Brand Advertising Reimagined: How to Boost Your Business with CTV Ads

Great products and outstanding services are never enough to make your brand successful. All digital video advertising campaigns are aimed at improving brand awareness. The only way to beat the competition and make the most of your business is to establish a unique, attention-grabbing, and memorable brand. So, what is brand advertising? Here is a short and straightforward definition of brand advertising for newcomers: it is a form of advertising that helps you build meaningful, strong, and long-standing relationships with your clients, ideally so that they prefer your brand to all the others. Whether your company is small or large, smart branding is something that can make your revenue reliable and keeps people coming back for more.

But how can you tune into the right audience and keep their attention fixed on your product? First of all, it’s crucial to understand what media channels your audience inhabits. Many companies are already benefiting from numerous traditional marketing strategies like paid Google ads, Facebook advertising, cooperation with influencers, contextual targeting, and so on. One of the most striking brand advertising examples of influencer marketing is the brand Audible’s advertising partnership with YouTubers. They cooperated with influencers in different niches, like film, gaming, style, etc, to increase awareness of their own brand, and as a result, their audience has grown to over 132 million.

While these strategies can be effective, they are sometimes considered outdated, and marketers seek new ways to interact with their audiences, which are getting more scrupulous and demanding, it is time for brands to consider the best brand advertising channel of 2020 – connected TV.

What Makes CTV so Appealing for Marketers?

So, when to use advanced TV? Let’s discuss some key CTV features that help marketers improve their strategies and increase brand awareness:

• Wide reach

CTV platforms allow marketers to expand audience reach and engage with new viewers and highly-elusive audiences. This media channel is extremely popular among younger demographic groups who prefer watching videos on demand instead of linear TV.

• Viewers’ attention

CTV viewers choose their preferred content, which means that their attention is already captured. You don’t need to struggle for views – millions of eyes are maximally engaged with less effort on your part.

• Engagement

CTV commercials are slight and brief, so users don’t mind watching them (as long as they find them relevant, of course). Users can skip the ad in case they are not interested, so no negative emotions will be associated with your brand.

• Relevance

Another benefit of CTV is engagement with the right audience and providing the right content to them. The broad range of creative options offered by CTV in terms of brand advertising allows marketers to interact with users in a meaningful way due to having first and third party data about your customers. As such, they deliver personalized and appealing commercials to people potentially interested in their offers.

• Interactivity

CTV ads include numerous interactive elements, like galleries, buttons, QR codes, etc. Users can make a purchase right away and put the goods into their cart without even visiting your site. You can embed informational links, promotions, promo codes, and even small games inside of your commercials. This is a new world in brand awareness strategies and a great way to hook customers when they are ready to buy.

CTV: Current and Future Prospects

Viewers currently benefit from a rich supply of multi-genre video content on-demand. According to Statista, 47 million (70%) of the UK population prefer streaming content to CTV in 2020. The popularity of on-demand video has grown beyond the UK and US markets. While people are naturally interested in customizable and personalized content, there is another factor that keeps them in front of their screens – the global lockdown.

The COVID-19 pandemic has shut down the majority of stadiums and live events for a while now, and there’s no telling when that will change. For that reason, companies need to hurry to grasp the opportunities of CTV. Brands strive for flexibility, creativity, and fluidity to keep their customers tuned in during the lockdown. What’s more, personal incomes for many customers have dropped, leading to a reduction in the consumption of luxury goods. Those brands that keep in touch with their customers during these hard times have more chances to keep them engaged in future. And by doing so, companies can ensure that their brands are still memorable.

Considering the new watching habits of people around the world, investing in digital ads is a wise decision. For example, in 2020, digital ad spending rose from 53% of total entertainment spending to 57%. And this tendency will continue to grow, and experts forecast that global growth will rise by 1.3% in 2021 and 2022.

Takeaways

Modern and successful brands follow the latest trends. If you want to stay ahead of the competition, you need to keep up with the latest technologies and strategies. Today, CTV is definitely the top medium. It beats all the existing ad channels, including traditional linear TV. CTV provides marketers with the opportunity to deliver engaging, relevant, and creative advertisements to their target audience. Considering the fact that millions of people are already watching CTV shows, CTV advertising gives you the chance to reach more viewers, expand your buyer audience, and deliver relevant content to them. Learning about concepts like the difference between vast and vpaid will also go a long way to understanding the systems behind your ad dollars. All together, the best way to increase your brand awareness is to include CTV advertising in your marketing plan, today.