Greater control of digital campaigns in connected TV

Connected TV (CTV) is a fast-growing market in many parts of the world, piquing the interest of marketers and placing greater technical requirements on platforms serving the new advertising market, such as Google.

Connected TV advertising can be targeted even better now thanks to frequency management of ads.
Image: © nenetus / adobeStock

CTV: combining the best of a digital platform and linear TV

For viewers and marketers alike, CTV is an enhanced form of entertainment that brings together the strengths of digital platforms and traditional TV. People are now spending almost as much time watching CTV on their television devices as they do linear TV. That is also proving to be promising for marketers because they can precisely target their advertising when TV programs are digitally streamed online. And the following principle also applies to connected TV marketing: only advertisers who know the medium and their target group can send a message that hits the mark.

However, connected TV also presents challenges for marketers. They have to leverage the high tolerance to ads that viewers have on the small screen, without overdoing it. To further improve user experience and ad performance, Google has developed a new solution that allows marketers to better control the frequency of an ad.

Managing exposure frequency on the Google Dashboard

Marketers are investing more and more time and money in connected TV ads. But even the best campaign can flop if viewers see it too often. That could happen either within one individual app or across multiple CTV apps, leaving both viewers and marketers frustrated. Google, a big player on the CTV and advertising market, has recognized the problem and developed a solution.

Advertisers will now be able to centrally manage the exposure frequency of their ads across different CTV apps.

Initial tests in the U.S. show that the new feature is going down well with viewers and marketers in equal measure. The benefits are twofold: viewing enjoyment is significantly increased when viewers are shown a mix of advertising content, and advertisers are managing to boost their reach, making their investment worthwhile. These results speak in favor of the new solution on the Google Dashboard and are an important development in CTV advertising.

The new feature is integrated into Google’s “Display & Video 360” dashboard. This campaign tool already brings together lots of different media and platforms. The added functionality now gives you even more control over your connected TV campaigns and cements the importance of CTV in a modern, digital media mix.

Connected TV viewers open to advertising

Connected TV creates an advertising market that has enormous potential. Viewers currently use more free apps than paid ones. Many free providers finance their platform through advertising, which is clearly being positively received by viewers. However, marketers still have to pay attention to the special requirements of this new medium if they don’t want to put off viewers.

Technical quality is one of the key requirements when it comes to connected TV advertising.

After all, an ad that used to be shown on a 24-inch PC screen now needs to work on a 4K UHD smart TV – and that requires high-spec production equipment.

The investment will pay off, though, because small screen watchers are especially tolerant of advertising and can be reached effectively with it.

In addition to the technical side of things, the content quality also has to be adapted for TV advertising. The modern standard of emotional advertising can be achieved particularly effectively via a TV device. You can maximize the impact of your ad if you also embed it into a digital CTV marketing campaign.

New level for campaigns in connected TV

CTV clearly offers a vast array of opportunities for emotional campaigns. Google has enhanced its campaign platform to enable you to optimize your advertising impact by controlling how frequently your ads are shown to viewers across different CTV apps.