Do Marketers Want the Unduplicated Reach of CTV or to Reach Viewers Everywhere?
With the rise of Streaming TV viewing, consumer behavior is changing, and savvy marketers need to understand their goals and their audience. For example, I could be watching my favorite show on my family room large screen, then finish the next afternoon on my mobile phone while I picked up the kids at soccer practice. Or maybe I missed my favorite sports team play, and I get the highlights on an app on my phone. You don’t have to be 18-24 anymore to engage in behavior like this. Everyone is learning how to be the master of their time and entertainment.
The argument for exclusive Connected TV Advertising on the largest screens in the home is that the large TV screen is more engaging, more emotional, and exactly like watching TV ads on traditional linear TV. It’s true that the large screen is more compelling. It’s true that watching on an 80 inch screen with surround sound may be more engaging.
Statistica Research reports in March 2021, that 74% of those surveyed spend between 3-6 hours on their smartphones daily. Statistica also reports that in 2020, daily TV viewing time dropped to 2.75 hours down from 4.3 hours daily just a couple of years ago. And this trend will continue. Less time on the large screen and more time on the smartphone.
While CTV campaigns offer some unduplicated reach of TV viewers who only watch Streaming TV, OTT Streaming campaigns offer four other advantages, namely:
OTT Streaming TV Ads are clickable and offer an easier path for direct consumer action like signing up for a promo or a click to call function.
Reach more eyeballs! Some viewers may watch most of their TV through a cable subscription but an increasing number of folks are cord cutters who watch what they want, when they want it, and on the device that suits them.
Precise Re-Targeting. When someone views your TV ad on a smartphone, you’ve got them! You can build your audience and re-target effectively with display and other channels.
Lower CPM’s! The demand for excusive CTV ads on large screens has driven up CPM’s. By combining CTV and OTT Streaming Ads marketers can reach more viewers and lower the overall cost of campaign.
At Advanced TV, we love the engagement of the large screen, but recommend to advertisers that they give consideration to running campaigns on all devices.
