What is Connected TV?
Let’s get back to basics – what is Connected TV anyway? Connected TV, or CTV, is advertising that appears on TV screens that have internet capabilities or use devices such as an Amazon Fire Stick or Roku Stick. What’s different about CTV for advertisers? In addition to the almost 24/7 availability of ad space we are able to tie in third- and first-party audience segments that are available through our Demand Side Platforms to reach your target customer at the right time. These ads are shown to consumers, and also have the ability to be clickable and tracked back to the advertiser’s website, where the user can convert with a phone call, filling out a form or getting directions to your store.
Advertisers have lots of options when it comes to Connected TV. Most people think of Connected TV and associate that with Hulu, Sling, etc., which are all Connected TV options, but there are also multiple streaming services available with zero cost to the consumer, such as PlutoTV or Tubi which are available without any sort of subscription.
Who watches Connected TV?
Anyone with an internet connection and a streaming device can watch Connected TV. About 88% of US households have at least one internet-connected TV device, according to a 2023 study by Statista. Out of those households, US adults spend two hours and 15 minutes a day watching CTV. So how do we capture those adults with our messaging this holiday season? We’ve got to reach our target customer with the best message possible while they are in the sales mindset.
What can we expect during the 2024 holiday advertising season?
With the popularity of CTV growing each day, consumers will turn to the TV when it comes to shopping inspo this season. Over half of CTV users tend to turn to search engines to research gifts, and 36% of those users say they’ll search online after viewing an ad on a streaming device.
Making sure you’re reaching your target audience while they are in the sales funnel is a must—showing a CTV ad to a user, then following up with a search engine marketing ad, is the digital marketing sales funnel at work!
In addition to those customers searching from their living rooms, it’s expected that 70% of holiday shoppers will also make their way off the couch this year and shop in-store Black Friday sales.
We’d love to help your business advertise this holiday season and can strategize to reach your target customer when they are in the funnel. Contact us at LTD and we can work together to build a marketing plan for you.
