How advertisers are harnessing CTV’s opportunities in 2022

Victoria Jannetta, manager of client services, StackAdapt

Connected TV is becoming a widespread mode of media consumption, and digital marketers are taking notice. 

In 2021, eMarketer reported that CTV advertising spend in the U.S. was up by 59.9% compared to 2020. By the end of 2022, CTV ad spend is expected to grow by 32.2%, reaching $19.1 billion. This significant year-over-year growth means competition is also on the rise in CTV. For marketers, championing the channel will help them win more client dollars and ensure that marketing teams are aligned with strategies that reflect CTV’s full potential. 

StackAdapt conducted a survey in partnership with ad industry business intelligence firm Advertiser Perceptions to highlight the benefits and opportunities of CTV advertising. The survey of more than 200 agency and brand advertising decision-makers found that advertisers are increasingly willing to shift dollars from online and offline channels toward CTV advertising. 

The survey also found a pain point: Some advertisers aren’t sure how they can approach the channel in a way that shows their clients the true potential of CTV. The key to overcoming this pain point is to understand CTV thoroughly so that marketers can seamlessly explain how the channel works and its unique benefits. 

Given that CTV is an emerging channel, a couple of factors are necessary to keep top of mind when adding connected TV to an existing media mix.

Top-level insights: The CTV, OTT and linear TV mix

First, it’s key to understand that CTV and OTT are indeed related, but they aren’t the same. CTV is a subset of OTT, including apps and services that don’t require a subscription to traditional cable or pay-TV services. OTT is the method for delivering video content, and CTV is the device on which a viewer will see the content. 

Another critical consideration is that CTV won’t overlap with linear TV buys. CTV enables more precise targeting and data than linear TV because it leverages the same programmatic targeting capabilities as other digital channels. These benefits are an excellent incentive for investing more in CTV, even if it means moving some dollars away from linear TV.

A final key consideration is that the high quality of CTV inventory outweighs the perceived risk of fragmentation. While fragmentation sounds scary, it generates competition. Competition can decrease prices because platforms have price as their best lever to secure ad dollars. Advertisers will benefit from the competition by creating a buyer’s market — the more inventory available, the more opportunity there is to reach viewers. 

These insights into CTV can help clear up the common concerns raised by decision-makers in the Advertiser Perceptions survey. Being able to address these concerns is an important starting point for explaining CTV’s potential to clients. From there, diving into the unique benefits of this channel will not only strengthen the case to invest in CTV but become a champion of it. 

CTV offers advertising opportunities in 2022  

Advertisers are finding that CTV gives them a competitive advantage for many reasons. To the benefit of agencies, the cost of entry for CTV ads is much lower than with linear TV. CTV advertising is more cost-effective because it provides access to the open internet and enhanced targeting and inventory selection. 

With CTV, advertisers can proactively learn who interacts with and views ads and then optimize and retarget accordingly. Unlike linear TV, CTV advertisers can retarget users based on impressions or retarget users who have engaged with other campaigns.

An IAS Streaming Wars study found that CTV is nearly universally adopted, with 88% of U.S. consumers reporting they have access to a CTV device. This insight suggests that CTV marketers can reach a broad demographic. Many consumers turn to CTV because it offers flexibility and control over what they watch. Streamed content is typically more economical and allows viewers to watch what they want, whenever they want. 

Additionally, CTV ads aren’t skippable. Viewers watching on a CTV device have actively chosen to watch the programming they’ve selected. As a result, they are highly engaged in the content, and since they can’t fast forward or skip an ad, they’re more likely to absorb it. 

Gaining a competitive edge with CTV starts with a strong understanding of the channel and its benefits. This knowledge will help marketers educate their internal teams, as well as clients and prospects, about the value of integrating CTV into their digital strategy. Owning enthusiasm around this channel will enable advertisers to champion it for their clients, especially as they pull or redirect linear TV budgets.

Sponsored By: StackAdapt

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