It enables serving high-quality ads in a selective, effective targeted fashion.
With connected TV (CTV), marketers have been offered a new channel to develop their marketing strategies on. Now thought of as a channel with “comparative stability”, CTV allows advertisers a chance to experiment with relatively little risk.
Ads served on CTV could be considered less intrusive as they’re based on contextual relevancy. The article shares that CTV’s video completion rate (VCR) is currently the highest at 95%. Other platforms’ VCR is about 80%.
CTV ads give advertisers the advantage of efficient and selective targeting and high quality. It also allows for a variety of formats in which to advertise. The channel is also best suited to reach millennials and Gen Z at times when they’re most likely to be receptive to advertising.
[4 minute read]