There is no denying that video is here to stay. People increasingly consume their daily information by watching video—from learning how to pack for the perfect trip to catching up on their favorite episode of “The Marvelous Mrs. Maisel” from Amazon Prime. According to eMarketer, 65.1% of internet users worldwide will regularly use video as their core digital activity this year. With the shifts in how video is distributed and consumed, advertisers have new ways of video advertising at their fingertips to reach and engage audiences.
Today, many consumers are primarily watching video over the internet through Over-The-Top (OTT) services like Hulu, Roku, Amazon Prime, and Netflix—cutting the cord with traditional or linear TV subscriptions. Therefore, traditional TV spend is taking a backseat to digital video advertising.
So how can travel advertisers reach and engage with today’s cord-cutting generation? Why with Connected TV (CTV) ads, of course!
Here are the four top benefits travel advertisers receive by including CTV ads with their video advertising strategy:
1. Get in Front of the Right Audience at the Right Time
Trying to reach and engage with the right audience during the moments that matter is a complicated and frustrating battle for any marketer. Therefore, many end up casting a large net to reach their intended audience. Traditional or linear TV ads deliver that massive reach; however, by taking on the one-to-many approach, they limit a marketer’s ability to precisely target their audiences. This means that advertisers end up paying for views outside of their target audience.
Advertising with Connected TV and programmatic digital video both offer a targeted solution to reach the right audience at the right time. For example, with linear TV, an advertiser can only target based on location, network (Bravo) or a show (Top Chef)—reaching a one-to-many audience. But with CTV, advertisers can target beyond a network or show to a consumer’s personality, like “foodies”— targeting past purchase behavior, in-market status, and behavioral online data. As with programmatic video advertising, CTV allows marketers to target both one-to-many and one-to-one audiences based on the data implementation and insights they utilize.
2. Capture and Keep a Viewer’s Attention
When watching live linear TV commercials, many will skip the commercials by switching channels or getting up for a snack. On the other hand, most CTV ads are not skippable unless viewers are paying for a premium ad-free service. The viewer has to complete the ad before viewing the rest of the show. Plus, CTV commercials are shown at a much lower frequency, typically only one to three ads at a time. This helps viewers watch the full CTV ad, with a reported 95% completion rate.
Not only does a viewer complete an ad on CTV, but they are also watching it—staying 26% more attentive than when watching linear TV, partially in part to the reduced ad fatigue that happens with CTV. This strong level of engagement means that the ads are also more effective—67% more effective, in fact, than when the same ads are used on linear TV. Brands can reach a leaned-in audience that is more engaged because on CTV viewers choose which content to watch versus on linear Tv where they are locked into what is currently live.
3. Optimize Your Linear TV Campaign by Increasing Ad Recall
Connected TV advertising can be used to help test and boost your other advertising efforts. According to research conducted by Magna Global and Roku, adding just one CTV ad to a traditional television campaign boosts ad recall 34%, compared to just a 6% boost generated by adding an additional traditional TV spot. The study also reported that when viewers see ads on both linear TV and CTV, advertisers see their brand favorability lift more than twofold compared to when they only advertise on one video platform.
Synergy between linear TV and CTV means having a mixed campaign is best. But because CTV ads are more efficient per exposure, even adding a small amount of CTV to your linear TV campaign can have a big impact.
4. Spend a Little, Get a Lot
We are truly in the video age. According to eMarketer, digital video advertising has reached a major milestone this year—growing nearly 30% to over $27 billion in the U.S., making up 25% of all US digital ad spending. However, that doesn’t mean that you need to spend even 25% of your linear TV advertising budget to see an impact. With increased ad recall, close to 100% viewability, and higher engagement rates, advertisers see the return on their investment quickly with CTV.
Testing out all forms of digital video is also easy on your design team. Linear TV, programmatic video, and CTV ads all use the same creatives—making it easy and cost-effective to test how your linear TV commercials perform on programmatic video or CTV.
Looking to test out CTV advertising can work for you? Contact Sojern today.