Connect TV (CTV) ads can be personalised through experimentation across different audience demographics and devices.
Brands need to experiment to boost audience receptivity and develop genuinely personalised CTV ad strategies. They should work toward identifying creative elements with local appeal and audience personas across different viewing devices.
While personalisation and experimentation make for good campaign insights, too many creatives can distort findings. As such, brands should align the scale of the campaign and design creative proportional to the ad spend and targeting goals. It can also help develop native CTV creative based on the insights.
CTV ads should be concise and short and carry crucial campaign elements like a call-to-action (CTA), offers, product details, and branding. Additionally, ads should be actionable and relevant. The CTA should align with both the company goals and audience preferences.
[5 minute read]