CTV: Reaching a Targeted Audience on Streaming Platforms

CTV: Reaching a Targeted Audience on Streaming Platforms

Written by Dallas McLaughlin

February 9, 2023

Connected TV (CTV) advertising, also known as over-the-top (OTT) advertising, is rapidly becoming an essential component of any brand’s media mix. As more and more consumers cut the cord and turn to streaming services for their entertainment, brands need to follow them to these platforms to reach their target audiences. Here are a few reasons why brands should invest in CTV advertising:

  1. Reach: CTV advertising allows brands to reach a large and growing audience. As of 2021, over 190 million U.S. households have a CTV device, and that number is expected to continue to grow. By investing in CTV advertising, brands can reach a significant portion of the U.S. population that they may not be able to reach through traditional TV advertising.
  2. Targeting: CTV advertising provides brands with the ability to target their ads to specific audiences based on a variety of factors, including demographics, interests, and behaviors. This level of targeting helps brands to reach the right people at the right time with the right message.
  3. Measurement: CTV advertising provides brands with detailed metrics that can be used to measure the effectiveness of their campaigns. This includes metrics such as viewability, engagement, and conversions. These metrics allow brands to optimize their campaigns in real-time and make data-driven decisions to improve their ROI.
  4. Cost-effective: CTV advertising is a cost-effective way for brands to reach their target audience. CTV advertising is typically cheaper than traditional TV advertising, and it allows brands to reach a larger audience for the same budget.
  5. Improved Ad Experience: CTV ads are typically less disruptive than traditional TV ads, as they are often skippable and less intrusive. Brands are able to reach their target audience in a way that is less disruptive to the user experience, leading to better engagement and higher conversion rates.

In conclusion, as the world of television continues to evolve, brands need to adapt their advertising strategies to stay ahead of the curve. Investing in CTV advertising is a smart move for brands looking to reach a large, engaged, and targeted audience in a cost-effective way. With the ability to target specific audiences, measure campaign performance in real-time, and provide a better ad experience, CTV advertising is a crucial component of any brand’s media mix in the current market.

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- Dallas McLaughlin