The changing habits of television viewing alongside streaming platforms and internet-connected devices are also transforming the way brands approach video advertising. As an important part of this transformation, Connected TV (CTV) enables advertisements to be shown within content watched on Smart TVs and internet-connected televisions.
With CTV advertising, Yandex Ads offers advertisers a new advertising space where they can benefit from digital targeting and measurement capabilities on television screens.
What Is CTV Advertising?
CTV refers to watching digital video content through televisions that can connect to the internet. Streaming platforms, Smart TV applications, live broadcasts, and other digital video content can all be part of the CTV ecosystem.
Unlike traditional television advertising, CTV advertising allows advertisers to benefit from digital targeting and measurement capabilities. This helps advertisers reach specific user segments in a more controlled way.
CTV Advertising with Yandex Ads
Yandex Ads positions CTV advertising within the digital advertising ecosystem, enabling brands to run targeted video campaigns on television screens.
Advertisers can use different CTV formats while building their target audiences based on specific user characteristics and behaviors. This aims not only to reach a broad audience through video advertising but also to establish more relevant communication with the defined target audience.
Targeting in CTV Advertising
One of the key features of CTV from a digital advertising perspective is its targeting options. The segments that campaigns aim to reach can be defined by leveraging user behavior and different audience signals.
This structure stands out as one of the key elements that differentiates CTV from traditional television advertising, particularly for brands that want to communicate with a specific target audience.
Measurement in CTV Campaigns
Measurement, one of the key advantages of digital advertising, is also important in CTV campaigns. Advertisers can track the reach and impression performance of their campaigns and evaluate the results of their media investments in greater detail.
This approach also allows television advertising to be evaluated together with other channels within digital media planning, rather than being assessed solely based on reach.
CTV Advertising Opportunity for Brands
CTV combines the large-screen viewing experience of television with the targeting and measurement capabilities of digital advertising. It offers an advertising space that can be considered by brands looking to build brand awareness through video content, reach broad audiences, and communicate with specific segments.
Yandex Ads’ CTV solutions provide advertisers who want to evaluate this space within digital media planning with the opportunity to reach audiences through different formats and targeting options.
For more information about our services, visit the MarkerGroupe.com website or contact us at hello@markergroupe.com.
