CONNECTED TV Your Video Asset Guide
C O N N E C T E D T V
Your Video Asset Guide
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Fragmented video viewership across screens is a major challenge that most advertisers face—on the flip side, it’s also part of the beauty of video, since the number of opportunities to reach target audiences is still on the rise.
Though Connected TV (CTV) has not reached
the same levels of ownership as desktop and
mobile devices, it is a growing space that is
worth consideration for multi-screen video
buys. It is also the way to reach your target
audiences on the big screen!
eMarketer estimates 190 million people in
the U.S. will use Connected TVs at least once
per month in 2019—a number that amounts
to nearly 57% of the general population.
By 2022, the ranks of Connected TV users
will swell to 204.1 million, or 60.1% of
the population. Despite this groundswell
of consumer adoption, Connected TV
advertising hasn’t caught the world
by storm—yet! —eMarketer, 2018
The numbers speak for themselves—and
it’s more important than ever to incorporate
CTV as a valuable player in your media mix.
The time is now!
Take full advantage of this emerging channel
and review this guide to learn everything
you need to know about the latest digital
video opportunities.
I N T R O D U CT I O N
Does your digital video strategy reach audiences where they view video?
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W H AT ’ S I N S I D E ?
THE 411 ON CONNECTED TV ADVERTISING
CONNECTED TV STRATEGIES
GET STARTED WITH BASIS
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Source: eMarketer, 2018
2018182.6 MM
(55.5%)
2019190.0 MM
(57.2%)
2020195.9 MM
(58.6%)
2021200.4 MM
(59.4%)
2022204.1 MM
(60.1%)
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In its simplest form, a Connected TV is a TV set that’s connected to the Internet.
This connection is made through built-in capabilities (a Smart TV), or an external
“over-the-top” (OTT) device that enables a standard TV set to become a Connected TV.
Voila! These include media streaming devices (i.e., Roku, Amazon Fire TV, Apple TV or
Chromecast), blue-ray players or gaming consoles (Xbox or PlayStation).
Video advertising on Connected TV occurs during the in-app experience.
For example, if a Connected TV user-experience opens an app such as Tubi TV
to watch an episode of The Lone Ranger, a :15 or :30 video ad would play
prior to the content starting. In this way, the
experience is similar to a pre-roll ad watched
on a laptop or mobile phone, but the user-
experience is comparable to a linear TV ad.
THE 411 ON CONNECTED TV ADVERTISING //
U.S. CONNECTED TV USERS (millions and % of population)
THE 411 ON
Connected TV Advertising 74% OF HOUSEHOLDS
have a connected TV. —Leichtman Research Group, 2018
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Connected TV offers the targeting of digital advertising, with the lean-back experience of
TV. When a consumer watches CTV, they are experiencing it in the same way they would
watch linear TV—on a big screen, within the casual environment of their living room.
A CTV ad is more immersive and relaxed than a small ad via mobile or laptop screen.
CTV also provides an opportunity to reduce waste, with greater targeting opportunities—
compared to traditional TV. CTV should be part of your brand’s overarching and digital
video strategies.Source: eMarketer, 2018
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A study run by the Interactive Advertising Bureau (IAB) in
September 2018 found that of all of the ad-supported video viewers in the U.S.,
// THE 411 ON CONNECTED TV ADVERTISING
Historically, advertising has been somewhat limited on Connected
TV because viewership has been heavily skewed toward services
like Netflix and Amazon, which are not ad-supported.
When it comes to advertising in the
digital space, media buyers can work
directly with publishers, content
aggregators and device manufacturers—
or they can access inventory through a
Demand-side Platform (DSP).
An increase in content providers has opened up a supply for
ad placements. In December 2018, Roku reported that its users
spent an average of 2.8 hours daily watching video through
the platform, and that “free” was the most searched term,
indicating a preference for ad-supported content.
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Nearly 70 MILLION households have a connected TV streaming device. —AdWeek, 2017
Connected TV is an additional device to reach an audience.
