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CTV Addressable Advertising: How to Reach and Engage Your Target Audience
CTV, or connected TV, refers to any device that can stream video content over the internet, such as smart TVs, gaming consoles, streaming sticks, etc. CTV has become increasingly popular among consumers, as it offers more choice, flexibility, and convenience than traditional TV. According to a report by eMarketerhttps://www.viantinc.com/insights/blog/addressable-tv-advertising-vs-ctv-and-ott-key-differences-and-examples/, there were 204.1 million CTV users in the US in 2020, accounting for 60.1% of the population. The report also projected that CTV ad spending in the US will reach $11.36 billion in 2021, up 37.6% from 2020.
CTV advertising is a form of digital advertising that allows advertisers to deliver targeted and personalized ads to CTV users, based on their profile, location, device, and viewing behaviour. CTV advertising can be either programmatic or addressable, depending on how the ads are bought and sold.
Programmatic CTV advertising involves the automated buying and selling of CTV ad inventory in real-time through an auction-based system. This method uses algorithms and data to match ads with the most relevant and valuable audiences. Programmatic CTV advertising offers efficiency and scale, but it can also face challenges such as fragmentation, fraud, measurement, and transparency.
Addressable CTV advertising, on the other hand, allows advertisers to deliver specific ads to specific audience segments or households, regardless of the content they are watching. This method provides a higher level of targeting precision and can lead to more effective and efficient ad campaigns. Addressable CTV advertising can be bought via programmatic auctions, but it goes a step further by aligning relevant brands with themed channels and content that fit the target audience’s interests.
Addressable CTV advertising has several benefits over programmatic or traditional TV advertising, such as:
- Higher relevance and engagement: Addressable CTV advertising ensures that the ads are more relevant and engaging for the viewers, as they are based on their interests, preferences, and needs. This can improve the ad recall, brand awareness, and purchase intent of the viewers, as well as reduce the ad waste and annoyance.
- Better measurement and attribution: Addressable CTV advertising allows advertisers to measure and attribute the impact of their ads more accurately and reliably, as they can track the ad exposure, completion, and conversion of each audience segment or household. This can help advertisers optimize their ad performance and ROI, as well as prove the value of their CTV campaigns.
- More control and flexibility: Addressable CTV advertising gives advertisers more control and flexibility over their ad delivery and frequency, as they can adjust their ad budget, bid, and creative based on the audience data and feedback. This can help advertisers avoid overexposure and underexposure of their ads, as well as tailor their ads to different stages of the customer journey.
Addressable CTV advertising is a powerful and promising way to reach and engage your target audience on CTV. By leveraging addressable CTV advertising, you can deliver more relevant and personalized ads to your potential customers, improve your ad effectiveness and efficiency, and increase your ad revenue and growth.