Connected TV
Why is this important?
Connected TV (CTV) and Over-the-top content have quickly become one of the fastest-growing industries. While Hulu has been a player in the advertising-powered streaming services, other services including Netflix and HBO are working to bring advertising-powered options to market as quickly as possible. More and more consumers are cutting the cord and moving to streaming devices to devour their content. This has opened up a powerful new digital media type that takes the reach and influence of traditional TV advertising and combines it with the power of digital measurement and targeting.
So why is CTV/OTT advertising important for your brand? First and foremost, it is engaging. It draws in the attention of your audiences, sparks emotion, and creates a connection. Studies have revealed that viewers are more likely to watch a full ad on a connected TV or over-the-top device than on traditional television. It is incredibly powerful to reach your target audience and drive brand awareness in conjunction with your other digital advertising buys.
Creative Guidelines
CTV/OTT campaigns require video assets. CTV devices have large screen size and support high definition video creative formats. The following specifications are recommended:
VAST: Display & Video 360 supports the VAST 2.0, VAST 3.0, and VAST 4.0 specifications. Note that VPAID and MRAID are not supported on most connected TV devices.
- File format: .mp4
- Duration and skippability: 15 or 30-second non-skippable ads.
- Dimensions: 1920 × 1080
Summary
CTV/OTT advertising offers an amazing opportunity to gain exposure to a targeted audience while they are consuming content over streaming devices. It combines the powerful influence of traditional TV advertising with the strength of digital’s advanced targeting and measurement capabilities. This media type will only continue to grow as more OTT service providers introduce ad-powered options for consumers. Reach out to us to inquire more about Connected TV/OTT opportunities.
