.png&h=570&w=855&q=100&v=20170226&c=1)
| PARTNER CONTENT |
People are flocking to video streaming, or connected TV (CTV), across the Asia-Pacific region, which is forecast to add 167.8 million sub-OTT users between 2023 and 2027 (55% of global users). But how do you reach these audiences?
Advertisers are tapping into CTV's advanced targeting to reach specific audiences with tailored ads, moving beyond general consumer engagement. Recognising the value of top-funnel marketing, they are leveraging CTV’s large-format, rich media to evoke emotions and boost brand preference while maintaining precision targeting. This strategy demonstrates impact and drives revenue.
In Asia, new advertising video on demand (AVOD) platforms are always springing up, offering a route to communicate brand messages to diverse audiences with a total population of close to 700 million. Advertisers are responding by increasing their ad spend on CTV. According to Pixalate, there was a 43% rise in open programmatic CTV ad spend in APAC in Q1 of 2024, as compared with 2023.
Connected TV provides advertisers of all sizes with opportunities to deliver immersive and high-impact advertisements on larger screens with higher completion rates than mobile or desktop ads. It allows for a more innovative, personalised experience, with video content engaging audiences in a relaxed and attentive setting — which is often less feasible in traditional display, social, or search advertising.
What can CTV do for your brand?
CTV offers significant advantages for building brands and delivering high-quality viewability and attention compared to social media scrolling:
- Premium viewing environment: Full-screen, high-resolution experience on the largest screen in the home creates a more immersive environment for ads.
- Non-skippable ads: Ensures viewers are exposed to the full message, unlike social media ads that can be easily skipped.
- Emotional alignment: Better alignment between ads and content, enhancing viewer receptiveness.
- Higher attention scores: Generates higher attention scores due to full-screen, high-quality presentation.
- Longer viewing times: Ads usually run for 15 seconds - 30 seconds, providing more time to convey brand messages.
- Advanced targeting: Sophisticated targeting capabilities can reach specific audiences based on demographics, interests, and viewing behaviours.
- Measurable engagement: Enables measurement of engagement through metrics like completion rates and interactive elements like QR codes.
- Brand safety: Generally offers a more brand-safe environment compared to social media platforms.
- Viewability verification: Emerging solutions to verify viewability, ensuring value for investment.
Brand awareness campaigns led by CTV can pull prospects to the top of your funnel, driving traffic to your website to build a remarketing list and leading prospects to content or a demo request. Across international markets, it's clear that advertisers should leverage CTV for everything from top-funnel brand awareness to bottom-funnel lead conversion, influencing decision-making throughout the customer journey.
CTV can be used alongside display and native advertising to create a multi-channel brand presence, reaching audiences at different touchpoints. For example, native ads can drive deeper content engagement that complements the broad reach and visual impact of CTV ads. Combining CTV campaigns with digital audio and video advertising covers all aspects of media consumption.
A well-integrated CTV campaign in your media mix will put you ahead in video advertising, tapping into all effective advertising channels. A holistic, multi-channel strategy helps marketers analyse campaign results across channels and optimise budgets in near real-time.
CTV is not a replacement for linear TV ads but should complement your entire digital strategy. CTV is tracked by IP addresses, targeting users at a household level, creating a unique opportunity to reach mass audiences with a single ad.
What is the future of CTV in the media mix?
Video streaming is here to stay and has become a vital part of the media landscape. In Asia, like other markets, while subscription-driven options such as Netflix loom large, AVOD is exploding in many territories. Consumers look to rein in spending by increasingly discovering and viewing video content on ad-supported platforms.
At the same time, the entertainment universe is quickly expanding for consumers. Free ad-supported (FAST) TV channels are exploding in markets such as Australia, while mobile video and app streaming is capturing eyeballs across Asia. Already seven out of ten people in Indonesia have access to CTV. Because of Asia’s high smartphone usage, CTV is a highly effective channel across mobile and smart TVs. Brands can deploy contextual advertising tools to find new audiences and measure the impact of their campaigns across multiple devices.
CTV also enables more precise targeting and data. It leverages the same programmatic targeting capabilities as other digital channels, enabling advertisers to better reach the right consumers. These benefits are a great incentive for investing more in CTV, even if it means moving some dollars away from linear television. We expect that the upward trend of putting ad dollars toward CTV will continue.
Liam McCarten is vice president of sales, APAC at StackAdapt. Learn more about CTV with StackAdapt.
Liam McCarten is vice president of sales, APAC at StackAdapt. Learn more about CTV with StackAdapt.
.png&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
.png&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)