For years, television advertising has been the playing field of large (international) brands. For strong regional players or SMEs with more limited media budgets, the effort often proved too great and the return too small. But that playing field has changed.
With Connected TV (CTV), television is no longer a static advertising channel where everyone outbid each other for airtime. Digital television has ensured that TV advertising has become a true plug-and-play reality today:
Where traditional TV mainly revolved around reaching as large an audience as possible, Connected TV focuses primarily on relevant reach. You target your message at the audience you believe has the most potential to become a customer. Quality over quantity, even in TV advertising.
Still, the total reach of your estimates should certainly not be underestimated. Your campaign appears not only on digital television channels but also on streaming platforms.
Moreover, the impact of television advertisements remains high, thanks to several factors:
These are all advantages that digital banners or social ads find difficult to replicate. Moreover, as we mentioned above, you can monitor, adjust, and fine-tune your reach and impact non-stop.
The fact that television advertising still proves its value after all these years is evident from recent figures from the British Institute of Practitioners in Advertising (IPA). When it comes to holding attention for as long as possible, coupled with effective sales effects, TV advertising stands head and shoulders above other advertising channels—both offline and online.
Other British research from 2024 (see below) found that the cost per minute of attention was nowhere lower than with short television advertisements. And it is precisely this attention that is so crucial in building brand awareness, in order to gain the necessary trust from your commercial target audience.
The great advertising potential of Connected TV is becoming increasingly well-known within the broader SME landscape. For several Expliciet clients, it is even already an effective part of their marketing strategy.
This is the case for project developer KEPLER (B2C), recruitment agency Job Talent (B2C/B2B), and technical service provider for production companies Madolex (B2B employer branding). This is immediate proof that Connected TV is an interesting advertising avenue for a wide range of sectors.
Have the advertising possibilities of Connected TV piqued your interest and would you like to dive deeper into the details? At Expliciet, we support you from advice and concept definition to effective implementation, monitoring, and optimizations along the way.
Ready for that first step? Contact us and we would be happy to invite you to dive in together!