According to Tencent Technology News, Netflix announced its intention to enter the advertising field, which may open up more opportunities in the CTV field, indicating that CTV advertising is increasingly recognized by major manufacturers.
In this issue, based on real-time market competitiveness and years of marketing practice experience, NetMarvel focuses on how to seize the CTV effect marketing opportunity in 2023 and create a satisfactory CTV advertising and marketing strategy.
CTV, a rising star
CTV advertising is a TV connected to the internet, users can watch videos, movies, and TV shows on popular streaming platforms such as Hulu, Netflix, YouTube, etc., while advertisers can create video ads that match the brand's content.
CTV advertising refers to advertisements that are broadcast on an internet-connected television device. CTV advertising is a type of digital advertising that is played in streaming content through a smart TV or set-top box (OTT) device. Examples of CTV ads include ads that run with TV shows or live shows, and interactive ads that provide users with action options. With the development of digitalization and intelligence, CTV advertising has become an increasingly popular form of advertising.
And shoppable ads are CTV's next hotspot, using QR codes, video action ads, and pause screens to capture viewers' attention. One of the big benefits of connected TV ads is that users are more likely to pay attention to ads playing on connected TV devices than static ads on mobile devices. Research shows that people are more receptive to "big screen" ads when watching TV series, sports and news on connected TVs than ads in games, podcasts or short-form videos that are typically shown on mobile phones.
A new channel for performance marketing, one-to-many customer acquisition, accurate reach
In recent years, CTV effect delivery has attracted more and more attention. According to tvScientific, 80% of consumers subscribe to at least one streaming service, more than ninety percent of them subscribe to at least one streaming service with ads, and 95% of connected TV ads have a complete video viewing rate, so CTV as a marketing strategy is definitely a smart choice.
CTV itself has a big advantage. First, CTV is characterized by a family-based approach, which achieves the effect of one-to-many customer acquisition; secondly, CTV is a new channel for performance marketing, which can explore new territories for mobile APP customer acquisition, and the advertising effect can also be measured; thirdly, it is obvious that CTV's customer acquisition base is TV viewers, and accurate positioning enables CTV to accurately reach through effective advertising; finally, CTV can achieve low-cost access to fresh and affordable TV advertising inventory.
Addressable advertising, linear and digital
Today, about 60 million linear TV households (about 80% of all pay-TV households) are able to broadcast addressable ads. In addition, many addressable vendors already have the capabilities to cover both linear and streaming TV inventories. While traditional linear TV can't provide the same targeting capabilities as streaming and digital TV, addressable advertising can provide the necessary help to advertisers reach the right audience at the right time without the additional cost and waste.
When it comes to segmenting audiences, advertisers must change their mindset and work with partners who identify and reach consumers through linear and streaming channels, rather than in separate channels. Advertisers can also better manage frequency while controlling overexposure. By combining the scale of linear TV with the precise targeting of numbers, addressable advertising provides advertisers with the ability to properly target audiences and increase their overall size, efficiency and impact.
Build a successful CTV marketing strategy with the right and reliable tools
1. Clear positioning
When designing CTV ads, think about the user. Think about what's most important to them, what kind of content they relate to, how can brands connect with them, and browse current entertainment trends and trending events based on the brand and quote them in ads to capture the audience's attention in a fun and trendy way.
2. Buy ad space
When it comes to buying CTV ads, mobile marketers have a unique advantage over other buyers because they're Xi to the programmatic buying environment. When choosing an ad placement provider, it's important to consider your business goals and region.
NetMarvel has been creating and iterating on mobile app advertising for many years, and with its deep insights into mobile creative trends and data-driven approach, it is well positioned to help advertisers succeed in CTV advertising.
3. Accurately reach target users
Advertisers can show ads to target users based on the streaming content that viewers watch frequently, based on genre, age or media type preferences, based on the apps or streaming services used by viewers, based on the apps or streaming services used by viewers, based on data provided by CTV platforms, etc. NetMarvel empowers advertisers to grow their businesses with market-leading technology that provides a comprehensive suite of solutions to help advertisers address critical tasks such as user acquisition, retention, traffic monetization, and delivery measurement.