CTV Advertising FAQs

Over the past 10 to 15 years, we have experienced a rapid pace of technological change. Every year, more and more consumers shift their TV consumption towards on-demand TV from the traditional, scheduled airtime TV.

In fact, streaming entertainment accounted for 32% of total TV time in May 2022, up from 26% one year ago. (Nielsen). CTV advertising is a $9 billion dollar industry, that allows marketers to reach targeted audiences like never before. Keep reading to understand why CTV advertising is an opportunity you can’t afford to ignore.

1. What is CTV Advertising?

Connected TV Advertising is a form of digital advertising that appears within streaming content on TVs. These ads are shown alongside TV shows or live streams viewed on streaming devices. They can also be interactive ads shown to a specific audience and include actions for viewers to take.

2. What is a CTV Device?

A CTV device is one that connects to or is embedded in a television supporting video streaming services like a SmartTV, Xbox, Roku, Apple TV, etc.

3. How Does CTV Advertising Work?

With CTV advertising, users see your ads when watching video content on their smart or connected TV. Users watching popular streaming platforms like Netflix, YouTube, Hulu, etc. will see various video, interactive, or display ads throughout their streaming.

4. What KPIs are Used to Measure CTV Advertising?

A key metric to track is ROAS, or the return on ad spend. This number will tell the story of how your campaign is performing in general. There are many ways to dive into these numbers because CTV ads have the ability to target in very specific ways.

5. Why Is CTV Advertising More Affordable Than Linear TV Advertising?

CTV offers more precise and cost-effective targeting than linear commercials on traditional cable channels. Linear ads are viewed by everyone based on an assumption of interests.

According to Strategus, “Since CTV advertising is hosted digitally, campaigns see instant results, at any time.”

Related Reading: CTV: Industry Disruption and Opportunity

6. What Types of Targeting Can be Used with CTV?

There are many types of targeting that can be used. They spread across categories like IP targeting, cross-device targeting, and first-party targeting. It’s fully customizable to look at and target behavior based on relevant browsing behavior, general demographics, contextual targeting based on current entertainment consumption, geographic information, and time of day, among others.

7. Who is a Cord Cutter?

You can probably imagine what a “cord cutter” refers to, as the term has been used for years in regard to cutting ties to the traditional landline phone and opting for the freedom of a mobile device. The same goes for TV and video opportunities. On-the-go streaming has made it possible to watch your favorite shows and provide hours of entertainment from just about any home TV and mobile device. Many times, the apps and services are less expensive than traditional cable, so cutting ties to the expensive service tethered to your home TV is a no-brainer for those on the move.

8. What is the Difference Between CTV and OTT Advertising?

Simply put, OTT, or over-the-top, is the delivery of advertising for TV or video content online through streaming or on-demand entertainment. CTV is an internet-connected device used to watch TV or video content online. With CTV, the ad impression is on an actual TV set. OTT is comprised of CTV with mobile and desktop.

9. What Types of Creative are Needed for a CTV Advertising Campaign?

There are a few best practices when it comes to the creative needs of a CTV advertising campaign. Leveraging a clear call-to-action (CTA) is imperative. Some general rules of thumb relate to size and file format. It’s recommended VAST 2.0, 3.0 and 4.0 specs are followed. The file format must be .mp4 with the duration recommended at 15 or 30-second non-skippable ads. Recommended dimensions are 1920 x 1080.

10. How do I Integrate CTV Advertising into an Omnichannel Campaign?

Omnichannel marketing has been shown to move customers further along the purchase funnel, which is why an omnichannel campaign is seen as more effective than multichannel marketing. 

Adding the CTV advertising component to your overall marketing campaign offers the ability to measure attribution and effectiveness in a way most others don’t. The targeted approach will provide insight that directly links to users who are more apt to be interested in your product or service.

CTV Advertising Solutions to Power Customer Acquisition

See for yourself how our CTV solutions can help you boost customer acquisition. Contact us today!

Download the Connected TV Success Kit

Download the Connected TV Success Kit to learn how to set up your campaigns for success with the latest tips and strategies.

Connected TV

Related Posts

Get on the list!

Be the first to know when we share new content geared to help you attract your ideal customers!

Be the first to know when we share new content geared to help you attract your ideal customers!