Navigating the Growing Connected TV Advertising Landscape
by Jaci Schreckengost
3 Min Read
Answers to the top Connected TV questions found on Quora
3 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. How do brands measure ROI from TV advertising?
A. Traditionally, measuring ROI from TV has been limited; with impressions as a key metric but still vague compared to digital platforms. It generally lacks the technology to broadcast accurate metrics. Connected TV is a relatively new player to the adtech space, which all performance marketers should have up their sleeve. This form of advertising has both the targeting capabilities and metrics that was once only a pipedream, which means site visits and even website conversions can now be tracked and measured.
Q. What are the most innovative digital advertising platforms?
A. Besides the tech giants like Google, Facebook, Instagram, amongst emerging digital platforms like TikTok; we now consider video as a digital advertising platform too. Connected TV, in particular, has opened the floodgates for advertisers to tell their brand’s story on the big screen, in living-room, high definition quality. MNTN Performance TV is a pioneer in its field and continues to lead the way in Connected TV.
Q. How does CTV advertising work?
A. Treat CTV advertising as you would any other digital channel in your marketing mix, to target (even retarget), launch and mine insights – with an added bonus of the user experience associated with television. CTV is defined as digital content streamed on devices, such as smart TVs, mobiles, or OTT (Over-the-Top) devices via internet connection. CTV technology enables brands to target their audience with ads on these devices on programs supported by a variety of networks. The differentiating factor for advertisers to be mindful of is that not at all programs are created equal – but more on that later.
Approaching the concept of CTV advertising is similar to how you would any other digital channel. We like to think of it as a new platform that you can add to your marketing mix to target (even retarget), launch and mine insights like any other – except with an added bonus of the user experience associated with television. Adtech platforms like MNTN have paved the way forward for brands looking to advertise on CTV with Performance TV, whose user-interface makes the process simple and straightforward.
Q. How are addressable TV advertising, linear TV and connected TV advertising different from each other?
A. TV is more multi-dimensional than you think, and as technology evolves, so does the offering on each of these subdivides. Addressable TV advertising allows brands to deliver personalized TV ads to specific audience groups on the same program, and even refined to an individual level. Linear TV is what you might typically think of as traditional TV, which is programmed and watched as scheduled through satellite/cable, and is not streamed to a specific user. And Connected TV can be accessed across multiple platforms including smart TV, mobile or OTT devices (think Chromecast, Xbox and Amazon Fire Stick).
Q. What brands have revolutionized digital advertising?
A. Marty Neumeier, author of The Designful Company once said, “Branding is the process of connecting good strategy with good creativity.” The majority of us are attached to our devices more than ever before, so clever digital marketing is a must if brands want to make an impact. We highlight four standout brands delivering breakthrough digital campaigns – and suggestions on how to amplify it further with Connected TV.
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