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.