Getting Started with CTV

As video streaming’s surge in popularity shows no signs of returning to pre-pandemic levels, more agencies are considering adding CTV campaigns to their overall media mix.

Connected TV is significantly less expensive than traditional TV, and allows advertisers using video to reach the coveted “cord-cutter” demographic. As always, going digital allows for far greater control over audience-targeting, in addition to richer feedback and reporting options.

Getting started with a new, technically-complex strategy can seem daunting, but CTV is not entirely unfamiliar. Any agency running linear TV ads should strongly consider CTV as a great alternative to offer smaller advertisers. Pre-roll creatives can easily be adapted for CTV campaigns, and should yield far higher completion rates. Low barriers to entry and a lack of campaign minimums make CTV a low-risk way for brands with fewer creative resources to dip their toes into video ads.