The Digital Report took a closer look at the benefits of running advertising campaigns on Connected TV (CTV) versus traditional linear TV buys. We found that Connected TV advertising offers several major advantages.
- Targeting: Connected TV advertising allows for more precise targeting capabilities than traditional linear TV advertising. Advertisers can use data such as viewer demographics, location, viewing history, and search data to target specific audiences, which can result in higher engagement rates and better ROI.
- Interactivity: Connected TV advertising can be more interactive than traditional linear TV advertising, allowing viewers to interact with ads and take action immediately, such as making a purchase or requesting more information.
- Measurement: Connected TV advertising offers more comprehensive measurement and tracking capabilities than traditional linear TV advertising. Advertisers can track and analyze metrics such as impressions, clicks, conversions, and engagement rates in real-time, enabling them to optimize their campaigns for better performance.
- Flexibility: Connected TV advertising is more flexible than traditional linear TV advertising, allowing advertisers to adjust their campaigns in real-time based on performance metrics and market trends. Advertisers can also change creative content and messaging quickly and easily to respond to consumer demand or changes in the market.
- Cost–effectiveness: This is a big one, given that linear TV has been very expensive for most advertisers to even consider. Connected TV advertising can be more cost-effective than traditional linear TV advertising, especially for small businesses or advertisers with limited budgets. With Connected TV, there are no high production costs associated with creating traditional TV ads, and advertisers can target smaller audiences without wasting ad spend on viewers who aren’t interested in their product or service.
It’s not surprising, but there is a clear difference. Connected TV advertising offers a more targeted, interactive, measurable, flexible, and cost-effective alternative to traditional linear TV advertising.