As consumers increasingly shift from traditional linear television to streaming services, marketers are recognizing the significant potential of addressable advertising in Connected TV (CTV). This shift allows for the delivery of tailored ads to different streaming viewers based on their audience persona, leading to more effective results in specific segments and facilitating advanced attribution.

Despite the growing enthusiasm for CTV advertising, it remains a relatively new channel for marketers. Understanding how inventory is bought, sold, and tracked on this platform is crucial. The deals in the CTV space that are most favorable to buyers need to be identified. Additionally, exploring the current state of CTV CPMs (cost per thousand impressions) is essential for marketers to make informed decisions.

To navigate the landscape of CTV ad inventory effectively, it’s crucial to delve into the factors influencing pricing in the channel. By gaining insights into attribution goals and challenges associated with CTV, marketers can strategically position their brands to capitalize on the emerging opportunities in this format. In the coming year, attention should be focused on key aspects of the CTV landscape to maximize the benefits for marketers.

Predicted growth of Connected TV Ad Spend in 2024

As we approach 2024, “Connected TV ad spend” has become the buzzword in the advertising realm, and for good reason. Anticipated trends suggest a significant surge in Connected TV ad spend, reshaping the landscape for advertisers and businesses.

Consider the following insights:

Prediction 1: According to a recent forecast by eMarketer, the projection for CTV ad spend in 2024 is an impressive $14.12 billion, marking a substantial increase from the $9.36 billion recorded in 2021.

Prediction 2: The same report indicates that the share of CTV ad spend in total TV ad spend is expected to climb to 44.6% by 2024. This signifies a notable shift in advertising strategies, with businesses increasingly favoring Connected TV advertising over traditional TV advertising.

The driving force behind this surge lies in evolving consumer behavior. The prevalence of over-the-top (OTT) media services such as Netflix and Hulu has led more consumers to transition from traditional TV to Connected TV. This shift creates a plethora of opportunities for advertisers to connect with a broader and more engaged audience, contributing to the predicted uptick in connected TV ad spend in 2024.

However, it’s crucial to emphasize that, with this newfound power, advertisers must wield it responsibly. While the rise in CTV ad spend is exciting, the focus should not merely be on spending but on spending wisely, adapting strategies to align with the evolving landscape.

How Advertisers can Leverage the CTV Surge?

Preparing for the surge in Connected TV (CTV) ad spend requires strategic planning. Here’s a guide to help advertisers capitalize on this opportunity:

Know Your Audience:

Start by understanding your target audience. Identify their interests, preferences, and viewing habits. This knowledge will serve as the foundation for your ad strategy, ensuring that your advertisements effectively resonate with your intended viewers.

Personalize Your Ads:

Harness the potential of CTV by creating personalized ads that cater to individual users. Tailor your content to speak directly to your audience, emphasizing the importance of relevance in your advertising efforts.

Leverage Data:

Utilize data from past campaigns to inform your future strategies. Analyze what worked well and what didn’t. By learning from both successes and mistakes, you can refine your approach and optimize your advertising efforts.

Test and Learn:

Given that CTV advertising is still in its early stages, there’s ample room for experimentation. Be bold in trying out different approaches to see what resonates best with your audience. Embrace a test-and-learn mentality to refine your strategies over time.

Stay Nimble:

The landscape of CTV advertising is evolving rapidly. Stay attuned to industry trends and be ready to adapt your strategies accordingly. Being nimble and responsive to changes will position your advertising efforts for continued success.

Also read: How Silverpush Ensures Brand Safety in CTV Advertising?

In conclusion, the anticipated increase in CTV ad spend presents a unique opportunity for advertisers. To make the most of this golden opportunity, it’s essential to stay informed, remain flexible, and always prioritize understanding and connecting with your audience. Are you ready to seize the moment? Contact us to get started with CTV advertising.

Thrive during the business’s busiest season and succeed with advanced contextual advertising solutions. 

Why is this Holiday Season a “Prime” Opportunity for Advertisers?

As we approach the halfway mark of the year, it presents a prime opportunity to proactively plan for your upcoming 2023 holiday campaigns.

In 2022, holiday spending reached approximately $936.3 billion. Looking ahead to 2023, the trend continues; with retail spending expected to increase by 4.5% to $1.328 trillion during this time.

Research shows that by advertising during this holiday season, ad impressions rise by 50%, click-through rates surge 100%, direct traffic increases by 150%, average order value jumps 30%, and conversation rates soar by 60%.

