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Connected TV

The Remnant Agency is an experienced Connected TV advertising agency with the expertise, energy, and resources to master the competitive landscape you operate in. Our arsenal of tools and tactics are curated to deliver explosive growth and generate a huge ROI. Contact us today to learn more about our Connected TV advertising campaigns.

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Place Your Brand On One Of The Fastest Growing Advertising Channels

For the last decade, streaming services have been taking over the home entertainment industry. With easy access and a seemingly endless list of show and movie options, many customers find themselves switching from traditional cable and broadcast television to streaming their favorite shows through the internet.

So while traditional TV advertising remains one of the most effective ways to promote your brand to a broad, targeted audience, it should be no surprise that Connected TV advertising is becoming increasingly popular.

How Does Connected TV Advertising Work?

In many ways, connected tv advertising is very similar to traditional TV advertising. Advertisers will identify a target audience, create an ad, and buy media slots on one or multiple streaming services. However, unlike conventional TV ads, you are not selecting the time slot the ad is run, and in some cases, you’re not even selecting the exact content it’s run against.

Slots for connected TV ads are typically sold at auction through a private marketplace.  Advertisers can pre-set a maximum bid for what they would be willing to spend to display the advertisement to a user, and each time an ad is served, the highest bidder will have their ad shown. Additionally, an advertiser or CTV advertising agency can directly build relationships with content publishers or streaming services, either negotiating private guaranteed or non-guaranteed deals.

Where Are Connected TV Ads Shown?

Connected TV Ads are shown across a wide range of content streaming services such as SlingTV, Peacock, Paramount+, Hulu, Roku, Direct TV OnDemand, and many more. This means, unlike traditional TV ads, these ads can be delivered to anyone consuming the content through smartphones, tablets, and any other device capable of streaming the content.

When running a Connected TV spot, the ad may run before the content starts, after the content ends, or throughout the content like a traditional television commercial. From the consumer’s perspective, an ad on Connected TV is the same as an ad on linear TV: a 15, 30, or 60-second commercial before, during, or after the long-form programming they are watching.

How Are Connected TV Audiences Targeted?

Like other digital media advertising methods, there will be some level of user input required by the advertiser when creating a connected TV campaign. Typically, the advertiser will select the network or networks they’d like their ads to run on and the type of ad they are purchasing.

For example, an advertiser may have a product they’d like to promote that aligns well with people who want to watch sports. They might choose their ad to run on Fubo using the “run of network” model, on the MLB Network using the “live-in-game” model or even have their ad run on both.

Once the ads are running, first-party and third-party data is then used to determine the best users to serve your ads to. This data collection is then used to optimize your ad delivery to help increase retention rates and conversion rates.

Connected TV ads use various targeting options to reach your desired market.

  • Behavior targeting: Focuses on the content and webpages your consumer frequents
  • Demographic targeting: Uses demographic information to narrow down the target audience
  • Contextual Targeting: Targets specific programs known for being frequently watched by your target audience

Connected TV advertisements help companies achieve their marketing objectives through data-driven audience targeting. By showing your ads to your specific target audience, you can grow your marketing dollar and improve brand or product recognition.

Why Advertise On TV? Because It Works. Contact us today to find out how we secure primetime TV ads at a fraction of the cost.

What Are the Different Formats of Connected TV Ads?

Connected TV ads also allow advertisers to move away from the traditional television ad format. CTV ads can be interactive, personalized, and tailored to truly maximize the opportunity for audience engagement.

In-Stream Ads

In-stream ads are a video format of CTV advertisements that play while viewers use their device to stream content. These ads can either be mandatory and unskippable for the user or allow the viewer to skip after a few seconds.

In-stream ads come in three different forms: pre-roll video ads, mid-roll video ads, and post-roll video ads. Each form of in-stream advertising offers varying levels of completion and interaction rates.

Pre-Roll Video Ads

Pre-roll video ads play before the consumer’s streaming content begins. Playing the ad before the primary content begins helps grab your customer’s attention as they have yet to start their intended streaming experience.

Mid-Roll Video Ads

Mid-roll video ads are similar to traditional commercial break advertisements as they play during the brief breaks of the video content. Although this has the potential for ad fatigue, it reaches customers in the middle of their streaming experience, getting your ad noticed.

Post-Roll Video Ads

Post-roll video ads play at the very end of the customer’s intended streaming content. This form of in-stream advertising has both pros and cons.

The primary drawback of post-roll video ads is the increased risk of consumers closing the video. However, ads playing at the end of a customer’s streaming content can boost customer interaction as they just finished the program they were watching and are now free to check out your brand.

Pause Video Ads

Pause video ads allow the user to determine when the CTV ad shows. When they pause their content, the advertisement pops up without disrupting the primary content. The ad goes away once the consumer unpauses the content, giving them more control over their advertising experience.

Interactive CTV Ads

Interactive CTV ads allow advertisers to deliver their message in a dynamic, engaging way that would be impossible using traditional TV advertising. Here are a few examples of interactive formats for CTV ads.

Dynamic Ads

Dynamic CTV ads allow advertisers to produce ad creatives tailored to the user’s location, current weather, time of day, and any number of other data points that the platform can identify for the specific user. This allows the advertisers to deliver the ads in a more personalized, engaging way and provides for enhanced incentivization opportunities such as time-sensitive offers.