Allows 100% full-screen viewability, with limited skipping options.
Has the most premium and engaging inventory available in-market.
Benefits of Connected TV Advertising
said they didn’t mind seeing
ads if the content was free.
63% 59%said they didn’t mind seeing
ads if they could watch their
preferred content whenever
they wanted.
57%said they liked when brands
supported the content they
watched.
CTV
THE 411 ON CONNECTED TV ADVERTISING //
Source: eMarketer, 2019
1110 Copyright © 2019 Centro, Inc. All Rights Reserved.
38.9 MILLION Americans will use a Roku device at least once a month.—eMarketer, 2017
The definition of “watching TV” has changed.Individuals who have never had any standard TV subscription don’t even call
it ”TV” anymore, they simply call it “video”. The average time spent watching
digital video content is expected to increase from 86 minutes per day in 2018
- to 98 minutes per day in 2020—with approximately 30% of this time spent on
Connected TV.
DIGITAL VIDEO:
Connected TV CapabilitiesOVER-THE-TOP (OTT) DEVICES
Connected TV uses an Internet connection to watch Over-The-Top (OTT)
video content on a TV. OTT devices connect a TV set to the Internet.
Source: eMarketer, 2018
Gaming Consoles (such as Xbox)
Streaming Device (including Chromecast, Roku, Apple TV)
Smart TVs (via a built-in capability in the TV itself, Blu-Ray Player)
Blu-Ray Player
What connected TV devices do Internet users in North America own?
Smart TV27.1%Game consoles19.4%
Roku streaming player17.7%Amazon Fire TV stick15.7%
Apple TV13.3%Google Chromecast12.5%
Other34.2%
TRADITIONALS SHAVERS CUTTERS NEVERS
1 2 3 4
Only have traditional
television via cable
or antenna.
Have combinations of
traditional TV and CTV
in their household.
Used to have traditional
TV and have transitioned
to 100% CTV.
Have never subscribed
to traditional TV and
receive all content
via CTV.
THE 411 ON CONNECTED TV ADVERTISING // // THE 411 ON CONNECTED TV ADVERTISING
Adoption Levels
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DEVICE
Select Connected TV as the
device type you wish to target.
DEVICE MAKE/MODEL
Choose specific models of OTT devices,
gaming consoles, and smart TVs.
FREQUENCY CAPPING
Control the frequency with
which the ads are displayed.
GEOGRAPHY
Generate brand impact with
national targeting or select certain
Designated Market Areas (DMAs).
TIME AND DAY
Maximize scale by targeting
All Times of Day, or use
Day-parting to match
viewers’ schedules.
1312 Copyright © 2019 Centro, Inc. All Rights Reserved.
Targeting with PMPsTarget households based on traits like age, gender, income, presence of kids, search or
shopping intent. Also select from categories like sports, food and drink, style and fashion
or automotive—with a dedicated Centro Private Marketplace team, our PMPs are updated
often.
TV CONTENT OWNERS AVAILABLE IN BASISTarget inventory from specific CTV apps or networks to focus on content alignment.
PREMIUM DISTRIBUTORSChoose from a variety of distributors
that aggregate TV content from multiple
networks.
CTV SUPPLY-SIDE PLATFORMSMany supply-side platforms (SSPs)
are expanding to offer access to
CTV inventory.
Campaign Set-up Connected TV Inventory
Sling TV closed 2018 with 2.42 MILLION SUBSCRIBERS. —DISH Network, 2018
Check out a few of the targeting parameters that you can adjust
and optimize for your CTV campaign in Basis, below!
// THE 411 ON CONNECTED TV ADVERTISING THE 411 ON CONNECTED TV ADVERTISING //
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1514 Copyright © 2019 Centro, Inc. All Rights Reserved.
MeasurementsMeasure the success of your Connected TV advertising with the following metrics:
IN-STREAM VIDEO AD PLACEMENTS
that run within the stream of video content,
look and feel like a TV experience to the
consumer. This is still the most popular format
available. If your brand only has standard :15
and :30 spots that were built for a traditional
TV environment, this is the easiest place
to repurpose those spots in a digital video
environment. There are many opportunities
for in-stream in the DSP, but site direct
opportunities are available as well via
the RFP process.
