Connected TV ad spending has reached 1.61 billion US dollars in 2024 and is projected to soar past 1.90 billion by 2029 in Germany (Statista), which can transform how brands reach their potential audiences. Through CTV partnerships to showcase their ads, brands can elevate their identity with access to precision targeting that can further help solidify their presence in today’s rapidly evolving digital landscape.

Why Should Brands Choose CTV?

CTV enables brands to overcome challenges like fragmented audiences and measurement standards by offering unified solutions that allow them to easily buy and manage media across OEMs, CTV apps, Fast Channels, and Streaming Devices via a single touchpoint. Its insights into viewer behavior further empower brands with deeper targeting capabilities and make more informed decisions on ad placements to optimize campaign performance with enhanced VTR, reach, and completion rate. 

With unified CTV solutions, they can precisely target specific audience groups of promising customers using time, device, geography, content, genre, affinity, and even resolution parameters to resonate with viewer behavior and seamlessly transition into their streaming experience. Moreover, they get access to first-page ad placement and premium inventories that give high-quality, brand-safe environments for their ads. This ensures their ads appear alongside trusted, top-tier content for improved visibility increasing the likelihood of reaching a more targeted, affluent audience. 

Why Is CTV Ads A Game Changer?

As the world moves toward seamless ad integration, especially with a multi-channel strategy, CTV has the potential to be a game-changer by supporting brands to capitalize on emerging trends and combining strategic planning with AI-driven technology.

Seamless CTV Integration in Omnichannel Strategy: Integrating CTV in an omnichannel strategy helps with the execution of a full-funnel advertising campaign as brands get to track user journeys across interconnected devices and platforms. When a viewer sees an ad on CTV and later switches to their mobile device, tailored ads can be seamlessly displayed based on their account and activity. Analyzing consumer search history and preferences allows for the use of additional ad formats, such as rich media innovations to drive engagement. For instance, When a user shows interest in a mobile ad for outdoor gear, brands can follow up with targeted CTV ads, creating a cohesive and personalized advertising experience. This seamless continuity reinforces brand awareness and enhances recall, which in turn drives higher engagement and conversions by bringing in leads.

CTV is for Next-Gen: Today, the surge in streaming major events live on OTT platforms has significantly boosted the demand for Connected TV (CTV), and reportedly Millennials and Gen Z are leading this trend, being the fastest adopters of CTV. According to recent consumer research by Leichtman Research Group, Inc. (LRG), they are more likely to use connected TV devices, aligning with their growing consumption of digital video content, which is expected to grow at a CAGR of 12.9% from 2022 to 2028. This trend positions it as a forward-thinking investment for brands aiming to build long-term goodwill and engage with a wide, evolving audience. Here, by tapping into the growing audience of CTV via tailored ads, they can enhance their brand exposure. 

In-depth Targeting: CTV gives brands the advantage of targeting excellence with options like device and OS which allow advertisers to reach highly specific audiences across multiple platforms based on brand compatibility and audience behavior. Also, its insights help identify the most effective approaches for engaging key consumer segments and make swift adjustments to strategies in a dynamic market. This helps with campaign planning such as the right time for campaign launch, ramping up intensity when needed, or executing last-minute promotions for procrastinating shoppers. 

In conclusion, Connected TV shows huge potential to simplify “new user acquisition” through omnichannel integration wherein insight into next-gen audiences and effective cross-targeting strategies from CTV experts can significantly improve campaign outcomes. So, as its ad spending continues to rise, forming partnerships will be crucial for brands to distinguish themselves in a competitive and ever-evolving digital landscape. To explore these opportunities further, join us at our booth no. A-030 in hall 06.1 this Dmexco 2024 on September 18 & 19, Koelnmesse GmbH Messeplatz, Cologne and discover how we can help elevate your CTV strategy.