CTV allows viewers to access entertaining content via smart TVs, game consoles, smartphones, and other Internet-connected devices. This technology brings demanded content that goes far beyond traditional TV shows and cable programs. Users can enjoy premium content by subscription or watch shows and movies free of charge through AVOD services.
After the Covid-19 pandemic, users’ appetite for CTV remains above pre-COVID levels. The numbers also grow slowly but gradually: according to eMarketer’s forecast, the popularity of CTV will be as high as 59.4% in years ahead:
Experts are pretty sure that the rise of CTV during the lockdown is not just a splash, but a new trend. The rate of adoption has increased, as people found a new way of content consumption, which seems to be more convenient and enjoyable than traditional TV. Why would they come back to something less appealing? Considering this logic, advertisers are thinking about OTT and CTV as a component of a long-term strategy, not an emergency response to the lockdown issue. It is early days to say that connected TV will replace traditional one completely, but CTV ads already prove to be more efficient. The demand for CTV grows, and therefore – advertisers gain more opportunities. Missing them would be a huge misstep. Read on to learn why.
Traditional Ad Exchange VS Private Ad Exchange
Modern advertisers and publishers use CTV platforms like TheViewPoint to exchange ads without middlemen. Unlike traditional one, CTV environment provides more opportunities for both advertisers and publishers.
Let’s take a closer look at these two types of advertising.
The traditional format of ad exchanging means that publishers and advertisers communicate through marketing representatives. They have to find a consensus regarding the terms of advertising. Publishers connect the exchange through SSP, while advertisers do the same with the help of DSP. The third parties usually require additional fees and may put some restrictions on the ad space usage. When advertisers purchase inventory, they have to bid for the offers and kick something suitable out. The highest bid wins, which makes the prices blurry and the process – pretty tedious.
On the contrary, the best ad exchanges usually offer a more beneficial model. These are the digital marketplaces where publishers trade the inventory, and advertisers purchase it without any third parties. Publishers offer remnant space for ads, while advertisers bid on that inventory directly.
Today, marketers rely on online platforms more than ever. These platforms provide more opportunities when it comes to personalization and brand visibility. The Internet is endless, that is why spreading your promotional content around it is not an easy task. Exchanges solve this problem. They provide ad tools and allow advertisers to take the right place in the giant ocean of the world web. The offers and options are variable, so marketers can easily fulfill the specific needs of their brands. Traditional exchanges make it really hard for advertisers to make a choice. The variety of offers, numerous players, and unfixed prices confuse them.
How to compare prices and choose the optimal variant, when you have no idea which is medium-priced? How to choose a reliable space provider when there is a huge number of them online? On the contrary, private exchanges exclude these questions – everything is already arranged for your needs. There is no rush or risk here – advertisers choose the right environment, regarding their target audience and current needs of the brand. It is hard to make a mistake when you cooperate with private exchanges.
This way, chances to reach relevant audiences grow, while the costs for CTV ads are lower – you don’t have to pay any third parties. What’s more, ad dollars last longer due to transparent rates – an advertiser can clearly determine the number of permissions and budget. Add settings can be adjusted and changed – the inventory is easy to customize and control. For instance, one can adjust the ad break frequency; enable pre-rolls, mid-rolls, and post-rolls; and deliver relevant ads considering the previous actions and choices of a particular viewer. The results of such campaigns are easy to analyze – the platforms like TheViewPoint provide all the necessary instruments for evaluation.
Ad platforms provide a secure and beneficial way to monetize CTV apps for publishers and generate sales for advertisers. By cooperating with a private ad exchange, CTV/OTT publishers get full control over their ad inventory.
For advertisers, CTV technologies offer an opportunity to deliver high quality and relevant impressions. Traditional TV cannot boast of having such a pack of opportunities. CTV is a perfect revenue-boosting ad channel, which is more advanced and efficient than linear TV. And the best news – with all its strengths, CTV ads are less expensive. Consider using private ad exchanges for your business and take a huge leap into the future!