Give viewers the full-screen branding experience of TV advertising with all the benefits of programmatic.
As more consumers are saying goodbye to their cable TV packages, and shifting to streaming and connected TV (CTV) services, StackAdapt provides marketers an opportunity to reach viewers through connected TV advertising.
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Why Connected TV
Advertising
Connected TV refers to the device that is used to stream internet content. This could be a smart TV, or devices like Roku or Apple TV, which enable a TV to stream digital video. Consumers of all ages are shifting to consume their content via CTV channels because CTV enables them to stream whatever they want, when they want. Compared to the small mobile or laptop screen, a CTV ad is more immersive and relaxed, and typically delivers significantly higher completion rates than desktop, laptop, or mobile viewing.
3 Benefits of CTV Advertising
Connected TV Provides Access to TV Audiences
Media buyers have more choices for TV ad spend. There are now more opportunities for brands to reach their target audiences, in more efficient ways. CTV advertising can be an extension of traditional television buys, or a complement to digital media buys. Either way, this channel enables you to serve your ads at the right time, to the right audience, the right number of times, so that audience doesn't tune out.
Lower Financial Commitment and Specific Audience Targeting
Connected TV provides huge opportunities to really hone in on a target audience—using 1st-party and 3rd-party data to target audiences and tailor campaigns accordingly. The ability to target on connected TV provides better audience efficiency, reduces media waste, and the noise of reaching irrelevant viewers and households.
Deeper Insight Into Campaign Performance
One of the biggest CTV advertising benefits is the ability to assess progress against goals and metrics while a campaign is live, and adjust on the fly before the campaign ends. Track the impact of your CTV campaigns with digital metrics, including video completion rates, as well as offline impacts like dealer visits or in-store sales.
Why StackAdapt
Execute Multi-Channel Campaigns
Plan, execute, and analyze your programmatic campaigns in all ad formats on a single platform. Our multi-channel offering allows you to integrate CTV ads into your full-funnel campaigns with confidence and ease.
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Native
- Offer interesting, educational, and entertaining stories in familiar environments.
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Display
- Lift the performance of other channels and serve highly interactive HTML5 creatives.
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Video
- Engage your audience in complex or emotional stories—ideal for brand building.
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Connected TV
- Reach your TV viewers with data-driven targeting and analytics.
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Audio
- Speak to quality audiences in screen-free moments.
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In-Game
- Reach an engaged audience with highly-viewable, non-intrusive ads during gameplay.
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Digital Out-of-Home
- Connect with your audience on their journey outside the home.
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Supercharge Your CTV Advertising
Leverage StackAdapt's knowledge and experience and unlock the true power of CTV. Take advantage of cutting-edge features like streamlined campaign metrics, insights, and AI-powered media buys.
Exclusive StackAdapt Brand Lift
StackAdapt's in-house brand lift study solution measures the impact of your campaigns across different programmatic channels like native, display, video, CTV/OTT, audio, and digital out-of-home.
Work With an Industry Leader
We pride ourselves on our client support, platform performance, and tech innovation. Our clients are amazed at how easy it is to launch their programmatic advertising campaigns making StackAdapt the Number 1 Demand-Side Platform (DSP) in the industry according to G2 year-after-year for customer satisfaction and platform ease of use.
StackAdapt Resources
Connected TV (CTV) is a TV set that is connected to the internet. This connection is made through built-in capabilities, such as a smart TV, or another device that enables a standard TV to become a connected TV (e.g. Roku, Apple TV, etc.).
CTV offers the targeting of digital advertising, with the lean-back experience of television. When a consumer watches CTV, they are experiencing it in the same way they would watch linear TV—on a big screen and in the casual environment of their living room. Compared to the small mobile or laptop screen, a CTV ad is more immersive and relaxed, and typically delivers significantly higher completion rates than computer, laptop or mobile viewing.
Here's a brief look at CTV trends as more TV viewers around the globe begin to "cut the cord".
- Traditional "pay-TV" lost almost 5 million subscribers in 2021.
- 90% of young adults prefer the "cord-cutting" method of TV service.
- Netflix had 221.64 million subscribers worldwide as of Q1 of 2022.
- Disney+ gained 54.5 million customers less than 6 months after launching.
- Only 56% of Americans watched TV via cable or satellite providers in 2021.
- According to Statista, the number of cord-cutters in the US could hit 46.6 million in 2024.
All of these statistics show the overall change in the TV-viewing landscape. Viewers are ditching the traditional and migrating toward OTT and video on demand channels. Without having your marketing message displayed on connected TV channels, you could be missing out on tens of millions of potential customers in the next few years.