Navigating the Growing Connected TV Advertising Landscape
by Jaci Schreckengost
3 Min Read
Answers to the top Connected TV questions found on Quora
2 Min Read
With the rise of Connected TV advertising, marketers need to learn a lot about the fastest growing ad channel—and quickly. That’s why we’ve compiled the top questions and answers from Quora, where experts address complex questions, into a digest for a quick breakdown on what marketers need to know most. See what marketers are asking, and what the experts have to say.
Q. Is there any demographic information on connected TV owners?
A. A recent study by Leichtman Research Group reported that 80% of television homes have at least one Connected TV advice – more than three-quarters of the U.S. population. It’s grown from 74% in 2018 and 57% in 2015.
Q. What is the best spot for a commercial ad on TV (beginning, middle, or end of the break)?
A. Research by network CNBC found that commercials placed either in the first or last position in the ad break will have the highest engagement. They also found that certain types of programming perform better than others – like News and Sports genres.
Q. How do you think the TV will be able to compete with YouTube and streaming servers? How effective is television advertising?
A. While some people bucket Connected TV and YouTube in the same category, there is a clear distinction between the two. Connected TV is it’s own direct-response channel, though it sits within the realm of digital marketing advertising.
Q. What are the four challenges advertisers face due to increased audience and media fragmentation?
A. Audience and media fragmentation isn’t going anywhere anytime soon as users are spoiled for choice and are on multiple devices, apps and platforms at the same time. We provided the four main challenges that face advertisers, and how you can address them.
Q. Why do brands invest on TV advertisements even though everyone knows that if a commercial break comes while watching TV, people change the TV channel?
A. This may be the case on Linear TV, but I’d challenge whether the same user behavior applies on streaming. Unlike Linear TV formats, it’s not as easy to channel surf- taking into account buffering time, since CTV’s are streamed via internet connection.
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