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1. Connected TV advertising
Top CTV / Connected TV Advertising Campaign Best Practices &
creative tips for CTV & OTT advertising
• Connected TV (CTV) and over-the-top (OTT) advertising refer to the
delivery of video ads on internet-connected devices, such as smart
TVs, streaming devices, and mobile devices, rather than through
traditional television methods.
• These platforms are becoming increasingly important for advertisers
as more and more consumers are cutting the cord and turning to
streaming services for their entertainment. CTV and OTT advertising
allows advertisers to reach these audiences in a targeted and
measurable way, with the ability to track viewer engagement and
adjust campaigns in real-time. Additionally, CTV and OTT ads can be
highly personalized, which can lead to higher engagement and
conversion rates.

2. Overall, CTV and OTT advertising is a key strategy for reaching a
large and growing audience of viewers who are increasingly
moving away from traditional TV.
The best practices in CTV advertising are as follows:-
1. Targeting: Use data and analytics to identify and target specific
audiences, such as demographics, interests, and viewing habits.
2. Personalization: Create personalized ad experiences by using data
to tailor the ad content and messaging to the viewer.
3. Measurement and Optimization: Use metrics such as reach,
engagement, and conversion rates to measure the success of the
campaign and continuously optimize the ad creative and targeting
strategy.
4. Cross-screen measurement: Use multi-screen measurement
solutions to understand how audiences interact with your brand
across different devices.

4. 5. Brand safety: Ensure that your ads are placed in a safe and
appropriate context, in order to avoid any negative impact on your
brand reputation.
6. Video ad format: Leverage the power of video ads to capture
attention and drive engagement. Make use of interactive video
formats like skippable, non-skippable, and interactive overlays to
drive better engagement.

5. Creative tips for CTV & OTT advertising :
1. Keep it visually engaging: Since viewers are streaming content on
large screens, it's important to make sure your ads are visually
appealing and engaging. Use high-quality images and videos, and
consider using animation or other dynamic elements to grab
viewers' attention.
2. Make it relevant: Since CTV and OTT advertising allows for highly
targeted campaigns, use that to your advantage by creating ads
that are relevant to the specific audience you're trying to reach.
This can include using location-based targeting or tailoring your
message to the type of content being viewed.
3. Use interactive elements: Interactive elements, such as polls,
quizzes, and games, can make your ads more engaging and
increase the likelihood of viewers interacting with your brand.

6. 4. Use sound strategically: Sound can be a powerful tool in CTV and
OTT advertising, but it should be used strategically. Make sure your
ad's audio is clear and easy to understand, and consider using
sound effects or music to grab viewers' attention.
5 Test and optimize: As with any advertising campaign, it's important
to test and optimize your CTV and OTT ads to see what works best.
Use A/B testing and analytics to track viewer engagement and
make adjustments as needed.
6. Use storytelling: CTV and OTT advertising provides an opportunity
for brands to tell their story and connect with consumers on an
emotional level, use this opportunity to create a compelling story
that resonates with your target audience.
7. Use Contextual Targeting: CTV and OTT advertising allows you to
target your ads based on the type of content being viewed, use
this to your advantage by creating ads that are contextually
relevant to the program or genre being viewed.