There’s no question that connected TV is on the rise.
But what many marketers may not realize is just how powerful this channel can be for performance marketing. Here are four reasons why connected TV should be a key part of your marketing strategy.
What is Connected TV and How Does it Work?
Connected TV (CTV), also known as a hybrid TV or an interactive TV, is a television set that is connected to the internet and allows users to access online content. Connected TVs typically come with a built-in web browser, allowing users to browse the internet, email, social media, and more.
Some connected TVs also offer access to the app store, allowing users to download and use apps on their television. Connected TVs typically run on one of two operating systems: Google TV or Android TV (though there are others).
Google TV is a platform developed by Google that integrates the company’s search engine, YouTube, and other Google services into the television experience.
Android TV is a platform developed by Google based on the Android operating system that offers a similar experience to Google TV but with more focus on apps and gaming.
What Are the Benefits of Using Connected TV for Performance Marketing?
Using a connected TV for performance marketing can offer a number of benefits.
First, it can provide marketers with access to powerful performance marketing software that can help them track and optimize their campaigns. It offers a more targeted way to reach consumers, as they can be targeted by specific shows or channels that they are known to watch.
Here are a few more benefits.
1. Reach a Larger Audience With Targeted Ads
Connected TV is one of the most popular forms of digital advertising, and for good reason. CTV allows you to reach a large audience with targeted ads, and it is an effective way to measure your ad performance. In addition, CTV provides a more immersive experience for viewers than traditional television.
As a result, viewers are more likely to remember your ad and be able to recall your brand message. Connected TV is an important tool for any performance marketer, and it can help you reach your target audience more effectively.
2. Measure Viewer Engagement to Improve Future Campaigns
What sets connected TV apart from other forms of digital advertising is the ability to measure viewer engagement. This data can then be used to improve future campaigns by, for example, targeting ads to viewers who are most likely to be interested in the product or service being promoted.
By making use of connected TV for performance marketing, businesses can gain a deeper understanding of their target audiences and ensure that their marketing efforts are as effective as possible.
3. Increase Brand Awareness With Interactive Content
In a world where consumers are bombarded with an average of 5,000 ads per day, it’s more important than ever for brands to find new and innovative ways to capture attention. This is where connected TV shines.
CTV provides brands with the unique opportunity to deliver interactive content that can engage viewers and increase brand awareness. Unlike traditional TV ad campaigns, which are often ignored or forgotten, CTV allows viewers to choose whether or not to interact with an ad.
This interactive element can help to hold viewers’ attention and create a more memorable experience.
4. Create a More Personalized Viewing Experience For Customers
Connected TV allows for more personalized viewing experiences. Rather than being bombarded with generic commercials, viewers can choose to watch content that is specifically tailored to their interests. This creates a more positive association with the brand and helps to build trust and loyalty.
How to Get Started With Connected TV
As a marketer, you may be wondering how to get started with connected TV. After all, there are a lot of new terms and technologies to keep learn. But don’t worry – it’s actually simple to get started.
One of the best ways to get started with CTV is to partner with a CTV platform or network. This will give you access to their inventory of ad space on popular streaming apps and websites. You’ll also be able to work with their team of experts to create custom ad campaigns that meet your goals.
So if you’re ready to take your performance marketing efforts to the next level, connected TV is a great place to start.
While connected TV is often thought of as a branding or demand generation medium, it’s quickly becoming one of the most effective performance marketing channels out there.
With its ability to target and personalize ads, reach viewers across devices, and measure results down to the individual level, connected TV is hard to beat for ROI.
If you’re not yet using this powerful medium in your marketing mix, now is the time to consider it.