{"id":6049,"date":"2024-01-03T20:45:56","date_gmt":"2024-01-03T20:45:56","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/could-happy-advertisers-be-the-key-to-connected-tv-success\/"},"modified":"2024-01-03T20:45:56","modified_gmt":"2024-01-03T20:45:56","slug":"could-happy-advertisers-be-the-key-to-connected-tv-success","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/could-happy-advertisers-be-the-key-to-connected-tv-success\/","title":{"rendered":"Could happy advertisers be the key to connected TV success?"},"content":{"rendered":"


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For years, CTV and linear television have been battling it out for viewership numbers. And it looks like CTV is coming out on top. Seeking more flexibility and lower costs, consumers have cut cords en masse<\/a>, resulting in CTV viewership<\/a> surpassing linear.<\/p>\n

With ~230 million<\/a> users in the U.S. alone, CTV offers a clear opportunity for advertisers to reach new audiences. But viewership numbers aren\u2019t the only draw. With an array of results-focused capabilities, CTV has turned television screens into powerful performance advertising engines that brands of today don\u2019t have to go without.<\/p>\n

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CTV continues to grow in popularity with viewers, and streaming services wisely cater to those customers. But there\u2019s another consumer group they need to keep happy: advertisers. As ad-supported content offerings grow, streaming services and other CTV advertising platforms are developing more sophisticated technologies to meet advertisers\u2019 needs. And though it may not be immediately evident, these technological advances are leading to a better experience for viewers, too.<\/p>\n

TV has become a powerful performance channel<\/h2>\n

Advertisers once used television primarily as an awareness play. This is because viewers used to consistently tune in to their favorite newscast, weekly sitcom or sports broadcast, offering the possibility of reaching millions of eyeballs with one advertisement. But at the same time, this channel was inaccessible for many brands \u2014 advertising costs were high and determining when (and even if) an ad would run was difficult, if not outright impossible.<\/p>\n

CTV changed this, opening doors to businesses for whom advertising on television had previously been a pipe dream. By providing brands with precision audience targeting, comprehensive reporting and the flexibility to change out ad creative when needed (among other benefits), CTV has transformed television into a performance advertising channel akin to social media and search. And many advertisers are already using it this way.<\/p>\n

Studies revealed that while 81% of marketers<\/a> said they use CTV to raise brand awareness, two-thirds classify it as a performance marketing channel. Additionally, many brands use CTV to drive specific outcomes: over half of respondents said they use the channel specifically to generate measurable web visits, conversions and revenue.<\/p>\n

Brands may be using CTV as a performance channel, but some streaming heavyweights have fallen short when it comes to the advertiser-user experience. Netflix suffered when they failed to deliver on advertisement guarantees made when launching their ad-supported tier in late 2022. A year later, Netflix is still working to improve advertisers\u2019 experiences. And they aren\u2019t alone on this front.<\/p>\n

CTV adtech is evolving to meet advertisers\u2019 needs<\/h2>\n

On November 1, 2023, Netflix announced<\/a> a slew of new features to meet advertisers\u2019 needs better. Beginning in Q1 of 2024, brands who advertise on Netflix can utilize the following:<\/p>\n