How to Make a Smart First Impression on CTV

October 30, 2019

Most media buyers and video advertisers have embraced a robust strategy that enables their ads to run on both linear TV and CTV. Some have taken this approach a step further with innovative TV retargeting solutions that allow brands to tell their stories across all screens and devices in a cohesive way.

As we near the end of 2019, it comes as no surprise that consumers from all age groups are spending more time with their Smart TVs, streaming countless hours of content a week. According to eMarketer, more than half of the US population will watch Connected TV (CTV) this year and the time they spend watching it will also increase. This has opened the flood gates for advertising dollars, with an estimated spend of $6.26 billion by 2021.

What advertisers may not take into account is that most binge watchers’ journey down the content rabbit hole begins on the home screen. In fact, more often than not, the viewer typically scrolls for several minutes before settling on the same season of Seinfeld that he or she has already seen more than ten times. According to a survey by Rovi, viewers spend an average of nearly 20 minutes per day searching through titles on streaming services. What remains consistent, and in full view during this valuable “pre-game” decision time, is the native ad on the home screen.

Smart TV native ads provide a premium first impression for advertisers through a high-share-of-voice unit displayed within the original equipment manufacturer’s (OEM’s) smart TV hub. They also offer a variety of available post-click actions such as click-to-video, click-to-website, click-to-custom micro-site and click-to-app, all of which are full screen experiences. This, in turn, helps drive conversions such as lift in tune-in for specific shows and movies, and can support the overall subscriber growth to streaming services and apps. We’ve seen a TV network outperform delivery expectations by 261% when trying to drive viewers to an episode of their show.

Additionally, when people do click through, the advertiser gets a sense of who interacted with their ads and which shows they’re watching, providing a wealth of data that goes hand-in-hand with generating brand awareness and potential conversions.

Similar to CTV’s video offerings, ads can be strengthened with precision targeting and measurement solutions that help advertisers reach their audiences with the most bang for their buck. So, as advertisers continue to create smarter approaches to CTV advertising, expect the level of investment in the space to expand even further. 

For more information about how you can benefit from Tremor Video’s native ads on LG Smart TVs, CLICK HERE.

 -Frank Pasquine, Content Manager, Tremor Video