CTV for Publishers: Why and How Should You Tackle This Technology?

The modern advertising landscape moves to new ad channels and namely – connected TV (CTV). More and more inventory becomes available, while reputable platforms for ad monetization make it easy for advertisers and publishers to generate revenues on the medium. According to eMarketer, CTV ad spending in the US will reach $10.81 billion by 2021, up from close to $7 billion in 2019. That said, the popularity of CTV cis out of question.

CTV replaces traditional TV rapidly and attracts more viewers due to its content diversity, low cost, and convenience. Last but not least, the audiences can watch their favorite shows on any device, be it a smart TV, tablet, or smartphone. With CTV, viewers watch more than ever before and turn on their devices more frequently – the average CTV household streams 5.30 hours of content on viewing days.

Previously, CTV was associated with youngsters – digital native audience and active mobile users. However, this is not a case anymore – people of all ages, income groups, lifestyles, and personalities prefer this channel. So-called cord-nevers (people who have never paid for traditional TV), as well as cord-cutters (those who switched to streaming services from cable TV), are equally fond of CTV. The reason is simple – their preferences can be easily covered by the diverse offers CTV can provide.

CTV as an Excellent Monetization Resource for Ad Publishers

The popularity of CTV among viewers makes this channel a real honey pot for CTV publishers. While millions of people are already watching CTV, there is no need to fight for their attention! And here is another amazing thing about this channel – even the freshman publisher can reach the heights when he/she chooses CTV. The reason – you are welcome to make deals with tech partners who provide premium demand and advanced monetization features. Here is how it works:

• Find a partner

Services like Publica, TheViewPoint, VlogBox, or PixFuture offer beneficial deals that meet your publisher demands – you are the one to control the budget, set of tools, and functionality. You are welcome to request their professional assistance to start a campaign.

• Enjoy flexible campaign settings

Each publisher has his/her own ways to attract advertisers and stay in touch with them for a long period. For example, due to a video monetization platform, it becomes possible to define geo-location and build scheduled campaigns by matching viewers’ locations and time zones. Also, the duration of ad pods and the number of ads per pod can be limited. This allows publishers to increase income while improving their viewers’ experience. All the settings are backed up with advanced algorithms and have numerous automated features, which ensures flawless quality and ad relevance.

• Communicate with your partners directly

Publishers can control and set the preferred rates for inventory. Your income and your spending are in your hands – you are the one to decide and run the budget.

CTV monetization platforms allow publishers to make direct beneficial deals with tech partners and get the most of their advertising spots. High level of customization, numerous adjustable settings, add-on features, and flexible budget make this option winning for both sides (as well as for the audience).

Conclusion

No doubt that CTV is growing and so does the demand for ad space. Publishers hurry up to carve the place out of this niche and get the best benefits out of this developing technology. However, the results heavily depend on your approach. Tech partners provide solutions and possibilities for publishers, increasing their chances to sufficiently boost monetization revenues. Marketers, advertisers, and publishers should consider this option to be abreast of the competition.

Vivian Atwater having over one year of writing on topics like marketing, social media marketing, advertising, technical writing, website optimization, and similar topics.