Reach More Viewers with CTV on YouTube

Connected TV (CTV), a powerful and ever-growing channel, has redefined the digital advertising landscape and pace of content consumption, particularly in the wake of the 2020 pandemic. 

As the world grappled with lockdowns and social distancing, viewers turned to CTV platforms in record numbers, seeking entertainment, information, and a semblance of normalcy. This shift not only accelerated the adoption of CTV but also highlighted its potential as a powerful medium for advertisers.

This shift in viewership makes CTV the best place to consume long-form streaming video content. “So many people have cut cable out of their life,” said Brandon Courtney, Director of Business Development. “Some younger people have never even had a cable subscription. Where are they going? Connected TV and OTT.” 

This article will outline the dos and don’ts of adding CTV to your OTT advertising mix.

Strategies

How the Streaming Boom Accelerated the Adoption of CTV

 

As we move forward, the growth trajectory of CTV is expected to continue, driven by technological advancements, expanding streaming platforms, and an increasing shift towards digital consumption and away from traditional cable. By the end of 2023, Smart TV ownership in the U.S. had risen to 74%, up from 61% in 2020, according to Hub Entertainment Research

Platforms like YouTube have played a pivotal role in the adoption of connected TV. As a leader in online video, YouTube extends its reach through both its standard platform and YouTube TV, its OTT (Over-The-Top) service offering live TV from traditional broadcasters. 

This integration of YouTube into the CTV ecosystem exemplifies the blurring lines between digital and traditional TV, offering advertisers unprecedented opportunities to reach audiences through both on-demand and live-streaming content.

“CTV ads have replaced broadcast ads,” said Brennah Kentz, Senior Account Manager. Brands can communicate their message and achieve better results with a more prominent creative format through CTV campaigns. “They are also far less expensive to run and can reach a diverse audience with more specific targeting capabilities than broadcast ads, “continues Kentz, noting that targetability, engagement, and measurability benefit CTV advertising.

CTV

If you’re considering advertising on YouTube, it’s essential to weigh the pros and cons. Owned by Google, YouTube offers a large variety of data to target by demographics, locations, interests, search keywords, and more. 

Ads on this platform possess a high completion rat, with non-skippable ads and bumper ads sit at a 90% completion rate. Additionally, YouTube offers bidding strategies based on your advertising goals.

On the flip side, a limitation of YouTube CTV ads worth noting is the inability to target specific channels and genres. However, the large Google audience inventory makes up for the loss.

“People who are viewing YouTube on CTV are likely glued to their couch, so I would recommend non-skippable when targeting CTV Devices on YouTube so the advertiser can capture their attention,” said Kentz. “I would also recommend adding a frequency cap here to make sure you don’t annoy the audience with too many of your ads at the same time.

“CTV is fantastic for brand exposure and recognition: it has high view-through rates (VTRs) at 95%+ in and is  non-skippable most of the time. Tailored audience targeting, expanded inventory, and competitive rates are the big winners here.”

Why Advertise on YouTube TV?

 

YouTube TV is YouTube’s subscription streaming service that offers live TV, on-demand video, and cloud-based DVR from more than 85 TV networks. However, it’s essential to consider that not everyone who watches YouTube on their TV is a subscriber of “YouTube TV,” its member-based service. 

Advertising on YouTube TV offers a unique opportunity to reach viewers as they watch TV across a variety of platforms, including smart TVs, gaming consoles, Apple TV, and any device that can connect to the internet. This OTT content platform merges traditional TV viewing with the digital landscape, allowing advertisers to target specific demographic interests through both live and free ad-supported streaming. By leveraging streaming TV services, brands can engage with a diverse audience in a dynamic, personalized way, maximizing visibility and impact.

Non-skippable

 

If you’re looking to develop a successful YouTube TV campaign, consider the following limitations:

  • Privacy Regulations: Targeting limitations due to privacy laws.
  • Content Diversity: Need to align ads with suitable content for brand safety.
  • Budget Constraints: Competition for ad slots may increase costs.
  • Viewer Habits: Must adapt to shifting consumer viewing behaviors.

Best Practices for CTV Advertising

 

As viewers shift their interest to YouTube on CTV, advertiser interest in reaching those viewers is also growing. Our team recommends these best practices to stand out from the crowd and make the most out of YouTube CTV:

  • Creative: “Most TV ads perform best when real people and faces are in the ads, accompanied by fitting popular music. Lastly, drive it out of the park with a strong call-to-action and finish with a brand recall. The ad should be short and concise (30 seconds or less), repeat the brand name to strengthen brand recognition,” said Kentz.
  • Selective Inventory: “Be selective and align your inventory with content that will resonate with your target audience,” said Courtney.
  • Find Your Audience: “The closer you can get to your ideal audience, the more you will be able to stand out in front of other advertisers. Targeting users based on the types of content they view on YouTube is a great method to add into your media mix,” said Taylor Coleman, Senior Account Executive.

The power of CTV, combined with YouTube’s expansive reach, presents a significant opportunity for brands and advertisers to engage with their audiences in a more impactful and targeted way. 

The rise of CTV offers an unparalleled opportunity for precise audience engagement, with YouTube acting as a pivotal platform for reaching viewers. At Division-D, we harness the power of CTV and YouTube’s extensive network to deliver targeted, impactful advertising experiences. Our expertise ensures that your message not only reaches the right audience but also drives meaningful engagement and results.

Ready to create a successful YouTube CTV campaign?


Author
Tessie Ho
Social Media Strategist

Tessie Ho is a certified social media strategist at Division-D, skilled in executing successful paid and organic social media campaigns across various platforms. She is a powerhouse behind our competitive and effective paid social strategies. Tessie enjoys reading, trying out local eateries, and traveling.

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