As more users turn to streaming platforms as their main source of information and entertainment, the prevalence and popularity of Connected TV ads have shot up. Nowadays, CTV is an essential component of any modern digital marketing strategy.
Here is everything you need to know about Connected TV advertising and some new CTV ad features on a variety of streaming services to keep your eye on.
What is Connected TV?
Connected TV (CTV) advertising refers to the delivery of video ads through streaming services and internet-connected devices like smart TVs, gaming consoles, and streaming sticks. Unlike traditional television ads, CTV offers advanced targeting capabilities, allowing advertisers to more strategically reach specific audiences.
Netflix
Netflix has 40 million active monthly users globally, with 50% of new members choosing the plan that includes ads. Running video advertisements on Netflix inventory means you are connecting with the most engaged audience in streaming.
At Carnegie, we are able to run a CTV campaign where an institution’s video ad will play at the beginning or middle of the content being streamed on the platform. Netflix is not readily available for all advertisers, so now is the perfect time to run a CTV campaign while competition isn’t as high as it will be in the future.
DRAX (Disney Real-Time Ad Exchange)
A newer opportunity that has arisen for Carnegie is the option to target Disney’s Real-time Ad Exchange (DRAX). With this ad type, we can run a CTV campaign for institutions reaching ad inventory on Disney’s properties, including Hulu and Disney+, among others.
Tapping into Disney’s suite of inventory with the DRAX integration grants advertisers scalability by running video ads on multiple streaming platforms with high usership all at once. Doing so also elevates cost-effectiveness by utilizing the audience targeting available to hone in on the right users.
CTV Attribution
CTV previously had an Achilles heel of limited conversion tracking capability—until now. We now have access to advanced CTV & Video reports that provide insight into cross-channel campaign performance for video streaming campaigns. As a result, we can attribute more actions to CTV campaigns than ever before.
In addition to advanced conversion reporting, we can also gain a better understanding of the total reach for users exposed to TV, digital, or both channels, as well as the incremental lift (additional impact or value) from the campaign.
Here to Stay: Why CTV is Essential for Higher Education Marketing
As the digital landscape continues to evolve, one thing is clear: CTV is here to stay. Its seamless integration of engaging video content, audience targeting, and measurable results makes CTV an indispensable channel for institutions marketing their brand and offerings. Colleges and universities that invest in CTV video campaigns today position themselves to capture the attention of highly engaged audiences. And with Carnegie’s expertise in other streaming media services, they can stay ahead of the competition.
Interested in running a CTV campaign for your institution? Start a conversation today to learn more about how we can help.