Ready to get started with connected TV advertising?
To many brand advertisers, television is the ultimate brand-building and storytelling medium. The TV is the largest screen in the house that rightly commands the lion’s share of the advertising budget.
Programmatic TV buying is beginning to take hold and will become a dominant buying procedure in the not so distant future.
A key differentiator of CTV is in its use of audience data, allowing for addressability that can’t be replicated by linear TV. Advertisers can use can first and third-party data, lookalike modeling and retargeting to connect with consumers across tactics and at every step in their journey.
This is possible because of cross-device mapping. This allows a user’s audience profile from other devices to integrate with their connected TV.
The CTV/OTT advertising market is rapidly growing and ever-evolving as more and more consumers move to streaming services. Many marketers have questions such as:
In this guide, we answer these key questions and more to enable digital marketers and media buyers to tap into the lucrative Connected TV opportunity.
Related Thoughts
The growth of influencer marketing is undeniable, and for good reason: brands are seeking solutions that not only build awareness but also drive authenticity in order to grow trust and loyalty.
In tandem with the upcoming deprecation of the third-party cookie, there is a substantial opportunity for marketers to better reach consumers through this premium medium. However, it is critical to approach connected TV strategically, to connect with your broader business goals in order to achieve the best return on your investment.
As we begin to explore the world of cookieless digital advertising, marketers will likely be focusing much of their attention on walled gardens that have robust amounts of users and, therefore, valuable first-party data.
