Viewers are unplugging from traditional television services and instead viewing content on devices like connected TV, laptops, and mobile devices. So, we wanted to break down video media buying terms into understandable facts.
Some of these are very similar, with only subtle nuances between them. Platform names are used interchangeably, often incorrectly, and we have heard of media vendors misrepresenting what clients are actually getting, so here’s a breakdown of what you should consider when buying.
CONNECTED TV (CTV)
This includes only streaming content on smart TVs through TV Apps or a connected device such as a Roku, etc. Because these impressions are not being served to individual devices (cell/laptop/etc.), there is no current way to target a demographic. Despite the impression that everyone is cutting the cord and streaming content, the available impressions in this space are extremely limited industry-wide. Because these ads air on television, there is no ability to click on ads, so the effectiveness of the campaign is reported on completion rates. Ads are non-skippable, so you’ll see extremely high video completion rates.
OVER THE TOP (OTT)
This is what we define as “TV-Like,” inventory. This includes any television content (full episodes/movies/program segments/etc.) that viewers are watching on their desktop, laptop, tablet, or mobile device. Most streaming of TV-like content happens this way, so impressions are more plentiful than CTV. Targeting based on demographics is applicable, and campaigns can further be defined by selecting whitelisted websites that would make sense for your target demographic. Because these ads are on devices, users can click to your website, and reporting will include both video completion rates and click-through rates. These ads are also non-skippable, so you’ll see incredibly high video completion rates.
These ads would run on any device (desktop/laptop/tablet/mobile device) before any video content viewers are streaming, such as YouTube. This could include longer videos or short snippets. The majority of online video ads are served here. Because our devices learn our behavior and patterns, pre-roll allows you to reach your exact target audience; for example, 50/50 male-female, household income $60K+, Ages 25-54, Auto Intenders, etc. Because these ads are on devices, users can click to your website, and reporting will include both video completion rates and click-through rates. You have the option for non-skippable pre-roll ads, so you’ll be able to see incredibly high video completion rates.
Hope this helped, to learn more about our expert media buying services, please contact us at am-strategies.com or 858-490-6910 and ask for Mark Stevens.