“TV” has new meaning. No longer are audiences solely watching linear TV. Instead, they are engaged with content across devices and channels, with a growing number using over-the-top (OTT) and connected TV (CTV) as a supplement or replacement to linear television.
According to eMarketer, 57.2% of the U.S. population will watch CTV in 2019, up from 51.7% in 2017. As audiences spend more time with the medium, it creates new opportunities for brands. U.S. advertisers are expected to spend $3.8 billion on OTT this year, and $5 billion in 2020.
But some brands and agencies don’t realize that you can’t serve the same TV commercial you shot six months ago and call it a day. When it comes to developing creative for advanced TV environments, you need to understand what ad formats and features will drive the most engagement and conversation, as well as where the space is heading.
The first step in producing effective creative is recognizing available technical capabilities. In the advanced TV space, advertisers should consider:
Custom video within in-stream CTV environments
These are the ads most reminiscent of traditional TV commercials. But, unlike traditional TV advertising, you can use advanced digital targeting capabilities to serve ads to a highly specific audience, as well as implement creative features like customized overlays and end cards to drive user action.
Connected TV menu banner placement
Brands can also advertise on high-trafficked parts of CTV platform screens. This is a great way to raise awareness and is especially popular with
Read more here: https://marketingland.com/insider-tips-heres-the-kind-of-creative-that-wins-over-advanced-tv-audiences-267209