Now you won’t underestimate the power of holiday season advertising!

Moreover, in the U.S., sales increase dramatically as early as October. As per data, almost 40% of consumers check off items from their holiday shopping lists by the end of October.

If you have not started your holiday advertising yet, the time is now! Leverage this opportunity and position your brand as the top choice in your target audience’s mind. Here are the must-know holiday advertising ideas to kickstart your holiday advertising.

Read More: Ace Back to School Advertising with the Power of Context

Success in Every Season: 4 Simple Holiday Advertising Ideas to Get Started

1. Discover Relevant Audiences in the Cookieless World

Reaching target audiences with ethical personalization and relevant ads has become increasingly difficult due to the demise of third-party cookies and limited first-party data.

Additionally, stereotypical assumptions made by advertisers during the holiday season have led to a decline in click-through rates and overall return on investment (ROI).

A clothing store ad shows women shopping for holiday outfits, reinforcing the stereotype that all women enjoy dressing up. It overlooks the fact that women have diverse interests like outdoor activities, reading, and hiking, beyond just shopping.

To overcome stereotypes, advertisers should create inclusive and personalized messages that respect individual preferences.

By understanding their customers’ unique characteristics, they can deliver engaging ads that appeal to a diverse audience.

Advanced contextual targeting solutions like Mirrors Generative AI have proved to be a co-pilot to human intelligence by eliminating traditional audience-based stereotypes and tapping into unexplored audiences with multiple alternative interests.

This has empowered advertisers to expand their reach without sacrificing engagement, while also enabling them to tap into previously untapped or overlooked audiences.

2. Invest in Omnichannel Advertising

A multi-channel strategy enables you to reach users across different platforms and channels. This is an essential strategy in today’s digital landscape because it can enable you to achieve greater reach by capturing users wherever they are online.

Silverpush’s omnichannel advertising capabilities help advertisers reach their targeted audiences on multiple platforms including YouTube, CTV, Meta, and OpenWeb.

To let advertisers take full control of their advertising campaigns, Silverpush has recently launched Mirrors Self-Serve Chrome Extension to auto-optimize their campaigns with privacy-friendly tags and gain access to real-time data sets.

3. High-Impact CTV ads

The dramatic rise in CTV advertising has brought a major change in advertising budgets and strategies. As audiences flock to streaming platforms, advertisers are following suit, viewing CTV as an ideal space to reach an engaged, targetable audience. Recognizing the potential of CTV as an ideal space for advertisers, Silverpush has integrated with IRIS TV to leverage its rich video inventory and enhance the effectiveness of CTV ad campaigns.

4. Engage Audiences With Interactive Video Advertising

It’s time for advertisers to display ads that allow users to interact with them rather than simply watch them. This can play a very important role in increasing ad engagement and people are more likely to remember your ad. This can lead to better brand awareness and recall, as well as increased click-through rates (CTRs). For this reason, Silverpush has launched cutting-edge dynamic video optimization technology to transform traditional ads into highly advanced interactive ads.

From Festivities to Profitability: Achieve Holiday Marketing Success with Mirrors

This holiday season presents a prime opportunity for advertisers to iron out a powerful advertising strategy. Don’t miss out on this chance to elevate your holiday campaigns with Mirrors. Contact us now to learn more about how Silverpush can transform your holiday advertising strategy and drive success during this festive season.​

Connected TV (CTV) is an exceptionally fast-growing advertising channel that continues to gain momentum with no signs of slowing down. 

According to data, 87% of US TV households have at least one Internet-connected TV device.

As the number of CTV households continues to rise, advertisers are swarming toward this dynamic advertising platform to maximize the impact of their ad campaigns.

However, it is essential for advertisers to maintain brand safety in CTV advertising by ensuring their ads are not placed alongside inappropriate or offensive content. Failing to do so could severely damage the advertiser’s reputation and alienate its customer base.

Brand Safety Issues on Connected TV Advertising 

In 2022, the global brand safety loss was around $3.1 billion and is projected to reach $3.4 billion in 2023. 

An eye-opening study conducted by the IAB revealed that a significant 72% of advertisers express concerns about brand safety specifically in the context of CTV advertising.

Adding weight to these concerns, the same study found that 58% of advertisers have encountered instances where their ads were displayed alongside non-brand-safe content on CTV platforms.

These alarming statistics are further supported by real-life examples that highlight the pressing need for brand safety measures in CTV advertising. These instances serve as concrete evidence, illustrating the potential risks and consequences of ads being associated with objectionable or offensive content.

