Marketers use CTV advertising to reach specific audiences through targeted programmatic ads. Specifically, marketers use programmatic connected TV ads to automatically place ads based on the viewers demographics, interests and other targeting options. Marketers can also use CTV ads to target specific geographic areas with relevant local offers.
In addition, CTV advertising is used for video-on-demand (VOD) advertising, in which advertisers place ads within streaming content. Since there are so many smart TV sets in the market today, many brands use this channel for larger brand awareness campaigns.
Regardless of which targeting or content type is used, since CTV ads are seen on internet-connected devices, this means there is a high level of measurement and data available to analyze and optimize their CTV marketing campaigns. In order to maximize the performance of CTV advertising campaigns, marketers use marketing analytics and attribution providers like Singular.