Shoppable QR Codes

Shoppable QR ads allow advertisers to embed QR codes on top of the running ad. Users can then scan the QR code with a smartphone or tablet to quickly navigate to the desired landing page. The QR codes can also be tailored to the user so that users are sent to different landing pages with different content and offers, depending on the specific configuration.

Overlay Ads

Overlay ads are run in conjunction with in-stream ads like pre-roll ads or mid-roll ads. Overlay ads allow you to create additional messaging that will sit on top of the in-stream ad. The overlays can contain things like interactive elements to increase user engagement or personalized messages to make an otherwise static CTV advertisement more dynamic.

Why Advertise On TV? Because It Works. Contact us today to find out how we secure primetime TV ads at a fraction of the cost.

CTV vs. OTT: What Is the Difference?

The terms OTT and CTV relate to the type of hardware used to consume the streaming content and not the type of advertising being run. OTT stands for over-the-top and refers to devices that can stream content directly from the internet. OTT devices are essentially anything that can stream content, including Google Chromecast, Amazon Firestick, Smart TVs,   smartphones, tablets, laptops, and even Oculus Rift. On the converse, CTV is a term explicitly reserved for TVs capable of streaming content.

Despite the subtle difference, most would consider OTT and CTV interchangeable terms as they serve the same purpose through similar mediums.

Connected TV vs. Linear Cable Advertising

Linear cable advertising is what most would consider “traditional TV advertising.” Linear ads are run during specifically scheduled commercial breaks. However, with the growing popularity of streaming services and cord-cutting, cable TV advertising is gradually declining in popularity.

One of the most significant downsides to linear cable advertising is that consumers typically need a subscription to a cable or satellite service to see linear TV ads. Connected TV ads show up through multiple streaming platforms, many of which have a free subscription or do not require a subscription.

Despite the decline in cable TV content consumption, it is still more widely consumed than streaming content. This gives linear TV advertising a significantly larger audience making it more attractive to advertisers looking to hit as broad an audience as possible.

How Much Does Connected TV Advertising Cost?

The exact cost of connected TV ad inventory will ultimately depend on the media source. However, as CTV advertising grows in both popularity and success, the cost for an ad slot also continues to grow.

Generally, advertisers can expect to pay at least $20 to $25 per CPM or cost per 1000 impressions. This means that for every 1000 people that see your ad, you’d pay about $25. Some premium networks charge upwards of a $50 CPM even before the additional cost of audience or geographic targeting. As a result, The Remnant Agency has successfully negotiated some of the country’s only deals on the unsold ad units of multiple streaming services.

As a general rule, the broader your targeting, the more efficient the media buy will be when comparing CPMs.

How We Measure Connected TV Advertising Campaign Effectiveness

The best way to measure the effectiveness of a connected TV advertising campaign is to use multiple real-time metrics. When combined, these key performance indicators will provide a clear picture of how consumers respond to your ads.

  • Reach: One of the most essential things to see is how many unique consumers your ad reaches. Reach metrics tell you how many new and repeated users see your connected TV ads.
  • Video completion rate: Not all consumers watch an ad in its entirety. The video completion rate metric counts how many viewers watch the ad from beginning to end.
  • Audible rate: Viewers often mute their devices during advertisements. The audible rate determines what percentage of users had audible access to an ad.
  • Viewability: Different streaming devices have varying screen sizes, which can affect the viewability of your ad. Viewability scores help determine whether or not the consumer can see the content of an ad.
  • Attribution: The goal of an ad campaign isn’t just to get the consumer to view the ad. Attribution tracking allows you to see how many viewers followed the call to action by downloading content or visiting a website.
  • Cost per view: The cost per view, or CPV, indicates the cost of a thousand views for your campaign. These views are not necessarily unique and count whether or not the consumer watches the entire ad.
  • Cost per completed view: Like the CPM, the cost per completed view, or CPCV, indicates the cost of your campaign per completed view by a consumer. However, this metric is more valuable than the CPM as it offers more information about campaign effectiveness.
Why Advertise On TV? Because It Works. Contact us today to find out how we secure primetime TV ads at a fraction of the cost.

Buying Remnant Connected TV Ads

If you’re unfamiliar with remnant advertising, it is also known as remainder or last-minute advertising. When a media company or platform cannot sell an advertising slot, they are typically willing to sell these slots at the very last minute for a significant discount to avoid a loss.

For all intents and purposes, remnant advertising slots are exactly the same as standard CTV ad placements with two exceptions:

  1. They’re just sold at a fraction of the price of standard CTV ads
  2. They are not as readily available as standard CTV ads

Since unsold inventory doesn’t become available until the last minute, it can be challenging to constantly hunt for good remnant CTV ad opportunities. In most cases, it makes sense to engage a connected TV agency like The Remnant Agency to manage your campaigns.

Curious to learn more about the benefits of remnant advertising? Contact The Remnant Agency to get started. We will walk you through the process, answer all your questions, and set you up for advertising success.

Are you ready to see what The Remnant Agency can do for you?

The scale of traditional media is unrivaled across any other marketing channel. Experience that reach, ROI, and scale at a fraction of rate card pricing. We look forward to meeting you.