10 Tips for Brands to Maximize ROI in the Evolving World of CTV Advertising
With the growing consumer shift towards streaming services for entertainment, CTV advertising has become increasingly popular among brands aiming to target specific audiences. However, due to the ever-changing landscape of trends and technologies, running effective CTV ads can be a complex and evolving process.
For brands considering advertising on CTV devices alongside apps, shows, movies, livestreams, and other streaming content in 2023, it is crucial to understand the key factors that influence the success of CTV ads. If you're a brand considering running CTV ads, here are 10 tips to help you achieve a strong return on investment:
Embrace interactive ad formats
Take advantage of the interactive capabilities of CTV to create engaging experiences for viewers. Incorporate interactive elements like quizzes, polls, and mini-games to capture attention and drive interaction with your brand.
Leverage contextual targeting
In addition to demographic targeting, consider leveraging contextual targeting on CTV platforms. By aligning your ads with relevant content genres or specific shows, you can enhance the relevance and impact of your message.
Utilize second-screen experiences
Encourage viewers to engage with your brand on a second screen, such as a smartphone or tablet, while watching CTV content. Offer exclusive content, companion apps, or interactive features that enhance the overall viewing experience.
Target binge-watchers strategically
CTV users often engage in binge-watching sessions. Identify popular shows or genres known for binge-watching behavior and strategically place your ads during those viewing sessions to increase exposure and engagement.
Leverage advanced targeting segments
Beyond standard targeting options, consider leveraging advanced segments like cord-cutters, cord-nevers, or heavy CTV viewers. Tailor your messaging to resonate specifically with these segments for a more personalized and effective approach.
Utilize sequential storytelling
CTV ads provide an opportunity to tell a story over multiple ad slots. Plan and execute a sequential storytelling approach where each ad builds upon the previous one, creating a cohesive narrative that captures viewer attention and encourages continued engagement.
Incorporate shoppable ads
Make your CTV ads more actionable by incorporating shoppable elements. Enable viewers to make purchases directly from the ad, seamlessly connecting them to your e-commerce platform and driving conversions.
Test innovative ad placements
Experiment with non-traditional ad placements on CTV platforms. Consider options like ad overlays during show transitions, sponsorships of specific content segments, or branded integrations within popular shows to stand out from the competition and generate unique brand associations.
Measure performance
CTV offers advertisers a tremendous opportunity to connect with millions of potential users. While it has traditionally been considered a channel for brand awareness, forward-thinking advertisers are now recognizing the value of integrating CTV into their performance marketing strategies. By measuring the performance of CTV campaigns, advertisers can expand their reach, scale their campaigns, and ultimately drive more conversions.
Stay up to date with industry trends
CTV advertising is constantly evolving. Stay informed about emerging technologies, ad formats, and best practices to stay ahead of the curve and maximize the effectiveness of your campaigns.
