Are you looking for a new and innovative way to add to your advertising omnichannel?

Connected television (CTV) advertising is rapidly becoming an emerging disruptor in the digital marketing landscape.
While traditional television advertising has been around for over 80 years, the movement towards smart technology has commanded the market share to move from traditional advertising to digital advertising.
Unlike its traditional television counterpart, CTV leverages internet connectivity to deliver content and ads to audiences through various devices such as mobile phones, tablets, laptops, gaming consoles, smart TVs, and more. Not only does CTV hold a wide market share for ads, but with the sophisticated technology of CTV, marketers can target specific ads to specific demographics, track viewer engagement, and personalize experiences to deliver relevant ads to the correct viewer.
CTV is a powerful tool filled with marketing opportunities for marketers. Here are six current trends in CTV consumer behaviors:

1. Streaming is becoming the ‘go-to’ first platform for video consumption

Streaming TV has become the default source for many viewers of all age groups including older adults. While the convenience of mobile devices and laptops is great, viewers favor CTV for the larger viewing experience and to be in the comfort of their own home. The streaming experience has become very easy and enjoyable, and viewers often binge watch more than watching a single episode, signifying that viewers are spending more time on CTV.

2. TV home screens are a growing source of content discovery

Consumers spend an average of more than 6 minutes looking for new content to watch on streaming platforms. This discovery phase is a perfect opportunity for ads. Additionally, viewers have multiple apps and services to find content providing multiple opportunities for your brand’s ads to be seen.

3. Consumers are favoring ‘free streaming services or ad-supported tiers’ than expensive ad-free streaming subscriptions

With the growing costs of streaming services, ad-free streaming subscriptions are on the decline. Audiences prefer ad-supported tiers due to the cost-benefit and value exchange of ads. They are also used to being exposed to ads everywhere through mediums such as social media, podcasts, and billboards, making them comfortable with ads playing during their streaming programs.

4. Rising subscriber churn

Subscriber churn is described as viewers who cancel their streaming services. With recent economic changes, subscribers have been canceling their subscriptions, increasing the subscriber churn. There is also a growing number of viewers switching from ad-free to ad-supported subscriptions.

5. Bundling services and incentives

Corporations have started to include other incentives to entice new or returning subscribers to their platforms. These incentives include discounts for retail shopping, premium channels and lower subscription tiers, and access to other streaming services at a discount.

6. Include interactive CTV ads in your strategy

Interactive CTV ads are a great way to interact with customers to drive awareness and build brand equity with customers. Consumer behavior shows that customers who take the time to engage with interactive ads become more motivated to take action. Interactive ads greatly enhance brand awareness, ad recall, and purchase intent across various categories, especially high-income viewers.

Wrapping Up

Embracing CTV advertising into your marketing strategy is a forward-thinking move that can tremendously impact your brand and message. With the trend of cost-cutting and viewers moving towards ad-supported subscription services, there are many opportunities in this channel to reach your target audience through CTV’s dynamic, personalized approach. Our CENTRIC digital experts can help you stay ahead of the industry with CTV advertising.

Contact us today and let’s take your business to the next level!