INTERACTIVE PRE-ROLL provides an
opportunity to run interactive versions of
these video ad formats because Connected
TV is a hybrid screen and ads are served like
digital video. This type of ad format offers a
way to move beyond branding and awareness
to offer an opportunity for engagement from
the consumer. You may have seen these types
of units on desktop or mobile devices in the past,
and they’ve more recently been coming to
Connected TV. This is available only via site direct
opportunities.
HOME SCREEN PLACEMENTS are
available on some Connected TV devices.
These are essentially banner ads on a TV
screen, though some are clickable. You won’t
typically see as many clicks or engagements
with these types of units as you may with the
previous example of interactive pre-roll, but
these ad placements offer the opportunity to
potentially capture a user’s attention before
they may go into a non ad-supported app.
This is available only via site direct
opportunities, reach out to learn more.
MID-ROLL PLACEMENTS are available
through some private marketplaces. This kind
of ad breaks up content, playing after the video
has already started. It can be set to play at a
designated moment, essentially pausing the
content for a commercial break, or do it based
on a unit of time that has passed. For example,
after 5 minutes of view time an ad could play.
This type of advertisement is best suited for
long form content.
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Completion rates for connected TV, at 95 percent, is 27 PERCENT HIGHER THAN DESKTOP AND 32 PERCENT HIGHER THAN MOBILE —eMarketer, 2019
1 IMPRESSIONS DELIVERED
2 COST PER COMPLETED VIEW (CPCV)
3 VIDEO COMPLETION RATE (VCR)
4 VIDEO QUARTILE COMPLETIONS
5 UNIQUE DEVICE REACH
Ad FormatsAd placements on Connected TV are bought and sold like digital video, just on a TV screen.
THE 411 ON CONNECTED TV ADVERTISING // // THE 411 ON CONNECTED TV ADVERTISING
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Connected TV Strategies
BID APPROPRIATELYCTV ads serve on premium inventory;
review their prices and bid accordingly.
EXPAND INVENTORY & INCREASE REACHSupplement CTV strategy by serving video
assets on other devices in order to better
scale video campaigns.
MAKE A DEALAccess video content on CTV devices through
a variety of pre-negotiated PMP deals—and
negotiate your own deals.
CONNECTED TV STRATEGIES //
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Still not sure about the benefits of advertising on Connected TV?
is integrated with some of the biggest programmatic video exchanges in the
industry, including SpotX, One by AOL, Tremor, and BrightRoll. Though it’s possible to purchase
some OTT inventory in the open marketplace via these supply partners, it’s pretty scarce, and
more of this premium video inventory is available through Basis PMPs. Today, these platform
deals include inventory from partners like Samba TV, Scripps Networks, A&E Networks, 495
Communications, Newsy, Tubi TV, Sling TV, Bloomberg, etc. across all types of Connected TV
devices. Basis also offers the opportunity to build custom PMPs for this inventory.
GET STARTED WITH BASIS //
$2.1 BILLION programmatic TV ad spending within US in 2018—eMarketer, 2019
GE T STARTED WITH
Basis
BASIS MAKES CONNECTED TV EASY
Connected TV is an opportunity to extend your digital
audience base and optimize budgets from traditional ads.
PREMIUM, BRAND SAFE ENVIRONMENTCTV video ads runs in HD-quality content, often
within long-form TV or TV-like programming.
100% VIEWABLEIn-stream CTV placements are full-screen, just like
traditional TV, with limited skippable ad options.
LESS CLUTTER, MORE MEMORABLE ADSAd pods are shorter than live TV, leading to fewer
commercials airing and more memorable ads.
REACH MULTIPLE VIEWERSUnlike the one-to-one experience of desktop and mobile,
CTV often reaches multiple co-viewers in a household.
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Contact us at centro.net today.
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