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1. Connected TV advertising
Exploring the Potential of CTV for Ecommerce Brands
•There has been a dramatic shift in the way consumers shop in recent
years, with an increasing number of individuals opting to internet
shopping for ease and accessibility. As a result, the world of
ecommerce advertising has become more competitive, with firms
competing for the attention of customers in a congested online
marketplace. One powerful tool that has emerged in the world of
ecommerce advertising is CTV, or Connected TV.
•CTV usage has increased quickly in recent years, primarily due to the
rise of smart Televisions and streaming devices like Amazon Fire TV
and Roku. According to eMarketer, the number of CTV users in the US
is predicted to increase from 182.6 million in 2020 to 213.7 million by
2023.

3. • With the rise in CTV usage, e-commerce advertisers are beginning
to see the channel's potential. Advertisers have taken notice of the
shift in consumer behavior, and are increasingly turning to CTV to
reach their target demographic. CTV advertising has the benefit of
allowing advertisers to reach out to customers in a more focused
manner. Advertisers may display ads to individual homes by
leveraging data such as location, demographic information, and
watching patterns, rather than depending on traditional broadcast
advertising, which is more of a mass-market strategy.
• It enables brands to provide a more engaging and immersive
advertising experience. Advertisers may use CTV to produce more
visually appealing and engaging advertising by taking advantage of
the larger screen size and higher-quality video. For example, an
ecommerce firm may design a shoppable ad that lets viewers buy
things right from their TV screen, while a travel brand could utilize
CTV to highlight destination videos and entice viewers to plan their
next vacation.

5. • Several e-commerce brands have already started to experiment
with CTV advertising and have seen positive results. Walmart, the
retail giant, used CTV advertising to drive sales for its online
grocery service. It targeted viewers who were watching cooking
shows and used interactive ads to showcase its grocery delivery
service. The campaign resulted in a 41% increase in ad recall and a
10% increase in brand favorability. Wayfair, home goods retailer,
which used CTV ads to drive traffic to its website during the
holiday season and saw a 5X increase in return on ad spend.
• According to a recent survey by IAB, 64% of US adults who use
CTV devices have made a purchase after seeing an ad on CTV.
Additionally, 47% of CTV users said they are more likely to
remember an ad on CTV compared to traditional TV. These
statistics demonstrate the potential of CTV as a powerful
advertising channel for e-commerce brands.

6. • In conclusion, CTV offers an untapped possibility for e-commerce
advertising. As CTV usage continues to grow, e-commerce brands
can leverage this channel to reach highly targeted audiences and
drive sales. The success stories of firms such as Wayfair and
Walmart highlight the potential of CTV advertising, and statistics
reveal that CTV viewers are extremely receptive to advertisements.
E-commerce advertisers should start experimenting with CTV
advertising to stay ahead of the curve and take advantage of this
growing channel.