Explore the marketing impact of CTV
What is connected TV, what marketers need to know, and how its expanded profile impacts analytics strategies.
Video has generated a lot of interest among marketers and consumers, and its adoption is growing during the COVID-19 pandemic. Various types of videos are formed, such as short videos, long videos, and live streaming.
But it wasn’t until the stay at home era that consumers around the world began to embrace live stream video, pushing that content front and center as a medium to include in modern strategies. .
This has led to connected television (CTV) becoming known as a marketing touchpoint for marketers. Connected TVs have been around for a while. Now marketers need to change their strategy to include it. This will also influence your overall analysis strategy.
Basics of CTV
Marketers often hear about live stream video as an engagement opportunity. But CTV programming offers a dramatic engagement contrast with live stream video. To learn about this, you need to watch the livestream and then take note of the basics of what connected TV is and how its expanded profile impacts your analytics strategy.
Livestream video is a real-time visual replay, making it an attractive format for events, creative influencers with flexible schedules, and short broadcast “seasons” of series programming. Many short videos such as YouTube Shorts and TikTok are live streamed and there are also live video events hosted on YouTube.
In contrast, Connected TV (CTV) can include some live stream events, but it is primarily a more structured broadcast (shows and series scripted for traditional TV formats). ) is. Connected TV shows are delivered through devices that are either connected to your TV or built into your TV’s capabilities to display streaming video content. The current platforms that show CTV shows are the ones you see and hear a lot: Amazon, Prime Video, Roku, Hulu. Apple TV and Amazon Firestick are examples of CTV devices. Even PlayStation and Xbox are considered CTV devices as they are game consoles with streaming capabilities.
Related Article: How IoT, Automotive and SmartTV are Changing the Digital Customer Experience
CTV is No.1 for Video Ads
CTV was born out of consumers incorporating streaming video into their viewing habits. The COVID-19 pandemic has accelerated this transition. Those who had limited their activities to planning at home due to the pandemic are now including on-demand programming and live events in addition to general TV viewing.Extreme Reach, as reported in the Martech Series According to the latest research from (ER), CTV is now #1 for video ads, delivering the most impressions across all devices for the 17th consecutive quarter.
According to eMarketer, CTV metrics are becoming more important as CTV options are beginning to impact US digital advertising budgets. eMarketer also notes that viewership is growing, closing the ad spend gap between linear TV (traditional TV as viewers know it) and his CTV. eMarketer predicts that by 2025, “CTV advertising revenue will be more than half that of linear TV.”
This shift presents an opportunity for marketers and media buyers to focus CTV budgets on performance marketing channels to connect with audiences and build ROI.
Searching for home dominance and fighting social media
CTV has become a channel competing with search and social media as the primary source of online activity. CTV-enabled televisions are typically the largest screens in the home, allowing owners to search for and purchase goods and services within the television viewing experience. For example, Roku signed a deal with his Walmart to provide customers with in-stream purchasing capabilities, with Walmart acting as fulfillment for those purchases.
YouTube is the biggest competitor of today’s connected TV platform providers. We offer a unique live stream that allows us to display digital ads to a wide range of advertisers. Coupled with its position as a key search engine, YouTube is advantageous to brands that have already invested heavily in search engine optimization, including YouTube video content.
Additionally, YouTube has started leveraging social commerce. Social commerce is meant to offer a retail experience within the platform rather than being directed to a specific her website. Shoppers can learn about your products on screen, see calls to action, and click ads from the YouTube app.
Purchasing convenience is at the heart of recent updates to social media profiles and platform functionality. For example, Twitter recently launched a business his profile that allows followers to purchase products and services within the profile.
This made CTV a competing performance channel compared to the reference source of our analysis. The previous trend was for people to view websites while watching TV. This has driven buying behaviors such as Buy Online In-Store Pickup (BOPIS) and Buy Online In-Store Return (BORIS). CTV’s traffic stream converges retail. Today they are more likely to use his CTV. Simply put, it means that CTV is competing with social media and online search for people’s attention.
Related article: Social commerce is finally here
Analysis impact
Half of the US population has now replaced cable with CTV. Advertisers are responding to declining interest in linear TV and shifting their budgets accordingly.
This means there is a growing need for analytics tagging that enables cohort analysis and other advanced predictive analytics, allowing real-time metrics to be matched to streaming devices.
Linear TV targets by household, but the reach is limited. CTV offers additional targeting, such as shopping by income, number of cars in your home, or shopping frequency.
The CTV analytics measurement reflects the metrics most familiar to marketers. CTV measurement is focused on optimizing reach frequency. Reach frequency metrics include campaign average impressions, campaign average frequency, and unique reach. This represents the number of households watching CTV programs.
Opportunities for Audience Targeting on CTV
CTV influences analytics strategies through media choices that may reach generations within the household. Although most of her CTV viewers are younger, many studies suggest that there is also a significant proportion of older viewers among CTV viewers.
This suggests that CTV can reach the entire cohort with advertising messages, although personas vary by age. This is especially useful when cohorts can reach the same household. There are now many multi-generational households in the United States for various personal reasons. There are many reasons, from young people being devalued from the housing market to people including older family members for caregiving.
Whatever the reason, the existence of multi-generational households provides a convenient way to connect for brands looking to connect with different personas. Mixed cohorts also quickly become complicated when they have to convince themselves of brand value. Therefore, turning audiences into customers becomes a tricky application of messaging. As with any attribution issue, marketers will come to understand the issue of matching messages to audiences.
Marketers also gain a better understanding of the powerful impact CTV has on their brands. CTV is here to stay, and marketers should be looking at how analytics is incorporating this element into the customer experience.
