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Streaming Ads, including Disney + Hulu and Roku TV

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    Connected TV (CTV) advertising describes the ads served to viewers tuning into streaming content on internet-connected television sets.

     

    Unlike traditional commercials, these ads can target individual viewers based on their interests, browsing activity, lifestyle choices, and more. CTV ads can also be measured and tracked in real time, transforming the living room television into a powerful digital marketing channel.

     

    In this guide to CTV advertising, we cover everything you need to know — including how programmatic CTV works, industry trends, the benefits of advertising on connected TV, and strategies to drive results.

     

    But first, let’s look at the basic definitions.

    What Is Connected TV Advertising?

    CTV advertising, by extension, describes the ads served to viewers using these devices to stream. Because CTV ads are delivered digitally, they offer several advantages over traditional commercials:
    • Precise Audience Targeting: Reach specific demographics, interests, and viewing habits.
    • Real Time TV Measurement: Track ad impressions, clicks, and conversions in real time.
    • Cross-Device Retargeting: Re-engage viewers who have previously interacted with your brand online.
    • Holistic Attribution: Gain a comprehensive understanding of how your CTV campaigns contribute to overall marketing goals.

    As such, media buyers placing ads on CTV gain the ability to pinpoint relevant buyers and track viewer activity following exposure. This paves the way for more data-driven and personalized campaigns that drive business results.

    What Is Connected TV?

    Connected TV refers to any internet-connected television used to stream video content on services like Amazon Prime. Some common CTV devices include:
    • Smart TVs like the Samsung OLED, which come with an operating system and preloaded apps.
    • Set-Top Boxes or Streaming devices like Roku that transform ‘dumb’ TVs into internet-connected devices that can access streaming content.
    • Gaming consoles like the Xbox that allow users to stream movies, TV shows, and music in addition to playing video games.

    Benefits of CTV Advertising

    CTV offers all the benefits of TV advertising, combined with the precision targeting and measurement of digital mediums. Here are some of the many advantages of placing ads on streaming TV. Here’s a look at the key advantages.
    • Hypertargeted and Localized
    • Personalized and Relevant
    • Omnichannel Retargeting
    • Real-Time Measurement and Multi-Touch Attribution
    • Big-Screen, Multimedia Impact
    • Ongoing Optimization

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