What is Connected TV?
One of the most spoken-about subjects in the world of marketing in 2021 was Connected TV (CTV). Experts believe that CTV is drastically changing the way brands view their approach to advertising, currently, and in the future.
This is the reason why Muslim brands, businesses, and organizations that advertise to Muslims online need to research the potential of CTV sooner rather than later.
Advertisers are impressed by the level of measurable outcomes that CTV offers. CTV also offers more engaging, long-form ad formats that can lead to better engagement, customer acquisition, and more revenue.
So what is Connected TV exactly?
A Connected TV (CTV) is a device that connects to—or is embedded in—a television to support video content streaming. Different types of CTVs include Xbox, PlayStation, Roku, Amazon Fire TV, Apple TV, and more.Source: ORACLE
What Connected TV Is Not
Connected TV should not be confused with Over-the-Top (OTT) TV which according to ORACLE is “the delivery of TV/video content directly from the internet. Users don’t have to subscribe to a traditional cable or satellite provider to access this content”.
Yet you will come across many articles online that use CTV and OTT interchangeably. However, the two are completely different.
Connected TV and Digital Advertising
Insider Intelligence published a report: Insider Intelligence’s UK Trends to Watch in 2022 that explains how online video advertising is making inroads into traditional TV.
In the report, they mention that digital video ad spending will keep eating away at traditional TV budgets. The report forecasts that in 2022, traditional TV will account for just 12.4% of total media ad spending. In 2021 that number was 13.3%.
Every advertiser knows that they must follow their audiences wherever they go. Advertisers, including those who target Muslim consumers, must not be left behind as the boundary between digital video and traditional TV gets blurrier.
People are streaming short-form content on TV screens and watching traditional live TV on their smartphones. Connected TVs (CTVs), in particular, are becoming increasingly popular devices for consuming the full gamut of video content…Source: Insider Intelligence
Benefits of CTV Ads
Better Brand Recall
CTV viewers are not bombarded with one commercial ad after another vying for their attention. This is why CTV viewers are more likely to give their undivided attention to an ad and recall the brand.
Better Audience Targeting
Connected TV is largely consumed by millennials. The controlled audience-specific ads give this generation of TV viewers a feeling of command over their media consumption.
Enhanced User Experience
Connected TV delivers full-screen, highly customized, HD-quality advertisements with stereo sound. This superior ad quality enhances brand loyalty and increases brand visibility.
Can I Advertise to Muslim Audiences on Connected TV?
How You’ll Be Able to Advertise
- On any device including mobile devices, tablets, and computers.
- Currently, CTV ads are auctioned programmatically.
- CTV ads feature on premium content providers’ platforms.
The Private Market Place and Connected TV
CTV advertising is currently available in the form of private marketplace (PMP) deals. Private marketplaces in the programmatic media buying ecosystem sit just one auction level above the open exchange. However, it is an invite-only environment and contains a collection of high-caliber publishers.
Private marketplaces offer advertisers the chance to feature ads on specific placements. The auction has fewer bidders and so the rates are quite high.
Private marketplaces offer access to inventory within specific website sections or sub-sections that cannot be targeted in the open auction environment.
If you are a small business or a start-up and reading this, it is understandable that you may think that it will be difficult to do CTV ads since they are accessed through PMPs.
However, with time, when CTV ads become more mainstream, they may become available through other avenues. The point is that you need to be prepared for when that happens. Be ready to be the first to target Muslim consumers using CTV ads.
Connected TV has been slowly taking over the market share of traditional TV. We all know how big traditional TV commercials have been for the past 60 years or so. This means digital advertising on CTV is an enormous opportunity.
Although at the moment the platforms that offer CTV are limited and those who can take part in ad auctions are those with deep pockets, this certainly won’t be the case when CTV ads become more mainstream. So make sure you are ready when that happens.
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