As marketers continue to explore and experiment with various advertising channels, the lines between traditional and digital media continue to blur. With the emergence of Over-The-Top (OTT) platforms, advertisers have more choices than ever before. One of the most dynamic and effective advertising channels is Connected TV advertising, which is rapidly gaining popularity. Here are several reasons why Connected TV is more impactful than OTT advertising.
1. Bigger and Better Screens: Connected TV advertising offers larger screens, which create a more immersive visual experience for viewers. Compared to OTT advertising, Connected TV advertisements have a higher chance of being seen and remembered by viewers. Studies have shown that users are more likely to recall and respond better to ads that are displayed on a bigger screen, making TV advertising more impactful than OTT advertising.
2. Higher viewability and completion rate: Consumers tend to watch TV advertisements for a longer duration than they would watch OTT ads. They are less likely to skip over an ad on TV than on OTT platforms. Connected TV often has non-skippable inventory, higher completion rates, and greater viewability rates than OTT channels. This makes them a highly effective advertising channel for marketers who want to maximize brand awareness and recall.
3. Customized Targeting: Connected TV advertising allows marketers to be highly specific about their target audience. Advertisers get access to robust analytics and advanced data algorithms, which can help them target audiences based on location, demographics, interests, and other factors. This type of customized targeting is much more precise than what is currently available on OTT platforms.
4. Better Return on Advertising Spend: In terms of performance and ROI, Connected TV advertising is far more cost-effective than OTT advertising. With customizable targeting options and a captive audience, Connected TV advertising can help marketers achieve better returns on their advertising spend. Advertisers can track and measure the performance of their ads, enabling them to optimize their campaigns and make necessary changes to their ad strategies to ensure maximum success.
Connected TV advertising is proving to be a highly effective advertising channel both in terms of brand recall and ROI. The large screen, enhanced viewability, customized targeting, and emerging branding opportunities make it a must-consider advertising option. While OTT advertising still holds its ground, Connected TV advertising and smart TV advertising are significant players and increasingly attractive channels for marketers. As more and more consumer preferences shift towards Connected TV viewing, it only makes sense for marketers to capitalize on this opportunity.
If you’re looking to start a new connected TV or smart TV advertising campaign, consider reaching out to Awarity for their professional nationwide reach with major connected TV and smart TV networks, at Awarity.com.
