Connected TV Ads
Connected TV (CTV) is simply a television that connects to the
internet. Unlike traditional TV, CTV includes Smart TV’s, Apple TV’s,
devices like Tivo and Roku, gaming consoles like X-Boxes and
CTV combines the power of programmatic targeting and analytics
with the reach and inventory quality of traditional television.
CTV ads break the mold of traditional fifteen and thirty second spots
and can be anywhere from six seconds to a minute and a half or
more. CTV audiences are captive, which means they’re committed to
the content they’re consuming and will stick around for your ads.
Serve digital video on an Internet-enabled television during TV
content. Serve video ads to consumers watching live sports or news,
or while they are binge-watching on their favorite show on TV.
64% of people in the U.S. own a CTV device.
Video Ad Distribution
Premium, professionally produced video content (not the banner ads that sometimes appear on CTV devices).
Content goes “over” your cable box to deliver
content via the Internet rather than from a cable provider.
Full-Episode Player (FEP):
Professionally produced, TV-like content that can appear on any device, on both app and web browsers. Content is typically TV length (30-60 mins) with commercials.
Content being served over the Internet, from real-time paid streaming service or directly from a network.
Video On Demand (VOD):
An alternative to live streaming, this allows consumers to catch up if they miss an episode, and many content providers offer both Live and VOD content.
Full-Episode Player (FEP):
More people use streaming services over cable subscription – 67% of respondents (and 77% of Millennials) watch streaming services.
Over-the-top (OTT) video viewers: Individuals who watch video
via any app or website that provides streaming content and
bypasses traditional distribution. Examples include; HBO
Now, Hulu, Netflix, Amazon Video, YouTube/YouTube Red and
Ads delivered on OTT platforms cannot be skipped, users
cannot close a window, install some kind of ad blocker, or any
other ‘ad shield’. Therefore metrics such as the click-through
rates are totally irrelevant.
The most compelling reason for advertisers to pay attention to
OTT content is the volume of people viewing with 820 million
video devices using the services and the number is only going
to continue to grow.
Instream & Outstream
Instream video ads involve standard pre-roll, mid-roll, or post-roll ad placements. While vulnerable to ad blockers, instream is still the most reliable and frequently used system. This is used for placing video ads within a relevant context. The reason they are so potent is that they manage to get into the thick of the consumer video content.
Connected TV Advertising Channels
Engage viewers on the big screen when they’re in a relaxed state of mind and more receptive to brand advertisements