The TV ad is dead, long live the CTV ad!

Well, not dead yet, but its prime time has definitely gone with CTV advertising stepping into the spotlight. Let the numbers speak for themselves:

The above diagram by eMarketer provides figures for the US, but globally the tendency is as unequivocal.?

The glorious story of the CTV advertising rise can be dated back to 2019-2020 when COVID kept people confined to their homes. Ever since CTV has been gaining the momentum, with more and more companies redistributing their ad budgets, allocating an increasingly larger share to CTV. Why??

Why does the CTV ad beat the TV ad??

Sure, traditional TV advertising reaches millions of viewers at the same time. Helas, it reaches EVERYONE watching a particular show which means a bitterly low hit rate. Plus it provides very scarce measurement opportunities (did anyone go buy something after watching a TV ad?).

Conversely, CTV advertising boasts precise targeting similar to Facebook and Google, breaking the audience into segments based on everything from gender and age to education level to consumer behaviors. More to it, users can be pinpointed based on location via their IP address. Meaning your ads can be customized based on the viewer’s geography.?

Next comes measurement and attribution. With CTV advertising, you can? neatly calculate the effectiveness of your campaigns via conversions (this is where platforms like Reliz DSP come in handy). Attribution enables you to measure installs and in-app conversions.

Finally, on-the-go optimization: Linear TV advertising is largely sold, trafficked and put into the feed well in advance of airing. CTV ads can be inserted on the fly, so you can quickly optimize the ongoing campaign performance.

Okay, but why should users love this kind of advertising?

Well, they do not necessarily love it, yet they definitely react more mildly to it as compared to TV ads. Advertising on streaming services is ample, but it works differently: instead of several minutes, CTV ads are usually up to 15 seconds long, and are displayed less frequently.?

Plus, tailored targeting makes these interruptions more relatable (and palatable) for viewers. Say if you are a middle-aged long distance trucker chances that you’ll be shown football-related ads instead of fashion news are quite high.?

Right. Why is RELIZ CTV so special??

Let’s glimpse over its key USPs, and then elaborate a little on the most vital ones:

Now for the details.?

First and foremost, Reliz is among the lucky few companies certified by AppsFlyer and Adjust, which entitles us to leverage cross-platform attribution. Through this, we can link a TV impression to an installation/action in a mobile app, regardless of the platforms used in the process. While using a probabilistic model, we can measure the actual performance of a given media campaign on CTV with striking accuracy.?

Plus, we can offer our clients to work on a CPA/CPI model so that they pay only for actual visitors while we care about optimization.

See how it works:?

No fraud

We employ anti-fraud systems to combat low-quality traffic, both for ongoing campaigns and when connecting to new traffic sources.

Targeting-wise, we utilize a variety of approaches:

Speaking of effectiveness

At the moment, we are “test-driving” Reliz CTV with one of our clients, who have recently shared with us some stats:?

• 15k+ installs
• ≥ 1 purchase made by every third CTV user
• < 0.1% installs without events
• approximately equal distribution of conversions between Android and iOS.

Who can benefit from CTV ads?

The range is vast, encompassing all sorts of brands and content owners (although such advertising is subject to the applicable advertising law).?

If you are interested in Reliz CTV or have any questions on the topic, don’t hesitate to drop a line to Vera Laskova or to our official Linkedin account. See you in the next episode of Reliz Talk!