CTV: Television Advertising for the Rest of Us (Part 1)
You’re a B2B or life science marketer. Did you ever consider television advertising? Probably thought it was too expensive, didn’t reach your audience, and couldn’t be measured. Right?
Wait a minute!
Connected television (CTV) is here. Over 160 million Americans watch CTV content on streaming channels such as Hulu, Netflix, YouTube TV, Apple TV, Roku, and Prime.
These channels are now permitting viewers to watch shows for free, as long as they watch ads paid for by brands. That means your company can place advertisements on streaming channels that offer premium content.
Even better ─ B2B and life science companies can target the specific, niche audiences that purchase their products and services. Plus, marketers can track those viewers who watch their ads and take a desired action.
The CTV cost model is similar to Google pay-per-click advertising. The advertiser bids on available space across a broad range of streaming networks and channels, and the ad is automatically placed by a CTV advertising platform when the space is secured. The advertiser then pays each time a viewer watches the ad.
Video has been proven to be a very effective communication channel. CTV advertising is an attractive awareness tool for a top-of-funnel B2B or life science marketing campaign.
TW’s Take
With CTV, B2B and life science marketers now can enjoy the advantages of television advertising using a micro-targeted, pay-for-performance model. It is tailor-made for the types of niche audiences marketers want to reach. We like CTV for the following reasons:
- Offers expanded reach with affordable, controllable cost
- Provides a greater video completion rate (VCR) versus traditional television advertising
- Reaches highly targeted audiences that are more receptive to and engaged with your messaging
- Enables impact metrics that let advertisers know if their messages are resonating with specific audiences
- Provides quantitative measurement that evaluates the performance of the customer’s buying journey
CTV also allows a differentiation opportunity from your competitors who don’t think they can afford television advertising. Tiziani Whitmyre believes CTV offers marketers the opportunity to leverage the power and memorability of television advertising at costs that are competitive with other media channels.
For more information, download our eGuide, “CTV: Television Advertising for the Rest of Us.”
