Should You Invest in CTV Advertising?

by | Aug 15, 2023

With millions of consumers cutting the cord (and loving it), more brands are doubling down on CTV advertising. In fact, 98% of brands believe that CTV advertising will be bigger than mobile. About 25% of companies believe it will only take 2-3 years to reach that point. In the meantime, companies need to decide whether now is the right time to move forward with a CTV ad strategy. Here are some questions to guide you in the right direction.


How much control do you want over your ads?

One of CTV advertising’s greatest advantages is the level of precision targeting it offers. Rather than sharing a mass message with millions of TV viewers at the same time, brands can gain more control over where, how often, and to whom their ads are shown. Narrow your focus on households or viewers of a certain geographic location, income range, viewing habits, interests, or other factors. Targeting gives you a better chance of showing your ads to the people who will most likely want to see them.


How important is real-time reporting?

Traditional TV advertising is a monster to measure. Learning the impact of a TV campaign is often a long and daunting process that can take weeks to collect, analyze, and report on the data. 

CTV advertising offers almost real-time insights on reach, brand lift, completed views, and engagement. At any given time, you can check the data to see how your campaign is progressing. This lets you adjust your spending, tweak your creative, or make other impactful changes before your ad budget runs out.


Do you prefer low-lift ad optimization?

Remember the “old days” of manually figuring out bids and placements? CTV ads have largely automated this process, allowing you to skip the typical hassles of media buying. Automation bridges the gaps between inventory quality, costs, and your business goals. This is made possible largely due to the availability of real-time data, which helps ensure your campaigns reach peak efficiency.

However, if you prefer more control over your placements and bids, then CTV ads might not be right for you.


Where do you most want to be seen?

CTV focuses on streaming services, such as Hulu and Amazon. This means that advertisers are left out of primetime shows, news, sporting events, and other content found on mainstream TV. However, the tradeoff is that there’s plenty of content available for streaming that isn’t shown on cable or satellite. It’s up to you to decide where you want to be seen.


Find Out If CTV Ads Are Right for You

Going all in on a CTV ad strategy just because everyone else is doing it isn’t the best reason to move forward. But learning about CTV’s advantages now can give you ample time to perfect your approach before it blows up even bigger. At Infillion, we’ve designed our suite of CTV technology to help you develop, measure, and improve your CTV advertising with ease. Contact us today to learn more, or visit our blog to explore more of the CTV landscape.

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