The Rise of Connected TV Advertising
OTT video advertising is now more commonly referred to as Connected TV advertising, especially when ads appear on smart TVs and streaming devices.
For businesses investing in San Diego video production, Connected TV offers a more targeted way to reach viewers through streaming platforms, apps, and internet-connected screens.
Before breaking down how Connected TV advertising works, here are a few video examples we created that were used for CTV, streaming, and digital advertising campaigns.
CTV Advertising Video Examples by Redideo Studio
iTan Sun Spray Spa, San Diego
A Connected TV video ad created for iTan Sun Spray Spa, a beauty and wellness brand with locations throughout San Diego, blending clear promotional messaging with bright, lifestyle-focused visuals.
Wyyerd Fiber, National City
A Connected TV video ad created for Wyyerd Fiber, located in National City and providing internet services throughout Chula Vista and Southern San Diego, to introduce the brand as a new local internet option.
Califino Tequila, Carlsbad
A Connected TV video ad created for Califino Tequila, located in Carlsbad, highlighting how the tequila is made, polished product visuals, and availability at local San Diego restaurants and nightlife venues.
Unlocking CTV: Breaking Down the Basics
CTV, or Connected TV, refers to the delivery of video content over the internet, bypassing traditional cable or satellite providers.
This includes streaming services like Netflix, Hulu, Amazon Prime, and Roku.
When discussing CTV video advertising, we explore commercials and ads sent via streaming platforms, providing a distinctive and personalized viewer experience.
Advantages Over Traditional Over-the-Air Commercials
- Targeted Reach: CTV advertising stands out for its precision in targeting specific demographics, encompassing factors such as interests, behaviors, demographics, and location. Traditional over-the-air commercials cast a wide net, hoping to catch the right audience. CTV, on the other hand, leverages user data to deliver ads to individuals based on their preferences, behavior, and interests.
- Interactive Engagement: CTV ads allow for interactive elements, providing viewers with the opportunity to engage directly with the content. Whether it's clicking on a link, filling out a form, or making a purchase, this level of engagement surpasses the passive nature of traditional commercials.
- Measurable Results: Unlike the ambiguous effectiveness of traditional advertising, CTV provides detailed analytics that offer insights into viewer behavior. Advertisers can track metrics such as impressions, clicks, and conversions, allowing for data-driven adjustments to campaigns in real-time.
- Cost-Effectiveness and ROI: CTV advertising is cost-effective, allowing advertisers to allocate budgets more efficiently by reaching specific, engaged audiences instead of relying on broader, less targeted approaches used in traditional TV advertising.
Demographics of CTV Consumers
CTV advertising isn't just a passing trend; it's a shift in how audiences consume content.
The demographic of CTV viewers tends to be tech-savvy individuals who prefer on-demand, personalized content.
This includes millennials and younger generations who have embraced streaming as a primary source of entertainment.
However, as technology becomes more integrated into daily life, the CTV audience is expanding to include a broader age range.
Prominent Media Metrics Are Evolving for CTVs
Effective April 6, 2023, Nielsen Market Ratings provides uniform reporting for OTT streaming applications on local television, accessible through connected TV devices, applications, or websites and viewed on the television screen.
For those unfamiliar with Nielsen, it is a global measurement and data analytics company known for regularly publishing reports and insights on media consumption trends, now extending to include information about CTVs.
Costs To Distribute CTV Advertisements
CTV ads range from $25 to $75 per CPM (cost per 1000 impressions), ensuring charges only when someone views your ad.
More popular streaming services may charge higher rates. For instance, Hulu charges $50–$75 CPM.
In contrast, traditional TV advertising can fluctuate between $40 and $200 CPM rates or even higher depending on demand. Unlike CTV ads, traditional TV ads cannot track the audience and how they engage with your ad.
Not sure where to begin? Try our free ad script generator, which is great for TikTok-style and 30-second video advertisements!
San Diego Video Production Experience with These Brands
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Client Testimonials for San Diego Video Production
Valerie C
“Daniel has done a great job with helping the brand I manage elevate our social media advertisements. He is a very skilled videographer in San Diego and editor and an excellent source of information and advice when it comes to digital marketing. I highly recommend him and will continue to work with him in the future! 🙂 Thanks Daniel!”
Kevin Z
“Daniel is THE MAN! He helped me produce a couple of videos for my clients. He gave great direction, is VERY creative, great with people and got the project done on time. I highly recommend Redideo Studio for your next project!”
Amanda A
“Super fast turn around. Very professional and well done. The client only requested one small revision, which was turned around in less than 24 hours. The shoot was on a Monday and we had approved creative ready for launch by Wednesday. One of our local radio DJ’s needed help shooting a video for social for an endorsement client. The client was extremely happy with the outcome. Highly recommend. Will be using again. Thanks Daniel!”
Your Partner in Crafting Compelling CTV Videos
Redideo Studio provides San Diego video production services for businesses that need video ads for Connected TV, streaming, and digital campaigns.
We can help with concept, production, editing, campaign-ready deliverables, and distribution.
Create a polished video ad that communicates quickly and looks professional across today’s connected media channels.
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About The Author
With 20+ years in digital media and marketing, Daniel Travers is the visionary of Redideo Studio, a San Diego-based creative agency. His expertise spans creative & marketing services, video production, website design, social media, and more.
Daniel’s experience includes working with brands such as iHeartMedia, Disney, Lexus, and more.
He holds a BFA in Photo New Media from the Kansas City Art Institute, along with an AAS in Graphic Communications from St. Louis Community College.
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