Brands that utilize linear television advertising as part of their marketing mix are familiar with several common challenges. First, it is one of the costliest forms of advertising. Even if the budget can match those rates, they are casting a wide net across an audience that inevitably includes consumers not part of their target demo. In the age of DVR, many consumers opt to skip past all commercials. Finally, there is no accurate way to measure the results. While this has been the norm for decades, the rise of streaming television has provided much more palatable alternatives for TV advertising.
Connected TV, a premium subset of OTT, gives brands a cost-effective and efficient way to advertise. For starters, the rates are more competitive, creating a reasonable entry level for smaller brands to get into the television advertising space. Regardless of size, all brands can be much more targeted in the audiences they reach on connected TV, ranging from select zip codes, to specific audiences, and even retargeting visitors to their website. Brands no longer have to guess what channel, program, and time their target demo is watching. Rather, they can now much more confidently serve ads directly to likely customers whenever and wherever they are watching. With connected TV, the ads are non-skippable, which results in a higher completion percentage. The results are also trackable, empowering brands to truly measure the effectiveness of their campaigns.
The TV advertising landscape is shifting in favor of the brands. They no longer have to pay increasingly high rates for time slots that do not reach their entire audience with no guarantee the ad is even being viewed. With connected TV, brands will find affordability, targeted, non-skippable impressions, and measurable results. To learn more about how to get your connected TV campaign started, contact the experts at Awarity today.
