How Connected TV Marketing Can Help Your Business
Aug 22 2022
Connected television offers retailers a way to reach and engage with customers in minutes. But what makes this platform effective? How is it different from regular TV advertising? And is it right for your business? In this article, you will see how connected television works, how you can use it to benefit your brand, and how it can drive sales.
What is Connected Television Marketing?
Connected television marketing is a relatively new concept that allows companies to market their products and services on television sets. It’s similar to online video advertising, but it’s different in that it targets the user watching TV instead of the user searching for information online.
Connected television is a type of television set-top box that allows you to watch subscription services like Netflix, Hulu, and Amazon Prime Video, as well as stream content from other sources like YouTube and Facebook. These devices also allow you to search for specific shows or movies, which is where connected television marketing comes into play.
If you own a business that sells products or services related to connected televisions or movie streaming, then you should consider using connected television marketing methods to reach new customers.
Why Connected Television Marketing?
Connected television marketing allows brands to target specific audiences with ads based on viewing behavior. For example: If you’re running an ad for your local restaurant, you might want to target customers who live close by because they’re more likely to visit your restaurant after seeing your ad.
If you’re selling vacation packages, you might want to target people who have watched travel videos or shows like The Bachelor because they might be more likely than others to spontaneously spend money on a vacation.
Connected Television Marketing Methods to Reach New Customers
With the rise of smart TVs, connected devices, and streaming services, TV is becoming an increasingly viable option for reaching consumers. There are many ways of using connected television to reach new customers.
Start with data
Understanding your audience is the first step toward creating effective CTV campaigns. You can use demographic and psychographic information about them to target them with ads on CTV devices. For example, if you know that your target audience watches sports programming on ESPN during certain times of day or night, then you can create ads that appear on those channels during those hours and promote products related to sports.
Work with a creative agency
One of the most effective ways to reach new customers is through a marketing agency. A creative agency is an organization that specializes in creating content for social media, websites, and other marketing platforms. They work with you to create an advertising campaign that fits the needs of your brand and generates leads for your business.
Exploring your reach
Before starting an advertising campaign, you should know who your target audience is and how they use technology. You need to know how they interact with their devices and what they spend their time doing with them so you can create an advertising campaign that reaches them at just the right time. For example: If you are selling clothes online, then it’s important to know what kind of apps they use on their phones or tablets because this will help you figure out how you can reach them through those channels.
Finding your niche market
Connected television is still a relatively new advertising medium, so there are not many companies that have tried it yet. This means that you can find niches that are not being targeted by other advertisers yet – and fill them with your content. The easiest way to find these niches is by researching what other companies are doing in this space. Look at their campaigns and see if there is anything similar between them (in terms of targeting). This will help you identify gaps in the market that no one has tried before – which could be very lucrative.
How can connected television can help your business?
Connected television is one of the hottest trends in the digital space today. It offers unique opportunities for brands to engage with consumers, and it’s an exciting time for advertisers. But how can you take advantage of this opportunity?
Interaction with customers
Connected television gives brands a chance to engage with customers on an ongoing basis. Brands can respond more quickly to customer questions and comments because they’re able to see them immediately on their smart TVs or streaming devices like Roku or Chromecast — no searching required! This also allows companies to offer live chat support through their websites, which makes it easier for customers who prefer instant responses in real-time rather than having to write emails back and forth with customer service representatives.
Connected television offers a wide range of precision targeting options
Connected television allows advertisers to reach the right audience at the right time on the right screen. In other words, it’s a great way to connect with consumers on their own terms. To understand how connected television can help your business, let’s look at some key benefits.
Precision targeting – Connected television allows you to target specific audiences based on location, demographics, and interests. You can also target based on previous purchases or website visits. This level of targeting gives you more control over who sees your ads and when they see them.
Consistency across platforms – Unlike other digital channels such as desktop computers, mobile devices, and tablets, connected televisions don’t change their platform settings over time or vary by device type — making it easier for advertisers to consistently reach their desired audiences.
Connected television ads provide measurable attribution and campaign results
Connected television provides a unique opportunity to reach audiences on the biggest screen in their home, with the ability to track ad performance and execution. The key benefit of connected television advertising is that you can see how many people have clicked on your ad, allowing you to measure its performance and ROI.
You can also use data from connected television ads to optimize your campaigns in real-time by adjusting bids, creativity, or targeting based on what’s working best at any given moment. This is particularly important when it comes to video content — which is often expensive but also highly effective — because there’s no point in serving ads that aren’t being watched.
