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Search Market Mentors

A CTV Strategy for the Evolving Television Landscape

Woman watching streaming television


“Honey, it’s a commercial—time to make some popcorn and take a quick bathroom break!”

Remember when catching your favorite TV show was an appointment-style experience? Television viewing habits have changed dramatically over the years, and your advertising strategy needs to do the same. Did you know the average household now has four different streaming devices? Tapping into Connected TV (CTV) markets amid the evolving television landscape requires strategy and creativity—and we’re here to help with both.

New Ways to View

To watch your favorite shows in the old days, you essentially had to block off time and be there—or remember to program your VCR. Now, CTV devices (smart TVs and media players (such as Amazon Fire TV Stick) deliver over-the-top (OTT) content to your screen on your schedule. With that in mind, here are the three styles of television content intake:

  • Serial watching is the act of watching a show or a season on demand at your own pace.
  • Binge-watching is focused and deliberate television-content viewing in large chunks or a single sitting.
  • Appointment watching is the aforementioned, traditional method of viewership, watching a program at the time it is broadcast.

Since CTV viewers can now watch what they want when they want, appointment watching has become antiquated with younger generations. According to a recent survey, serial watching is now the most popular form of intake, closely followed by binge-watching.

How to Advertise with CTV

So how can you take advantage of this booming CTV market? Let’s look at how it works. While linear TV (the traditional broadcast method) follows an advertising buying model based on reach and frequency, giving you the opportunity to cater to your primary demographic audience, CTV advertising allows you to reach a more targeted audience at a potentially much lower cost.

CTV advertising is bought programmatically through software and priced by cost per thousand (CPM); this allows you to target specific audiences, increasing the likelihood that your ads will be relevant to the viewer. The programmatic method combines the best of both worlds—providing the high-impact advertising experience of television while also offering the ultra-focused benefits of digital marketing.

Get Connected with Market Mentors

While CTV may be gaining popularity, that doesn’t mean you’ll want to completely stop advertising on linear TV. More than 50% of streaming viewers are under the age of 35, and traditional appointment viewing is still wildly popular with older demographics.

This generational disparity is why you need a balanced approach to expand your reach. You may want to make CTV the focal point of your media strategy, while also incorporating linear TV, terrestrial and streaming radio, digital display ads, paid search, outdoor advertisements and more. Want to learn more about how we can help you better connect? Reach out today.