CTV Advertising: Connecting Ads with Audiences

Imagine a world where ads seen on television (better known as commercials) were not considered a nuisance. And what about ads that are presented and in sync with products and services that a particular TV audience would be interested in? (In short, ads a customer wants to see?) Connected television (or CTV) advertising may turn these possibilities into realities.

What is connected television?

Connected television is either a smart TV with a connection to the Internet or an over-the-top (OTT) device that can plug in directly to a television. Through connected television, viewers have access to apps, video streaming, and gaming consoles. Going one step further, brands can make their presences known through this type of television system. Hello, CTV advertising.

How CTV may benefit marketing—in more ways than one

In an article published in Forbes, Kenneth Suh writes that CTV advertising is a strong, viable avenue that marketers should pursue for promoting the products and services of the brands they represent. And the advanced technology behind this format is not the only reason it could be an effective venue of advertising. The ongoing concern over consumer privacy is another factor at play…

Consumers fighting back on being tracked—as Google and Apple know well

  • Google and third-party tracking: In the last few months, there has been a backlash against the use of third-party technologies set up by Google that track the browsing habits of users for the purpose of ad targeting. Google is in the gradual process of eliminating third-party tracking, and in the meantime, many marketers are establishing first-party data foundations to provide more of a transparent, “one-to-one” connection between brands and potential customers.
  • Apple and the IDFA: Complementing Google’s dilemma with third-party tracking is Apple’s concern over its Identifier for Advertisers (IDFA) device. As defined by Adjust, the IDFA is a “random device identifier” assigned by Apple to a user’s iOS device. As with third-party technologies, the IDFA identifies the user and tracks how he or she browses—with the significant difference that personal information is not revealed. Additionally significant is how users are choosing to opt out of being tracked by their IDFAs.

So, as Google and Apple proceed to dismantle what were once standbys in online targeting, the ways in which ads reach potential customers are limited. Through CTV advertising and contextual targeting, specific ads will be more relevant to viewing audiences. This would in theory result in a win-win situation for both marketers (who have a new and even creative method of promoting ads) and users (who will not need to worry about privacy).

EGC continues to keep on top of the latest trends and advances in how the right brands are presented to the right customers. Our suite of services, which include brand strategy, consumer research—and also media planning and buying—ensures the match between brand and interested customer. Get in touch with us to find out how we can help position your brand to its best advantage.