If you’ve ever found yourself juggling multiple streaming services, you’re not alone. Gone are the days when Netflix was the only name in town. Now, streaming options include Amazon Prime, Hulu, Apple TV+, Disney+, Max, Peacock, and so many more. The result? A world of connected TV (CTV) viewing that’s both exciting and—let’s be honest—sometimes a bit overwhelming.
For consumers, the challenge might be remembering where to watch Sunday Night Football. But for marketers, the fragmentation of CTV platforms adds another layer of complexity. With the rapid growth of CTV advertising, ensuring brand safety and preventing ad fraud has become a critical concern. Add in the challenge of accurately tracking who’s actually watching, and it’s clear that CTV requires a thoughtful approach.
At AlwaysOn Digital, we know that navigating this fragmented landscape isn’t just about keeping up with the latest trends—it’s about staying ahead of them. The digital advertising world has always been complex, but when it comes to CTV, the stakes are even higher. The cost of inefficiencies—especially in terms of time spent on manual tasks—can lead to burnout and turnover. That’s why finding ways to streamline your CTV media buying process is more important than ever.
But don’t worry—despite the challenges, CTV is a channel that deserves a spot in your marketing mix. With 86% of U.S. households owning a connected TV device and an expected ad spend of $32.57 billion by 2025, CTV is here to stay. So how can you make the most of it?
Best Practices for CTV Campaign Planning
Planning a successful CTV campaign requires a clear strategy that accounts for targeting, measuring, and optimizing. Here are a few tips to keep in mind:
- Start with Your KPIs: As with any campaign, identifying your key performance indicators (KPIs) early is crucial. But when it comes to CTV, the unique challenges of targeting and measuring make this step even more important.
- Plan for Creative Flexibility: Preparing multiple versions of your video ads and testing different lengths can help you find the perfect fit for your audience.
- Keep Your Brand Front and Center: CTV ads are typically full-screen and non-skippable, so it’s essential that your ad captures the viewer’s attention right away. Make sure your messaging and visuals are on point and that your brand voice comes through loud and clear.
- Avoid Ad Fatigue: No one likes seeing the same ad over and over. Use frequency capping to ensure your audience isn’t overwhelmed by repetition.
- Leverage HD Quality: Most CTV devices support high-definition content, so take advantage of this to ensure your ad looks crisp and professional.
- Think Brand Safety: From the start, ensure that your brand safety plan addresses potential content issues. Whether it’s using blocklists or choosing the right app categories, planning for brand safety early will protect your reputation.
Prioritizing Brand Safety in CTV
The rise of CTV advertising has brought new opportunities—and new risks. As ad spend grows, so does the potential for fraud and brand safety concerns. But don’t worry—there are ways to safeguard your campaigns and ensure your ads are reaching the right audiences in the right environments.
Formulating a clear brand safety plan is the first step. Identify which types of content are appropriate for your brand, and use tools like allowlists and blocklists to target specific placements. Proactively monitor placements throughout your campaign to quickly address any potential issues.
By partnering with trusted platforms, you can access verified inventory and utilize advanced measurement tools to ensure your ads are always running in the safest possible environments.
Targeting Your CTV Audience
When it comes to targeting on CTV, the possibilities are vast. The key is to use data-driven strategies to ensure your ads reach the right audience at the right time. Here are a few ways to get started:
- Contextual Targeting: Ads placed within content that aligns with your brand’s values and target audience are more likely to resonate. For example, if you’re a home décor brand, targeting home improvement shows could be a smart move.
- Private Marketplace Deals: These auctions offer a more controlled, premium inventory, helping you avoid fraud and ensure higher-quality placements.
- Geotargeting and Dayparting: Reach your audience where they are and when they’re most likely to engage. Geotargeting and dayparting can help ensure that your ads are seen by the right people at the right moments.
- Retargeting: Expand your reach by retargeting users across devices, helping you stay top-of-mind for potential customers.
Measuring Success: Key Metrics for CTV Campaigns
With CTV’s fragmented landscape, measurement can feel tricky. But by focusing on the right KPIs, you can make sure your campaigns are on track.
Here are a few key metrics to consider:
- Video Completion Rate (VCR): This shows you how often your ad was watched in its entirety.
- Reach: How many people saw your ad during a specific period.
- Cost Per Completed View (CPCV): The total cost of the campaign divided by the number of completed video views.
- Frequency: How often your ad is shown to the same viewer.
By setting clear KPIs and using advanced tools like Peer39, DoubleVerify, and Dstillery, you can optimize your CTV campaigns for maximum impact.
Moving Forward: Embrace the CTV Opportunity
The world of connected TV may be complex, but the potential it offers is undeniable. At AlwaysOn Digital, we believe that with the right strategies, tools, and partnerships, CTV can be a powerful addition to your marketing mix. By focusing on effective planning, brand safety, precise targeting, and thoughtful measurement, you can drive engagement and build stronger connections with your audience.
Want to stay ahead of the CTV curve and make sure your campaigns are as effective as possible? Contact AlwaysOn Digital today to learn how we can help you harness the full potential of connected TV advertising!
