CTV Advertising for Apps: How to Get Started & Tips for Success

As you read in part one of our article series, CTV Advertising 101: An Essential Guide, advertising to consumers via their televisions is cheaper and easier than ever before. With over 80% of all television viewing on connected TVs (or CTVs), it’s important for app brands to consider this channel within their growth and user acquisition strategies.

To understand how CTV advertising works, the different types of CTV ads, and how to measure campaigns, make sure to read part one. Continue reading to learn why apps should consider this advertising channel, how to get started, and tips for a successful CTV strategy.

Why should apps care?

There are several compelling reasons for app brands to explore the realm of CTV advertising when devising their campaign strategies. The growing prevalence of CTV, combined with its relatively accessible entry points, offers a unique opportunity for apps to connect with their target audience right in the heart of their homes, a prospect that was previously unattainable.

Your audience is there

The viewership of CTV has witnessed a remarkable surge in recent years, establishing itself as a prominent force in the realm of entertainment and advertising. Millions of households across the globe have embraced CTV as their primary medium for consuming content. A substantial portion of the global population has transitioned from traditional cable or satellite television to CTV, fueled by the convenience of on-demand streaming services, smart TVs, and streaming devices.

Furthermore, many people watch CTV on their mobile devices or in parallel to watching TV, so the transition from watching an ad for an app on TV and installing it on the mobile phone is virtually seamless.

Extends campaign reach

The dynamics of mobile marketing are changing, with several catalysts fueling this evolution, notably, shifts in user privacy and data collection practices. In response to these transformations, it's essential for app brands to adapt their advertising strategies and creative approaches.

While mobile remains a robust platform for advertisers and brands, integrating Connected TV (CTV) into your marketing arsenal can significantly expand your outreach capabilities and reach your highest LTV users through multiple touchpoints.

Audience targeting and segmentation

With traditional TV advertising, the focus has typically been on program-based buying. However, in the realm of CTV, the presence of more advanced platforms offers better targeting capabilities.

It's important to recognize that aligning CTV with your digital user acquisition strategies involves some unique considerations.

First and foremost, as a mobile marketer, you're likely accustomed to operating on a cost-per-install (CPI) basis. In contrast, CTV typically relies on pricing models like cost per thousand impressions (CPM) or a flat fee.

By harnessing user-level data from your Data Management Platform (DMP) or Mobile Measurement Partner (MMP) for creating lookalike audiences and remarketing, you may be able to enhance targeting without incurring additional costs.

Lower cost to entry than traditional tv advertising

Television advertising has always been a large investment for brands. However, with CTV advertising, this barrier to entry has improved. The cost can range between $5,000 - $15,000, depending on a variety of factors.

You’ll typically see a first run be more expensive as you’re still running testing and learning about what works best to reach your audience. As you continue to optimize and learn, costs should come down.

Localization

Geolocation can be utilized to show tailored ads at scale to highly specific regions. This can be anything from e-commerce brands advertising specific products to delivery apps highlighting specific local restaurants.

While this is standard with mobile advertising as well, people’s at-home behaviors should be considered for CTV advertising.

How to create a CTV ad campaign for your app

Crafting an effective Connected TV (CTV) advertising campaign for your app is a dynamic endeavor that requires a strategic blend of creativity, technology, and consumer insights. Continue reading to discover the essential steps and considerations involved in creating a CTV ad campaign tailored to promote your app, from defining your objectives and setting goals to designing compelling creatives and optimizing for maximum impact.

1. Set goals and objectives

Every ad campaign demands a well-defined objective as its guiding star, regardless of platform. Are you aiming to foster brand awareness, or do you seek to drive higher app downloads? Once your campaign objective is firmly established, you can proceed to tailor your ad creative in alignment with this overarching goal.

Additionally, it's paramount to consider your audience in this equation. What are their interests, and what content resonates most effectively with them? A profound understanding of your target demographic ensures that your campaign speaks directly to their needs and preferences.

2. Define KPIs

In order to monitor the success of your CTV campaign, you need to first establish KPIs.

For app marketers, these KPIs can be:

3. Find your programmatic partner

Selecting the right programmatic partner is important when creating a CTV ad campaign for your app. In today's evolving digital landscape, where major content owners often don't exclusively manage their inventory sales, and streaming platforms have their own Demand-Side Platforms (DSPs) to handle inventory, making the right choice can significantly impact campaign success.

Factors like the specific goals of your app promotion and the geographic regions you intend to target play a pivotal role in this decision. A programmatic partner well-versed in navigating the intricacies of CTV advertising can help you access premium inventory, optimize ad placements, and ensure your campaign aligns seamlessly with your objectives.

