The way we watch TV is changing rapidly. In fact, more than half of all US homes with broadband subscribe to both a pay TV service and at least one streaming video service. As a marketing professional, reaching highly engaged streaming audiences is made possible by Connected TV (CTV) advertising.

In part one of a four-part series, dataxu provides the key definitions, guidelines and best practices to take full advantage of this high-impact format.

What is Connected TV? TV screens that can stream digital video, inclusive of television content. Smart TVs and gaming consoles are two examples of technology that allows CTV content to be streamed to viewers. CTV advertising is the buying of TV ads that air on internet-enabled streaming devices at full resolution.

How does CTV advertising work? CTV ads are sold as impressions using software automation and advanced data, reaching viewers who stream content on demand. Ad spots are purchased when a viewer matches your desired audience, creative messaging then appears in full-screen, 100% viewable environments.

Why should you use CTV? Marketers can reach elusive audiences—cord cutters and streaming TV viewers in a world where traditional TV viewership is shrinking. They can also maintain relevance across channels by extending third-party audience targeting to TV, and then retarget digital audiences on TV. Finally, practitioners can meet direct response KPIs by measuring sales against TV exposure.

Here, we share seven best practices for CTV campaign management and creative:

• Manage frequency across CTV and other devices at the household level.
• Ensure attribution measurement is in place to track critical KPIs against CTV exposure.
• Ads should conform to the 16:9 widescreen aspect ratio; 1280 x 720 and 1920 x 1080.
• Video bitrate should be at least 5,000 kbps.
• Utilize ad tags that are VAST only (most CTV applications reject VPAID technology).
• Provide 15- and 30-second creative variations.
• Include a call-to-action in your ad. Keep in mind, this action will take place on another device or in-person. (Because CTV ads play on TV screens, viewers will not click through to a landing page.)

Today, in this rapidly-evolving TV ecosystem, there are a variety of ways viewers can tune in to TV, including new formats like Connected and Addressable TV. Learn more from dataxu on how marketers can capitalize on these new technologies.

--Cortney Frank, Senior Product Marketing Manager, dataxu