TV has changed—and with it, so has TV advertising.
Traditionally, a business or brand would shoot a TV commercial and sign a cable contract for a selected spot to broadcast. Now, people watch video content on many different platforms and devices, opening up a world of opportunity for brands to expand their reach with video ads and even get in front of consumers who don’t have cable.
We call it multi-screen advertising, meaning we are placing your commercial across various platforms and devices. When developing TV strategies for clients, Netwave works to find the right media mix, including any or all of the following:
Take the reports of “cord-cutting” with a grain of salt. Yes, many people are ditching cable—but good old-fashioned TV is still alive and well. In marketing, it’s sometimes referred to as “linear TV” because cable companies “line up” programs for viewers to watch on schedule.
The reason why cable companies have been able to sustain in the digital age is because they have adapted with their own digital ways. Alongside linear TV, cable companies also usually make their programming available on their websites. For example, Xfinity subscribers can watch shows on Xfinity.com using Wi-Fi.
Cable Network Apps
What is your go-to TV channel? Chances are, it’s on your phone, too. Cable networks now have mobile apps that allow viewers to stream with a subscription. Remember, everything we’re listing in this article is an opportunity to advertise. If we’re buying a spot on ESPN, for instance, we can also secure a spot on the ESPN app.
Like cable providers, TV networks usually provide streaming and video on their websites. It’s common for people to visit a network website to keep up with all of the network’s content, including sneak peeks, bonus footage, articles and more. If you’re a fan of HGTV, for example, you might visit the HGTV website to find home décor tips, eventually clicking on a video. (And what do you usually see before that video? An ad.)
A 2021 article on the tech website Protocol calls Roku “the most powerful company in streaming.” With 38% of market share in the U.S. and over 51 million active accounts totaling nearly 60 billion hours of streaming in 2020, Roku is a must for your ad strategy if you believe your target audience is streaming (and if your audience consists of humans, they’re probably streaming).
Apple TV Devices
Never bet against Apple in consumer tech. While the iPhone maker strips ads from its Apple TV+ streaming platform, the Apple TV package is still a popular entry point that has all of the main streaming services including YouTube in 4K, with ads. Surprisingly, Apple is a relatively new player in the streaming space. Given its track record of success, we can expect Apple to compete for market share in the coming years.
Video on Demand
Not only does video on demand have ads, it’s also quite frankly supported by them. Ad revenue enables service providers to offer free access for consumers. YouTube is most noted for succeeding with this model.
TV, CTV, OTT: What’s the Difference?
In TV advertising, you’ll now hear the terms Connected (TV) and Over-the-Top (OTT). Both CTV and OTT are means of streaming and advertising. CTV means a TV device (like a Smart TV) is “connected” to streaming capabilities. OTT means video content is delivered “over the top” of TV via streaming.
By integrating our TV advertising strategies across TV, CTV and OTT, we can tap into precise targeting and data to get the most out of your media dollars. Contact us to get started.
Keep an eye out for the latest commercial we created for Manasquan Bank: