did and how we did. From how many people came to your website to how many people visited your location, we’ll work with you to track retail sales against the REAL people we targeted.
You’ll know that you made the most out of every ad dollar spent.
