The concept of television today and a few decades ago are two completely different things. How did we go from small black and white boxes with an antenna to flat wall giants? The era of advanced technology has filled all areas of our lives and of course it has touched television.
Speaking about today’s TV, we mean a big monitor, which is able not only to broadcast programs of TV stations, but also provides Internet access, viewing content, etc. This is what CTV is, and about connected tv is worth explaining in more detail.
Connected TV
A CTV is a device for broadcasting video content. It can be built into the TV or connected to it. Most people have already abandoned analog and satellite TV in favor of new technologies. Smart TV, game consoles and other devices are used to watch programs, movies or TV series online.
In 2011, statistics showed that two-thirds of all TVs on the market were connected models. Today, that figure is probably already 100 percent. The services that connected TV provides can be divided into three categories:
- Navigation. The web browser on your TV gives you the ability to browse the Internet. Often the keyboard in such models is virtual and it is not required to connect it from the outside.
- Video. Actually, the main function of the connected TV.
- Applications. There could be paid and free applications, games and adaptations of popular web services.
Smart technologies offer more possibilities for users and advertisers today.
CTV and Advertising
Connected TV advertising has reached a new level. Thanks to digital adaptation, targeted advertising today is precisely targeted to a specific audience.
And if you don’t enter it, you won’t see it. This makes advertising economical and effective. By clearly targeting the potential customer, advertising will generate much more revenue.
Marketers are taking their work to the next level and creating ad campaigns in a format suitable for connected television. To date, it looks something like this:
- Stream commercials. A 15- to 30-second spot at the beginning or during a program. The viewer cannot miss such ads. It is programmed so that it turns on at a certain moment and certain content. Requirements for advertising sets the advertiser.
- Preliminary advertising. This type of advertising allows the viewer to be redirected to the advertising website by clicking on the ad.
- Home Screen Ads. This is an approximation of a classic ad. A commercial with compelling phrases calling for action.
Connected or smart TV has changed the way people perceive television in general. It has become an extension of our portable gadgets. You can watch your favorite show on your phone anywhere, and when you get home, you can turn it on the big screen and continue watching.
Advantages of advertising on smart TV for the advertiser
Advertising goes after the consumer. And if its consumer goes into the world of connected television, then advertising goes after him. Plus, there are a number of advantages for advertisers:
- precise targeting;
- quality of advertising;
- multi-format advertising;
- a toolkit for evaluating performance metrics;
- warmed audience;
- premium consumers.
Most importantly, both CTV and advertisers are interested in each other’s profits and increasing the number of satisfied consumers.
