The rise of connected TV (CTV) has created a new opportunity for performance marketers to reach their audiences.
CTV offers an effective platform to reach consumers through traditional television channels while leveraging the precision targeting and measurement capabilities of digital advertising.
Let’s explore how performance marketers can take advantage of this emerging technology.
What is Connected TV?
Connected TV is the term used to describe television sets and streaming devices that are connected to the internet. This includes smart TVs, gaming consoles like Xbox or PlayStation, as well as devices like AppleTV or Firestick.
By connecting these televisions and devices to the internet, users can access content from subscription services like Netflix or Hulu, as well as free content from websites such as YouTube.
As such, these connected TVs act more like computers than traditional televisions, providing an opportunity for performance marketers to target potential customers on this new platform. Not only that, but connected TV growth has surged in the last few years, making it one of the most common ways for people to view content at home.
Connected TV & Performance Marketing
One of the benefits of CTV for performance marketing is its ability to integrate with existing digital platforms for targeting and measurement purposes.
Performance marketing has gained an enormous amount of traction in recent years as one of the most effective advertising approaches available. Performance marketing is all about connecting a brand with its potential customers, with the end goal being the acquisition of that customer.
Performance marketers measure their success through direct response tactics like clicks, downloads and purchases, rather than more traditional metrics like views and impressions. This method ensures that brands are optimizing their ad campaigns for results instead of simply accumulating impressions.
Existing marketing campaigns can be easily combined with connected TV ads to improve visibility and reach even more potential customers. Connected TVs offer unprecedented opportunities for marketers to interact with and track viewers, resulting in a personalized experience that can better target the right people at the right time.
By leveraging performance marketing strategies and taking advantage of connected TVs, brands can create powerful and far-reaching campaigns that yield measurable results.
Additionally, CTV also provides brands with data insights into consumer behavior both during and after viewing a campaign – which helps inform future marketing strategies.
The Benefits of Performance Marketing on CTV
Performance marketing on CTV offers many advantages over other platforms due to its ability to combine traditional television with digital targeting capabilities. It provides brands with an effective way to reach large audiences at scale while still being able to measure the impact of their campaigns in real time.
Not only that, but it allows brands to leverage advanced audience segmentation techniques such as lookalike modeling, which enables them to identify potential customers who may not be aware of their brand yet but are likely interested in what they have to offer.
Finally, by combining traditional television with digital data points, brands can optimize their campaigns and ensure that they are reaching the right people at the right time with relevant messaging, which leads to higher conversion rates overall.
Connected TV is a powerful performance marketing platform, with an increasing number of users and an ability to reach a greater demographic in target markets.
With the ability to customize creative, run ad tests, optimize campaigns in real-time, as well as track best-performing audiences, marketers have the advantage of being able to track the success of their campaigns quickly and efficiently.
This type of advertising offers improved targeting options while extending the user’s reach on connected TV channels like Hulu, YouTube TV, and DirecTV Now. As an added bonus, performance marketing campaigns on connected TV help marketers drive more significant ROI through better engagement metrics such as viewability and detailed click-through rates.
The long and short of it is this — if you want to get a higher return on your advertising investment, connected TV is the way to go.