Whether you are a CTV provider or an advertiser, you will surely need a CTV advertising platform to effectively monetize content more and stay ahead of competitors.
Video content continues to be on the rise, and CTV platforms and other networks are getting in on the trend. This emerging digital space allows providers to streamline adverts on these channels through programmatic advertising.
Top CTV Advertising Platforms
If you are looking to advertise your mobile app on connected TV, this guide will answer your question on how CTV advertising platforms work, and most importantly, what to look for when choosing the top company to work with.
What is CTV advertising?
In order to define CTV advertising, we must first understand what connected TV is. Television has been around for what feels like decades, and now it is being adapted to current technology and more advanced devices.
CTV, in essence, is an internet-connected device that allows consumers to watch video content on demand, instead of waiting for it to be broadcasted as with traditional television. Amazon Fire Stick, the infamous PlayStation and Xbox as well as Apple TV or smart DVD players are all examples of connected TV CTV that stream content.
With connected TV, you do not need the traditional cable provider, a.k.a cable TV, or broadband connection, but it is instead consumed with the help of the internet. And this very fact makes CTV the perfect space for targeted advertising.
To put it simply, CTV advertising is streaming TV advertising, or video ads that are delivered to viewers whilst they consume content, for example, movies and TV shows. The TV ads are displayed on either a smart TV or the connected devices we mentioned earlier, like Fire Stick.
This form of programmatic advertising is a productive way to reach highly targeted viewers, and support demand generation for your product or service.
So, how can CTV advertising platforms help you?
What are CTV advertising platforms?
If connected TV advertising describes the notion of streaming video ads on smart TVs and other mainstream devices while content is being consumed, then CTV advertising platforms refer to providers that display adverts for marketers on multiple channels as well as streamline the content.
Think of connected TV companies as the mastermind behind content sharing that allow advertisers to reach a highly targeted audience based on demographics, common interests, and consumer behavior.
CTV advertising platforms are also considered programmatic advertising platforms that automate the buying and selling process of ad inventory. They deliver personalized ad experiences to target viewers based on accurate user data and their own CTV campaign insights.
Aside from CTV advertising platforms being able to effectively display ad content to just the right user base to drive more awareness to your mobile app, there are plenty more reasons why you should consider working with them.
Let us dive in, shall we?
Why use connected TV advertising companies?
CTV ad spend is continuing to skyrocket over the past years. According to GroupM’s mid-year forecast, CTV advertising is most likely to expand by 13.2% worldwide in 2023 to $25.9 billion. And as of June, 2023, a report by Vivvix stated that connected TV ad spend reached $1 billion.
Not only has CTV ad spend been booming in recent years, but the percentage of traditional, linear TV audiences has been declining too, going down steadily from 76% over the past decade. This is mainly due to the fact that viewers who do not use cable or satellite can easily consume unlimited content online.
While the nature of traditional TV advertising allows advertisers to reach millions of viewers at the same time, they reach basically everyone watching one series or movie. Their ad content is therefore not targeted, meaning they do not reach high-intent audiences. So, there is a high viewing rate, but an even lower conversion rate, when observing an ad campaign as a whole.
The campaign measurement becomes more optimal through CTV advertising, as the majority of users would make a purchase after watching the highly-targeted ad. So, while traditional TV audiences decline, so do the impressions and performance of the TV ads.
Connected TV advertising is the new way to go, as you can tell, and partnering with top CTV advertising platforms will allow you to enjoy more key advantages that will make your ad campaigns more effective and measurable.
Featured CTV Advertising Platforms
| PubMatic | The Future of Programmatic. Delivered. | View more |
Extreme targeting
CTV advertising platforms make sure audiences are accurately segmented, based on personal interests, occupation type as well as their consumer behaviors. Therefore, they are able to analyze this data, and reach and target customers that have a mutual interest in the product.
Reaching a highly-targeted viewer base, while avoiding others, is extremely important, especially to more niche businesses. Advertisers instantly increase the chances of users visiting your mobile app, with the intention to download and install your product.
Accurate tracking & attribution
Working with a CTV advertising company will allow you to accurately track your campaign through conversions. And through effective attribution tools, advertisers are able to see how many viewers visited your mobile app and downloaded after watching the ad.
A top platform will be able to measure your CTV performance and get key metrics that will help improve and tweak campaign strategies and efforts. For example, you could gain insight into traffic, clicks and views as well as the types of viewers you reached.
You can also understand which creative choices or viewing times worked best, and attracted the most users to your mobile app.
Flexible optimization
One great thing about CTV advertising is that advertisers can amend and optimize as they go, without having to waste too much time and budget on making significant changes. This is due to the fact that connected TV advertising companies can get real-time campaign data and monitor them on the fly.
Flexible optimization makes sure that every dollar is spent wisely and in the most efficient way possible, reducing the risk of budget waste. For example, advertisers can create multiple CTV campaigns and only change the variables that need to be altered, such as creatives, demographics and channels.
This method enables quick and flexible optimization to CTV ad performances, allowing conversion rates as well as return on ad spend to boost in revenue more quickly and efficiently.
