A comprehensive guide for agencies and advertisers
Connected TV (CTV) advertising is quickly becoming one of the most sought-after ways to reach audiences and drive results for your marketing campaigns. With consumers spending more time than ever streaming content on their TV screens, CTV advertising provides a unique opportunity for you to reach a highly engaged and captive audience with video ads that are both impactful and measurable.
However, with the rapidly evolving CTV space, it can be challenging to know where to start and what to consider when launching a CTV ad campaign. Here are the top five things you need to know before launching your next CTV ad campaign. Keeping this guide in mind will help ensure success and deliver maximum return on your advertising budget.
Accurate data and targeting
The ability to communicate directly with your target audience is crucial for a successful CTV ad campaign. One of the best ways to reach your target audience is by using data from various sources, such as demographic data, browsing history, and purchase behavior. This information can typically be obtained through data providers within the DSP as well as by utilizing data obtained from your existing customer base. When using data, it’s important to ensure that it’s reliable and up to date to ensure the accuracy and effectiveness of your targeting.
Sourcing quality inventory at competitive prices
In CTV advertising, it’s important to source high-quality inventory at competitive prices to ensure that your ad reaches the right audience. This can be achieved by working with a trusted DSP using programmatic buying methods, ideally one that has secured favorable upfront pricing. Additionally, working with an experienced DSP or ad tech company that specializes in the CTV space can provide valuable insights into how to source the best inventory for your campaign.
Creating compelling ads
The success of your CTV ad campaign depends heavily on the quality of your ads. To create effective ads, you should focus on telling a compelling story, using visually appealing graphics, and highlighting the benefits of your product or service. You might also add animation, music, and sound effects to capture the attention of viewers. If you’re new to creating video ads, consider working with a video production company or an ad agency that specializes in video production.
How will success be measured?
To measure the success of your CTV campaign, it’s important to track key metrics, such as viewability, completion rate, engagement rate, reach, and conversion rate. Having access to tools like analytics dashboards and tracking pixels is key so that you can monitor these metrics and understand how your campaign is performing. Monitoring these metrics in real time or near real time will give you accurate insights about your campaign’s performance.
Before launching your campaign, set clear goals and determine what metrics are most important to track. Consider the impact the campaign will have on lower-funnel marketing efforts, such as search engine marketing and social media ads. Are you seeing more or less volume and engagement when they operate alongside your CTV campaign?
Ensuring brand safety
Protecting your brand is crucial in CTV advertising, especially in an environment where ads can appear alongside inappropriate or low-quality content. To ensure brand safety, you can use brand safety tools and technologies that scan and monitor the content where your ad is placed. Additionally, you can work with an ad agency that specializes in brand safety and can provide additional resources to ensure that your ad is appearing in high-quality, relevant content.
By keeping these five key points in mind, you can ensure that your CTV ad campaign is effective, efficient, and delivers the results you want. Regardless of whether you are handling the campaign yourself or using a managed service DSP, these guidelines will help you make informed decisions and achieve your advertising goals.
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