Across the world, we all share that one habit of lounging on sofas and enjoying online content. However, in recent years, the evolving digital market has seen an upgrade in streaming preferences, particularly in Germany, where approximately 79% of respondents favor Smart TV over linear TV sets. And who can blame them? Video content is a major source of entertainment and leisure for Germans, with an average of 7.53 million people consuming it for four hours on a weekday (Statista).

The increase in video advertising spend in Germany from 2019 to 2028.

As video content is a significant part of German lives, it makes perfect sense for them to seek the best streaming experience possible. This is where CTV steps in, offering total flexibility in intent-streaming and presenting viewers with content they are interested in watching. This presents a prime opportunity for brands to enhance their top-of-funnel strategies by tapping into wider audiences, including younger Generation Z viewers who prefer Smart TV over Linear TV sets. This large-scale exposure emphasizes why it’s becoming a top priority for brands and agencies in their media strategy development. Further, here are the practical and adaptable tools CTV offers to help brands streamline their advertising processes to achieve better ROIs and minimize inefficiencies.

Maximize Reach with Smart Planning 

CTV’s advanced planning tools allow brands to select the right ad placements and the time they are showcased to ensure improved performance of brand campaigns. This strategic insight enables planners to boost reach by targeting audiences during peak engagement hours, which ultimately helps to enhance overall campaign effectiveness.

For example, the currently underway Bundesliga is a prime platform for engaging with a passionate sports audience. Now, put yourself in your consumer’s shoes and imagine encountering an ad featuring the latest gear from a sports apparel brand just before the game starts. Wouldn’t this perfectly timed interaction make you consider the brand? In pre-game excitement, you’re highly likely to be receptive to the brand and perhaps even make a purchase or at the very least form a positive impression that encourages you to return later.  Such well-timed ad placements are incredibly effective because they sync with the viewer’s emotional state and interest in the sport. Also, its impact can be further amplified with frequency targeting to achieve greater recall and recognition by repeating ads at strategic intervals. Adding to it, CTV’s seamless, immersive, and personalized advertising experience allows brands to distinguish themselves from competitors and enhance their visibility among consumers. And not just any consumers but the section brands choose to target precisely using CTV’s flexible targeting capabilities. 

Deliver Relevance with Unmatched CTV Precision & Unified OEM Selection

With CTV precision, brands can reach and connect to a specific geography in their regional spoken language or with the help of their preferred device for streaming. However, the targeting possibilities with it extend far beyond basic demographics and enable brands to target consumers based on their interests and behaviors to reach the most relevant audiences. What’s more, now brands are not constrained by time and can continuously adapt to evolving consumer preferences and shifting market trends to stay ahead of the curve.

Like, for the ongoing global debate and concern over privacy and data protection, CTV offers a robust solution. The digital streaming platform supports context-based targeting and ensures advertising occurs in a brand-safe environment that is devoid of any association with inappropriate content. Moreover, its premium inventories and unified OEM selection platform enhance this further by giving brands the freedom to choose their desired premium inventory that best suits their campaign.

Navigating Tomorrow’s Opportunities Today

With so much to offer, the future undoubtedly holds unprecedented opportunities for brands using CTV advertising, including the potential for direct consumer acquisition through the platform. This innovation could revolutionize the way brands engage with consumers and allow them to purchase products directly through ads. Additionally, considering the evolving advertising landscape, CTV stands to deliver long-term value for brands, supported by digital video advertising expenditures on it reaching an all-time high of 414.20 million dollars in 2024 (Statista).

Thus, given the surge in video consumption and connected TV’s advanced features, the continuously evolving platform is clearly an ideal solution to boost brand viewability and brand awareness. Also, this opens a getaway to substantial opportunities for brands to enhance their CPMs and sales. Hereby, ensure a competitive edge with this future-ready advertising tool that complements your marketing mix. 

By Ankita Shree, Senior Sales Manager Programmatic at Xapads Media