Video advertising is a trend that is not slowing down any time soon, and with the success stories that flood in, it’s easy to see why.
It goes without saying that you’ve heard of video advertising. You’ve probably already integrated it into your business in some way. People are relying on video these days more than reading blog posts or non-digital publications. Many established brands are moving with the changing dynamics, and are using video content to introduce new products to the masses or push already existing products to a wider audience.
So, if you want to grow your brand, how do you integrate video content into your marketing strategy?
What is Connected TV?
There are many ways for audiences to stream video content; whether they’re at home or on the go.
Connected TV is video content that is broadcast on TV screens that are connected to the internet. Connected TV is a term that includes smart TVs which are directly connected to the internet, and TV that can be connected to the internet via a connected device such as set-top boxes or TV sticks.
The audience for CTV and other streaming devices are the people known as “cord-cutters”. This audience is weary of the limitations and excess expenditure that come with traditional cable television and is looking for a more beneficial platform.
What is Connected TV Advertising?
Audiences are spending more time streaming their favorite shows on various devices and services, so advertisers have the opportunity to take advantage of this ever-growing audience.
Connected TV advertising is a digital advertising method where ads are shown alongside video content shown on any TV that is connected to the internet. Connected TV advertising allows advertisers to display their ads on premium content providers such as Roku and Direct TV OnDemand.
CTV advertising offers marketers a slew of new opportunities different from traditional TV advertising. Connected TV offers all the same benefits as traditional TV, with the added pros of enhanced targeting, broader reach, and inventory selection.
CTV Ad Formats
This ad type is designed specifically for Connected TV audiences and will reach the ever-growing people that are saying goodbye to traditional cable.
Instream ads include:
Video Pre-Roll Ads
Ads that appear before the main video content plays. Placing your ad during this timeframe is very strategic as this is the best time to capture your audience’s attention.
Video Mid-roll Ads
These ads play while the main content is rolling. It could pop up between two scenes, and closely resembles the way ads show on traditional TV.
Video Post-Roll Ads
These ads appear after the main video content is finished. These ads are preferred by viewers because they don’t interfere with their viewing experience, and they can take action immediately after seeing the ads.
Interactive ads provide brands with more options in terms of customization and personalization. They also create a more memorable experience for viewers.
This format offers viewers the option of choosing which ads they want to see from a gallery of options. This makes the audience more likely to pay attention to and enjoy the ads.
Dynamic ads are customized to fit the viewer’s demographic so that only relevant ads are shown to the right audience. This encompasses the viewer’s geography, location, and preferences.
These video ads typically span across a short timeframe but can be extended upon the viewer’s choice. Flexible ads have a countdown timer and a CTA that encourages the viewers to take action at the end of the ad run.
This advertising method includes a QR code placed within an overlay. Shoppable QR ads allow viewers to scan a code with their smartphones to be redirected to the business’ website or another landing page.
TV 2 Mobile
This ad format takes the ad experience one step further with SMS interactions. After the audience views an ad on TV and inputs their phone number with the remote control, they receive an SMS containing a link to your business page or app download store.
CTV Video Dimensions and Ad Specs
Connected TV and OTT often go hand in hand, and people wonder how to differentiate between OTT specs and CTV video dimensions.
General specifications for connected TV video ads are:
- Aspect Ratio: 720 x 480, 4:3 or 16:9
- File Format: MP4 or MOV formats
- Dimensions: 1920 x 1080 (1080p)
- Max File Size: 10GB
- Frame Rate: Must be constant and set to 23.98, 25, or 29.97
- Video Length: 6 or 15 seconds for bumpers, 15 or 30 seconds for in-banner and pre-roll videos
- File Tags: VAST
Advantages of CTV Advertising
Connected TV ad targeting is more advanced and strategic than traditional TV ads. The benefits of running CTV ads are endless, but here are a few to begin with:
Of course, the most highlighted benefit is the user-controlled viewing experience which allows advertisers to direct their ads to an audience who is interested in seeing these ads. This includes getting in front of an audience at the right time, with the right content, and at the right place.
The cost of running a CTV ad is comparatively lower than the cost of running a 30-second TV commercial. Especially if your product is targeted at a more narrow audience, it is easier and more cost-effective to identify your target audience from their online behavior and channel your budget accordingly.
CTV Ads are Harder to Skip
With traditional TV ads, you could spend all that money on getting your ads in front of an audience, just for them to not see it. CTV makes it harder for the audience to skip ads, and the ads are significantly shorter and more engaging than traditional TV ads.
With CTV ads, you can accurately measure how well your ads are performing on the market. Since the ads are hosted by a digital platform, you have access to virtual results including conversion rates, and you can make adjustments as needed.
It won’t be too long before CTV ads completely take over from traditional television advertising. So, what are you waiting for? It’s time to go back to the drawing board and draw up a plan with CTV ads at the center of it.