Connected TV & OTT advertising

SEO Design Chicago’s OTT Advertising and Connected TV Marketing Services

In today’s rapidly evolving digital landscape, the way people consume television content has undergone a dramatic transformation. As cord-cutting households continue to rise, with projections indicating they will make up 72% of U.S. homes by 2025 (up from 53% in 2022), the shift from traditional linear TV to streaming platforms is undeniable.

This seismic change in viewing habits has given rise to a new frontier in advertising: Connected TV (CTV) and Over-the-Top (OTT) marketing. At the forefront of this revolution is SEO Design Chicago, offering cutting-edge OTT Advertising and Connected TV Marketing Services designed to help businesses navigate and capitalize on this dynamic advertising channel.

Understanding Connected TV (CTV) and OTT Advertising

Before delving into SEO Design Chicago’s offerings, it’s crucial to understand the landscape of CTV and OTT advertising. Connected TV refers to any television set that connects to the internet and can stream digital video content, whether through built-in smart TV functionalities or external devices like streaming sticks, gaming consoles, or set-top boxes. This technology allows viewers to access a wide range of content beyond traditional broadcast channels, including popular streaming services like Netflix, Hulu, Disney+, and Amazon Prime Video.

OTT, which stands for “Over-the-Top,” encompasses a broader spectrum of devices and refers to content that bypasses traditional cable or satellite distribution methods to deliver video directly to viewers via the internet. While CTV specifically relates to content viewed on television screens, OTT includes viewing on various devices such as smartphones, tablets, and laptops.

CTV advertising, therefore, refers to video ads delivered through internet-connected television sets during a viewer’s streaming content experience. According to EMARKETER’s March 2024 forecast, CTV is the fastest-growing major ad channel in the US, projected to grow 18.8% to reach a total of $28.75 billion in 2024. This surge can be attributed to superior ad performance, advanced audience segmentation capabilities, data-driven insights, high viewability on large screens, and interactive features that traditional TV advertising simply cannot match.

SEO Design Chicago’s Comprehensive CTV and OTT Advertising Solutions

Recognizing the immense potential of this burgeoning market, SEO Design Chicago has developed a suite of services tailored to help businesses leverage the power of CTV and OTT advertising. Their offerings are designed to address the unique challenges and opportunities presented by this new advertising frontier, ensuring that clients can effectively reach their target audiences in the streaming era.

Precision Targeting and Audience Segmentation

One of the key advantages of CTV advertising over traditional linear TV is the ability to target specific audience segments with unprecedented accuracy. SEO Design Chicago harnesses advanced targeting capabilities to help clients reach their ideal viewers based on a wide array of factors, including:

• Demographics (age, gender, income, education level)
• Geographic location (down to specific zip codes or even IP addresses)
• Interests and behaviors
• Purchase intent
• First-party data integration

By leveraging these targeting options, SEO Design Chicago ensures that their clients’ ads are served to the most relevant audience, maximizing the impact of their advertising spend and reducing wasted impressions.

Cross-Device Targeting and Attribution

Understanding that modern consumers interact with content across multiple devices, SEO Design Chicago implements sophisticated cross-device targeting strategies. This approach allows advertisers to reach their audience not only on connected TVs but also on companion devices like smartphones and tablets. More importantly, it enables accurate attribution of conversions across different devices, providing a holistic view of the customer journey.

Premium Inventory Access

SEO Design Chicago has established partnerships with leading streaming platforms, content providers, and ad exchanges to offer clients access to premium CTV and OTT inventory. This includes popular ad-supported streaming services like Hulu, Peacock, Tubi, and Pluto TV, as well as emerging players in the market. With the recent addition of ad-supported tiers on Netflix and Disney+, the landscape of available inventory continues to expand, offering even more opportunities for advertisers to reach engaged audiences.

Creative Development and Optimization

Recognizing that effective CTV ads require a different approach than traditional TV commercials, SEO Design Chicago offers comprehensive creative services tailored to the streaming environment. Their team of expert designers and video producers create engaging, high-quality ads optimized for the CTV experience, including:

• 15 and 30-second video spots
• Interactive ads with QR codes or clickable elements
• Shoppable ads for direct response campaigns

Moreover, they continuously test and optimize creative elements to ensure maximum performance and engagement.

Advanced Measurement and Analytics

One of the most significant advantages of CTV advertising is the ability to measure campaign performance with granular detail. SEO Design Chicago leverages cutting-edge analytics tools to provide clients with comprehensive insights into their CTV campaigns, including:

• Video completion rates
• Viewability metrics
• Audience reach and frequency
• Website visits and conversions attributed to CTV ads
• Foot traffic to physical locations (for brick-and-mortar businesses)

These detailed analytics allow for data-driven decision-making and continuous optimization of campaigns to maximize ROI.

