January 25, 2025

Digital Marketing

Connected TV and Streaming Ads

As consumer viewing habits continue to shift from traditional television to streaming platforms, Connected TV (CTV) advertising has become a powerful channel for marketers who want to reach engaged audiences with precision and efficiency. The growth of CTV, along with its evolving technology, makes it a smart addition to any modern marketing strategy.

The Surge in CTV Advertising

CTV advertising is experiencing major growth:
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· Market Expansion: In 2024, U.S. CTV ad spending is projected to reach $30.1 billion, a 22.4% increase from the previous year.
Source: Oberlo

· Global Outlook: Worldwide, CTV ad revenue is expected to reach $35.2 billion in 2024 and exceed $46 billion by 2026.
Source: Statista

· Advertiser Adoption: A growing number of marketers are shifting budgets from traditional TV to CTV because of its better targeting and measurable results.
Source: Statista

Advantages of CTV Advertising

CTV offers benefits that make it stand out from traditional advertising:

· Advanced Targeting: CTV enables precise audience segmentation based on demographics, location, and viewing behavior, allowing brands to deliver highly relevant messages. Source: Porch Group Media

· High Completion Rates: Over 95% of CTV ad impressions are non-skippable, with a 95% completion rate, meaning more people are watching the entire message. Source: Zipdo

· Interactive Engagement: Innovations like shoppable ads and clickable overlays give viewers a way to interact with content directly. Interactive ads are outperforming traditional formats in engagement. Source: Kortx

Measurable Results and Rich Analytics

One of the strongest advantages of CTV advertising is its built-in ability to track and analyze campaign performance. Unlike traditional TV ads, CTV platforms provide real-time data and deep analytics that help advertisers refine strategies and maximize ROI.

· View-through Rates: See how many viewers watched your entire ad or dropped off at specific points.

· Conversion Tracking: Connect CTV exposure to actual actions, like website visits or purchases.

· Audience Insights: Understand viewer behaviors, preferences, and engagement across devices.

· Geographic & Demographic Reporting: Know where and who your ads are reaching, so you can tailor messages for better impact.

This level of transparency and performance data empowers marketers to make informed decisions and continuously improve campaign effectiveness.

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📊 Visual Ideas to Include

To make the most of this content, consider adding visuals such as:

· Growth charts that show the rise of CTV ad spending year over year

· Comparison tables showing the performance of platforms like Hulu, YouTube, and Roku

· Infographics highlighting CTV viewer demographics and behavior

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Why Marketers Should Care

The shift in how people watch TV is giving marketers a unique chance to connect with viewers in smarter, more measurable ways. CTV makes it possible to deliver personalized ads that are more likely to convert and build brand loyalty.

Adding CTV to your marketing strategy is not just a good idea—it is a necessary move to stay relevant in a rapidly changing media landscape.

Let me know if you'd like help turning this into a downloadable PDF or adding branding for your agency.

Sources: https://www.oberlo.com/statistics/ctv-ad-spend https://www.statista.com/statistics/273713/global-online-ctv-television-advertising-revenue https://www.statista.com/topics/12992/ctv-advertising-worldwide https://porchgroupmedia.com/blog/2024-ctv-advertising-trends https://zipdo.co/ctv-industry-statistics

https://kortx.io/news/ctv-advertising-trends

The 2024 Paris Olympic Games present a unique and exciting opportunity for local businesses to tap into a large, engaged television audience. The Olympics attract millions of viewers from all over the globe, and a significant portion of those watch their local stations, creating opportunities for highly effective local TV advertising campaigns. And even though national campaigns were booked long ago, it’s not too late for local advertisers. Near-to-air inventory may still be available at many local stations, providing unique opportunities for local advertisers.

THE STRATEGY & PLAN

The Olympics is one of the few events that captivate a global audience, transcending cultural and geographical boundaries. For local advertisers, this means a diverse and extensive viewership. The 2024 Paris Olympics promise to be no different, with a schedule packed with a wide variety of sports that appeal to a broad range of viewers. There’s something for everyone, from traditional favorites like athletics and swimming to newer additions like skateboarding and surfing.

Why Local TV Advertising?

Geo-Targeted Reach: Local TV advertising allows businesses to target their immediate geographic area. This ensures that the ads are seen by potential customers within the vicinity of the business, increasing the likelihood of conversion.
Community Connection: Local businesses often better understand their community’s needs and preferences. Local TV ads can be tailored to reflect community values, culture, and events, fostering a stronger connection with the audience.
Cost-Effective: Local TV ads are more affordable than national TV spots, making them accessible to small and medium-sized businesses. This allows even those with smaller budgets to leverage the massive viewership of the Olympics.
High Engagement: The immersive nature of TV viewing, combined with the excitement of the Olympics, leads to higher engagement levels. Viewers are more likely to remember ads they see during noteworthy events.

Strategies for Effective Local TV Advertising

Align with the Olympic Spirit: Themes of perseverance, unity, and excellence resonate well during this time. For instance, a local sports store could highlight local athletes who have shown Olympic-like dedication and skill. Another example might be a local restaurant promoting healthy eating habits inspired by the athletes’ diets.
Leverage Local Heroes: If your area has athletes competing in the Olympics, consider featuring them in your ads. This builds local pride and provides a relatable figure for your audience.
Promote Special Offers and Events: Use the Olympics as a backdrop for special promotions or events. For example, a restaurant might offer special deals during game times or host viewing parties.
Storytelling: People connect with stories. Craft narratives that tie your business to the Olympic ideals. For example, a gym could tell the story of a member who achieved remarkable fitness goals, drawing a parallel with Olympic athletes’ journeys.
Visual and Emotional Appeal: High-quality visuals and emotional storytelling can make your ads memorable. Use the dynamic and vibrant imagery of the Olympics to enhance your ads.
Call to Action: Ensure your ads have a clear call to action. Whether viewers visit your store, take advantage of a limited-time offer, or join an event, they should know what to do next.

Timing and Placement

Timing is crucial for TV advertising. Ads placed during prime-time events or popular sports will have higher viewership but also higher costs. Balancing budget and desired reach is critical.
Prime-Time Events include the opening and closing ceremonies, significant finals, and popular sports like gymnastics and track and field. Local station breaks during prime-time broadcasts provide opportunities for local advertisers to access the highest viewership.
Niche Sports: Placing ads during less mainstream sports can be cost-effective while still reaching engaged viewers. Sports like archery, fencing, skateboarding, or surfing have dedicated audiences that could be highly relevant for specific local businesses.
News and Recaps: Local news and daily Olympic recaps are watched by those who want to stay up to date but who are unable to watch live events. These segments often have consistent viewership and are a good opportunity for local businesses.

The 2024 Paris Olympics present an unparalleled opportunity for local businesses to reach a broad and engaged audience. By leveraging local TV advertising, businesses can create targeted, memorable, and effective campaigns that resonate with their community. With thoughtful planning, creative execution, and diligent measurement, local advertisers can capitalize on this global event and drive significant business growth.

Interested in placing your company’s story in front of the eyes of many? Lets start from the top and go higher! Speak with one of our Strategy Marketing Directors today.

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