Cracking CTV advertising with the right technology partner

Advertisers and publishers are increasingly capitalizing on the thriving Connected TV ecosystem as the channel continues to garner more viewers. CTV is the hottest new trend and the fastest-growing ad channel in the US due to the 2+ hours spent leaned in watching and 88% of GenZ and millennials owning an advanced TV. For publishers, CTV presents a significant opportunity to reach a wider audience, monetize content on this channel, and provide interactive experiences that better engage users. 

CTV provides publishers with a new and bustling platform to create and distribute content across video, display, and creative ad insertion that reaches new audiences and generates revenue. While CTV advertising is an exciting channel to explore, it comes with its own set of complexities. The fragmented CTV landscape, lack of control and transparency, and absence of CTV-optimized solutions pose multiple challenges. 

Advertising in the evolving media landscape

From monetizing content to choosing the right target audience, managing operations, ensuring brand safety, optimizing ad revenues, and delivering exceptional user experiences, the right technology partner is pivotal in ensuring publisher success. 

• Publishers must ensure the partner has a global reach to network with a larger pool of advertisers and agencies. 
• The partnership must be flexible, transparent, and tailored to cater to business-specific needs that yield better campaign results. 
• Publishers should choose partners that leverage new-gen capabilities like AI and ML, ensure privacy-first practices, and leverage brand safety and suitability best practices to stay ahead and future-proof their business. 
• Since CTV is a relatively new space, it is key to look for a partner with a proven track record in the industry and carefully evaluate the platform’s capabilities and features.

The benefits of choosing a solid CTV technology partner

With CTVs increasingly replacing traditional cable, it offers publishers access to a large and growing audience. It presents an opportunity to generate revenue through advertising, subscriptions, or premium content offerings on CTV platforms. 

• Real-time bidding (RTB): Enables publishers to efficiently allocate ad inventory to the highest bidder and maximize their revenue.
  
  
• Header bidding: Allows publishers to simultaneously offer ad inventory to multiple ad exchanges, thus increasing competition and improving pricing.
  
  
• Demand-side platform (DSP) integration: Facilitate connections with myriad ad networks and exchanges, enabling access to a wider pool of advertisers and agencies. 

The right blend of context and audience targeting forges a very effective strategy. Contextual-led CTV advertising will help publishers deliver based on the specific content being watched, ensuring a higher relevance and better engagement as they are more likely to resonate with viewers. Higher engagement and click-through rates can help publishers attract higher-quality advertisers who are willing to pay a premium. 

Contextual CTV advertising also enhances the overall user experience as the ads are non-intrusive and relevant to their watchlist and preferences. The ads are also placed in safe and appropriate content environments, preventing any negative associations. Brand safety and suitability measures are integral elements in the busy media landscape as they help avoid harmful content and ensure the ad placements align with the brand’s overall messaging and ethos. 

• Precise targeting - First-party data and contextual advertising help identify and build specific audience segments. The ads delivered are relevant to the content being consumed by viewers, increasing engagement and key attention parameters.
  
  
• Privacy-first - Contextual-led CTV does not invade user privacy by accessing third-party data, thus making it a preferred choice among advertisers as it helps build relationships and gain user trust.
  
  
• User experience - The campaigns are highly targeted and ads are personalized, but the placements are non-intrusive and do not disrupt the viewing experience.

Discover how we bring our Open Web expertise to the CTV landscape with Seedtag Contextual TV.