Most Americans buy Televisions with the capability to stream selected programming on their smart TVs, also known as connected TVs (CTV). The brilliance of streaming is that it can personalize shows to each individual’s taste, and the concept has caught on fire. How many times do we hear about one’s binge-watching weekend? Many times. Because of that viewership, digital advertising on CTV is an excellent way for businesses to advertise to a potential consumer – and it is precise. OTT – The Method of Delivering Streaming Programs The precision of CTV’s advertising delivery has to do with Over-the-Top (OTT), which is a method of delivering content. You see, OTT includes the apps and services not requiring subscriptions, unlike traditional cable or satellite. It’s responsible for the delivery of videos on the internet or closed (standard) TVs. Any streamed or on-demand programs from the internet are considered OTT. Hulu, Roku, Disney +, and Amazon Prime are examples of OTT services. Connected TV (CTV) a device that one can watch OTT on. Other devices one can view OTT from are mobile phones, tablets, or personal computers. An Era of Cable Cutting With the rise of streaming shows, so is the rate of “cable cutting” or canceling traditional cable or satellite services. In 2021, it is anticipated that 27% of households will end their cable service, nearly double the 15% rate of 2020. There has been a steady increase in streaming viewership especially since the pandemic began. Statistics show 68% of TV viewership is watching streaming programs, whereas 28% watch traditional TV. These numbers suggest that the advertisers must go where the eyes are looking; OTT through CTV and other devices is the new direction of advertisement. Additionally, there are other benefits to sending ads into American’s living room: Non-skippable ads – Yes, the ads can’t be skipped even if a snack break is in the future, people tend to bring their device with them. Your audience will see your ad.  In addition, to NOT being skipped you can do “ad sequencing,” meaning – if someone watches your ad, you can send them a second, different ad. Highly Targeted – Whether by demographics, interests or geo-fencing, your ads can be delivered to those most likely to purchase your product or service. Geofencing allow you to push ads to CTVs and streaming devices within an invisible perimeter determined by the marketer.  Additionally, the ads have retargeting capability. Measurable – OTT advertising is digital advertising and can be measured. These measurements will allow a marketer to assess return on investments (ROI).  Ultimately, you get insights to your audience. The shift of television viewership is changing. An estimated 150 million of us are viewing programming via streaming. Connected TVs allow easy access to Roku, Netflix, and the like. As a marketer, you need to be in front of your audience. Are you ready to keep up with this change? Contact a leading digital marketing company, like JAC Advertising Consultants, to help you set up CTV advertising.  

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