Connected TV (CTV) advertising has quickly emerged as an effective means of connecting with target audiences. If your business has not expanded beyond traditional TV ads, pay-per-click ads on the web, or conventional outbound advertising, now is the time to do so.
Expand your marketing horizons with the use of CTV ads and you’ll maximize the efficiency of your marketing budget. Below, we shift the focus away from regular TV which has long dominated the marketing narrative to zero in on the merits of connected TV ads that are quickly outpacing traditional cable and network TV.
Here’s the inside scoop on how to connect with target customers through seemingly futuristic CTV ads.
CTV Advertising The Right Way
The primary advantage CTV advertising has over conventional TV commercials is it empowers businesses to narrowly target individuals who have a genuine need or desire for a product or service. This is your company’s golden opportunity to focus on those who are most likely to benefit from the product, service or other value offering you have worked so hard to perfect.
Use CTV ads the right way and you’ll not only reach your target audience but also engage them to the point that they are willing to take constructive action in the form of:
- An online order
- A call to your office
- Engaging in a live chat discussion with a customer service representative
- Surfing the web to your homepage
Adjust Your CTV Advertising Strategy As Necessary
The beauty of CTV ads is that their real-time measurement and targeting capabilities empower businesses to granularly zero in on those most likely to spend for the business’s product or service. CTV performance channels are insightful platforms that provide business owners, managers, and advertisers with an inside look at how ads are performing through the metrics of key performance indicators, or KPIs for short.
Review ad performance aired on CTV through KPI analysis to get an understanding of how effective the content is, make the necessary adjustments and you’ll build that much more momentum toward conversions with each passing day.
The moral of this story is it is in your company’s interest to analyze TV-watching statistics. Embrace the opportunity to use CTV ads to boost brand awareness through strategic adjustments, multivariate testing, and retargeting, prioritize the audience’s desires and you’ll gain sway with those who are inclined to spend for your value offering.
Be patient and persistent, continue to tinker with your ads based on KPI analysis and you’ll gradually build momentum toward conversions.
Tailor The Narrative To Your Target Audience
Marketing is all about narratives and storytelling. Present the optimal narrative after reaching your target audience through CTV ads and you’ll steer them toward the rest of your online footprint for continued engagement and eventual conversion.
If you are like most business owners and managers, your focus is on product/service utility as opposed to marketing narratives. Lean on a writer to develop a compelling narrative for your brand, feature that narrative in your online video content and it will engage the audience to the point that they are willing to pay for the service or product.
Presenting your value offering in the form of a brief story with a persuasive narrative is that much easier with the right visual and sound effects. Weave in artful components, hire a professional to write captivating dialogue, add voiceovers, and go to the extent of creative testing to guarantee the financial investment made in your CTV ads is worthwhile.
Planning out several versions of video content to conduct A/B tests takes time and effort, but it is well worth it. Analyze feedback from variations of CTV video ads to obtain a better understanding of how the spots resonate with the target audience (or fail to resonate) and make the necessary alterations moving forward.
Add The Icing To Your CTV Video Marketing Cake
The best CTV ads have that little something extra that makes them more engaging and memorable than other ads. The use of dynamic overlays on CTV ads empowers advertisers to personalize the presentation to the viewing audience. As an example, a dynamic overlay on a video presented to a viewer in Buffalo makes the information unique to the Western New York area. Such overlays can be tailored to additional demographics ranging from customer interests to behavior, location, and more.
The use of shoppable and interactive video content also makes your CTV ads that much more engaging. Seize the opportunity to present interactive ads to your viewing audience and they’ll have an opportunity to connect to your company with a single click of a button. Interactive ads set the stage for unique customer journeys for product exploration through content links or even direct shopping straight from the video.
