Why You Should Advertise on CTV
For most advertisers, there are 3 key benefits to advertising on CTV. Let’s break them down.
Environment
Data
Measurement
All three contribute to making CTV a key channel in your marketing mix. Capable of delivering against your brand lift and media investment objectives.
Environment
It’s the environment that attracts the audience, the viewers. So what does CTV offer that has attracted 88% of US households? Reaching more households than cable TV.
Selection, control, and experience.
Selection
With CTV selection isn’t limited to schedules. Selection and choice are essentially endless. Providing the viewer with significantly more opportunities to find something they like.
Thanks to the streaming wars, all the best stuff is on streaming. And that trend is not slowing down.
Over 80% of the 2024 Emmy Awards were awarded to shows that are only available on CTV. Shows like Shogun (Hulu), The Bear (Hulu), Only Murders in the Building (Hulu), Baby Reindeer (Netflix) and Hacks (Max).
All you need to do is look at the current schedule for the USA Network to appreciate how times have changed. USA was the top cable network in 2013. Averaging 2.69M viewers in prime time. Fast forward to 2024, and their average ratings in prime time have dropped 75% to 650k. On some days, their schedule may have 20+ hours of Law & Order SVU reruns.
All of this creates more reasons to watch.
Once a top cable network, USA has lost 75% of its audience since 2023.
Averaging around 650k viewers in prime time.
Control
The viewer is in control of the experience with CTV. They choose what they want to watch when they want to watch it, build watch lists and get personalized recommendations.
This improves engagement.
Increased engagement translates to more attentive and valuable audiences for advertisers.
Experience
CTV offers an improved experience to both viewers and brands. A better UI, with superior features and relevant recommendations across a broad range of programming, is great for viewers.
Reaching a large, engaged, valuable audience in a brand-safe environment is great for advertisers. But that doesn’t mean that you need to like or be associated with everything on CTV. If there are categories of content, ratings, or specific programs that you want to exclude, all of that is possible.
Data
There is a reason that performance advertisers spend so much with Google and Meta. It’s the data. And how that data can be used for targeting and bidding algorithms, resulting in improved outcomes.
CTV is also a data-rich environment that you can use to enable precision targeting. DSPs (Demand Side Platforms) like The Trade Desk (Dial-Up’s DSP of choice) use data and AI to place your ads in front of the viewers most likely to respond.
Improving the ad experience for consumers and results for advertisers.
Measurement
The data story continues here. CTV also offers the ability to understand the impact of viewing an ad on CTV and how that translates to visits to your website, leads, or sales. With retail data partnerships, you can also track the impact on point of sale with many big box retailers and grocers.
So, why advertise on CTV?
It’s where your most valuable consumers are. They love the content and the experience and they are voting with their time.
Using data, you can find and place the most relevant messaging in front of your target consumer. Reducing waste and delivering better results.
Advanced measurement tools and resources are there to quantify results. You will be able to prove the impact to your brand and the business.
Contact us to learn how CTV can deliver results for your brand. At Dial-Up Media, we do CTV The Right Way.
