Connected Television (CTV)
Reach a highly engaged audience on the largest screens in their homes. From Smart TV applications to streaming devices such as Rokus, ads can be placed in 15, 30, or 60 second videos spots on your target audiences’ TVs.
USE CASES:
Select from over 2,000 Private Marketplace Deals to place your ads through the highest-caliber publishers alongside premium streaming content. Choose PMPs by publisher and channel, or by content category including Sports, News, Family, Lifestyle, Spanish Language and more. As non-skippable placements users are more likely to view the ad in its entirety making these placements excellent for driving brand awareness.
PLACEMENT:
CTV ads run as video placements in either the pre-roll or mid-roll settings. These placements are non-skippable, and run across Smart TV’s, Game Consoles and Set-top boxes.
KPI:
Video Completion Rate (VCR), IP Conversions, Foot Traffic
SPECS: Video & CTV Specs
CASE STUDY: Audience Targeted CTV & OTT- Mattress Company Drives Awareness for Holiday Promotion
SET-UP:
Configure your Line Item with the following considerations:
- Creative Type:
- Select ‘Video’
- Inventory Type:
- Select ‘CTV’
- Bid Recommendations:
- Typically, PMPs have a CPM price floor that is set by the publisher and this should be your ‘Base Bid’. We recommend setting the ‘Max Bid’ at least $3-$5 above the ‘Base Bid’.
- Allow for Cookieless Users:
- Enable the ‘Allow for Cookieless Users’ box. Cookies are not typically available across CTV devices, and requiring them may prevent lines from serving.
- Targeting:
- We always recommend running CTV campaigns through PMPs as opposed to the Open Exchange. PMPs will provide fraud-free, verified CTV inventory.
- Exchanges: Remove all exchanges. If exchanges are not removed, the Line may serve openly across the exchanges and the Deals.
- Deals: To use a PMP, enter the ‘Inventory’ tab and request access to the desired PMPs, then associate the PMP’s that you wish to target. Look for Deals with the Device Types ‘CTV’ or ‘All’.
- Video: Select player size and playback options.
- Device Types: TV, Game Console, Set-top Box
- We always recommend running CTV campaigns through PMPs as opposed to the Open Exchange. PMPs will provide fraud-free, verified CTV inventory.
- Audience Data Targeting:
- Use Audience data specifically designed for CTV ads by TruAudience (previously TruOptik), Lotame and Comscore. Targeting these data segments could restrict delivery because it will limit the size of your audience. Increase bids by the average cost of all associated segments.