Boost Your Brand Awareness Through Connected TV

Ecommerce Strategy,

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What is Connected TV advertising?

Connected TV advertising is the means of serving advertising campaigns to consumers viewing TV content on streaming devices. When Connected TV advertising was first in its inception, it was mainly focussed on Smart TVs or TVs that were able to be connected to the internet. With the rise of mobile viewing and mobile streaming, some CTV campaigns can be served on mobile and tablets as well as television sets.

CTV advertising allows you to connect with streaming audiences; arguably one of the most engaged audiences in comparison to usual social media users.

CTV ads can be served through platforms such as Amazon Ads, Sky AdSmart, MNTN and programmatically through ad exchanges.

Is Connected TV for my brand?

In short, yes. CTV is a great way of reaching large audiences and building brand awareness where the consumers are at their most engaged. It is the closest digital channel to Linear TV and therefore reaps a lot of the same benefits.

Benefits of TV/CTV Advertising.

Perceived reputation
- Just a presence on TV sets or streaming devices gives an impression of trust and brand reliability. TV advertising is seen as costly and only available to successful brands who are well established in the market. CTV is a far more cost effective solution with entry points for budgets considerably lower that some marketers might realise.
Advertising on TV is a brilliant introducer. With most performance/digital marketing, the people seeing your ads will be users who have shown some kind of interest in your product or industry. They will be in the middle or bottom of your funnel. Television is somewhat unique as to be able to reach those consumers who may never have heard of you or your product before; therefore generating demand.
Generally ads cannot be skipped. With most streaming platforms, ads cannot be skipped after 5 seconds like they can within Youtube or Meta. This means that your ad can play out in full, giving the consumer the full experience of your brand. It could be said that a user's full attention is not given to ads that play through their favourite TV content, however, studies have shown that ad recall is still present, even if visually the user is not paying attention.
Even though TV/CTV is seen as a great brand awareness tool, it still drives revenue. More than a third of respondents to a recent survey by Digiday and MNTN cited that they expected CTV campaigns to drive more than 40% of their advertising revenue in the coming year.

What is Connected TV advertising?

CTV advertising allows you to connect with streaming audiences; arguably one of the most engaged audiences in comparison to usual social media users.

CTV ads can be served through platforms such as Amazon Ads, Sky AdSmart, MNTN and programmatically through ad exchanges.

Is Connected TV for my brand?

Benefits of TV/CTV Advertising.

Perceived reputation
- Just a presence on TV sets or streaming devices gives an impression of trust and brand reliability. TV advertising is seen as costly and only available to successful brands who are well established in the market. CTV is a far more cost effective solution with entry points for budgets considerably lower that some marketers might realise.
Advertising on TV is a brilliant introducer. With most performance/digital marketing, the people seeing your ads will be users who have shown some kind of interest in your product or industry. They will be in the middle or bottom of your funnel. Television is somewhat unique as to be able to reach those consumers who may never have heard of you or your product before; therefore generating demand.
Generally ads cannot be skipped. With most streaming platforms, ads cannot be skipped after 5 seconds like they can within Youtube or Meta. This means that your ad can play out in full, giving the consumer the full experience of your brand. It could be said that a user's full attention is not given to ads that play through their favourite TV content, however, studies have shown that ad recall is still present, even if visually the user is not paying attention.
Even though TV/CTV is seen as a great brand awareness tool, it still drives revenue. More than a third of respondents to a recent survey by Digiday and MNTN cited that they expected CTV campaigns to drive more than 40% of their advertising revenue in the coming year.

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Getting started with Connected TV.

There are a few ways that you can get started with Connected TV but it would be best to first ensure that your creative is suitable for this particular medium.

It may not be as simple as taking your current social creative and uploading it into a CTV campaign.

When thinking about your creative, think about the need to tell a story. Your video creative should be able to evoke and emotion with your audience. Emotion and story will drastically improve ad recall and response!

Once you have your creative ready, you'll then need to think about your audience and where they can be found. If you want your ads to be served on Amazon Prime, Amazon Ads is your place; Disney+ and Hulu can now be dealt with from Google’s Display & Video 360 and The Trade Desk through DRAX; and Sky TV channels can be accessed through Sky AdSmart. The US market can be tapped into via MNTN.

Targeting options vary from platform to platform but if you want something a little more granular and controllable, targeting options on AdSmart are impressively sophisticated.

Reporting Success on Connected TV.

Measuring success will ultimately depend on your overall business goals but there are some best practises and metrics for you to keep an eye on.

5 metrics to look out for.

Impressions
- Exactly like our social metric, impressions will tell you how many people have seen at least a portion of your ad. If your goal is for as many people to see your ad as possible, this will be your north star.
Watch Time
- This measures the amount of seconds that a viewer watched of your ad. An overall watch time will be averaged across every impression. The higher the watch time, the more engaging your ad is.
Completion Rate
- How many users are watching your ad in full. Brands should be striving for a high completion rate; especially if you have important information at the end of your ad.
Cost per Completed View (CPCV)
- This metric measures the amount paid by you to the publisher once a video has been viewed through to completion. If your completion rate is high, your CPCV should be low. The aim should be to lower this metric as much as you can.
ROAS
- This is a metrics you should be familiar with! Each platform should be able to attribute and report on ROAS; allowing you to see how effective your campaign has been in driving revenue.

As much as Connected TV advertising is becoming more heavily discussed by brands, it is still somewhat untapped for a lot of ecommerce sectors. If you are beginning to struggle to acquire new customers at scale through your usual digital channels, perhaps CTV is a new avenue to explore in order to introduce your brand and product to new consumers.

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