What Is CTV?

Right now, the TV program is very accessible with Connected TV (CTV). Users can access their favorite TV programs whether at home or on the road with CTV. Connected TVs (CTVs) are internet-connected gadgets that let users browse and stream their favorite programs conveniently. 

Connected TV Advertising

As the CTV trend is rising, advertisers need to reach audiences where they watch their favorite shows across different platforms and services. Connected TV (CTV) advertising helps them do just that.

CTV advertising is one type of digital advertising that shows up in streaming media. It covers advertisements that appear during live broadcasts or TV series that are seen on streaming devices. CTV ads can also be interactive, allowing users to take action while the ad is being displayed.

Advantages of Connected TV Advertising

Connected TV (CTV) advertising allows advertisers to reach people where they are already watching content. By focusing on these audiences, advertisers and businesses can expand their brand's reach effectively.

Connected TV (CTV) video advertising helps advertisers connect with modern audiences, including cord-cutters (people who have canceled traditional cable or satellite TV) and cord-nevers (those who have never subscribed to traditional TV services). These viewers prefer streaming their favorite shows, movies, and other content through online platforms instead of watching traditional linear TV. CTV advertising allows brands to target this growing audience in the places they are most active—on streaming apps and services.

To place an advertisement on streaming video, advertisers need to collaborate first with the content distributor or ad exchange, such as Ampliffy. CTV ads can be purchased programmatically, which means that an automated mechanism is used to buy and sell digital ads.

How to Measure CTV Ad Metrics?

CTV offers advertisers improved pricing and ad placements through an automated system. Programmatic CTV advertising price can be modeled using marketing metrics or indicators like cost per completed view (CPCV) and video completion rate (VCR). 

CPCV, or Cost Per Completed View, is a metric used to determine the expense for each advertisement that is watched entirety. This measure is especially important in video advertising, as it ensures that advertisers only pay when their content has been fully consumed by the audience, maximizing the value of their investment. By focusing on completed views, CPCV provides a clear picture of how effectively an ad captures and retains the attention of viewers. This metric is particularly useful for evaluating the performance of campaigns aimed at delivering full-length messages, such as storytelling ads or detailed product demonstrations, where completion is a critical factor in achieving the desired impact.

VCR (View Completion Rate) is a common way to measure how well digital videos perform. It shows the percentage of viewers who watched a video all the way to the end. A high VCR means many people have finished watching your video, suggesting that your brand story is engaging and holds their attention. Since many streaming providers do not permit ad-skipping, the VCR for CTV advertisements is relatively high.

Brand reach, audience reach, and brand lift are additional CTV measures. Since CTV ads reach many digital content viewers and people who have switched from cable TV, they can help brands connect with a larger audience and boost awareness.

CTV Advertising with Ampliffy

Ampliffy offers a robust ad exchange platform that allows advertisers and sellers to place their ads within premium Connected TV (CTV) content. We provide access to a wide range of streaming services and apps, ensuring that advertisers can effectively reach their target audience where they are most engaged.

Getting started is simple. Advertisers interested in leveraging Ampliffy’s CTV ad exchange can contact our account executives to learn more about the available CTV advertising opportunities. The team at Ampliffy will guide advertisers through the process, from setting up campaigns to optimizing them for maximum impact. With Ampliffy, brands can boost visibility, connect with viewers across streaming platforms, and achieve measurable results in their marketing efforts.