From Social to CTV: Transform Your Digital Advertising Strategy

When you think of digital advertising, the first thought is of social media. Social media has always been a crucial part of digital marketing strategies. However, advertisers are now also including CTV advertising into their marketing strategies.. Recently CTVs have been rising in popularity as consumers are paying more attention and spending more time streaming content on CTVs. That is why brands too are shifting their attention from the traditional TV channel advertisement to the new digital marketing landscape of CTV advertising.

The growth of CTVs can be attributed to the increasing adoption of streaming services like Netflix, Hulu, Prime Video, and many others. As more and more people ‘cut the cord’ and move away from traditional cable and satellite TVs, over-the-top (OTT) platforms are becoming the preferred medium for entertainment needs. CTVs provide a convenient and cost-effective way to access video streaming services, making them an attractive option for viewers. This not only increases the chances of advertisers being able to reach desired audiences but also helps in optimizing advertising budgets.

What Are CTV Social Display Ads?

CTV social display ads retain the look of social media content and even maintain regularly updated social metadata, such as comments and likes in real-time. Social display ads can be generated instantly for CTV advertising using popular social media posts. CTV advertising allows advertisers to achieve various objectives, including boosting brand awareness and driving higher conversions and sales.

The goal of using social display ads for CTV advertising is to allow advertisers to leverage the growing popularity of connected TV devices and streaming platforms. In doing so, they can expand their reach towards a brand-new audience base by leveraging the familiarity and engagement of social media platforms. 

Why Do CTV Social Display Ads Work?

Linear TV advertising for commercial purposes has been around for decades, and viewers are quite accustomed to seeing commercials during their TV viewing experience. Using social display ads for connected TV advertising allows you to capitalize on people's familiarity with social media content to boost engagement. CTV advertising is more addressable as well when compared to any linear TV channel advertisement. Connected TV advertising using social display ads offers advertisers a chance to surprise their audiences and grab their attention, which also boosts ad engagement, as users tend to engage naturally with ad units that remind them of social media content.

Additionally, being highly addressable, CTV advertising also allows you to leverage advanced audience targeting functionalities, which can help ensure that your messages reach your intended audience effectively. The performance of a commercial CTV advertising campaign can also be tracked in real-time, allowing you to optimize your strategy for the best results. Adding social display ads to the marketing mix for CTV advertising across smart TVs and other devices can increase viewer engagement, enhance brand recall, and potentially lead to higher conversion rates and other desired actions from the audience.

Create Top Performing CTV Ads

To be able to take full advantage of CTV advertising, advertisers need to be able to produce effective creatives at the lowest possible cost. CTV advertising or smart TV advertising using social display ads offers access to a huge inventory of content that can be converted into the best CTV advertisements, producing creatives at scale, with minimal effort and costs involved. With the right ad management platform that allows you to convert and display social media content as some of the best CTV advertisements, you can automate the ad production process and generate multiple ads in no time. This not only helps advertisers save time and resources but also ensures consistent communication and brand presence across multiple channels and devices.

Furthermore, using social display ads for connected TV advertising also comes with a range of customization options, allowing advertisers to tailor their creatives to specific campaign objectives and strategies. From dynamic ad elements to interactive features, advertisers can create engaging and immersive ad experiences that resonate with their target audience and drive action using social media content that is bound to generate high engagement.

CTV advertising is also cost-effective as compared to linear or local TV advertising. By leveraging programmatic buying and real-time bidding technologies, advertisers can further optimize their ad spend and achieve maximum ROI by targeting the most relevant and high-performing inventory.

Benefits of Using CTV Social Display Ads 

Undoubtedly, CTV advertising stands out as one of the most effective channels for reaching audiences that are most likely to engage with your ads. The expansive reach of commercial advertising on CTV coupled with the precise targeting capabilities offered by the platform ensures that your message reaches the right people at the right time. Here are some reasons why using social display ads for CTV advertising can be cost-effective and highly beneficial for your marketing campaigns:

Combating Ad Creative Fatigue

Ad fatigue happens when the same audience has seen the same ad one too many times, and it is a major concern that advertisers must overcome. If the ad creative that you have been using is no longer bringing in conversions, it is time to change it. This can be done with ease and at a low cost for CTV advertising using social display ads. Social display ads will recreate your top-performing social media posts into video ads for CTV, which provide a fresh avenue for engaging audiences with dynamic and visually appealing content. By tapping into the vast inventory of social media and the addressability of CTV platforms, advertisers can continually refresh their ad creatives to maintain audience interest and avoid stagnation.

Improved Engagement

Commercial CTV advertising platforms allow advertisers to reach a broader audience thanks to the significant rise in CTV viewership in recent years. Advertisers can now reach ‘cord cutters’ and ‘cord nevers’ along with younger demographics with ease. The interactive and social elements of social display ads encourage viewers to actively engage with the content, leading to higher brand recall and more potential conversions.

Cost-Effective Cross Platform Marketing

Compared to linear and local TV advertising, CTV social display ads are very cost-effective, especially for targeted campaigns and niche audiences. It involves minimal manual effort and does not need extra creative strategizing sessions, as the ads are sourced from content that already exists and has proven to be effective. Social display ads and smart TV advertising take content that audiences have already engaged with and display it to a larger audience base, beyond the confines of a social media platform.

Many brands are gravitating towards CTV social display ads as they offer several benefits. CTV social display ad experiences feel familiar and resonate with viewers instantly. These ads are perfect for driving action, brand awareness, and brand recall.