In today’s fragmented media landscape, brands are shifting towards more agile mixed media model advertising strategies to reach their target audiences more effectively.
These strategies blend traditional and digital media platforms, maximizing reach while leveraging the strengths of each channel. One key component that has gained prominence in recent years is Connected TV (CTV), which provides a unique opportunity for brands to engage with consumers in an immersive, high-quality environment.
Connected TV refers to internet-enabled television platforms (read full article defining CTV here), including smart TVs and devices like Roku, Apple TV, and Amazon Fire Stick, which allow consumers to stream content via apps and digital services. CTV’s rapid growth offers advertisers a way to combine the broad reach of television with the precision targeting of digital media.
In a mixed media advertising strategy, CTV is both a bridge between traditional TV and digital platforms, as well as shaping up to be traditional TV's ultimate replacement. While traditional TV ads rely on mass targeting, CTV allows brands to refine their messaging based on specific demographics, viewing behaviors, and interests. This capability provides better audience segmentation, increasing ad relevance and engagement. Additionally, CTV’s high-quality video format has the proven potential to elevate any goal as a standalone form of media - from brand recall, to consideration, to in-store purchasing (see recent CTV performance marketing case studies here).
Moreover, CTV can be used alongside digital platforms like social media, programmatic digital video, and mobile to create a cohesive multi-touchpoint campaign. For example, an advertiser might run a national CTV spot to build awareness, followed by social media ads or YouTube videos for retargeting and conversion, ensuring a seamless customer journey.
In summary, incorporating Connected TV into a mixed media advertising strategy enriches the overall campaign by blending the emotional impact of traditional TV with the precision of digital targeting. The result is a more effective and engaging approach to reaching today’s diverse and evolving audience.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is an award winning provider of creative solutions and services for brands, creative teams and media agencies who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they want.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv
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