In today’s digital landscape, where streaming services dominate the entertainment industry, publishers must adapt their monetization strategies to stay relevant. Connected TV (CTV) has emerged as a powerful revenue-driving solution, revolutionizing the way publishers connect with their audiences. With 92% of U.S. households reachable by CTV programmatic advertising in 2022 (according to Statista), and a rapidly growing user base of over 110 million Gen Z and Millennial viewers alone, it’s clear that CTV is the future of advertising for publishers. In this article, we’ll explore the importance of incorporating CTV into your monetization strategy and delve into the key benefits it offers publishers.
Broader Audience Reach
The streaming revolution has reshaped how consumers access content. With multiple streaming service subscriptions and cord-cutting on the rise, viewers now have an abundance of shows, movies, and original content at their fingertips. As they choose where to consume this content, including connected TVs, desktops, tablets, and mobile devices, CTV advertising offers a golden opportunity for publishers to reach a growing audience. By embracing CTV, publishers can tap into the immense potential of this booming streamer phenomenon and unlock new revenue streams.
Traditional linear TV advertising often comes with substantial costs, making it challenging for many advertisers to meet the minimum requirements. In contrast, CTV offers flexibility in pricing structures, such as cost per metric (1,000 views) or cost per completed view (CPCV). This makes it more feasible for advertisers to reach premium networks and engage with their desired audience on the big screen. For publishers, this flexibility opens the door to monetization opportunities, particularly through the utilization of programmatic buying and real-time bidding. These techniques allow for automated, efficient purchasing of ad slots, so publishers can optimize their revenue streams.
Brand and privacy Safety
Fraud and brand safety are constant concerns. CTV is a little bit of a “Wild West” where brand safety is paramount. After embracing CTV into your monetization strategy, it’s vital to collaborate solely with authorized vendors, safeguarding against potential risks. By doing so, publishers fortify their brand’s reputation and investment. Whether through private marketplaces with negotiated, high-quality, and human-curated inventory or open auctions on trusted platforms, selecting trusted partners establishes a fraud-free and brand-safe environment, enabling publishers to confidently seize CTV’s benefits.
Diverse Revenue Opportunities
Publishers benefit from unparalleled engagement, particularly through non-skippable ads. Unlike traditional digital video ads, CTV ads boast high completion rates, reaching nearly 100% audibility and viewability. With the majority of CTV ads being non-skippable, viewers are compelled to watch them in full, ensuring that advertisers’ messages are not merely seen but fully absorbed by an engaged audience. This heightened engagement significantly enhances campaign effectiveness, driving better results for everyone involved.
Moreover, the interactive capabilities of certain CTV platforms elevate the advertising experience vs. traditional linear TV. Publishers can leverage interactive ads that viewers can engage with and even make direct purchases. This level of interactivity goes beyond traditional ad formats, fostering immediate conversions and creating a more engaging ad experience. The result is not only increased viewer participation but also a measurable boost in brand awareness and consideration metrics. These interactive elements contribute to the overall revenue generation for publishers, including the facilitation of higher bid rates as advertisers recognize the value of actively engaged audiences.
Advanced Targeting Capabilities
Traditional TV advertising often targets programs with assumptions about specific demographics. In contrast, CTV empowers publishers to better monetize niche and in-demand audiences programmatically.
Additionally, CTV provides rich data analytics, offering insights into who viewed the ads, how long they engaged, and their interactions. This depth of information allows publishers to assess campaign performance in real time, gain a more precise understanding of ROI, and make data-driven decisions for future campaigns. The combination of precise targeting and comprehensive data analytics equips publishers with valuable tools to optimize their monetization strategies moving forward.
Historically, CTV has been seen as a channel suitable for awareness and consideration stages, with limited tracking capabilities. However, with the advent of measurement and attribution solutions, CTV’s impact on sales and campaign performance can now be accurately measured. You can track online and offline sales, measure exposure across CTV/OTT campaigns, and gain valuable insights into key metrics, such as conversion rates, frequency, and reach. This enables data-driven decision-making and justifies CTV’s role in all stages of the buying journey.
How OKO Helps CTV Publishers
In the ever-evolving AdTech trends and landscape, adding CTV as a revenue strategy is no longer optional—it’s imperative. This digital frontier offers immense potential, yet hurdles like fragmented ecosystems, untapped demand, and evolving bidding models can impede success. This is where OKO excels. With years of CTV expertise, we adeptly guide you through these challenges, streamlining monetization across platforms and ensuring revenue growth.
CTV’s indisputable advantages for advertisers include its extensive reach, cost-effectiveness, brand safety, precision targeting, and measurable performance. Its unique opportunities are amplified by high viewability, making it an indispensable avenue for industry leaders. By incorporating CTV into your monetization strategy, you remain ahead of the curve, maximizing ROI, and forging meaningful audience connections.
OKO – the #1 Google Certified Publisher Partner for CTV – is your strategic ally in navigating the CTV landscape. Don’t hesitate; embark on the CTV journey today, harnessing its power to unlock unparalleled success under our expert guidance.
Written By: Jenni Silva-Dunne, Head of Content and Project Operations