Brands must understand CTV viewing is more of a shared experience than online video.
CTV devices are primarily found in living rooms, with people watching it together. This insight implies advertisers will have to target audiences contextually. At the same time, a brand must not get too specific and narrow its scope. Instead of making every element of CTV advertising measurable and interactive, advertisers must rely on awareness-based metrics.
Effective metrics include view-through rates and IP address-based attribution. These metrics can help providers understand the need of advertisements even better. With CTV viewing, users often pause and choose what exactly they want to watch.
Advertisers can use CTV advertising to become a part of this engaged decision-making process by offering an immersive experience. For advertisers and providers to grow in the CTV space, key players must collaborate with bodies like IAB to establish benchmarks, set uniform terms and understand advertising needs better.
[4 minute read]