Here’s the thing. This is better.

Millennials… “Cord-cutting!”

We’ve all heard the term and it simply means cancelling your cable or satellite subscription. NBD. Except if you’re an advertiser! 

Cord-cutters save money watching what they want to watch when they want to watch it. Until recently, cutting the cord meant saying goodbye to a favorite TV show and live sports. But today, streaming on a connected TV (CTV) gives the viewer more, not less, initiating a seismic shift in people’s entertainment choices and the way advertisers engage those viewers. And now we have the makings of a revolution in home entertainment.

This isn’t just a millennial thing either, though they are a huge consumer of CTV (over one third of all millennials’ homes are cordless). 23% of all households are cordless and 66% already have a smart TV. This number will hit nearly three of four homes by 2021. And the better news… Gen Z, the upcoming group still in family homes, expects content to be personalized, relevant and on demand, shifting the viewing paradigm further than the previous generation. Currently, there are an estimated 63 million cordless viewers in the US alone. This is a huge amount of people who are unreachable with linear TV and a huge amount of people who will be converting over the next few years, and will only be reachable via CTV and over the top devices (OTT).

Get your message in front of the right person.

OTT CTV advertising can be extremely precise. Combined with geofencing, our team can layer more than 1,000 demographic and psychographic variables with online and offline behaviors and even actual addresses to target the ideal consumer. 

More viewers tolerate ads on their connected devices.

Ads on connected TV were “less annoying” than those on linear TV, according to a recent study by Telaria. Half of the respondents also said they felt that watching ads is a fair value exchange for content. 

CTV ads are more effective.

Simply put, connected TV advertisements work, with a high (90-98%) completion rate for those who view the ad. Content can be immersive and non-skippable allowing advertisers to engage with a committed audience. Over half of Telaria survey responders took an action to research or purchase and item or service they saw advertised in streaming content. 

Ad spend is moving to streaming.

The global OTT ad spend will skyrocket 142% from $12 billion in 2016. Advertisers will spend a staggering $29 billion in 2022 with agency buyers shifting TV dollars to OTT for a greater budget impact.

Ad buying is efficient and attribution is improved.

With CTV, we’re able to utilize advanced targeting, dynamic ad insertion, enhanced audience analysis and performance metrics funneling the entire ad spend into more efficiency. 

Extra bonus: Server-Side Ad Insertion

This ad technology allows the ad to be put directly into programming, meaning the ads load faster and ad blockers cannot detect them. 

OTT CTV advertising offers companies a programmatic advertising platform for engaging the connected TV watchers with a highly precise campaign. Give us a call to get a granular campaign tailored to your goals.