Brands need to understand their audience before they add CTV to their mix

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2020, 11:17 AM UTC

Linear TV still has a much broader reach, something that brands cannot ignore.

Advertisers define reach differently based on target audiences, budget constraints and business objectives. Brands should first decide their target audiences and campaign objectives before planning to add Connected TV (CTV) to their media mix.

Despite the pandemic giving a fillip to the audience migration to CTV, advertisers do not yet consider it as a replacement to Linear TV. CTV can help brands if they plan to target a particular section of people, especially the younger demographic, but Linear TV still has a much broader reach.

While overall viewing hours have increased on CTV, the platform does not support all kinds of advertisements. Additionally, CPMs on CTV can be costlier compared to broadcast, making it an expensive medium for advertisers to build incremental reach.

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