Making the Shift from Linear to CTV - What Should Advertisers Do?
NEW YORK, Dec. 12, 2017 /PRNewswire/ -- Tapad Inc., a marketing technology company, knows that in today's on-demand culture, it should come as no surprise that traditional TV as we know it is becoming a thing of the past. In fact, according to eMarketer, 51.5 percent of the U.S. population are now connected TV (CTV) users and this number is expected to increase by 12 percent in 2021. Viewers prefer to watch what they want, where they want it, and when they want it. TV programming no longer has all of the power. Now, with CTV, the power is in the hands of the viewer. However, like any major technology shift, this trend begs the question: if consumers are making the switch from linear to CTV, shouldn't advertisers?
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According to video expert Paul Sluberski, VP, Video & CPG, Tapad, following the lead of CTV should be a no-brainer for advertisers looking to stay relevant in today's tech-driven world. The original TV-like experience is changing and the consumer journey is more than just servicing ads. Now, it is about leveraging data to deliver more creative, relatable, and accurate messaging per household. For advertisers, this means it's time to embrace CTV and learn its nuances in order to generate effective campaigns for the growing number of CTV users.
In addition, advertisers should be aware of how CTV is opening opportunities for brands that previously could not afford a spot on traditional linear TV. According to Sluberski, "Linear TV was mostly limited to what you could call 'VIP brands', since it required a lot of money to get valuable airtime. In CTV, similar to digital, a small investment can get your ads into that larger screen. Small brands love the idea of now having access to the living room through CTV."
So how do advertisers get started with CTV? A good place to start is becoming familiar with its capabilities, knowing with CTV devices consumers are using, and knowing if that device supports formats like 4K. This can be daunting if you are new to the space, and often requires a partner familiar with building impactful consumer experiences on this platform.
To help you get a head start on CTV advertising strategies, listen to our full webinar, which covers how Tapad's CTV cross-device technology and Zype's content curation expertise helps advertisers and brands alike enhance the CTV experience for consumers and viewers. Zype and Tapad are ahead of the game - we're ready for 2018 and all things Connected TV...are you?
SOURCE Tapad, Inc.
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