Connected TV in Your Media Strategy

As the media industry continues to be unpredictable with the disruption of COVID-19, advertisers are finding it harder to connect with their core audiences. 

Connected TV has continued to see an increase in viewership since the beginning of this year and it’s expected to continue to rise while paid TV households (those with a subscription to traditional paid TV services) continue to decrease. By 2023, according to eMarketer, non-pay-tv households (cord-cutters) will hit 68.2MM users (vs 56.3 in 2021), while pay-tv households dip to 63.4 (vs 73.7 in 2021). Ad spending in this space by 2021 is showing to be $11.36 billion dollars and by 2022, $14.11 billion. 

As the incline in Connected TV users grows, advertisers should start to strategically think about how to utilize this service to its fullest potential to reach their core audiences. Knowing that a majority of the population is going to be consuming content within this format, this type of targeting should undoubtedly be a successful tactic in advertising efforts and future strategies. 

Outside of traditional video, CTV buys and layering core audiences, there are additional opportunities and publishers that you can tap into that allow for expanded advertising. Examples like VideoAmp and Tremor/Alphonso, publishers that have ACR data, allow advertisers to target audiences who have seen a competitor’s TV ads and then target those users in real-time with their own advertising. Another example of expanded advertising opportunities with CTV is utilizing Origin, which is an offering within our programmatic efforts that gives you the ability to send trivia questions about your brand to your core audience as a different approach to capture consumer attention. Publishers, such as Hulu, can build out branded slates that live at the end video ads that allow for an additional call to action type of brand advertising.

When thinking about the next strategy approach for clients, it is important to include innovative ways to not just reach your audience, but also keep their attention. With the high consumption rate for Connected TV expected to continue to grow for the foreseeable future, utilizing this format could serve as an excellent solution to target your core audience.

At True Media, we will continue to utilize resources and research to help determine the best approach within this tactic to capture consumer attention and ultimately convert them to favor your brand.  For more insights on Connect TV advertising in your media strategy, contact us.