The evolution of connected TV (CTV) during the year 2020 is undeniable, with several factors contributing to make it more accessible, popular, relevant to the audience and, consequently, also to the brands. The exponential increase in time spent at home by a significant part of the population, the improvement of equipment and internet access in the period are some of the examples, as well as the growth of platforms and content offered on demand.
Only from January to April 2020, according to data from Comscore, the reach of OTT services (Over The Top, with transmission of video content over the internet to different devices) increased by 5% for subscription services, reaching up to 62.3 million users; and 9% for services financed by advertising, reaching 58.5 million. In Brazil, the growth according to the company was 9.5% between April 2019 and the same month this year.
According to the latest ICT Household survey, referring to the year 2019, 71% of Brazilian households already have internet, reaching 99% in class A, 95% in class B and 80% in class C. Even in rural areas of Brazil, the internet penetration is already over 50%, same penetration rate in households of the DE classes. The volume of connected TV increased by 7 percentage points, reaching 37% of the total households in the country.
In Brazil alone, MetaX Software is present in more than 5 million devices, reaching 10 million users and generating more than 150 million daily impacts on large screens. As a global leader in advertising and data in CTV, the company brings here the 5 main trends in Connected TV for brands and audiences, showing this change in behavior and indicating how advertisers, agencies and content producers can, this year, exploit in a way more creative and effective advertising on connected big screens.
Many people had, in the last year, a first contact with TV on demand, either through platforms called AVOD (Advertised Video On Demand, with free and viable access through advertising), such as YouTube; or SVOD (Subscription Video On Demand, with subscription payment), such as Netflix and Amazon Prime. Others have intensified this consumption, especially because they spend more time at home in the face of the global scenario brought by COVID-19.
Even with the gradual return to the "old normal", this behavior of consumption must remain active and at increasing levels, since it fits perfectly in the current dynamics of having access to what we want and when we want - and especially on large screens.
"We are no longer tied to a linear programming grid. With the advancement of access to data, internet and several options that transform our televisions into connected TVs, we get used to the benefit of being able to choose what to watch and at what time, generating a new ecosystem of options for brands to communicate. with this audience," says Vanessa.
MASSIVE AUDIENCE + SEGMENTATION
Connected TV brings together the best of television media, especially the attracted attention and image quality on large screens; with the benefits of digital media, such as segmentation and measurement. With this, it is possible to have a huge impact, investing in a large number of impressions, but with much more control and assertiveness, in addition to ensuring a clearer view on the results.
"CTV has a premium audience and, even so, it covers an increasingly plural audience in Brazil. With this, it offers tools to ensure greater engagement, greater care with brand safety and delivery volume, aiming at awareness and brand building; at the same time it brings segmentation options by city, state, time and even elements such as connection type, device and budget ", reinforces Vanessa.
LESS INTRUSIVE AND INTERRUPTIVE
Contrary to what may seem to those less familiar with CTV, the media brings options that avoid the interruption of the audience's consumption experience as much as possible, with options strategically designed to impact the audience in moments, duration and formats that do not considered intrusive.
"The formats offered by MetaX take messages to the user in a light and strategic way, without interrupting the content that he has chosen to watch. Even so, it impacts the audience in a highly effective way, in addition to bringing options that reinforce the positioning of brands and allow them to have more time with the consumer (time earned)", highlights Vanessa.
By combining the high visibility of messages with different interactivity options, connected TV gives great space for creativity, from the real-time adaptation of parts and strategies to the development of projects involving the integration of media and devices, lead generation, construction brand and sales effectiveness.
"For having different formats of pieces, static and interactive, CTV not only allows but encourages the development of creative solutions. It is possible to do something extremely simple, such as running a short video or banner, or devising a strategy that leads the user to have greater contact with the brand, through clickable pieces such as longer videos, without determining the minute, which can be web series, branded content, demonstration of a product or service. In addition to taking the user to the smartphone, using QR codes, where they can complete their purchase. As we are talking about a system based on technology and data, it is possible to develop customized solutions. It is as if you could shape the deliveries of open TV as you wish, with the benefits of delivery to the digital environment and with much less interruption", concludes Vanessa.
CTV IS THE HOME'S INTERACTIVE CENTER
Currently, about 94% of TVs sold in Brazil are already smart TVs, guaranteeing an exponential growth of CTV in the country. With the advancement of the internet of things and the tools offered by the devices, TV will increasingly be a hub for everything that involves the consumption of content and interactivity inside the home, further increasing the possibilities of brands' presence.
"Many TVs leave the factory today with voice assistants, as well as options that ensure they stay on 100% of the time and have functions well beyond linear content. Many people already use it to enlarge the screen of their smartphones or computers, to browse the music streaming platforms and even as decoration. With more devices connected, CTV will be a centralizer of interaction with other devices", analyzes Vanessa Delgado, vice president of business at MetaX Software.