What You Need to Know About Connected TV Advertising
As consumers shift from traditional television viewing to streaming services, advertisers must also evolve their strategies to reach the majority of audiences tuning into connected TV (CTV) and over-the-top (OTT) content. CTV and OTT advertising offer immense potential for marketers, but also present unique challenges. Let us provide you an introduction to CTV and OTT advertising. Then we will look at how JamLoop’s proprietary DSP technology can help you get the most out of your advertising campaigns.
What Is CTV and OTT Advertising?
CTV and OTT advertising refers to digital advertising that appears on televisions delivered through streaming devices such as Roku, Apple TV, and Amazon Fire TV. Advertisers leveraging CTV and OTT can targeted audiences with video ads on popular streaming content like Netflix, Hulu, and Disney+. Viewers can choose what and when to watch streaming video programs based on their schedules and preferences.
CTV and OTT advertising presents several advantages over traditional broadcast television, cable and satellite TV advertising, which is referred to as linear TV. It is called linear since viewers tune in to specific channels to watch TV shows pre-programmed for specific times, and have limited control over when they can watch.
What is the advantage CTV and OTT ad campaigns? They can be delivered to specific audiences who will find them more relevant for their personal and professional preferences. Importantly, streaming ad campaigns are easier to track and measure than linear TV campaigns. Advertisers using campaign data can gain insights into the audiences who are most receptive to product messaging and they can optimize campaigns in real-time. Additionally, CTV and OTT ads are more cost effective than traditional television ads. Advertisers can target specific audiences with pinpoint precision nationally and regionally, focusing on them by state, DMA, city, county and ZIP.
Challenges of CTV and OTT Advertising
While CTV and OTT offer many benefits, they also present unique challenges. CTV and OTT ads are relatively new, so advertisers often need to experiment with different formats and strategies to determine what works best. For instance, if your product or service is targeted to Gen Z and Millennials consumers your marketing strategy may want to factor in smarter and more creative advertising. A recent study that found 60% of Gen Z and 56% of Millennials preferred superior quality ads streamed on CTV versus ads on cable and satellite TV.
Additionally, CTV and OTT advertising requires a deep understanding of complex technology. Many marketers lack the technical expertise to navigate the intricate Demand-Side Platforms (DSP) needed to launch and manage digital advertising campaigns.
JamLoop’s Proprietary DSP Platform
JamLoop understands the unique challenges of agencies who are shifting budget to OTT/CTV advertising. JamLoop built and operates a world-class DSP technology to provide a powerful combination of media planning expertise, and operational resources to get reliable results.
The JamLoop platform is designed specifically for OTT and CTV. Everything we do, from the way we directly source and curate premium inventory, to our real-time campaign optimization, to our robust reporting interface speaks volumes to our deep focus on OTT and CTV. With JamLoop, you can get the most out of your CTV and OTT advertising campaigns, and unlock the full potential of streaming advertising.
Contact us today to learn more about JamLoop and getting the best results from your CTV and OTT advertising campaigns – request a demo.