Advertising On Connected TV

If you ask any Millennial or Gen Z’er what it is that they do for fun, a healthy majority will list off curling up on a couch and binge-watching their favorite tv show.

More and more people are turning away from traditional TV and are tuning in via Connected TV (Netflix, Hulu, Sling, YouTube, HBO GO, etc.).

What is Connected TV?

According to Centro, Connected TV is defined as a television set that is connected to the internet via built-in capabilities, a media streaming device, gaming console, or Blu-ray player, and facilitates the delivery of streaming video content.

Right now, 69% of households have a Connected TV, with that number projected to increase year-over-year. Similar to traditional TV’s audience, Connected TV users are using the platforms to watch full episodes of their favorite shows and to tune-in to live events like The World Series and The Emmys.

While the audience that consumes traditional TV is skewed older, Connected TV’s audience is younger and more affluent with a median age of 31. So, if your advertising tactics are strictly focused on traditional TV, you’re missing out on reaching an important audience.

Right now, there are three different ways to reach your audience using Connected TV advertising: in-stream video, interactive pre-roll and home screen placements.

In-Stream Video

In-stream video ads are :15s or :30s non-skippable ads that play either before the user’s program or during breaks. This kind of advertisement is a really great way to repurpose spots created for TV to earn impressions and reach other demographics.

Interactive Pre-Roll

Just like in-stream video, interactive pre-roll ads play before and during the user’s show, but it gives the user the option to interact with the ad. In the example below, Snickers made a game out of their interactive pre-roll ad for YouTube which ends up not feeling like an ad at all, but rather a fun and memorable interaction with a brand.

Home Screen Placements

This option is the least intrusive ad type on Connected TV. These ads are placed on the home screen of a Connected TV app and have the capabilities to feature interactive calls-to-action like, “Click to Learn More.”

Let’s Get Connected

So where do you start? First, define your audiences. Are your clients or consumers viewing more traditional or Connected TV?

Then, figure out the goal of your messaging. Do you want to send your audience members to a landing page and collect leads or are you more interested in earning impressions?

Next, take a look at your options for Connected TV platforms. For example, Netflix is still an advertising-free platform whereas Hulu and YouTube are not.

Finally, it’s time to put together a creative and memorable ad to serve to your audience. That’s where TAG comes in. Let’s talk about your digital strategy and figure out a campaign to deliver measurable results.

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Television & Social Media, #BetterTogether

Nielsen, get out of the way. What television producers care about now is online engagement through social media. People love to engage with each other while watching their favorite shows or sporting events.

Brands are taking notice, too. They’ve realized a captive audience exists online during peak viewing spots and they want to talk with them!

Live tweeting and interacting with online viewers is a way to show your brand’s personality, throw in some advertising, and grow your online audience. Twitter’s own research suggests that brands that live tweet see greater follower growth and retweets, so it really is a no brainer!

But if you’re going to do it. Do it right.

Use hashtags. The RIGHT hashtags. Each show or event has specific hashtags the masses will use!  Make sure you’re using them.

Have some personality. Use social media as a platform to show an audience that humans really are behind your brand! Interact with your follows, too. Ask them questions or set up a poll on Facebook or Twitter with a relevant question throughout the show or event.

Give in! Use the live tweeting session and interactions to give away something to your followers! Whether it’s a coupon, merchandise, or a special offer, it’s a great way to interact with your online audience.

If you need help, we’re it. We’ve done It before! Check out our live-tweeting session during the Super Bowl.