Use CTV to reach TV audiences at scale

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 10, 2021, 3:54 PM UTC

Recent Samsung data indicates 63% of all TV viewing time now happens on streaming services.

With TV audiences increasingly spending time on streaming services, advertisers must leverage CTV advertising to reach TV viewers at scale. CTV is also an essential medium for advertisers looking to reach out to specific demographics, which are more correlated to “cord-cutters”.

As CTV is a subset of OTT and OTT refers to streaming content consumption on any device, advertisers should “discreetly” measure performance in each device. This measurement tactic would further help marketers optimise campaigns based on each delivery device to drive performance.

Unlike linear TV, connected TV lets marketers see the deterministic path from CTV ad exposure to outcome via the latest technologies. But, advertisers should take a data-driven approach towards CTV campaigns. They can also leverage CTV QR-codes to collect data and manage campaigns effectively.

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