Programmatic Buying and Real-Time Optimization

SEO Design Chicago utilizes programmatic buying platforms to purchase CTV inventory efficiently across multiple streaming services and devices. This approach allows for real-time bidding and optimization, ensuring that clients’ ads are delivered to the right audience at the right time and at the most cost-effective price point.

Furthermore, their team of experts continuously monitors campaign performance, making data-driven adjustments to targeting, bidding strategies, and creative elements to optimize results throughout the campaign lifecycle.

Local Advertising Solutions

While CTV advertising was initially dominated by large national brands, SEO Design Chicago has developed specialized solutions for local advertisers looking to leverage this powerful medium. By combining precise geographic targeting with local market insights, they help small and medium-sized businesses reach cord-cutters and streaming-first audiences within their service areas.

This localized approach has proven particularly effective for industries such as automotive dealerships, healthcare providers, and regional retail chains looking to drive foot traffic and local brand awareness.

Integration with Other Digital Marketing Channels

Recognizing that CTV advertising is most effective when integrated into a holistic digital marketing strategy, SEO Design Chicago offers comprehensive multi-channel campaign planning and execution. This includes coordinating CTV efforts with:

• Search engine marketing (SEM)
• Social media advertising
• Display advertising
• Email marketing

By creating a cohesive cross-channel experience, advertisers can reinforce their message across multiple touchpoints, increasing overall campaign effectiveness and driving better results.

The Future of CTV Advertising with SEO Design Chicago

As the CTV and OTT advertising landscape continues to evolve rapidly, SEO Design Chicago remains at the forefront of innovation. They are actively exploring and implementing emerging technologies and strategies to keep their clients ahead of the curve, including:

1. AI-Powered Optimization: Leveraging machine learning algorithms to predict viewer behavior and optimize ad delivery in real-time.
2. Addressable TV Integration: Combining the precision of CTV targeting with the reach of traditional linear TV through addressable TV solutions.
3. Enhanced Interactive Features: Developing new ways for viewers to engage with ads directly through their TVs, including voice-activated responses and augmented reality elements.
4. Advanced Attribution Modeling: Implementing more sophisticated attribution models that account for the complex, multi-touch nature of modern consumer journeys.
5. Privacy-Centric Targeting Solutions: Adapting to a cookieless future by developing new targeting methodologies that respect user privacy while still delivering relevant ads.

Connected TV Case Studies and Success Stories

SEO Design Chicago’s CTV and OTT advertising services have delivered impressive results for clients across various industries. For example:

• A regional credit union achieved a 36% higher conversion rate and gained 3,500+ new members by integrating CTV and linear TV ads in a unified cross-channel campaign.
• A global travel site leveraged first-party data to optimize its CTV campaigns, resulting in a 51% reduction in cost per conversion and generating $10.9 million in revenue from 36,700+ hotel bookings.
• A local retailer used advanced audience segmentation to increase brand awareness by 19.8%, with notable improvements in ad recall and purchase intent.

These success stories underscore the effectiveness of SEO Design Chicago’s data-driven, performance-focused approach to CTV advertising.

Learn More about Connected TV from SEO Design Chicago

As the television landscape continues its shift towards streaming platforms, CTV and OTT advertising represent a massive opportunity for businesses of all sizes to reach engaged audiences with precision and measurability previously unattainable in TV advertising. SEO Design Chicago’s comprehensive suite of OTT Advertising and Connected TV Marketing Services positions them as a leader in this rapidly growing field, offering clients the expertise, technology, and strategic insights needed to succeed in the streaming era.

By combining advanced targeting capabilities, premium inventory access, creative excellence, and robust analytics, SEO Design Chicago empowers advertisers to connect with their ideal customers in the living room and beyond. As the CTV market continues to expand—projected to account for 1 in 10 US digital ad spend dollars in 2024—partnering with a forward-thinking agency like SEO Design Chicago is essential for businesses looking to stay ahead of the curve and capitalize on the future of television advertising.

In an increasingly fragmented media landscape, where capturing and maintaining audience attention is more challenging than ever, CTV advertising offers a unique opportunity to deliver impactful, targeted messages to viewers in a lean-back environment. With SEO Design Chicago’s expertise and innovative approach, advertisers can navigate this complex ecosystem with confidence, driving measurable results and building lasting connections with their target audience in the streaming age.

Projections for 2024 estimated CTV ad spending in the US to reach around $25-27 billion.