Connected TV: The Key to Standing Out in the Modern Marketplace

Connected TV: The Key to Standing Out in the Modern Marketplace

Do you ever feel like your business is engaged in a virtual shoving match with other brands as you strive to garner consumer attention? Searching for a way to differentiate yourself in our increasingly crowded digital marketplace? Looking for a new and effective way to connect with customers and expand your reach?

If this sounds familiar, then connected television (CTV) marketing may be just the solution you have been searching for. The experts over at Insights ABM reveal how CTV can help your organization make a big splash with consumers, generate quality leads, and drive conversions.   

What Is OTT/CTV?

Put simply, “Over the top” or OTT refers to the process of delivering media content via video on demand or streaming services. Connected television is a specific type of OTT delivery that involves the use of internet-connected streaming devices, such as smartphones, laptops, and WiFi-capable TVs.

As of 2021, 78% of United States consumers were using at least one CTV service. This figure represents a 25% increase in CTV usage in just five years.  

Why CTV Might Be the Next Big Thing

Whereas CTV usage has surged, consumers across the nation are cutting ties with their cable providers. According to Statista, only 44% of respondents advised that they had a current cable or satellite TV subscription. 

This figure indicates that cable TV usage dropped by approximately 3% between 2019 and 2021, which is when the most recent poll was conducted.

As millions of individuals ditch cable for streaming services, a void is being created within the digital marketing ecosystem. Naturally, a new form of advertising quickly arose to fill that gap, but more on that in the next section.

For now, just know that CTV will very likely be the next big thing in the digital marketing ecosystem. While other marketing strategies, such as social media advertising, paid search, and SEO traffic generation will continue to remain integral aspects of consumer outreach, CTV offers another tool for connecting with potential customers.  

How to Market on CTV

Now for the important question: How can you effectively market on connected TV in order to expand your reach and generate more leads?

Like any new sector, the CTV advertising space is still evolving. As a result, it can be tough to decide how and where to incorporate this marketing medium into your advertising strategy. That is why we recommend sticking with the basics.

If you want to leverage CTV advertising, you first need to determine whether your ideal audience is active on CTV platforms. Because nearly four out of five U.S. consumers have streaming subscriptions, you can confidently reason that at least some of your consumer base uses CTV.

CTV marketing content should be brief, snappy, and eye-catching. While these ads can be a bit longer than the type of video content you would post on social media, we suggest capping them at around 30 seconds whenever possible.

All that’s left is to get your marketing materials in front of the right audience at the ideal time. However, that’s often easier said than done. That’s why many businesses decide to partner with a digital strategy agency, but more on that in the next section.

Connected TV Service Performance Marketing Solutions from Insights ABM

After checking out our article, are you convinced that CTV advertising could enhance your overall digital strategy? If so, then it’s time to connect with Insights ABM.

As a full-service digital strategy agency, Insights ABM offers our clients connected TV service performance marketing solutions that produce measurable results. 

With our help, clients have experienced market efficiency gains as high as 30% and top-line growth of up to 10% without increasing their marketing budget. Sounds pretty appealing, doesn’t it?

When you are ready to learn more, we invite you to book a free consultation with one of our client-oriented team members. If you want to skip the initial consultation and get us started crafting your custom digital strategy right away, you can also schedule a 30-minute planning session

Subscribe to our blog.

Get marketing news and knowhow from the experts at Insights ABM to move your business forward, insightfully.

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.