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CTV viewership and trends | PDM

Changes in the Facebook & General Consumer Landscape

If you’ve ever spent hours binge-watching a recently released season of your favorite TV series, chances are a CTV – connected TV – was the device that supported your full-day marathon. And if you happen to be tuned in to something other than cable or satellite TV, you’re probably among most viewers.

However, there is much more to CTV viewership and trends than just knowing that you are part of the crowd. In fact, recent patterns in TV households across the country have reshaped the way companies view their marketing strategy.

Ready to tap into the potential of affiliate TV advertising for your omnichannel marketing strategy?

First a little background.

CTV Defined

Simply put, connected TVs are a cable option that allows you to stream digital video content on your household TV. Whether built directly into your smart TV or connected via a separate device, such as a Roku box or game console, all a CTV needs to stream the latest episode of Big Little Lies is a high-speed Internet connection.

Connected TVs are practically everywhere. In fact, the Leichtman Research Group reports that over 80% of households own one (or more) CTV units. Maybe you have owned one since their inception, or maybe you have had one right under your nose at home without even being aware of it.

Whatever the case may be, here’s a quick look at some of the most common CTV devices:

Apple TV Roku PlayStation Xbox Amazon Fire Chromecast

CTV vs. OTT

Another expression you would like to get to know yourself? OTTs, also known as over-the-top media services. They are often closely related to CTTs, but the two terms cannot be used interchangeably.

The primary difference? OTTs can be streamed in several different locations, including smartphones, tablets, laptops, smart TVs, game consoles and PCs – essentially anywhere with a qualified internet connection.

CTVs, on the other hand, must be connected to a television.

Some of the most popular OTT streaming platforms on the market include:

Netflix Hulu Disney + HBO Nu Amazon Prime Video

Types of CTV Ads

On a personal level, CTVs are the source of endless hours of home entertainment. From a business perspective, they are an advertising tool that you may want to consider incorporating into your omnichannel marketing strategy.

Let’s first look at how they appear on a connected TV device compared to a traditional cable or satellite connection.

Connected TV Advertising can take these three primary forms:

In-Stream Video Ads – These often non-skipable ads can be played before, during or after the video content on a CTV is streamed. They tend to range from 15-30 seconds long. Home screen ads – Before tuning in to a movie or show, CTV users will browse the home screen menu to make their selections. Home screen ads appear here. Interactive ads – These ads may appear while streaming video content, but will also include some form of interactive element. This allows viewers to engage with the ad by clicking through to a site or landing page.

If you are considering optimizing your business reach with a related TV marketing strategy, take a closer look at the numbers around CTV trends below to decide how you can best shape your approach.

CTV viewership: A closer look at the data

CTV viewership is rising and is expected to continue with an upward trend going forward. But you need to be more specific than that if you really want to understand how you can utilize this particular marketing channel.

In terms of viewership, here’s what you need to know:

A 2020 survey revealed that nearly half of U.S. polls used a CTV on a weekly basis. The age group with the highest CTV viewership was between 18 and 34 years, as reported in the third quarter of 2020. The number of households in the US using connected TV devices is expected to reach 113 million in 2024, up from 105 million in 2020.

The figures here reflect both the popularity of CTV use and the audience among which it is most commonly used. This valuable information can provide marketers with the knowledge they need to target their desired demographics. It also gives them the confidence to invest ad dollars in a trend with an undeniably promising future.

Due to the increase in CTV viewership, advertising patterns have already begun to show signs of a changing paradigm. Consider the following statistics that show the market’s response to evolving trends.

35% of media buyers plan to increase their advertising spending by 2021 on connected TV. Over half of the video advertising budgets will be spent on digital video (CTV or OTT) instead of linear TV (cable or satellite). Nearly three-quarters of media buyers have already made the shift in their budget to accommodate CTV commercials instead of TV broadcasts by 2021. Over 80% of U.S. media buyers surveyed mentioned targeting and efficiency as the driving force behind switching from traditional linear TV. advertising for OTT and CTV advertising in 2021. Down from the year before, the cost of linear TV advertising fell by 14%. Expenditure on CTV advertising in the United States is expected to grow to $ 27.5 billion by 2025.

