Why brand safety alignment is necessary in CTV advertising

Connected TV is all the hype today as the rapid shift from traditional TV continues. People love having complete control over what they watch and when and enjoy having access to a vast library of content to choose from. The flexibility to connect to the internet, browse popular streaming services, and seamlessly switch between traditional TV and online content has garnered massive viewership for CTV over the years. 

The ever-increasing number of “cord-cutters” has naturally persuaded advertisers to rethink ad budget allocation. The booming OTT platform subscriptions and CTV viewership have shifted investments toward CTV advertising. Like traditional TV commercials, CTV ads are placed within streaming content and operating system apps across internet-connected televisions.

The benefits of CTV advertising

CTV ads enable advertisers to reach the growing audience base that own smart TVs by delivering the ads within streaming content such as movies and TV shows. CTV targeting is also more precise when compared to traditional television as the ads appeal to the real time interests and viewing habits of users. 

CTV advertising improves campaign performance as it reaches a larger audience base and helps advertisers engage with the audience that’s cutting the cord on traditional cable. CTV also ensures improved audience targeting as the ads are displayed to specific segments where they are relevant and align with their area of interest, thus leading to higher engagement and better ROI. Overall, CTV ads reach a wider audience and increase brand awareness.

Brand safety and alignment in CTV

While advertisers opt for privacy-first alternatives and new advertising channels like CTV, it is imperative to ensure the brand image is upheld and always shown in good light. Brand safety measures help prevent a brand's ads from appearing alongside content that’s inappropriate or offensive. Brand alignment helps to create a consistent and positive brand experience by ensuring the ads aligns with the brand's overall messaging, values, and target audience. 

Key considerations for brand safety and alignment:

• Choosing content categories that align with the brand's values and overall positioning. 
• Ad placement that aligns with the content of the streaming video.
• Preventing ads appearing alongside topics that are harmful, offensive, or could damage the brand's reputation.

Contextual CTV advertising brings the powers of contextual advertising to Connected TV. Similar to ads matched to the content of webpages, contextual CTV matches ads to the content streamed by users. For example, users who watch more content about wildlife, nature, or documentaries about the environment are more likely to be interested in ads about eco-friendly, sustainable, and cruelty-free products.

Contextual CTV is emerging as a privacy-preserving ad strategy that is enabling brands to boost engagement, increase brand awareness, and improve brand perception. With better understanding of viewer interests, advertisers can serve ads that are relevant to the current content browsed by the audience. Contextual CTV ads are non-intrusive and in line with a brand's ideas and values. 

Additionally, contextual advertising-backed CTV targeting empowers brands to ensure brand safety and brand suitability with more precise and relevant ad placement. These measures prevent ads from appearing in environments that are inappropriate or harmful. 

Seedtag Contextual CTV brings our expertise from open web campaigns to the CTV landscape. Our expertise brings granularity and helps advertisers to go beyond generic categories, garner valuable attention metrics, and build a more memorable brand experience. Reputable inventory sources coupled with brand safety and suitability measures help mitigate the risks of negative publicity or brand associations. 

Contextual CTV helps brands reach the intended target audience, ensures ads align with brand values, improves overall campaign effectiveness, and builds trust among consumers. Learn more.