When it comes to advertising, there are a few different options to choose from. You can go with programmatic advertising, which is done through computers automatically, or you can use connected TV advertising, which is when ads are shown on TVs that are connected to the internet.
So what’s the difference? Let’s take a closer look at what they have in common and what they do not – and how to decide which advertising strategy is right for your business.
What is Programmatic Advertising and How Does it Work?
You may have heard the term “programmatic advertising” or “connected TV advertising” and wondered what it is and how it can benefit your business.
Programmatic advertising is a form of digital marketing that uses automated systems to buy and place ads. Advertisers can use programmatic ad buying to target specific audiences with laser precision on a connected TV platform, as well as other OTT platforms like laptops, smartphones, and tablets.
It is a method of buying and selling digital advertising that uses software to automate the process. This means that ad space is bought and sold in real-time through an auction, based on factors such as user data and demographic targeting.
Programmatic ad buying is transparent and efficient, and it offers marketers a cost-effective way to reach their target audiences. A connected TV platform provides marketers with access to a wealth of data that they can use to inform their ad buying decisions. This data includes information on viewers’ demographics, viewing habits, and interests.
Armed with this data, advertisers can create highly targeted ad campaigns that are designed to reach their desired audiences.
How Does Programmatic Differ From Connected TV Advertising?
There are a number of different ways to advertise on television, and each has its own advantages and disadvantages.
Programmatic ad buying is transparent and efficient, and it offers marketers a cost-effective way to reach their target audiences. A connected TV platform provides marketers with access to a wealth of data that they can use to inform their ad buying decisions. This data includes information on viewers’ demographics, viewing habits, and interests.
So, how do these two methods differ?
- Programmatic advertising allows marketers to buy and sell ad space in real-time using automated processes on all OTT platforms.
- Connected TV advertising, on the other hand, refers to ads that are delivered programmatically through streaming services like Roku and Amazon Fire TV on smart TVs.
So they’re similar, but not the same.
What Are the Benefits of Using Programmatic Advertising?
One key benefit of programmatic advertising is its real-time bidding capabilities. This means that businesses can bid on ad space in real time, which eliminates the old negotiate and wait method of buying ad space.
With programmatic advertising, businesses can also take advantage of data-driven targeting. This means that they can use data about their target audience’s online behavior to reach them more effectively with their message.
As a result, businesses that use programmatic advertising, particularly through connected TV channels, are able to achieve a higher ROI than those who rely on other forms of advertising.
How Can You Get Started
If you’re interested in exploring CTV advertising for your business, there are a few things you need to get started. First, you’ll need to identify a connected TV platform that will work best for you. Then, you’ll need to create high-quality video content that is optimized for CTV viewing.
In most cases, it’s as simple as uploading your creative, setting a budget, and choosing your target audience, then you’re off to the races. And if you want to pitch your message outside of the streaming services on smart TVs, consider using another type of programmatic advertising in conjunction with CTV for the widest possible reach.
Considering both options can help you create an ad campaign that reaches your target audience in the most efficient way possible.
