Seeking viewers’ consent before delivering advertisements to them can help advertisers build a trusted relationship with their CTV customers.
The over-the-top (OTT) and connected TV (CTV) market is expected to double over the coming five years, reaching over $94 billion in revenue. One of the primary reasons behind users making the shift from linear TV to streaming is the specialised content and personalised CX that OTT offers to niche audiences.
To capitalise on this shift, advertisers need to create better and seamless customer journeys across devices. Advertisers can use the personalisation offered by CTV channels to leverage opt-in choices and create strong, one-to-one relationships with viewers.
Advertisers should communicate to viewers that opting in would result in better viewing experiences along with ads that are relevant to viewers’ interests. Further, ad experiences can be improved in an omnichannel collaboration from platform to platform, through the customer journey.
[5 minute read]