Translation? CTV commercials do not appear to be going anywhere other than up in the near future. Some media buyers may have predicted this pattern before it even started, while others are in a hurry to get on board right now.

Benefits of CTV Advertising

Based on the numbers alone, you have probably guessed that affiliate TV advertising could have the power to lift your marketing potential. Let’s take a closer look at the primary benefits marketers can expect from this rising trend:

Access to new audiences – Marketing strategists can optimize their campaigns by tailoring ads to specific channels. For example, companies that are interested in reaching a younger demographic group may find that their ads provide a higher return if they are shown on a CTV instead of a traditional linear television. Improving Audience Insight – Another key to marketing success is having a better understanding of not only who your audience is, but how they behave. The more you know about them, the more accurately you can customize their advertising experience. You can find out more about who is already interested in your brand and choose a retargeting campaign. Or you can adjust your ads by location, language, and times of high activity during the day. The biggest advantage? Precise target group segmentation and more efficient consumption. Higher Ad Implementation Rates – Why not invest precious ad dollars in ads that can go completely unnoticed? Well, perhaps one of the most compelling reasons to invest in affiliate TV commercials is its incredibly high video performance rate. In fact, a report showed that 95% of CTV commercials in 2020 were seen to the last. The reason behind such a percentage? The appealing feature that can not be skipped in most CTV commercials. Valuable metrics – CTVs are able to combine data collected from users’ IP addresses and viewing history to find out more about each viewer instead of a larger, more generalized group. By using some of the data tracking features available with CTVs, marketers can gain specific insight into how many users visited your site, made a purchase, or even visited your physical location after seeing a CTV ad.

Follow the CTV trend with Marketing-Ideas Marketing

Connected TVs are more than just an efficient, affordable device used to keep you, your family and friends entertained. When used properly, it is a marketing channel that can build your brand awareness, target the right audience and increase your campaign’s conversion rates.

It’s time to switch channels from broadcast to connected TV. Get expert advice from Marketing-Ideas to better inform you about your next steps and to help you take the right steps while riding the wave of this new advertising trend. Read our guides on ‘Cord nevers’ and ‘What are cord cutters’ for more information on CTV.

CTV viewership is rising. Bring your marketing potential with you. Raise your strategy with our digital marketing services today.

Sources:

The national interest. 80 percent of American households have at least one smart TV (or smart something). https://nationalinterest.org/blog/techland/80-percent-us-households-have-least-one-smart-tv-or-smart-something-187418 Statista. Percentage of viewers watching television via connected TV boxes on a weekly basis in the US from Q4 2018 to Q4 2020. https://www.statista.com/statistics/720015/tv-connected-device-reach/ Statista. Daily time spent using connected TVs in the United States in the 3rd quarter of 2020 by age group. https://www.statista.com/statistics/694336/tv-connected-devices-time-spent/ Statista. Number of connected TV households in the USA from 2017 to 2024. https://www.statista.com/statistics/304853/number-of-connected-tv-users-usa/ Statista. Reasons to move media budgets from linear TV to over-the-top (OTT) and / or connected TV (CTV) in the US in 2021. https://www.statista.com/statistics/1227156/reasons-shift- media- budget-ott-ctv-usa / Statista. Completion rates for connected television (CTV) advertising in North America from 2015 to 2020. https://www.statista.com/statistics/1240046/ctv-ad-completion-rates/ Forbes. Connected TV Advertising 2021: Prospects And Promises. https://www.forbes.com/sites/howardhomonoff/2021/05/10/digital-video-advertising-2021-prospects-and-promises/?sh=401024413d5d TV Tech. OTT advertising should double by 2025, says BIA. https://www.tvtechnology.com/news/ott-advertising-to-double-by-2025-bia-says Statista. Associated TV Advertising Spending In The United States From 2019 To 2025. https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/

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