ARTICLE 
Connected TV: An Essential Part of Your Media Plan
Having a Connected TV strategy is now non-negotiable when it comes to effective public affairs, political, and advocacy campaigns.
What is Connected TV?
Connected TV (CTV) is any television used to watch video over the internet. This includes internet connected smart TVs, or connected devices like Roku, Amazon Fire TV Stick, Chromecast, or Apple TV to view content.
While CTV has been used for years with platforms like Netflix or Hulu, increasingly people are cutting the cord from traditional cable and satellite TV and transitioning to 100% internet streamed TV services. These “cord cutters” are not able to be reached with traditional TV advertising, but with CTV superior targeting capabilities and measurable results, these people can be identified and brought within your digital media plan.
Over 80% of US households have a connected TV.
How Watching TV Is Changing
This cord-cutting is responsible for traditional TV losing millions of viewers. Since 2012 US cable companies have lost over 25 million subscribers, and are projected to lose an additional 25 million in the next two years. This exodus from traditional TV is mirrored by the rise of CTV services like YouTube TV, Hulu, and Sling TV, which have over 10 million new subscribers.
But it isn’t just streaming TV services that are on the rise. On-demand streaming services are also diversifying and gaining subscribers. For years Netflix has been dominating the on-demand streaming universe, but in the last couple of years the industry has seen new services launch that are drawing new subscribers. Disney+, HBO Max, and NBC’s Peacock have all launched since 2019. Roku, the largest connected device provider in the US, is also launching new channels and original content this year.
Why You Need to Use CTV
Connected TV is not just an effective way to reach tens of millions of US households; it also offers far superior data and analytics than conventional TV advertising that can optimize your campaign and deliver the results you need.
- Superior Targeting: Connected TV audiences can be targeted on demographics, behaviors, interests, and more. This greatly reduces wasteful spending and ensures you’re reaching your most valuable audiences.
- Brand Safety and Viewability: Connected TV ads only serve on top tier, premium, and popular content. This ensures that your ads are seen and served on platforms compatible with your organization.
- Measurable Results: Programmatic ads allow you to measure results including video completion rates, household device reach, frequency the ad was seen, and more.
What’s next?
To get started with CTV you need to identify and understand your target audience, develop high-quality and compelling video content, and then make sure your ads are being shown in the right place at the right time using a programmatic ad DSP. JVA has access to multiple programmatic CTV exchanges as well as relationships with the largest connected device providers in the country. To talk to us about how CTV can benefit your campaigns, get in touch with us here.