CTV Advertising Agency - the future of television advertising
Imagine your brand reaching customers exactly where they are relaxing, entertained and inspired - directly on their screens. CTV advertising gives your company the opportunity to be present in one of the fastest growing media environments. In a world where television is becoming increasingly digital, CTV advertising allows you to reach your target audience while combining the impact of traditional television advertising with the precision and flexibility of digital campaigns. Let's work together to bring your brand into your customers' living rooms - targeted, measurable and impressively effective.
What is CTV?
CTV (Connected TV) refers to internet-enabled televisions, game consoles and streaming devices that allow users to access content directly on their screens via various streaming services and apps. Unlike traditional, linear cable and satellite television, where programs are broadcast at set times, CTV offers viewers the freedom to enjoy their favorite content anytime and on demand. This new way of watching TV is becoming increasingly popular as it combines the best of both worlds: the large-format, high-quality presentation of TV content and the flexibility and variety of the Internet. For companies, CTV opens up a new opportunity to place advertising messages directly where viewers are active and engaged, while benefiting from the precise targeting possibilities offered by digital marketing.
72% of all households surveyed in the DACH region own an Internet-enabled TV set.
Bring your message into the living rooms of your target group
Start your CTV campaign now and reach your target group exactly where it counts. Contact us for a customized marketing strategy and individual spots from our video agency that will bring your brand directly into your customers' living rooms.
Difference between CTV and ATV
CTV (Connected TV) enables advertising to be played out via internet-enabled television sets and streaming services, whereby target groups can be addressed as precisely as with digital advertising. In contrast, ATV (Addressable TV) personalizes advertising within traditional linear television so that different households see different advertisements despite watching the same programme. ATV advertising is played exclusively in the linear television context, either after switching to another channel or in the traditional commercial break, while CTV advertising appears on video-on-demand platforms or in live streams.
Difference between OTT and CTV advertising
OTT advertising (over-the-top) includes all advertisements that are played via internet-based, ad-financed streaming services on various devices such as smartphones, tablets, laptops and smart TVs. CTV advertising (Connected TV) is a subset of the OTT ecosystem that relates exclusively to Internet-connected TVs, such as smart TVs, streaming sticks and games consoles. While OTT advertising appears on multiple devices, CTV advertising is specifically geared towards the TV experience.
The CTV and ÖTT ecosystem
Price models
- SVOD (subscription video on demand): Users pay a fee for ad-free content (e.g. Netflix, Disney +, HBO Max)
- TVOD (transactional video-on-demand): Users pay per view (e.g. Google Play, iTunes, Vimeo)
- AVOD (ad-based video-on-demand): With AVOD, content is free and financed by advertising (e.g. VEVO, Tubi, PlutoTV)
- "Mix & Match": Combination of subscription and ad-financed options (e.g. Amazon Prime Video, YouTube, Apple TV, Hulu, Peacock)
"The growth in CTV viewership provides a unique opportunity for marketers to reach consumers through highly targeted, personalized advertising experiences while they engage with their favorite shows and movies."
CTV advertising on the rise: use the potential
The media landscape is changing: more and more smart TV owners are no longer just using their devices for linear cable and satellite TV, but are increasingly streaming digital content. The global market for OTT and CTV advertising is expected to exceed a volume of 476 billion dollars by 2027 - compared to 238 billion dollars in 2021. In Germany, the advertising volume for CTV will be around 38 million euros in 2024 and is expected to increase to around 466 million euros by 2029.
Numerous advantages for advertisers
Rapidly rising viewer numbers and a sharp increase in advertising perception in the CTV environment are creating great potential for marketers - but the biggest advantage of CTV advertising lies in the precision of target group segmentation. Similar to online advertising, you can precisely select your target group based on various criteria, minimizing wastage and using the advertising budget more efficiently. This allows you to reach your potential customers where they spend most of their time, with appealing and tailored messages that really resonate.
Your direct line to the young target group
Viewing habits and audience behavior have changed dramatically, especially among younger age groups. Millennials and Generation Z now prefer digital content and are increasingly turning to internet-based content, while traditional television is becoming less important. With CTV video advertising, you can address precisely these technology-savvy target groups directly in their preferred digital environment.
Future-proof marketing: your advertising strategy in the digital age
New media landscape & changing viewing habits: Adapt your advertising strategy and reach your target group where they are really active! As a video agency, we help you reach exactly the right people in the digital space with CTV advertising and place your commercials effectively. Let's take the next step into the future of marketing together!
Precise targeting options
With CTV advertising, you can target your commercials to specific geographical regions in order to address local or regional target groups directly.
The ability to play ads at specific times of day allows you to place your messages exactly when your target audience is most likely to be watching.
With CTV, you can segment your ads according to demographic characteristics. This includes age groups, gender, income, marital status, etc.
You can play your ads in the right context, for example during specific shows or genres, to maximize the relevance and impact of your CTV ads.
CTV advertising offers the opportunity to target viewers based on their interests, so that your commercials reach exactly those who are already interested in similar topics or products.
CTV advertising allows targeting based on viewers' previous online behavior, e.g. websites visited, content viewed or purchases made.
"Connected TV is not just another screen; it is a completely new platform that combines the best features of digital advertising with the premium environment of television."