Moreover, they can offer insights into the rapidly changing CTV landscape, helping you adapt and refine your strategy for maximum impact and return on investment.

Finally, it’s important to select a DSP for CTV with specialization and experience in CTV campaigns for apps, as there are unique elements in optimization, targeting, and measurement for CTV App campaigns compared to branding CTV campaigns.

To capitalize on the reach and ROAS potential of programmatic CTV advertising without engaging in trial and error, you can employ Edge226’s unique Peak platform to gain your edge. With it, you can leverage proprietary ML algorithms and sophisticated hyper-targeting options to maximize outcomes and reach users that are more likely to deliver long-term value. Book a demo today.

4. Targeting

As app marketers know, the ability to precisely target your audience is a cornerstone of success. CTV offers a spectrum of targeting options that empower advertisers to reach the right viewers with the right message. From demographic targeting to contextual relevance, here's a breakdown of some key targeting options in CTV advertising:

• Demographic Targeting: Tailor your CTV ads based on age, gender, income, and other demographic factors to ensure your message resonates with specific audience segments.
• Geographic Targeting: Narrow down your ad reach to particular geographic regions, from countries and states to cities and neighborhoods, ensuring your campaign speaks directly to local or regional audiences.
• Behavioral Targeting: Leverage viewers' online behavior and historical interactions to deliver ads that align with their interests and past actions, increasing the likelihood of engagement.
• Contextual Targeting: Place your ads within content that matches your brand or campaign objectives, ensuring that your message is seen by viewers interested in related topics or themes.
• Device and Platform Targeting: Optimize your CTV ads for specific devices (smart TVs, gaming consoles, streaming devices) and streaming platforms (Netflix, Hulu, Amazon Prime, etc.) to maximize compatibility and engagement.
• Retargeting: Re-engage viewers who have previously interacted with your app or website, offering tailored messages to encourage conversions.
• Lookalike Audiences: Expand your reach by targeting viewers who share similar characteristics and behaviors with your existing customer base, amplifying your potential customer pool.

5. Launch, measure, and optimize

Measuring and optimizing a CTV ad campaign is an essential facet of achieving success. Comprehensive analytics tools allow advertisers to view campaign performance and metrics. Metrics like View Through Rate (VTR) and Completion Rate provide insights into viewer engagement and campaign effectiveness. By interpreting these data points, advertisers can make informed decisions to refine targeting, ad creatives, and delivery schedules.

A/B testing can help identify what works best, enabling continuous improvement. In the world of CTV, where viewer behavior can evolve rapidly, constant monitoring and optimization is key to ensuring that your campaign remains aligned with your objectives, reaches the right audience, and maximizes ROI.

Tips for success

With streaming services reshaping how audiences consume content, CTV has emerged as a critical channel for app advertisers. To navigate this evolving landscape effectively, it's essential to arm yourself with a set of proven strategies and tips that can elevate your campaign to new heights.

Utilizing a Dual Screen Approach

Many consumers engage with multiple screens simultaneously, such as their smartphones or tablets while watching TV. This dual-screen behavior presents an opportunity to enhance viewer engagement. To capitalize on this, consider incorporating complementary content or calls to action on the viewer's second screen. For instance, you can create interactive experiences or exclusive offers related to your app on the viewer's TV which takes them to their mobile device. This dual-screen approach encourages immediate and seamless interaction, making it more likely that viewers will take the desired actions, such as downloading your app or visiting your website.

Utilizing QR Codes

QR codes have experienced a resurgence in popularity due to their convenience and contactless nature. Including QR codes in your CTV ad campaign allows viewers to access your app or related content with a simple scan using their smartphone's camera. To maximize their effectiveness, ensure that the QR code is prominently displayed and easily scannable. Consider offering incentives, such as discounts or exclusive content, to incentivize viewers to scan the code and engage with your app.

Call Out Where to Find Your App

In your ad creative, explicitly call out where viewers can find your app. Whether it's the app store, a specific URL, or a custom landing page, make sure this information is displayed prominently and remains on-screen long enough for viewers to take note. Additionally, consider using voiceovers or on-screen text to reinforce this message. Offering a clear path to download your app or visit your website eliminates any ambiguity and encourages viewers to take immediate action, increasing the chances of conversion.

Include Offers

Include an offer (coupon, discounts, etc.) for the viewer to entice them to download and complete a purchase in the app.

Connected TV (CTV) advertising offers app brands an effective way to engage their target audience with precision and impact. By setting clear objectives, defining key performance indicators (KPIs), and selecting the right programmatic partner, app brands can lay a solid foundation for success.

In the ever-evolving landscape of content consumption, CTV advertising enables app advertisers to captivate audiences, drive conversions, and thrive in the digital era.