TV is Digital
It’s no secret that everyone is talking about connected TV (CTV). What used to be a sliver of our media consumption exploded in the last two years. COVID-19 significantly accelerated the growth, and that trend has stuck around even as the world re-opens. All eyes are on the CTV landscape, especially as Netflix plans to accept ads in the near future — here’s what you need to know ahead of this election cycle.
Everyone is streaming.
Connected TV now makes up more than 50% of TV hours among voters 18–34 — and it’s not just for younger generations. Folks 55–64 spend nearly 1-in-5 of their streaming video hours with connected TV.
Know where your GRPs are really going.
On average, 80% of linear TV impressions go to just 20% of the audience.
That’s where CTV comes in. Applying digital buying tactics — with smart frequency management and advanced targeting — can be up to 25x more efficient than a linear buy.
It’s an incredibly fragmented marketplace.
Reaching people everywhere isn’t as easy as it used to be. There are dozens of ways to buy connected TV. What separates good vs. bad buying is the ability to understand which sources are duplicative vs. provide exclusive reach at the best rate.
If you’re a retail store running a Black Friday promotion — just buying on Hulu or Roku will work fine and reach most customers a few times. But if you’re trying to reach every persuadable voter in a competitive election — you should know that half of CTV watchers use 4 or more services.
TV has hit a reach ceiling.
97% of linear TV impressions reach only half of all linear viewers. 97%! The volume of GRPs that used to reach a critical mass of voters now just drives up frequency among a smaller group.
Even with great targeting, smart CTV buying shouldn’t be set it and forget it.
Responsive Targeting: Just as with typical digital, CTV offers us the opportunity to deliver battle-tested messaging to the right audience segment. We shouldn’t treat this like traditional TV, with one messaging carrying the day.
Respond to what people are seeing. CTV has the benefit of 2-way feedback — we know what people are watching thanks to a technology called ACR, which recognizes on-screen content. If people see a negative or positive news story about our candidate, we can directly respond or amplify.
Attention Optimization: In a world where every ad has a 95–100% completion rate, how do you ensure people are actually watching? Enter show + genre reporting. There are shows people watch intently and then there’s ‘background’ viewing. Both play a role, but only one drives attention. Most of us aren’t sitting on the edge of our seats watching re-runs of The Office but we are when the new Survivor episode comes out weekly.
Inventory Incrementality: Not all inventory sources are incremental: What separates good vs. bad buying is the ability to understand which sources are duplicative vs. net new. The ugly truth is that a lot of CTV is re-sold inventory. Therefore, you could buy from 5 different sources but ultimately get the same inventory at the end of the day.
FINALLY! We can measure the impact of CTV.
While CTV has always been purchased like digital media, it’s also been harder to measure than a typical ad. There’s no “clickthrough rate” like a typical digital ad, and metrics like Completion Rate are less relevant when skipping an ad means abandoning your show.
BPI’s Vantage platform can now measure the impact of CTV by tying surveys directly to TV viewership. Our identity graph maps all of a person’s devices to a single ID — allowing us to deliver surveys on a voter’s phone, tablet, or laptop after they’ve seen a CTV ad. This means we can track which creative is the most effective, identify the optimal frequency, and measure the full ROI of a digital buy across all channels.
Want to learn more about future-proofing your CTV strategy? Download our CTV playbook here.