What is the Example of Brand Safety in CTV Advertising?

In 2021, the luxury goods brand faced a brand safety issue when its ads were shown alongside violent content on a CTV platform. The ads were placed next to a platform known for its violent content. 

This led to complaints from the product’s customers, who were concerned about their brand being associated with violence.

The brand quickly apologized for the incident and took steps to prevent it from happening again. 

The company worked with the CTV platform to ensure that its ads were placed alongside brand-safe content in the future. It also updated its brand safety policies to include CTV advertising.

This incident shows that even the most experienced brands can face brand safety issues on CTV. It is important for brands to be aware of the risks and take steps to mitigate them.

Mirrors TV: Placing Ads in Safe and Suitable Environments for Effective Engagement

Silverpush Mirrors TV is an advanced contextual solution for CTV advertising; leading the way in offering the world’s first in-video visual and audio recognition technology, enabling in-video analysis for CTV.

With its state-of-the-art technology, Mirrors TV empowers advertisers to seamlessly align their ads with the relevant content viewers are engaged with, ensuring a harmonious and immersive viewing experience. 

Its cutting-edge AI-powered technology revolutionizes targeting and enables personalized, contextually relevant ads in a secure and suitable environment. Also, the platform leverages enriched 300+ verified IAB category segments, without relying on metadata.

To ensure brand safety in CTV, the platform adheres to privacy regulations such as HIPAA, GDPR, and CCPA. Thus, ensuring refined and accurate targeting to meet suitability needs, allowing brands to easily avoid unsafe, unknown, or unverified channels through custom exclusion features.

How Does Mirrors TV Works? 

We utilize cutting-edge AI models to process CTV content, extracting relevant context from the video feed with our advanced key context identification algorithms. Our technology enables us to accurately analyze and categorize video content, providing valuable insights for targeted advertising and content recommendations.

Last Words

Mirrors TV recognizes the significant concern of advertisers regarding brand safety in CTV advertising, and therefore, it plays a crucial role in ensuring the placement of ads in both relevant and secure content. By forging partnerships with trusted and reliable associates, Mirrors TV effectively avoids unsafe, unknown, or unverified channels. Furthermore, Mirrors TV offers customizable exclusion features, enabling advertisers to maintain greater control and ensure their ads appear only in safe and verified environments. With these measures in place, Mirrors TV provides advertisers with the peace of mind they seek, while delivering impactful advertising campaigns.

CTV advertising is growing in popularity and so should your brand. If you’re not using this platform already, you’re missing out on a major opportunity. Read the blog to know why.

In 2022, CTV ad spending in the United States was expected to amount to roughly 19 billion U.S. dollars, marking an increase of 33 percent from the previous year.

This growth is only expected to continue in the coming years, as more and more consumers shift from traditional TV viewing to streaming on connected devices. 

According to a report by eMarketer, CTV ad spending in the US is expected to reach $27.8 billion in 2024, representing a compound annual growth rate (CAGR) of 20.8% from 2020 to 2024.

The rise of CTV advertising presents a significant opportunity for advertisers to reach consumers with targeted and engaging ads more measurably and cost-effectively than traditional TV advertising. 

Additionally, CTV advertising offers greater flexibility and control, allowing advertisers to adjust their campaigns in real-time based on performance data.

However, as Connected TV advertising continues to grow in popularity, it will be important for advertisers to address the challenges and opportunities that exist in this space. 

Challenges of CTV Advertising

CTV (Connected TV) advertising has been growing rapidly in recent years, but it still faces some challenges. Here are some of the challenges of CTV advertising:

1. Fragmentation: There are many different platforms and devices that consumers use to access CTV content, which can make it challenging for advertisers to reach their target audience efficiently.

2. Ad-blocking: Just like with traditional digital advertising, many viewers of CTV content use ad-blocking software, which means that advertisers may not be able to reach their intended audience.

3. Limited targeting: While CTV advertising offers some targeting capabilities, such as targeting based on location or device type, it is still more limited than other forms of digital advertising.

4. Measurement: Measuring the effectiveness of CTV advertising can be difficult, as there is no standard method for tracking viewership across different platforms and devices.

5. Ad fraud: Like any form of digital advertising, ad fraud can be a problem in CTV advertising. This can include things like fake impressions or click fraud.

6. Cost: CTV advertising can be more expensive than other forms of digital advertising, particularly if advertisers want to reach a wide audience across multiple platforms and devices.

