Leveraging Connected TV (CTV) to Increase Brand Engagement

CTV viewers are 42% more likely to take action after seeing an ad as compared to a traditional TV viewer. With many organizations’ key performance indicator (KPI) being consumer engagement on their campaign website, this statistic tells a great story.

Connected TV, which is premium content streaming through apps, either on a Smart TV or through an over-the-top (OTT) device such as Roku, Amazon Fire, Apple TV, Samsung TV, Xbox, PlayStation and others, has grown tremendously over the past year. During the current CTV explosion, traditional TV consumption is on the decline, which means CTV advertising is one of the best ways for marketers to reach a highly targeted audience.

Here are a few more data-points that show the increasing value of building CTV into a marketing campaign:

  • 84% of U.S. households have at least one Connected TV device
  • 2 million households in the U.S. watch TV via a streaming device
  • 80% of adults say streaming services are more enjoyable than traditional cable TV
  • CTV ad spends have increased 48% in 2021
  • 60% of U.S. marketers with video campaigns have shifted their budgets from broadcast to connected TV

Although connected TV is basically a non-clickable ad unit, interactive features such as embedded QR codes that allow a viewer to scan with their mobile device for direct access to the campaign website and the ability to utilize first and third party data to retarget a CTV viewer when they go online with a video or display ad make CTV advertising a viable website engagement tactic.

Technology, specifically digital ad innovations, are constantly evolving and as marketers, it’s important to stay on top of the latest trends and find ways to efficiently and effectively utilize video production dollars and campaign budgets. Connected TV can be that vehicle.

For more info on connected TV and how it can be a benefit to your video marketing campaign, please contact us.

About The Author

Chris Cavello

Chris’s career in marketing and communications spans 20 years, with a focus on Internet and social media marketing over the last decade.

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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