CTV advertising: Precise targeting on the big screen

In the rapidly evolving world of digital media, Connected TV (CTV) has established itself as a game changer. With its ability to combine traditional television with the precision of digital advertising, Connected TV advertising offers unprecedented opportunities for targeted marketing. But what exactly makes CTV targeting so powerful - and how can it be used for effective CTV marketing?

What is CTV targeting - and why is it so effective?

At the heart of CTV advertising is the ability to target relevant audiences on the big screen - based on data-driven strategies. Unlike linear TV, Connected TV targeting allows for precise target audience approach based on a variety of characteristics:

Time of day & usage situation
Demographic characteristics
Geographical data
Device type
Viewing behavior & interests
Context & content

Thanks to the intelligent combination of these criteria, CTV advertising is not only more efficient, but also more effective than many traditional media channels.

Household targeting: CTV places advertising messages directly in the living room

Opening up the possibility of household targeting is one of the strengths of Connected TV targeting. Unlike traditional television, where advertising is often widely distributed, ads on CTV platforms such as Netflix, Sky or Prime Video can be targeted towards specific households. This is based on factors such as viewing habits, interests and demographic data.

The most important CTV targeting options at a glance

CTV advertising offers a variety of targeting options that can be used individually or in combination:

Time-based targeting
Advertising can be placed at specific times of day when the target group is most likely to be active.
Demographic targeting
Precise targeting according to age, gender, household size or income.
Geographic targeting
From nationwide campaigns to local ads, the geographic precision is remarkable.
Device targeting
Depending on whether the viewer is using a smart TV, a games console or a mobile device, the advertising can be adapted.
Contextual and content-based targeting
Ads can be placed next to specific content or genres that match the brand.
Behavioral targeting
Viewer profiles can be created and addressed based on browsing behavior and viewing habits.

CTV targeting in comparison: more relevance, less spreading loss

Compared to other media options, Connected TV advertising in Germany shows clear strengths. While traditional television often struggles with spreading loss, CTV enables much more precise targeting. In contrast to pure digital advertising, CTV also offers the advantage of the large screen and immersive TV experience, which can lead to higher attention and engagement.

Challenges in CTV targeting

Despite the potential, there are also challenges in CTV marketing. Data protection is an important issue, as the detailed collection of data can raise privacy concerns. CTV providers have to perform a balancing act between precision and protection of user data.

Another challenge is the fragmentation of the CTV market. With many different platforms and providers, it can be complex for advertisers to orchestrate consistent campaigns across multiple platforms.

Despite these challenges, the advantages outweigh the disadvantages. The combination of the reach of traditional television and the targeting precision of digital advertising makes CTV an extremely attractive advertising channel. Advertisers can deliver their messages to the desired target group more precisely than ever before, resulting in greater efficiency and better ROI.

Conclusion: Connected TV targeting as the future of digital marketing

In summary, targeting on connected TV heralds a new era of precision advertising. It combines the best of both worlds - the emotional power of television with the data accuracy of digital platforms. For marketers and advertisers looking to reach their target audiences effectively, CTV is undoubtedly a channel to test and utilize.

Recommendations for advertisers:

Utilize data-based targeting: Use first-party data, interest profiles and time slots.
Think cross-channel: Combine CTV with mobile and social for maximum impact.
Test, optimize, scale: Small CTV campaigns provide valuable insights for larger setups.
Use programmatic CTV: For automated, scalable and precise targeting.

Author:
Katrin Ulbrich (Director Sales Steering)