The Shift to Connected TV

Traditional TV advertising is being reshaped by the rise of Connected TV (CTV). Understanding this shift is essential for companies who want to stay ahead in the ever-evolving landscape of television advertising. Froth & Fur can help you get it done.

Commercials: Understanding the Shift to Connected TV

This article is for new Froth & Fur commercial production clients who want to learn more about connected TV and how it can help their brand grow.

Television advertising has long been a powerful tool for brands looking to reach a wide audience. However, with advancements in technology and changing consumer behaviors, traditional TV advertising is being reshaped by the rise of Connected TV (CTV). Understanding this shift is essential for marketers who want to stay ahead in the ever-evolving landscape of television advertising.

Traditional TV Advertising

Television advertising refers to commercial spots aired on networks and channels. These ads are broadcast to mass audiences through scheduled programming and have been a cornerstone of marketing strategies for decades.

Enter Streaming TV

With the evolution of digital media, streaming TV has emerged as a dominant force in entertainment consumption. Streaming platforms provide content on-demand via internet-connected devices, eliminating the need for cable or satellite services. This shift has given rise to a new form of advertising that allows marketers to reach audiences in a more targeted and measurable way.

Why TV Advertising Still Matters

Despite the rise of digital and social media marketing, TV advertising remains a crucial channel due to its ability to build brand credibility and reach large audiences. Effective TV campaigns create memorable experiences that resonate with viewers, often driving engagement and brand awareness beyond the screen.

Challenges of Traditional TV Advertising

While traditional TV advertising offers significant benefits, it also presents some drawbacks:

  • Limited Targeting Capabilities: Advertisers rely on broad demographic data rather than precise audience segmentation.
  • Difficulty in Measuring Performance: Tracking direct engagement and conversions is challenging compared to digital advertising.
  • High Costs: Airing commercials the traditional way requires substantial financial investment.
  • Changing Viewing Habits: Audiences are increasingly shifting towards on-demand content, reducing the reach of traditional TV ads.

The Rise of Connected TV Advertising

Connected TV bridges the gap between traditional television and digital advertising. CTV delivers TV content via streaming apps on smart TVs, mobile devices, and dedicated streaming devices. This model allows advertisers to leverage data-driven targeting, real-time measurement, and greater flexibility in ad placements.

How Connected TV Advertising Works

Unlike traditional TV advertising, CTV provides:

  • Advanced Audience Targeting: Advertisers can use first-party and third-party data to reach specific demographics and interests.
  • Measurable Performance Metrics: Ad completion rates, website visits, and conversion tracking provide detailed insights into campaign effectiveness.
  • Cost Efficiency: Without the high distribution costs of traditional TV, businesses of all sizes can leverage CTV advertising.

The Growing Popularity of Connected TV

As consumer preferences continue shifting towards streaming, the demand for CTV advertising is skyrocketing. Many viewers are cutting the cord on traditional cable subscriptions in favor of flexible, cost-effective streaming options. This trend presents an opportunity for brands to reach engaged audiences through targeted advertising strategies.

Who Can Benefit from Connected TV Advertising?

Businesses across industries can leverage CTV advertising to drive brand awareness and conversions. Direct-to-consumer (DTC) brands, in particular, benefit from CTV’s ability to track user engagement and site visits, making it an essential component of performance marketing strategies.

The Advantages of Connected TV Advertising

CTV offers several key benefits over traditional TV advertising:

  • Precision Targeting: Brands can serve ads to the right audience at the right time based on behavior and interests.
  • Actionable Insights: Advertisers can measure campaign performance in real-time, optimizing strategies for maximum impact.
  • Greater Engagement: With fewer ads per break, viewers are more likely to engage with and remember CTV advertisements.
  • Flexibility: Businesses can run campaigns with lower budgets and adjust strategies dynamically.

Getting Started with Connected TV Advertising

You've got have a great TV commercial. Ideally in :30 and :15 formats. That's easier said than done.

The traditional way is to hire an ad agency to work with you on strategy and concept, and then to engage a production company through your agency.

But now brands and companies have discovered they can work directly with commercial production companies to make their spots. This saves you money and time.

So now you have a great CTV commercial. The next step is to make a media plan and to get it out there in front of your audience. Again, there's traditional ways and the new way.

Traditionally, your ad agency offers media strategy and buying services. They're expensive.

The new way is to consult with a company like Froth & Fur who provide strategy and media buying services a la carte. They can work with you on strategy and to get you set up with CTV advertising platforms as a consultant, without the big ad agency overhead. This ensures you get the best bang for your CTV advertising budget, and it also keeps control with you: where it belongs.

The Future of TV Advertising

As the television landscape continues to evolve, Connected TV is emerging as a dominant force in advertising. The ability to combine the reach of traditional TV with the precision of digital marketing makes CTV a powerful tool for brands looking to connect with modern audiences.

For marketers willing to embrace the shift, CTV presents an unparalleled opportunity to drive measurable results and stay ahead of the competition.

Photo by Jonas Leupe on Unsplash