OOH & Digital Marketing Agency UK - CTV Ads

OOH & Digital Marketing Agency UK

OTT/CTV Advertising

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Service Overview

Connected TV (CTV) refers to any television that is connected to the internet and allows users to stream digital content. This includes smart TVs, streaming boxes, gaming consoles, and streaming sticks. As more viewers opt for streaming services over traditional cable TV, CTV advertising has become a powerful tool for reaching premium, on-demand audiences who are actively engaged in content consumption.

CTV ads combine the visual appeal and storytelling power of traditional television with the precision and targeting capabilities of digital advertising. Brands can now deliver video ads to a highly specific audience based on factors like demographics, interests, device usage, and even viewing behavior.

At Vision 2020 Group, we help you navigate the world of CTV advertising by creating impactful campaigns that resonate with viewers, optimize ad spend, and deliver measurable results.

How We Make It Work

Our approach to CTV advertising focuses on maximizing reach, engagement, and ROI by leveraging the unique benefits of streaming platforms. Here’s how we make your CTV campaigns successful:

Audience Targeting & Data Insights

- CTV advertising allows for hyper-targeted campaigns based on demographic and psychographic data, such as age, gender, location, interests, viewing habits, and more.
- We use data-driven insights to identify your ideal audience segments, ensuring your ads reach the right viewers at the right time. We can target based on behavioral data, such as viewing preferences (e.g., sports enthusiasts, movie lovers, or cooking fans) and device usage.
- By using data from streaming platforms, we can also retarget users who have interacted with your brand before or shown interest in related products or services.

Creative Strategy & Ad Formats

- CTV ads offer a variety of formats, including pre-roll, mid-roll, and post-roll video ads, as well as interactive video ads that allow viewers to engage with the content directly. Our creative team develops compelling video ads that are visually captivating, tell your brand’s story, and include a strong call to action.
- We work with you to ensure the messaging resonates with the target audience while integrating your brand seamlessly into the content. Our goal is to create an ad that blends well with the streaming experience while still being impactful enough to drive action.
- We also optimize the length of your video ads, ensuring they are the right duration to keep viewers engaged without causing frustration or skipping.

Cross-Platform Integration

- One of the benefits of CTV is the ability to integrate with other digital channels like social media, email marketing, and mobile apps. By synchronizing your CTV campaign with other digital ads, we can create a cross-channel strategy that reinforces your message and increases brand recall.
- For example, viewers who see your CTV ad may be retargeted with display ads or social media ads, creating multiple touchpoints across different platforms.

Brand Safety & Contextual Targeting

- We ensure that your ads are shown in a brand-safe environment by selecting premium streaming platforms and content types that align with your brand values. Whether your target audience is watching family-friendly content, news, or entertainment, we ensure your ad appears in the appropriate context.
- We also use contextual targeting to align your ad with relevant content that resonates with your audience, ensuring a seamless viewer experience and a stronger connection with your brand.

Real-Time Tracking & Analytics

- CTV advertising offers extensive tracking capabilities. We monitor key performance metrics such as view-through rates (VTR), click-through rates (CTR), engagement, and conversion rates. We provide you with detailed reporting to gauge the success of your campaigns in real-time.
- We also use attribution models to measure how CTV ads contribute to your overall marketing efforts, tracking actions like website visits, sales conversions, or app downloads that were driven by the ad exposure.

Flexibility & Scalability

- One of the key advantages of CTV is its flexibility. Whether you're targeting a local audience or nationwide reach, CTV ads can be scaled up or down based on your campaign goals. You can start with a pilot campaign and then adjust the ad spend and targeting based on the results to optimize performance.
- The ability to adjust in real time means we can continuously refine your campaign for maximum impact, ensuring that your ad spend is used efficiently and effectively.

Recent Results

We recently ran a CTV advertising campaign for a premium skincare brand aiming to increase product awareness and drive online sales.

Challenge:
The skincare brand was targeting a younger, more tech-savvy audience who primarily consumes content on streaming platforms and avoids traditional TV. They wanted to increase visibility among consumers who care about sustainability, quality, and effectiveness but don’t typically respond well to traditional advertising.

What We Did:

Audience Targeting: We selected streaming platforms that cater to a millennial and Gen Z audience interested in beauty, wellness, and sustainability. We targeted viewers based on demographic data (age, gender) and psychographic data (interests in beauty, skincare, and eco-conscious brands).

Creative Strategy: Our creative team produced a 60-second video ad showcasing the brand’s eco-friendly ingredients and high-quality skincare routines. The ad included before-and-after visuals, customer testimonials, and a clear call-to-action, urging viewers to visit the website for exclusive offers.

Cross-Platform Integration: The campaign was also supported by social media ads that mirrored the CTV video content, ensuring brand consistency and reinforcing the message across channels.

Real-Time Analytics: We tracked click-through rates (CTR) and conversion rates by using unique promo codes and landing pages to measure how the CTV ads contributed to online sales.

The Outcome:

The campaign generated a 35% increase in brand awareness among the targeted demographic, with a significant uptick in site traffic from viewers who interacted with the ad.
Sales conversions were up by 22% in the first month, with many new customers using the promo code provided in the ad.
The view-through rate (VTR) for the video was 75%, significantly higher than the industry average, indicating high viewer engagement.
The campaign was highly cost-effective, with a high return on ad spend (ROAS), thanks to the precise targeting and real-time optimization.

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OTT/CTV Advertising

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