Why Connected TV Advertising is a Smash HitNov 24, 2020
Cutting the Cord and Getting Connected
Millions of Americans are cutting the cord on traditional cable or satellite TV services in favor of streaming or other Connected TV platforms. According to research firm eMarketer, one-third of all U.S. households will be cable-free by 2024. The Connected TV revolution has begun and if you’re a savvy marketer, you can take advantage of it.
What is Connected TV?
If you’re using a streaming device like Roku or Apple TV, or if you have a Smart TV with an integrated internet connection, you are a Connected TV user. Also, if you’re using a gaming console like XBox, Wii or Playstation to watch content, that’s considered Connected TV too. More and more platforms seem to be emerging in the growing Connected TV sphere, which is one reason why Connected TV advertising has become so popular. Marketers also love the reach, targeting and measurability it gives them.
Reaching a Growing Audience
As viewers defect from traditional cable by the millions, you can reach them through Connected TV advertising. Back in March of 2020, Nielsen data showed 76% of U.S. homes had at least one connected device. And 73% of streaming viewers watch ad-supported Connected TV content.
Connect TV Advertising is Right on Target
With Connected TV you have lots of flexibility in terms of targeting your audience. It’s not like the old days of placing your ad on a program your audience watches, now you can serve ads to physical addresses or geofenced locations, and Connected TV gives you detailed demographic, behavioral and contextual info to further hone in your messaging to connect with the right audience. Target based on income, gender, age, as well as by interest, keywords or other behaviors.
Measuring Connected TV Advertising Effectiveness
A huge plus of Connected TV advertising is knowing the return on your investment. You’ll know if your ad spend is working by tracking users who visit your website after seeing your ad, or those who visit your store through geofencing in combination with Connected TV advertising. It also gathers more data from customers who engage with your ad, which lets you target more users like them.
Helping You Stay Connected
Knowing what platforms, like Connected TV, to use to reach your audience should be a key part of your strategy. If you need a helping hand in developing that strategy, we at Frankel Media Group would be happy to work with you. Just drop us a line any time.