In this recent interview with MarTech, Jason Fairchild, a leader in the emerging CTV space, explains where the industry is heading and what trends to out for as TV advertising shifts from traditional to digital.
So, why might CTV be a good investment for your business?
With CTV’s technology, advertisers reap the same benefits as digital advertising.
In the past, only the largest national advertisers could afford a spot on television’s largest platforms. But with Connected TV, new and emerging ad technology is able to integrate with these platforms to make Connected TV both accessible and measurable for businesses of all sizes. This technology can bring all of the measuring capabilities of a digital ad campaign to TV campaigns.
Changes in the digital landscape are pushing businesses to the world of CTV.
The world of digital advertising is always changing. The removal of cookies along with Apple’s update of user permissions, for example, have impacted the way that advertisers are choosing to spend their ad dollars when it comes to display and social. Search marketing is also seeing a spike in pricing. This leaves businesses wondering how they can move the needle with their marketing budgets and CTV is starting to look like the answer. Before, advertisers could never accurately gauge their ROAS through television advertising. These days, CTV has the potential to be just as measurable as any of the digital tactics mentioned above. In short, Connected TV is the next big thing.
Targeting and attribution are both available through CTV.
CTV buys are able to target specific audiences, down to an advertiser’s first-party customer data. The technology available through CTV allows marketers to match that customer data to households that were exposed to a CTV ad, providing valuable attribution and insights into how consumer behavior is affected by a business’s video advertising.
If you as a business owner are still curious about how CTV advertising can fit within your advertising strategy and budget, feel free to reach out! We’re more than happy to walk you through the process of this innovative new way to reach your audience.