Earlier this month, we dug into 3 ways Connected TV helps marketers improve reach. But the benefits to advertisers (and bottom lines) don’t stop there. Marketers have a lot of reasons to be excited about CTV.
Here are 3 more reasons marketers are embracing Connected TV:
Quantify Connected TV performance with precise, user-level data quickly
Linear TV is targeted and measured with GRPs (or TRPs). As discussed in our last post, GRPs pose severe limitations for targeting, and for the same reasons, their measurement cred is also severely lacking. Not only are these performance measures hardly representative of true TV viewership, but GRPs and TRPs can take weeks (sometimes months!) to compile and actualize. This means you may not have your final TV performance metrics until long after your campaign has completed.
In this day and age, that seems ridiculous. As marketers and consumers, we expect instant gratitifaction, and timely (i.e. immediate) and accurate information.
That’s another area where Connected TV shines – and outshines linear TV. CTV is a digital media format, and as such, performance metrics are logged the moment a viewer sees your ad. Depending on how you receive your performance data (e.g. right from your DSP, through a performance dashboard, or via agency or vendor reports), you can have detailed Connected TV performance metrics in-hand in (or close to) real-time. In other words, you can quantify Connected TV performance with precise, user-level data in a timely manner. Don’t expect the same from linear TV.
React quickly to opportunities and threats
Timely measurement means you can quickly analyze Connected TV performance to identify areas of improvement. And because Connected TV is a digital format, you can conduct in-flight optimizations – like changes to flighting, programming, creative, and more. Seeing mediocre performance of a creative unit? Change it. Want to run a new creative unit that’s just become available? Pop it in. Need to boost premium inventory around key flight dates? You have a much better chance of securing those high-profile spots on the fly than with linear TV. Connected TV gives advertisers flexibility to react – to their audience, the marketplace, and general demands of their brand.
There’s no threat of ads running within unregulated, user-generated content
Brand Safety… it’s a loaded topic, but with Connected TV, you can put your mind at ease. This is one area where Connected TV and linear TV are similar. Like linear TV, Connected TV ads are served within quality programming that’s created and regulated by industry-leading networks (think A&E, CBS, Discovery Channel). Your CTV ad has zero chance of running within user-generated content that spurs scandal, like that of the recent Google/YouTube upheaval.
Still wondering if Connected TV is for you? Check out our list of 9 Reasons Marketers are Excited About Connected TV to learn more about why advertisers are embracing Connected TV.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.