Engaging the modern viewer: Effective TV ad strategies for CTV

The television landscape has dramatically evolved with the advent of Connected TV (CTV), fundamentally changing how viewers consume content and interact with ads. 

Traditional linear TV, once the dominant medium, is witnessing a steady decline as more viewers migrate to CTV for its convenience, interactivity, and personalized experiences. 

To stay relevant and effective, brands, advertisers, and publishers need to adapt their strategies to meet the new demands of CTV audiences. 

This article explores how interactive ads, more targeted ads, binge ads up front, and varying ad lengths can enhance the effectiveness of TV advertising in this dynamic environment.

The challenge: Viewer disengagement during ads

Recent data highlights a significant challenge for advertisers: viewer disengagement during commercial breaks. A staggering 79% of TV watchers typically reach for their phone or another device when ads come on, indicating a substantial drop in attention. 

Furthermore, 66% of survey respondents admit they don’t actively watch TV ads. Among these disengaged viewers, 64% grab their phones, 21% switch to another channel, and 15% leave the room or engage in other activities. Even among the 34% who claim to watch ads, 28% often do so with the sound muted.

This level of disengagement underscores the need for innovative advertising strategies that can capture and retain viewer attention. 

Traditional methods are proving less effective in an era where viewers have more control over what they watch and when they watch it. Therefore, understanding these behavior patterns is crucial for developing ad strategies that can effectively engage the modern viewer.

Interactive ads: Engaging viewers in real-time

Interactive ads offer a promising solution to combat viewer disengagement. Unlike traditional ads, interactive ads invite viewers to participate, whether through clickable elements, polls, or games.

This approach transforms passive viewers into active participants, increasing engagement and brand recall. 

For example, an ad for a new smartphone could include a feature that allows viewers to explore its functionalities through an interactive demo. Such engagement can significantly enhance the viewer’s connection to the brand and improve the likelihood of conversion.

Interactive ads can also leverage technologies like augmented reality (AR) and virtual reality (VR) to create immersive experiences. 

For instance, a furniture brand could use AR to allow viewers to visualize how a piece of furniture would look in their living room. This kind of interaction not only captures attention but also provides practical value, making the ad experience memorable and useful.

Studies show that interactive ads have engagement rates up to 47% higher than non-interactive ads. Additionally, campaigns with interactive ads report a retention rate increase of 70%.

Targeted ads: Relevance is key

In the CTV environment, data-driven targeting allows advertisers to deliver highly relevant ads to specific audience segments. By leveraging viewer data, brands can tailor their messages to match the interests and preferences of individual viewers. 

This level of personalization increases the chances of capturing attention and reducing ad fatigue. 

For instance, a streaming service can show ads for a new crime thriller series to viewers who frequently watch similar genres. This relevance makes the ad more appealing and increases the likelihood of viewers watching it in its entirety.

Targeted ads can lead to a 5.3x increase in click-through rates (CTR) compared to non-targeted ads.

Real-world example: Troy-Bilt’s successful CTV campaign

A prime example of effective CTV advertising is Troy-Bilt’s innovative campaign for their Low, Slow, & Mow initiative. Aimed at reaching a broader consumer audience, Troy-Bilt collaborated with Nexxen Studio and Say It Now to create a bespoke CTV audio experience. 

This campaign enabled viewers to interact with their Amazon Echo (Alexa) to access quality meal ideas and recipes, enhancing engagement with the brand. 

By optimizing their CTV creative and targeting Amazon household segments through Nexxen DSP, Troy-Bilt achieved a remarkable 38% conversion rate with opted-in consumers and a 13% increase in brand recall. 

This success was recognized with the 2024 Best Interactive Content Piece award at the Digiday Content Marketing Awards.

Binge ads up front: Capitalizing on viewer commitment

Binge-watching has become a prevalent trend among CTV users, and advertisers can capitalize on this behavior by placing binge ads up front. This strategy involves delivering a series of ads at the beginning of a viewing session, allowing the rest of the content to be ad-free. 

This approach leverages the viewer’s commitment to watching multiple episodes or a long-form video, ensuring that ads are seen during a period of high attention. By front-loading ads, brands can achieve better exposure and minimize interruptions during the content, leading to a more enjoyable viewer experience.

Implementing binge ads upfront can also be beneficial for long-term brand recall. Viewers who are not interrupted by ads during the main content are more likely to remember the ads they saw at the beginning, especially if those ads were engaging and relevant.

This strategy aligns well with the trend of “ad fatigue,” where viewers become increasingly annoyed with frequent ad interruptions.

Research shows that 79% of viewers prefer video ads that are grouped together instead of distributed throughout a long-form video on TV screens. Additionally, binge ads lead to a 24% increase in unaided brand awareness and 25% increase in brand recall compared to traditional ad placements.

Varying ad lengths: Breaking the mold

The traditional 15- or 30-second ad format may no longer be the most effective in today’s TV landscape. Instead, brands should experiment with varying ad lengths to keep viewers engaged. 

Shorter ads, such as 6-second bumper ads, can deliver a quick, memorable message without causing significant disruption. 

Conversely, longer ads can be used to tell a more compelling story, provided they are engaging enough to hold the viewer’s attention. 

For example, a travel company might use a 60-second ad to showcase an immersive vacation experience, captivating viewers with stunning visuals and emotional storytelling.

Studies indicate that shorter 6-second ads can increase viewer retention by 60% compared to 30-second ads. 

Tips for leveraging CTV in B2B

While CTV advertising is often associated with consumer-focused campaigns, it also offers significant potential for B2B marketers. Here are some tips for leveraging this medium in B2B:

Personalize your message

Use data-driven targeting to deliver personalized messages that resonate with specific business segments. Tailor your content to address the unique challenges and needs of different industries.

Interactive elements

Incorporate interactive elements that allow viewers to engage directly with your content. For example, a B2B software company could include a demo that allows viewers to explore features and functionalities in real-time.

Educational content

Create ads that provide valuable insights and information relevant to your target audience. Educational content can position your brand as a thought leader and build trust with potential clients.

Test and optimize

Continuously test different ad formats, lengths, and placements to identify what works best for your audience. Use insights from these tests to refine and optimize your ad strategy.

Leverage audience discovery technology

Utilize audience discovery technology to enhance your reach and performance by gaining insights that inform your activations. By analyzing the types of content consumers engage with across digital, social, and TV platforms, you can better understand their interests and behaviors.

Implementing strategies for success

To effectively implement these strategies, brands, advertisers, and publishers should consider the following steps:

1. Leverage data analytics: Utilize viewer data to understand preferences, behaviors, and viewing patterns. This information is crucial for creating targeted and relevant ad content.
2. Invest in creative development: Develop high-quality, engaging ad content that leverages interactive elements and storytelling techniques. Creativity is key to capturing and retaining viewer attention.
3. Test and optimize: Continuously test different ad formats, lengths, and placements to identify what works best for your audience. Use insights from these tests to refine and optimize your ad strategy.
4. Collaborate with CTV platforms: Partner with CTV platforms that offer robust targeting capabilities and innovative ad formats. Collaboration can provide valuable insights and enhance the effectiveness of your campaigns.

Bringing it all together

The shift from linear TV to Connected TV presents both challenges and opportunities for brands, advertisers, and publishers. 

By embracing interactive ads, targeted ads, binge ads up front, and varying ad lengths, they can create more engaging and effective advertising experiences. 

As viewers continue to seek personalized and immersive content, adapting to these trends will be crucial for maintaining relevance and driving success in the evolving TV landscape.