What is Connected TV?
Connected TV (CTV) refers to internet-connected devices that let viewers watch streaming content (videos, music, programs) and browse the web using designated apps such as Prime Video or Hulu. Unlike cable TV, streaming TV (STV) shares video content across a variety of devices with an internet connection. The content may include TV shows, movies, news, sports and special events. STV is also called over-the-top TV or OTT.
OTT is how the content is shared over the internet, without a satellite or cable provider. CTV references the device used to view the content, like a smart TV, ROKU stick or game console.
Who Watches Connected TV?
Would it surprise you to know that nearly half of seniors, those in the 65+ age group, have cut the cord in favor of streaming TV. They’re streaming their choice of content on Netflix, YouTube and 2,284 other streaming services available in the US. More than 90 million US households have at least one Connected TV. In other words, your audience is using CTV either for all of their TV watching or in conjunction with cable. More to the point, the majority of seniors prefer ad-supported subscriptions over the higher priced ad-free options!
What are the Benefits of Connected TV Ads?
With a customized data list from Sabal Strategy for your campaign, you can target specific individuals across their streaming platforms with a hyper-focused message. That’s meeting your audience where they actively consume content.
CTV ads can be fully integrated in a retargeting campaign when you combine them with display ads. Once someone takes a specified action, the CTV ad is triggered. They’ll see the ads in relevant placements that reflect your brand or offering. The CTV ad campaign can also be fine tuned to specify the day, time and types of shows paired with your ad.
Data privacy concerns are minimized when you use connected TV ads. Since you’ll be using a data list composed of opt-in viewers, recent privacy restrictions are minimized. And through tracking, you’ll also gain more data about their preferences. You’ll also receive various analytical metrics to help you understand the performance ROI for your campaign.
CTV ads are cost effective because your ad spend is limited to specific individuals instead of being broadcast to the entire audience of viewers. You’ll waste less budget and gain a tool with proven results.
Are you ready to integrate a new Connected TV ad campaign into your omnichannel strategy to deliver a precision message to audience members interested in hearing it? Take the next step by reaching out to Maribeth today. Then check out our Connected TV Campaign Guide (PDF). Our specialists are ready to help you take your campaign to the next level.