A Connected TV (CTV) is a television set that is connected to the Internet natively, such as a Smart TV, or via an external device like a streaming stick or a digital media player. In the past decade, there's been a major shift in the way we consume TV and entertainment.
In 2018, The IAB Video Landscape Report found that around 13.5 million households have abandoned traditional TV consumption due to the broad use of internet-powered television, or Smart TV. While COVID-19 keeps people at home, Conviva reports that streaming time is up 26% in the US and 20% globally.
As cable growth is slowing down, and linear viewership is becoming fractured; advertisers now have more options such as sending out targeted messaging via connected TV (CTV).
Benefits of MetaX Programmatic CTV Ads
With precise targeting, MetaX CTV ads is more cost-effective. Instead of advertising during a sport game and hoping that you'll reach males 25-39 who like corvettes, you can precisely target this demographic through CTV. Every cent of your ad spending goes towards your intended target.
Additionally, when an ad is shown on a connected TV, there's a higher chance that more than one person will see it since people typically watch TV with family or friends. In contrast, when people watch on personal devices – it's one on one which means you are paying more to one single impression.
2. Improved Viewability
Viewability is the measurement of how many target users see your ad, not simply how many times an ad has loaded. In the case of CTV ads, an ad is only considered viewable if the video does actually play. It tracks how long the user allows your ad to play for.
In other words, you know exactly how much traction your ad is getting, and you can optimize for enhanced brand awareness.
3. Variety of Ad Formats
MetaX CTV ads allows marketers to have a trial run with a variety of ad formats. You can split test and discover which ad formats and call-to-actions work best to drive engagement and improve ad performance.
Interactive video, call-to-action, animated and static display ad types are all formats marketers can utilize. Following the best practices for all screen types (i.e. smart TV, laptop, tablet and mobile), you can display a next-level, unforgettable ad.
4. Premium & Responsive Audiences
MetaX CTV ads run during times when audiences are highly engaged. This might include sporting events, live concerts or season finales. Placing ads at these times allows marketers to reach unique audiences and have a high potential of seeing an impressive return on investment.
Premium audiences and smart TV users also have more control over how to consume and interact with ads, which leads to higher levels of satisfaction and positive feelings towards the advertising creatives.
5. Real-Time Metrics
MetaX CTV ads can be measured and optimized in real-time. This ability allows marketers to uncover insights on a user's path to conversion, learn more about audiences such as geographically where is most likely to convert.
Key connected TV metrics include:
- Impressions Delivered: This metric represents the number of single ads that were served to a user. An impression counts as an ad is placed on the page and potentially visible to a user.
- Video Completion Rate (VCR): VCR is the percentage of impressions in the campaign that completed the ad to the end. CTV is notable for its high VCR rates.
- Frequency: Frequency is calculated by taking the total number of impressions and dividing by the number of unique persons or households who viewed your ad. The resulting number is the average number of times you're delivering a CTV ad to a given household.
VP Product at MetaX Software