Connected TV Advertising: New Ways To Prioritize Your App's Growth

The streaming industry has changed the way that viewers consume television, giving us untapped opportunities to the shows we want to see and control over the ways in which we watch it. With this technological advancement also comes new avenues to reach users through targeted advertising methods. The colloquial term, designated connected TV (CTV) advertising, leans into this advancing market.

What is Connected TV Advertising?

Connected TV (CTV) advertising involves delivering commercials directly to views through internet-connected devices, such as smart TVs, gaming consoles, and streaming platforms. Unlike the traditional style of TV advertisements on cable and broadcasting channels, CTV ads are showcased on streaming services — like Netflix, Hulu, Max, and more -- and apps, granting greater depth in targeting. This strategy leans on viewership data and consumer behaviors, enabling advertisers to deliver targeted, personalized content they can be certain aligns with the content viewers are already digesting. The result? Increased engagement rates and greater accuracy in budget allocation. As viewership shifts increasingly toward digital platforms, connected TV advertising is becoming a key component of modern marketing strategies.

Connected TV Advertising vs. Over-the-Top Advertising

Within the streaming space, there are two common terms that advertisers use: CTV and OTT. OTT, or Over-the-Top advertising, shares certain similarities with CTV strategies, but the platform in which the ads are delivered are distinctly different. While connected TV advertising taps into internet-connected devices to reach viewers, OTT leans on the methods outside of traditional smart TVs and streaming boxes, such as laptops, tablets, and smartphones.

New to Connected TV Advertising? We’ve got you covered! Check out our comprehensive guide to setting up and launching your first CTV campaign.

How does Connected TV Advertising Work?

The notion of connected TV advertising is that you’re delivering targeted content to viewers on the platforms and services they’re actively engaging with. Think of your favorite TV show on Hulu. Either before or throughout the show, you’re likely to experience a commercial break. This section of the programming is where CTV comes in.

The process works by inserting ads into the streaming content that viewers are already watching on their connected devices. Advertisers are able to weave their ads into streaming content across devices and platforms, delivering a more targeted approach to engaging users. Companies can pair their campaigns alongside relevant content, delivering higher conversion rates and ensuring they are directly reaching their targeted consumers. Instead of reaching a broader, generalized audience, CTV grants a more granular approach that taps into viewer interests, viewing habits, and other marketing demographics.

Additionally, CTV advertising allows for better measurement and tracking of ad performance, helping brands understand how effectively their ads are engaging their target audience. Overall, CTV advertising combines the broad reach of television with the precision of digital marketing.

Are you looking to expand your gaming app’s audience? Check out our guide for leveraging CTV to catapult app growth!

How to track the effectiveness of Connected TV Advertising Campaigns

One of the challenges that comes with embracing new advertising strategies is setting up the right parameters to effectively track and measure the results of your efforts. When it comes to CTV advertising, you need to have clear reporting structures in place so you can ensure you’re delivering your ads on the right channels and platforms for the strongest potential Return on Advertising Spend (ROAS). After all, you want the assurance that your budget is being spent in the right areas.

When it comes to CTV advertising, advertisers can track the effectiveness of their campaigns with the assistance of sophisticated analytics tools. CTV platforms often give advertisers wider breadths of information, such as viewer behavior, ad impressions, completion rates, and interaction data. These insights enable advertisers to see how many viewers saw their ads, how long they engaged with them, and whether they took any subsequent actions, like visiting your website or downloading your app.

This level of real-time tracking grants precise measurement and can help your team to better adjust your campaign to increase results. When advertisers tap into these metrics they can optimize their targeting, whether through audience demographics or contextual advertising on relevant content, enhance the overall content of their ads, and ultimately improve their ROAS.

Edge226: The Premier Choice for Connected TV Advertising Campaigns

With access to 99% of the global mobile supply, Edge226 grants unparalleled entry into the marketplace. Through our partnerships with the world’s premium SSPs, exchanges, and direct publishers, our clients are enabled to reach the right users and optimize their formats to capitalize on higher engagement rates. Edge226’s CTV solution takes optimization a step further: by tapping into the power of machine learning, your team can deliver your ads across a variety of formats, leveraging the strength of contextual advertising while reducing frivolous spend.

Outside of our proprietary products, our team edges out competitors through our risk-free pricing model. As we build out your campaign, our team will work with you to define your key results and find a fixed price that delivers both revenue and ROAS. This means that all advertising actions are verified using third parties, such as your MMP, while spend is matched to your budget and desired outcomes. The end result? An intelligent, successful campaign where you only pay when your desired outcomes are achieved.

Want to learn more about Edge226’s CTV solutions? Our team would love to talk! Follow this link to send us a message and set up a demo today.