Connected TV Advertising: What Local Ad Sellers Need To Know

In the dynamic landscape of advertising, staying ahead of the curve is crucial for local advertising sellers aiming to reach their target audiences effectively. One avenue that has gained significant prominence in recent years is Connected TV (CTV) advertising. As the industry's only end-to-end advertising automation platform, Frequence recognizes the transformative power of CTV advertising for local sellers. Let’s take a look at why CTV advertising has become an indispensable product for local advertisers - and how Frequence is helping local advertisers make the most of their CTV campaigns.

The Rise of Connected TV Advertising

Connected TV refers to the integration of internet-enabled capabilities into traditional television sets, allowing viewers to access streaming content directly on their TVs. This shift in consumer behavior has given rise to a new era of advertising, where CTV has emerged as a powerful and targeted channel for reaching local audiences. And the shift is impressive: 78% of U.S. households can now be reached via programmatic advertising. If that wasn’t reason enough to consider adding CTV to your media mix, here’s some more things to consider.

Cable TV Isn’t The Only Option For Viewers.

As consumers increasingly opt for on-demand and streaming services over traditional cable TV, advertisers have had to adapt their strategies. Connected TV provides a bridge between traditional television and digital streaming, allowing advertisers to tap into the growing audience of cord-cutters and on-demand content consumers.

CTV Offers Precise Targeting Capabilities.

One of the key advantages of CTV advertising is its ability to deliver highly targeted messages. Unlike traditional linear TV advertising, which casts a broad net, CTV allows local advertisers to tailor their campaigns based on demographics, interests, and location. This precision ensures that advertisements resonate with the intended audience, leading to higher engagement and conversion rates.

CTV Ads Offer Interactive and Engaging Content.

CTV advertising goes beyond traditional TV commercials by offering interactive and engaging content. Viewers can interact with ads through clickable overlays or interactive features, providing a more immersive experience. For local advertisers, this means the opportunity to create compelling, interactive campaigns that capture the attention of their target audience.

CTV’s Benefits for Local Advertising Sellers

Based on their popularity, it’s easy to assume that viewers who watch CTV favor paid subscription-based platforms like Netflix and Amazon Prime. But that’s not necessarily the case. A recent study indicates that 80% of American viewers regularly watch free ad-supported streaming TV (also known as FAST) - and that 63% favor this model. Couple that with a recent survey that shows that 45% of users have cancelled at least one ad-free streaming TV service due to high costs, and it becomes clear: CTV ads can indeed be a good investment. And CTV advertising offers numerous benefits: 

Localized Targeting

One of the standout features of CTV advertising is its ability to deliver localized messages. Local advertising sellers who use the Frequence platform can tailor their campaigns to specific geographic regions at the zip code level, ensuring that their message resonates with the local community. This level of granularity is particularly advantageous for area businesses looking to connect with their immediate audience.

Cost-Effective Solutions

CTV advertising offers a cost-effective alternative to traditional TV advertising. Local sellers can optimize their budgets by reaching a targeted audience without the high costs associated with broad, traditional TV campaigns. Frequence's platform enhances cost-effectiveness by providing tools for efficient planning and optimization, ensuring that local advertisers get the most out of their budgets. 

Additionally, adding CTV to an omnichannel mix makes it even more compelling. Our data reveals that combining video and display has resulted in a threefold increase in conversion rates - with up to a 50% lower cost per conversion. 

Enhanced Engagement and Interactivity

CTV advertising allows local sellers to go beyond the confines of traditional commercials. With interactive features and engaging content, advertisers can create memorable experiences for viewers. Frequence's platform empowers local sellers to design and deploy interactive campaigns, fostering increased engagement and strengthening the connection between brands and their audience.

Measurable Impact

Frequence's commitment to data-driven insights extends to CTV advertising. Local sellers can measure the impact of their campaigns in real-time, gaining valuable insights into viewer behavior and campaign performance. 

Perhaps the greatest difference between a CTV ad and a traditional television ad is the ability to truly track that ad’s performance. Even the most elemental piece of information - knowing exactly how many people have seen a traditional TV ad - is still something of a guessing game. Frequence offers a robust set of reporting metrics to show the effectiveness of CTV campaigns. These include:

• Impressions: the total number of ads served
• Geographic Performance: impressions per zip code
• Network / Platform performance
• Household site visits / website attribution: with a tracking pixel, Frequence can track how many people viewed an ad, then visited the advertiser’s website

This level of measurability enables advertisers to accurately assess and adjust their strategies, ensuring continuous improvement and a higher return on investment.

Frequence and CTV Advertising

Connected TV advertising is rapidly becoming a cornerstone of local advertising strategies, offering unparalleled opportunities for local sellers to engage with their target audience. As the industry's only end-to-end advertising automation platform, Frequence provides local advertisers with the tools and capabilities needed to harness the full potential of CTV advertising.

Using Frequence's comprehensive platform, local advertising sellers can optimize their campaigns, reach specific audiences, and achieve measurable results. The rise of CTV advertising represents not just a trend but a transformative force in the advertising landscape. Frequence is at the forefront, empowering local sellers to navigate this evolution with confidence and success.

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