Streaming TV Advertising.
Streaming TV advertising with MediaMax presents a unique and compelling opportunity. The essence of luxury marketing lies in crafting an exclusive, premium image and targeting a sophisticated, affluent audience. Streaming, with its advanced targeting capabilities, positions luxury brands at the forefront of innovative advertising, allowing them to reach their ideal consumers in a highly engaging digital environment.
Why CTV?
Cord-cutting has become the norm these days, with many households choosing to skip the traditional cable or satellite TV service. Instead, they rely on a mix of OTT services to provide their entertainment needs. The high cost of multiple OTT subscriptions means that many cord-cutters choose the ad-supported, free options for at least some of their services. Compared to traditional TV ads, CTV ads offer several benefits.
Key Advantages
– Ads are targeted: Traditional TV ads use a best-guess when it comes to targeting, as there’s no way to know for sure who’ll be watching a program. But with OTT delivery, advertisers have access to the user’s demographic info and general interests. Using that information, you can target your ads to an audience that’s most likely to engage with them.
– Ads are non-skippable: Some services let users skip ads after a few seconds. That’s not the case with CTV ads. A user needs to let the ad play to the end before they can watch their show. Non-skippable ads mean your impressions are guaranteed.
– IP-based delivery: CTV ads use IP-based delivery, which provides access to a user’s data.
– User-control: With CTV ads, you can reach consumers at the right place and time. They have control over when they watch their favorite programs, which means they can be more receptive to ads that play before, during, and after their shows.
What Streaming TV Offers
Streaming Vs. Traditional
Digital has experienced a significant shift towards streaming services. This shift has brought about a unique set of opportunities for luxury brands. Unlike traditional television, streaming TV offers unparalleled precision in targeting. MediaMax leverages this by providing access to detailed viewer data, enabling luxury brands to reach specific demographics, including affluent households, with great accuracy. This targeted approach ensures that luxury brands’ messages are seen by the right people, enhancing the effectiveness of their advertising spend.
Captivate More
The immersive experience offered by streaming TV also offers a compelling advantage. With the ability to showcase high-definition visuals and engaging audio, luxury brands can create captivating advertisements that truly showcase the craftsmanship and elegance of their products. This leads to a more impactful brand experience, driving emotional engagement and brand recall among viewers. Additionally, the flexibility and innovation in ad formats available on streaming platforms enable luxury brands to experiment with creative, interactive advertisements that stand out and capture the attention of a discerning audience. This could range from short, impactful ads that precede a viewer’s chosen program to interactive ads that invite viewer participation, offering a unique way for luxury brands to engage with their audience.
Data Analysis
Streaming also offers luxury brands the opportunity to maintain a consistent and prominent digital footprint. By being present on popular streaming platforms, brands can stay top of mind among their target consumers, even as traditional TV viewership declines. Its data-driven nature allows for in-depth performance analysis. Luxury brands can gain valuable insights into viewer engagement and ad performance, enabling them to refine their strategies for even more effective campaigns in the future.
MediaMax offers luxury brands a sophisticated, targeted, and engaging platform to connect with their desired audience. It is an investment in a future-facing advertising medium that resonates with the luxury market’s values and preferences, ensuring that brands remain relevant and impactful in the ever-evolving digital landscape.
Connected TV.
What is Connected TV?
Connected TV, or CTV, is another name for streaming TV. Usually, it involves connecting a device, like Roku or Fire stick, to a television set. The device allows users to stream content from a platform, such as Hulu or Netflix.
In some cases, the streaming device is part of the television itself, such as smart TVs that connect to the internet. In other cases, a person can stream TV shows and movies by connecting a video game console, like a PlayStation or Xbox, to their TV.
How We Deliver CTV Ads
CTV allows for over-the-top (OTT) delivery. Instead of paying for a cable subscription, OTT lets a customer access content and programming over the internet. Some over the top media services require a paid subscription, like Netflix or Amazon Prime.
Others offer an ad-supported option. Instead of paying a monthly fee, consumers who choose an ad-supported OTT service watch several targeted ads when they access a program. The type of ads they see usually depends on their location, age and interests. Programs they’ve viewed on the streaming service service also influence the type of ads a consumer sees.
Connected TV Example – Roku
Advertising on Roku puts your brand in front of more than 51 million households. Similar to Hulu ads, Roku ads allow your brand to target users based on their demographic information, location and interests.
Roku is a CTV device that lets users stream content from apps, such as Hulu, on their TVs. Roku devices take several forms, from set-top boxes that plug into a traditional TV to smart TVs that connect directly to the internet.
With Roku, a user can upload their preferred streaming services, such as Amazon Prime, Netflix, and Hulu, and watch content on their TV. Roku devices also have several built-in channels which provide additional access to TV shows, music, and movies.
FAQs: Streaming TV Advertising.
Over the top (OTT) advertising are ads that play when a user accesses streaming TV content, such as a show or movie on a streaming video service. OTT ads are different from traditional TV ads, also known as linear TV ads.
Linear TV ads air during a specific time, on a specific channel. They’re notorious for being tuned out — users might mute their TVs, fast forward through the ads if they’ve recorded the program for later or simply leave the room.
OTT ads usually can’t be skipped and need to play through to the end, after which the program begins. They’re also much more targeted than linear TV ads and are more likely to reach an engaged, receptive audience.
CTV and OTT are similar but not the same. The best way to understand the difference between the two is to remember that CTV usually refers to the device a person uses to access streaming content. OTT is the software or platform that provides access to the content.
Often, a person uses a CTV device, such as a Roku player or smart TV, to access an OTT service. They can also access an OTT service on their tablet, computer or smartphone.
Hulu ads are targeted based on a user’s location, age, gender and interests. You can also target ads based on the program’s genre but can’t choose which show or movie your ads will play before, during or after.
By far, Hulu’s cheaper, ad-supported plan is its most popular. In 2019, 70% of Hulu subscribers chose the ad-supported option.
When your brand advertises on Hulu, you can target your ads based on the following details:
- Show genre
- User location
- User age
- User interests
- User gender
Note that while you can choose the genre of shows for your ads, you can’t pick the exact programs your connected TV ads will appear in.