What is Connected TV

By: Jeremy Ballard | Categories:Solutions & Capabilities

What is Connected TV?

Connected TV is any type of TV screen that can stream digital video, whether through a built-in Smart TV platform, dedicated streaming device, or game console.

By occupying the same place in consumers’ lives and living rooms as traditional linear TV, these devices — Apple TVs, Roku boxes and even web enabled gaming consoles — are providing for more immediate and on-demand content consumption.

With Connected TV, advertisers can each today’s engaged audiences in the living room big screen like never before.

Where can you Find Connected TV Content and Advertisements?

Connected TV adoption has been steadily on the rise, driven by the widespread availability of web-enabled televisions. A generation of plug-in and set-top extension products like Roku, Amazon Fire, SlingTV and Google Chromecast is also accelerating consumer entry into the connected TV space. These devices, along with connected gaming consoles, smart TVs and casting platforms, allow TVs with Internet connectivity to access an array of respective app stores, new ecosystems unto themselves where growing crowds of publishers vie for attention.

According to Nielsen’s total audience report for Q3 of 2015 most high-income ($55,000+) U.S. households contain at least one connected device. Approximately 26 percent of households contain a web-enabled smart TV, 31 percent contain a multimedia device such as a Roku or Chromecast and a majority at 55 percent contain a connected gaming console.

Key Benefits

  1. Access TV-quality full episode content

Follow your audiences’ eye balls and reach them when they are most attentive in front of a big screen television or other connected device. Big name networks include ESPN, Food Network, Discovery Channel, Travel Channel, Cartoon Network, FX, TBS, Disney, HULU and more!

  1. Reach audiences across devices

SmartTVs, connected devices, and game consoles supported with inventory from Roku, Chromecast, AppleTV, AmazonFire, and Xbox. Additionally, Android and iOS devices are supported with many network and providers utilizing their own mobile applications to stream video content.

  1. Target key demographics

Target ad placements based on age, gender, behavior and location. Additionally, the types of devices and content can also be specified. Want to target family programming on Disney Channel and Cartoon Network, during the middle of the day, and within the Houston DMA to reach mom’s with kids? All possible with Connected TV.

  1. Trackable Results

Unlike traditional broadcast television placements and even digital pre-roll, Connected TV sees a 95%+ completed view rate! Additionally, Orange142 is capable of reporting on the number of video impressions served, video view rates (25%, 50%, 75%, & 100%) and clicks on the video ads. These results will be provided on all reports and through the Orange142 real-time media tracking dashboard.

What types of video will work best?

Connected TV supports :15 and :30 second video spots. As with any video ad placement, the content of the advertisement should speak to the targeted audience. With viewers watching Connected TV in their living rooms and larger displays, ads will perform best when they are engaging and quickly communicate your brand’s story. Unlike YouTube and Social Media video placements there will be less options for viewers to click on the videos so concentrate on branding and messaging to captivate your audience.

How to Get Started?

Looking to change up your marketing plan and reach the ever-growing user base that is utilizing Connected TV? Contact Orange142 and let us chat with you about your goals and needs and how to best utilize Connected TV, it’s premium content and in-depth targeting to serve your video advertisements and continue to grow your organization.

For additional posts or information on how to use digital video online, please see other blogs post by clicking here

Read our 5 Ways to Use Digital Video Online to learn more about digital media video placements.