Since the start of the pandemic, the amount of cord-cutters has grown exponentially, leaving linear TV in a delicate state. Instead, people are opting for Connected TV (CTV) which is the term associated with any type of TV that can be connected to the internet and stream digital video. Though there are still more households that have a pay TV subscription than those with a CTV, the shift is forcing advertisers to change their way of thinking when it comes to commercial TV ads.
To help better understand the value in advertising via Connected TV, we’ve debunked 5 myths advertisers may have about Connected TV.
Myth: Connected TV reaches only millennials and Gen Z
Most often, Connected TV is associated with younger generations, but this isn’t the case anymore. 80% of 25 to 54 years old use CTV in the U.S. and 4 out of 10 citizens aged 55+ use CTV. There is a notable increase in CTV adoption and viewership from all generations.
Myth: Mass reach is only achievable through Linear TV ads.
Extensive reach isn’t a benefit unique to linear TV. Most watch time for the customers happens in a digital environment through ad supported Connected TV platforms. According to Google, in the U.S., over 213 million people stream their favorite content through Connected TV. In Canada, 72% of households have a Connected TV. Therefore, it’s possible to drive mass reach without linear TV placements.
And, even though linear TV still offers massive reach, it’s less flexible than CTV, which enables specific audience targeting.
Myth: Connected TV is only for Video Ads.
The majority of connected TV ads are pre-roll and mid-roll ads, but Connected TV does offer more than just video ads. The new “premium” ad presents controlled and deliberately curated content. Dynamic in-stream ads, QR ads, and Pause ads are just a few examples of the creative formats in which CTV can entertain a target audience.
Myth: You can only live the big-screen experience via linear TV.
Traditional TV is known for bringing people together in the living room to watch sporting, news or cultural events. Streaming platforms, YouTube for example, lets people re-create the big-screen experience by creating a sense of community as they interact and watch together online.
Myth: Professionally produced content is the only way to attract viewers.
People prefer content that caters to their personal and relevant passions over large video production. The new “premium” ad presents controlled and deliberately curated content that no longer necessitates a million-dollar budget. For instance, between live programming and customized content, YouTube ads on CTV offer not only massive reach, but the power of relevance as well.
In conclusion
Just as linear TV has always been a central part of advertising, it is important not to undermine the power of Connected TV. The CTV advertising ecosystem has the ability to measure the results of campaigns and facilitate an advertiser’s mission of targeting the exact segments intended to watch a specific ad, at a time that works best for them.
On the same topic: Start learning how to make your TV ads actionable with paid search.