Connected television helps you reach engaged viewers with uncluttered ad experiences
Connected television is a powerful vehicle to get your message in front of more people. It’s a premium medium that can help you reach engaged viewers with uncluttered ad experiences, whether they’re watching live TV or streaming content on-demand. Connected television is even more effective when it’s combined with other channels. For example, you could use connected television to promote a special offer on your website or social networks and then drive people back to those sites using digital display advertising.
Connected Television vs. Traditional Television Advertising
Connected television and traditional television advertising are two very different styles of advertising. Connected television is a more interactive and engaging option, while traditional television advertising is more passive.
Connected television allows viewers to interact with the content they’re watching, while traditional TV doesn’t typically allow for any kind of interaction between the viewer and the screen. This means that connected television ads are more likely to get noticed by viewers than traditional TV ads since they can’t be ignored or fast-forwarded through as easily.
Connected television ads are also more likely to be remembered by viewers because of their interactive nature—the ability for viewers to click on an ad for more information about a product or service makes them feel like part of the experience, which helps them remember it later down the line when they’re looking for something similar online or in person at a store where they might find that item being sold somewhere near them.
The Basics of CTV Metrics
Connected television metrics are the new way to measure the performance of TV advertising. These metrics help you understand how well your ads are working and how they compare to other advertisers in your category.
Acronyms you need to know to dive into connected television marketing.
OTT: Over the top
OTT is a content distribution model where users can access content without having to subscribe to a traditional cable or satellite television service. OTT content is delivered over the Internet and may be free with advertising or paid for and ad-free. The term “over-the-top” refers to any streaming media that does not travel over the public Internet but instead uses a private data network controlled by the broadcaster or content provider.
PMP: Private marketplace
A direct connection between two parties who wish to negotiate a contract for a specific piece of content. This is often used for buying syndicated content from international broadcasters who do not have their own local rights agreements in place with local broadcasters. The PMP market tends not to be used for premium sports rights as those tend to be sold through public auctions rather than private negotiations between parties.
VCR: Video completion rate
This is the percentage of video plays that were watched for at least 3 seconds. This metric helps you understand if your video content is appealing to viewers or if it needs to be reworked or edited.
CPCV: Cost-per-completed view
This metric is similar to CPM, but it only measures views that lasted for at least 3 seconds. This metric tells you how much you paid per viewer who watched your video for more than 3 seconds. This number can help you compare different videos and decide which ones performed better.
What You Can Track in Connected Television Marketing
While you can’t yet measure every single action someone takes on their TV (or other connected devices), there are ways to get a better understanding of how your ads are performing and what kind of ROI they’re generating. Here’s a look at some of the most important metrics you’ll want to track:
Awareness is about getting people to know that you exist. It’s about getting them to see your product or service, understand what it does and why they should buy it. Awareness campaigns are typically short-term and run for a few weeks or months at most. The goal is to get as many people as possible aware of your product and build up their interest so they will consider purchasing it in the future.
There are two main ways brands can gauge awareness: by asking consumers directly or using third-party data from sources. Consumers may be asked to rate their familiarity with certain brands on a scale from 0 (I’ve never heard of it) to 10 (it’s among the most familiar names in my mind). Alternatively, they might be asked whether they’ve heard of specific brands within a category — such as coffee shops — over an extended period.
Video completion rate (VCR)
Video completion rate (VCR) is a metric that measures how many people watch your video to completion. It’s a simple concept, but there are more than a few ways to measure VCR.
Video completion rate tracking is most often used to measure the effectiveness of online advertising, especially for video ads. Video completion rates can be measured by tracking the number of times an ad was played until completion or by analyzing the data after an ad was served to see how many people watched it to the end.
Video completion rate metrics are important because they’re one of the only ways that advertisers can measure their campaigns’ performance on YouTube. In fact, Google doesn’t offer any other metrics for advertisers within its platform. Because of this limitation, VCR is often used as an indicator of success or failure for videos on YouTube — although it shouldn’t be considered a standalone metric.
Cost-per completed view (CPCV)
Cost-per-completed view (CPCV) is a metric that allows advertisers to track the cost of their campaign per 1,000 views. It is calculated by dividing the total cost of the campaign by the total number of views for that campaign.
When you run an ad campaign on Connected TV, you can see how much each impression costs. You can also see how many times your ad was viewed and completed. This information helps you understand how effective your ad campaign is and whether it’s worth continuing with.
These are just a few ways connected TV marketing is beneficial. Though the technology may seem complicated at first, it can be quite advantageous to businesses of all sizes. Having a marketing method that is accurate in its targeting is invaluable. You will be able to track what really works and helps bring in business, saving you money and building your company.
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