Advertising budgets have inherent limitations. Spend wisely through targeted advertising and you’ll maximize the efficiency of your connected TV ads. The moral of the story is to resist the temptation to inundate the masses with as much marketing material as possible. 

Opt for narrowly focused marketing tailored to predefined buyer personas, be patient and your prospects will gradually move through the sales pipeline. Here’s how to do it.

Seize the Opportunity to Engage With Connected TV Targeting Audiences

As time progresses, it is becoming increasingly clear that connected TV is the future of TV. Connected TV is commonly referred to by the acronym of CTV. People are cutting the cord on cable in favor of web-streaming video content. There is a common misconception that CTV is strictly limited to a young audience that primarily consists of generation Z and millennials. 

In reality, members of every age cohort tune into CTV content simply because it is entertaining and economical. Nearly one-half of all individuals living in the United States consume CTV content on a daily basis. Furthermore, nearly 90% of all countries in the United States own a CTV device. By 2024, $32 billion will be spent on CTV ads, representing more than 10% of the aggregate digital marketing pie.

CTV is the optimal opportunity to tailor advertisements to specific segments of the population. Zero in on your target demographic or buyer personas through CTV ads, continue to present your ads to those targeted viewers and you’ll boost traffic to your website and also improve your bottom line.

Be Strategic With Your CTV Advertising

CTV ads should be tailored to your target audience. To be more specific, it is in your interest to invest time and effort in carefully defining buyer personas who are most likely to need or desire your value offering. Do your homework, identify the target buyers, and advertise on the CTV shows they are most likely to watch and your CTV content will make the intended impact. 

It is also in your interest to A/B test your CTV ads by reviewing the results of different ads to get a sense of which performs the best, then proceed with those high-performing ads. However, A/B testing is only effective when it is applied to your target audience. Restrict such testing to those who have a genuine need or desire for your value offering and move forward accordingly after in-depth analysis.

Aside from A/B testing, you can gauge the success of your CTV marketing campaign with the analysis of additional metrics. Keep track of the video completion rate, the cost per completed view, and conversions. Analyze the entirety of these metrics to get a sense of the entire forest as opposed to a few metaphorical trees and alter your approach accordingly moving forward.

Diversify Your CTV Ads

Take a moment to put yourself in the position of the average CTV viewer. Connected TV viewership is characterized by repetitive viewing habits. Most viewers watch the same half dozen shows or more and gradually add new shows to the rotation as time progresses. Airing the same CTV ads over and over to this target audience has the potential to oversaturate the audience to the point that they ignore the message or even hold a grudge against your brand. 

Strategically air aids during specific CTV programs in a measured manner, continue to weave new ads into the fold and your message will remain fresh. In particular, it will help to implement a contextual marketing approach that can be scaled in an economically efficient manner. Take note of the litany of audience segment classifications into groups ranging from specific content categories to types of broadcast, devices, production types, and more. 

Above all, implement targeted advertising in accordance with buyer personas and viewing habits. As an example, a sporting goods store will benefit from airing CTV ads in content categories related to athletics and fitness. 

Private marketplace deals, also referred to as PMPs, are another highly effective opportunity for CTV marketing. This variety of auction involves advertisers using contextual, demographic information of the first-party variety to zero in on a target audience. Additional options include retargeting those who have expressed interest in your product/service and geotargeting that focuses on customers in your local service area. 

Every Business Owner Needs a Helping Hand

When in doubt, lean on an advertising specialist to develop new, compelling CTV ads on your behalf. Tap into the expertise of a digital marketing specialist to create CTV ads or perfect your ideas prior to airing and you’ll maximize the money budgeted for your CTV campaign.