Cable TV Ads Not Working? Here’s Why CTV Is King!

by Glenn Maxwell

Are you spending money on cable TV advertising and not seeing the results you want? You’re not alone. As more and more people cut the cord, businesses are making the switch to connected TV advertising because it is proving to be more effective.

In this blog post, we will discuss the benefits of CTV advertising and why it is a better option than cable TV ads.

What is CTV Advertising?

CTV advertising is a type of digital advertising that uses connected TV devices to deliver video content. Connected TV devices include smart TVs (Roku, Amazon Fire TV), streaming media players, game consoles, and set-top boxes. Video content can include traditional commercials, brand videos, or other types of video advertising.

CTV ads are purchased on a cost-per-thousand-impressions (CPM) basis and are typically served through ad exchanges or DSPs. The video creative for CTV ads is similar to that of traditional pre-roll or mid-roll video ads, but must meet specific requirements in terms of length, file size, and aspect ratio.

How Does CTV Differ From Cable TV Advertising?

The traditional model of cable TV advertising is based on the model of buying ad space on specific channels that reach a target demographic. CTV, or connected TV, refers to the growing trend of consumers watching TV content online via internet-connected devices such as smart TVs, game consoles, and streaming media players.

This shift in viewing habits has led to a corresponding shift in the way that media is bought and sold. Unlike cable TV, which relies on ad space being bought on specific channels, CTV allows for programmatic buying of ad inventory across a wide range of platforms.

This gives advertisers more flexibility in terms of targeting and budgeting, as well as the ability to track viewer engagement with their ads. As CTV continues to grow in popularity, it is likely that more and more advertisers will make the switch to this new model.

Why CTV Advertising Is a Better Option for Businesses

There are a number of reasons why CTV advertising is a better option for businesses:

Better Targeting

With a traditional cable TV ad, advertisers need to buy ad space for that specific time and channel in order to reach their target audience. Since there are likely dozens of demographics viewing the content, it is unlikely that the ad will be seen by most of the target audience.

Since people stream connected TV content individually, CTV advertising allows businesses to buy ad space based on specific demographics, interests, and even behaviors. This means that businesses can tailor their CTV ads to reach their target audience more effectively.

Higher Viewership

Another benefit of CTV advertising is that viewers are less likely to fast-forward through the ads or change the channel. This is because people generally watch CTV content individually, as opposed to with a group of people in the room.

Additionally, CTV viewers are more engaged with the content they are watching and are therefore more likely to pay attention to the ads. This increased level of engagement leads to higher brand recall and better results for businesses.

Improved Tracking and Reporting

Because CTV advertising is served via programmatic channels, businesses have access to detailed data and analytics about their ad campaigns. This includes information such as how many people saw the ad, what time they saw it, and whether or not they took any action after viewing the ad.

This level of tracking and reporting is not possible with traditional cable TV advertising. With CTV, businesses can fine-tune their campaigns to get the best results possible.

How to Get Started With CTV Advertising

Connected TV advertising works by businesses buying ad space through programmatic channels such as ad exchanges or DSPs, or through direct deals with publishers.

Ad exchanges are platforms that enable the buying and selling of advertising inventory in a real-time auction. Advertisers can use ad exchanges to buy ad space from publishers at the price they are willing to pay.

Publishers can use ad exchanges to sell ad space to advertisers at the price they are willing to accept. Ad exchanges provide a marketplace for buyers and sellers to transact in real-time, eliminating the need for middlemen and allowing both parties to get the best possible price for their ads.

When a buyer purchases ad space on a CTV platform, they can specify the target audience they want to reach, as well as the budget and schedule for their campaign.

Once the campaign is live, businesses can track their results and make changes as needed to improve their results.

If you want to get started with CTV advertising, here are a few tips:

  1. Define your goals. What are you hoping to achieve with your CTV campaign? Are you looking to increase brand awareness or drive sales? Once you know your goals, you can start to develop your strategy.
  2. Choose your platform. There are a number of different CTV platforms available, so it’s important to choose one that will reach your target audience. If you’re not sure where to start, consult with a media buyer or agency.
  3. Create high-quality creative. Because CTV ads are usually viewed on larger screens, it’s important to create high-quality creative that will grab attention and drive results. Work with a professional agency or production company to develop creative that meets your goals and resonates with your audience.

Final Thoughts on Connected TV vs. Cable Advertising

CTV advertising is a powerful way to reach your target audience and achieve your business goals. With CTV, businesses can buy ad space based on specific demographics, interests, and behaviors. This targeted approach leads to higher brand recall and better results. Additionally, CTV viewers are more engaged with the content they are watching and are less likely to fast-forward through the ads.

If you are looking to get into connected TV advertising, consult with a media buyer or agency to get started. They will help you choose the right platform and develop high-quality creative that resonates with your target audience.

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