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.
CTV ads enable advertisers to reach the growing audience base that owns 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, making them a powerful tool in digital advertising.
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 align with the brand's overall messaging, values, and targeted audience.
Contextual CTV advertising brings the powers of AI-powered contextual advertising to Connected TV. Similar to ads matched to the content of web pages, 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 or services.
Contextual CTV is emerging as a privacy-preserving ad strategy that enables brands to boost engagement, increase brand awareness, and improve brand reputation. With a better understanding of viewer interests, advertisers can serve ads that are contextually relevant to the current content browsed by the audience. Contextually targeted 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 placements. These measures prevent ads from appearing in environments that are inappropriate or harmful.
Given the complexities of programmatic advertising, a brand safety service is essential to ensure ads appear only in safe and brand-suitable environments. These services leverage AI-powered tools to analyze ad space and implement brand safety measures effectively.
Some of the key elements of a brand safety service include:
Exclusion lists: Blocking certain categories of content that do not align with brand values.
Real-time monitoring: Ensuring brand advertisements do not appear alongside fake news or offensive content.
AI-driven contextual analysis: Identifying and classifying content to match ads with relevant content.
Protection across social media and digital advertising: Applying brand safety strategies across multiple platforms.
As brand safety issues continue to evolve in digital advertising, companies must invest in brand safety tools that provide real-time protection and ensure brand safety in every campaign. Implementing brand safety measures safeguards a brand’s ad placements from appearing in harmful or inappropriate content and helps protecting your brand from reputational damage.
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.
Brand safety service is crucial in the CTV landscape, ensuring that ads remain in brand-safe environments and align with a brand's messaging. 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.