Connected TV (CTV) is gaining popularity as a placement for advertisers as more consumers are moving to watch content via CTV inventory. Adoption is growing rapidly and eMarketer has estimated that more than half of the US population will be watching CTV by the end of 2019 (Benes) with over 88 million users nationwide.
What exactly is Connected TV?
CTV refers to ad impressions bought on a television that is connected to the internet. This can be via a Smart TV, Roku, Chromecast, Amazon Fire Stick, gaming consoles and through other devices. These ads can be played in pre-roll or mid-roll content across on-demand and live TV inventory.
Closely related is Full Episode Player (FEP). This refers to any placement, across any device, that plays on a full-size player. For example, playing a video on Hulu. However, FEP can take many valuable formats, including users watching news updates in a full-page environment.
\What can we measure with Connected TV?
CTV placements are excellent awareness tactics. With Coegi’s average benchmarks quoting view-through rates at well over 90% for CTV, consumers are engaged with the content and are less likely to skip. We can also measure impressions, unique reach, and view-through conversions.
CTV audiences can include first and third-party audiences, lookalike modeling, retargeting, and cross-device targeting to connect with consumers across tactics and at every step in their journey.
Where can I get some?
Leveraging advertising on CTV is a strong strategy that should be considered for clients across all industries and verticals. For more information on what targeting layers are available and how this could work for your client, reach out to your account manager or [email protected]