The different CTV advertising formats
Pre-, mid- and post-roll commercials are popular advertising formats in the CTV sector. Pre-roll commercials are played before the start of a video, while mid-roll commercials appear in the natural pauses or during an interruption within the video. Post-roll commercials are played at the end of the video content. These advertising formats offer high visibility as they are embedded directly in the content and cannot usually be skipped by viewers.
It is also possible to place banners or pop-ups at the bottom of the screen during ongoing content. They offer a subtle but effective way of attracting viewers' attention without dominating the entire screen or interrupting the viewing experience. Interactive ads allow viewers to interact directly with the CTV ad, for example by clicking buttons, selecting options or browsing product catalogs. This type of ad increases engagement and offers users a more active role, increasing the likelihood of conversion.
CTV services and devices
CTV commercials from professionals: your brand in the spotlight
With our customized CTV commercials and creative banners, you can bring your brand directly to the screens of your target group. As a video agency, we can help you develop captivating content that not only impresses, but also inspires action. Let's work together to create the perfect CTV campaign for your business and put your brand front and center. Get in touch now and get started!
CTV advertising: your advantages at a glance
CTV advertising enables precise tracking of viewer behaviour, which helps advertisers gain detailed insights into the effectiveness of their campaigns and optimize them in a targeted manner. Advertising expenditure is used with greater efficiency.
CTV advertising allows you to carry out precise target group segmentation, which significantly increases the relevance and effectiveness of the ads. As a result, CTV video advertising often leads to higher completion rates.
Advertising on large TV screens ensures high visibility and a strong visual impression, which increases the impact of advertising messages and generates greater attention.
CTV advertising, unlike linear television, offers you the opportunity to incorporate interactive elements such as clickable overlays or product carousels that increase viewer engagement and enable direct interactions.
CTV enables the implementation of programmatic advertising campaigns in which ads are automatically placed in real time based on data and algorithms. This increases the efficiency and personalization of advertising placement, as the ads are displayed at exactly the right time and to the right target group.
CTV advertising offers advertisers a high level of brand safety as the ads are displayed in a controlled environment, often in premium content from trusted platforms. This minimizes the risk of ads appearing in inappropriate or harmful contexts, which protects the brand's reputation.
Why DREIKON is your perfect partner for CTV advertising
With DREIKON as your partner for CTV advertising, you not only receive customized campaigns, but also a service that is precisely tailored to your needs.
- Maximum flexibility: With us, you enjoy full flexibility - no rigid contracts, no long commitments. Thanks to monthly terminability, you can make adjustments or change your strategy at any time. This means you always remain agile and can react quickly to changes in the market. No minimum contract term: Your needs change and we adapt. With no minimum contract term, you can decide at any time how long you want to work with us. Your satisfaction is our top priority.Personal contact: At DREIKON, you are not just a number. Your personal contact will accompany you from the initial idea to the successful implementation of your CTV campaign. We are always there for you - with advice, action and an open ear for your wishes.Transparent costs: Honesty and transparency are important to us. That's why we don't have any hidden costs or surprise fees. You always know exactly what you are paying for and retain full control over your budget.
With DREIKON at your side, you can rely on a partner who will put your brand in the spotlight with innovative and customized CTV advertising campaigns.
Your campaign on the road to success
Our team will measure and analyze the performance of your CTV advertising in detail and make adjustments where necessary to ensure that your video content has maximum impact and provides an outstanding viewing experience. Contact us now and benefit from data-driven marketing strategies that move and convince your target group!
What metrics measure the success of CTV advertising?
The effectiveness of CTV advertising can be measured through a variety of precise metrics that provide advertisers with valuable insights into the success of their advertising campaigns. With measurable CTV advertising formats, you can take the pulse of your campaign in real time and understand exactly how well your messages are resonating with your target audience.
Media reach is measured using three variables:Gross reach: Counts the total number of all ad contacts, regardless of whether a person sees the ad multiple times.
Net reach: Counts the number of unique people or devices that have seen the CTV ad at least once.
Incremental reach: Measures the additional viewers reached by a campaign beyond the original target group.
An unbeatable advantage of CTV advertising is the viewability rate, which is 100%. As the video content runs in full screen mode and cannot be skipped, you can be sure that your ad will be seen in full.
But that's not all: the View Through Rate (VTR) and Video Completion Rate (VCR) provide advertisers with deep insights into viewer behavior by showing how long video content is actually viewed. These metrics are crucial to understanding how engaging your content really is.
Finally, the click-through rate (CTR) measures the engagement of your audience and helps marketers track conversion. Whether it's a product purchase, newsletter sign-up or app installation, this metric shows you exactly how many viewers take action after watching your ads.With the insights gained from these measurements, advertisers can continuously optimize the effectiveness of their CTV campaigns and ensure that their advertising messages achieve exactly what they are supposed to - move and convince their target group.How high is the advertising expenditure for CTV advertising?
Advertising spend on CTV advertising can vary, but is often more efficient than traditional TV advertising as it is more targeted. This means that advertisers only pay for reaching relevant target groups and not for a broad, untargeted broadcast.
We put your brand in the spotlight!
Work with us to create outstanding advertising experiences that will make your brand unforgettable and inspire your target group. Start your CTV campaign now and showcase your brand in an impressive way - customized, innovative and with maximum impact. Let's work together to ensure that your company is present and unmistakable in your customers' living rooms!