What are the Benefits of CTV Advertising?

CTV advertising presents several opportunities for advertisers, including:

1. Highly targeted advertising: CTV advertising allows advertisers to target their ads based on specific audience demographics, interests, and behaviors. This helps advertisers deliver more relevant ads to viewers, increasing the chances of engagement and conversion.

2. Improved measurement and analytics: CTV advertising provides advertisers with access to detailed metrics such as ad completion rates, viewability, and engagement rates. This enables advertisers to track the effectiveness of their campaigns and make data-driven decisions to improve future campaigns.

3. Increased reach: With the growing popularity of streaming services, CTV advertising offers a massive and growing audience that can be reached by advertisers. According to eMarketer, there were 195.1 million CTV users in the US in 2021, a number expected to grow to 204.2 million in 2022.

4. Reduced ad fraud: CTV advertising provides better security and transparency than traditional TV advertising, as it is easier to detect and prevent ad fraud.

5. Cost-effective: CTV advertising can be more cost-effective than traditional TV advertising, as it allows advertisers to target specific audiences more precisely, which can reduce wasted ad spend.

6. Access Extensive and Premium Inventory: Advertisers can tap into the extensive CTV advertising inventory offered by over-the-top (OTT) services through open exchanges or private marketplace deals. BasisTV+ provides access to 93% of US smart TVs.

7. Create a Personalized and Omnichannel Experience for Consumers: To create a personalized ad experience, targeting strategies can be used along with an omnichannel approach. When buying a product seen in an ad, it may have been encountered through various channels like Instagram, Google search, or a video ad during a Hulu binge-watch.

Last Words

As CTV advertising continues to grow in popularity, it will be important for advertisers to stay up-to-date with the latest developments in technology and tactics to make the most of this advertising channel. By using targeting strategies, an omnichannel approach, and taking advantage of the benefits of CTV advertising. Advertisers can create a personalized and intentional ad experience for their target audience with the help of Silverpush’s AI-powered hyper contextual technologies, Mirrors built for CTV.  Mirrors ensure all your ads are displayed on premium content and brand-safe CTV video inventory after they are enhanced contextually. To know more about how you can make the most out of CTV with Mirrors, fill out the form on your right and a member of our team will soon contact you.

Learn the top 5 reasons why connected TV advertising should be a part of your omnichannel marketing mix in 2023. 

Introduction

Over one-third of American households now rely on streaming for their television entertainment. How can marketers stay caught up when the majority of the audience is cutting cords? 

According to an IAB survey, buyers are shifting their ad spending away from broadcast (53%) and cable TV (52%), and toward CTV advertising.

Dive deep into this blog to learn why connected TV advertising has become one of the fastest-growing video advertising platforms in 2023. 

Benefits of Connected TV Advertising 

1. Meet your Audience Where they’re

80% of U.S. households have at least one connected TV, including a smart TV, video game system, or streaming box. To boost conversions, brands need to reach consumers where they are spending their maximum time, i.e. connected devices. Have a look at the statistics below:

1. Streaming has increased by 266% globally in the last three years.

2. According to Conviva data, more than 500 million unique users watch 200 billion streams every year.

2. Advanced Targeting at a Lower Cost

Brands can use connected TV advertising to select a target audience from an existing list. This helps you to meet your goal with far less money wasted and reach the target audience with engaging ads. 

3. Consumers are More Receptive to CTV Ads

86% of customers are willing to view ads that are interesting or relevant to them, whereas just 40% are expected to reject CTV if there are too many ads. It’s no secret that customers are more tolerant of connected TV advertising since they are viewing content they like far less expensive than scrolling through stations on cable television.

4. Progress can be Tracked Easily

Since connected TV advertising works programmatically, it offers brands the opportunity to track their success through different methods including Video Completion Rate (VCR) and Automatic Content Recognition (ACR). 

5. Improved Completion Rates

In North America, 95% of video ad impressions viewed on connected TV devices were completed in 2020, while the average completion rate was 80%. This is likely because brands include more non-skippable ads within the streaming content, which ensures that their message was seen by the audience.

Gear Up for CTV’s Biggest Evolution

In today’s digital age, brands and advertisers need to reach consumers where they are spending their time. Silverpush’s AI-powered connected TV (CTV) advertising provides brands a unique opportunity to connect with the global audience by delivering ads that are contextually relevant, engaging, and effective. To know more click here.