In recent years, there's been a major shift in the way we consume television. Although linear TV is still the most popular way for Canadians to consume television, connected TV is becoming increasingly popular in Canada.
Cable growth is decreasing, creating new opportunities for advertisers to reach potential consumer via Connected TV. Connected TV, also known as smart TV, is a traditional television with integrated internet and web features that allows viewers to stream content. Some examples of connected TV media platforms include Hulu, Netflix and Disney+.
There are a couple ways you can advertise via connected TV. One of the first ways is to access ad inventory through connected TV suppliers. Usually, buying is done directly with suppliers or programmatically through a demand side platform (DSP). When you buy programmatically, you can layer in targeting like age, gender, demographic and income. Like Facebook and Instagram, when you log into a platform information is shared about your age, gender and other demographics.
If you are on a connected TV platform that does not track that information ads may appear based on the programing you are watching, like how ads are scheduled to appear during different programming on traditional TV.
In addition, ads will be non-skippable and typically drive a 3x retention rate when compared to linear TV.
Other types of connected TV ads are interactive pre-roll ads and home screen placement ads. Interactive pre-roll ads are also non-skippable, but they allow the viewer to click through and be directed to a landing page. These ads are only found on YouTube TV and can be clicked on via a mobile device, such as a smart phone, iPad or computer.
Home screen placement ads are stagnant ads that can include a call to action. This call to action should be simple and align with your other digital messaging. A strong call to action with an offer or discount is the best way to increase click through rate and drive traffic to your website.
When it comes to measuring how ads are performing on connected TV, you can use 3rd party tracking and custom attribution methods.
In the process of measuring ad performance, you'll want to measure web lift to site by pairing back site clicks to the time the connected TV ad ran.
Other vital metrics that can show exactly how ads perform that you'll want to consider measuring are first-time site visitors, conversions, and performance by device. The last method of measuring ad performance on connected TV is to leverage a media agency like Kingstar Media that has proprietary reporting metrics.
If you need help measuring and buying connected TV media, or just need more insight on what connected TV is, contact Kingstar Media today, Canada's #1 media buying and full-service digital agency!