CTV ads has gained greater recognition on the buy side due to its premium inventory, advanced targeting, and measurable performance. Here is an article to know more about how CTV is evolving (https://databeat.io/knowledge-base/ctv-evolution/).
Previously, people were much more interested in watching cable TVs than streaming in OTT apps. However, the Internet revolution led to a significant change for CTV ads. Based on the consumer behavior shift from cable TV to CTV, the average US household now uses 7 OTT apps. As audiences are shifting their behavioral traits, the buyers are also moving along the way.
The biggest advantage of CTV ads is granular measurement capabilities. Unlike Linear TV, we can track the impressions, view through rate and device tracking. This could help the advertisers to understand and beneficial to grab their target audiences and higher conversions.
If we compare desktop and mobile, CTV ads has the major and driven engagement. This is because of non-skippable, leading to high completion rates of around 95%. Also due to its interactive ad formats, shoppable ads or instant QR code enable ads often give the higher engagement
By combining the premium viewing experience of traditional TV with the precision of digital advertising, CTV has become a must have channel for modern advertisers.
Premium AVOD & FAST Channels
As-supported Video on Demand (AVOD) and Free Ad-supported streaming TV offers premium inventory with high audience engagement. It provides TV-like reach with digital precision making them attractive for both branding and performance driven engagement.
Why do buyers choose AVOD and FAST?
- Brand Safety and Premium content
- High Engagement and complexion rates (90%+)
- First Party data Targeting
- Incremental Reach beyond Linear TV
CTV Apps & OEMs
It is a platform to reach audiences directly through smart TV interfaces and streaming devices. These platforms offer broad reach and strong targeting capabilities, making them popular among buyers focused on efficiency.
Why do buyers choose CTV apps and OEMs?
- Wide Audience Reach
- Cost Efficiency
- Device Level Targeting
- Seamless Programmatic buying
Myths Busting programmatic CTV assumptions
Most of the buyers think that Publishers are not sending 100% of their streaming avails programmatically. Resellers are not a thing in CTV. Open Exchange avails are all Fraud.
In reality, Publishers largely send everything programmatically – IOB based deals complete at high priority but are the same avails. Resellers are common, but low volume in CTV – though increasing.
To hear more insights from our experts on CTV, watch the webinar conducted by DataBeat linked here (https://databeat.io/blog/ctv-advertising-webinar/).
How can DataBeat help?
Our team specializes in deploying Supply Path Optimization (SPO) to secure the most effective and cost-effective paths to quality inventory. We help with selecting the best path by reducing intermediaries and streamline programmatic buying. We help you to fine-tune the SPO strategies while minimizing fraud risks and also suggesting other optimizations. DataBeat’s CTV ad tech expertise provides actionable insights that increase both brand safety and performance.
