The Rise of CTV Marketing: Why Your Brand Needs CTV Ads

What is Connected TV advertising

When discussing "what are CTV ads", it is to be noted that Connected TV (CTV) advertising delivers video ads to viewers on internet-connected television sets. While both fall under the umbrella of streaming, it's crucial to distinguish between CTV and OTT (over-the-top) advertising. CTV specifically refers to the device—the smart TV or a TV connected to a streaming device like a Roku.

In contrast, OTT is the method of content delivery across any device, including phones and computers. CTV is vital today as streaming and cord-cutting have become the norm. In fact, over 80 million U.S. households are projected to be non-pay TV households by 2026 (Evoca TV).

How does CTV advertising work

Now that we have discussed "what is CTV advertising", it is time to learn about its ecosystem. The CTV advertising ecosystem involves several key players. Advertisers want to reach specific audiences and work with demand-side platforms (DSPs) to buy ad inventory. The DSPs, which are often programmatic, use an automated system to bid on ad space. The ad inventory is supplied by streaming services like Hulu, Peacock, or a smart TV's native ad server.

Creating a successful CTV advertising campaign involves these key steps:

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1. Set clear goals

Before you begin, determine what you want to achieve. Are you aiming to increase brand awareness, drive traffic to your website, or boost product sales? Having a clear objective will guide your campaign strategy.

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1. Define your target audience

CTV advertising offers precise targeting capabilities far beyond traditional TV. You can define your ideal audience using criteria such as demographics, location, household income, interests, and even specific streaming behaviors. This ensures your ads are seen by the people most likely to engage with your brand.

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1. Choose a CTV ad platform

Once you've set your goals and defined your audience, you'll need a platform to execute your campaign. Many demand-side platforms (DSPs) specialize in CTV advertising, offering tools to manage your bids, track performance, and deliver your ads across various streaming services and devices.

Talking about CTV ad examples, they include in-stream video ads, which are non-skippable and play before or during content, offering a captivating, full-screen experience. In addition to that, you will have interactive ads, which often feature scannable QR codes, and are a growing trend, allowing viewers to seamlessly engage with the brand on their mobile device, from visiting a product page to making a purchase.

With that being said, crafting high-quality video ads for CTV can be a challenge, requiring significant time and resources. This is where AI-powered tools come in, democratizing the creative process for brands of all sizes. Let's explore how Pippit's AI video generator revolutionizes the creation of engaging CTV ads.

Create your CTV ads with Pippit's AI video generator

Pippit's AI video generator simplifies the creation of stunning CTV ads, transforming a complex process into a simple, automated workflow. By simply inputting a product link, Pippit's AI can instantly generate a professional-quality CTV ad. Key features like AI-powered scriptwriting, customizable digital avatars, and royalty-free media assets ensure brands can produce engaging, high-quality video content quickly and affordably. With Pippit, you can create and publish powerful video ads that capture your audience's attention on the big screen. To learn more about the platform's extensive video generation capabilities, continue reading our impactful guide.

How to generate CTV ads using Pippit in 3 easy steps

If you are looking for an easy way to supercharge your CTV advertising campaign, then there is no better way to do it than utilizing Pippit's AI video generator feature. Built on the back of a robust video editor and AI tools, we will go through the steps you need to follow to create the perfect CTV ad for your brand or product.

STEP 1
1. Select the "Video generator" option and enter your ad prompt

Begin your advertisement creation process by first signing up for Pippit through the weblink provided above. After successfully creating your account, head over to your dashboard and select the "Video generator" option from the left-hand panel. You will then be asked to provide your prompt for ads you are looking to create, which can be in the form of text, media, a document, or just a simple website link. In addition to that, select "Agent mode" or "Lite mode", based on your ad creation preferences.

Pippit will start analyzing your input and will automatically assign your ad video with a relevant title and description (which you can change further). Then, under "More info", you will be able to choose your target audience, state your product/ad/brand highlights, and select other necessary options. Scrolling down on the same page will reveal options such as "Video types" and "Video settings". Under "Video types," you can either go ahead with the "Auto-match" option or decide to pick your preferred type of video you want Pippit to create. Then under "Video settings", you will be able to choose your preferred video avatar and voice, the approximate length of the video and its aspect ratio, and the video's language. Once you make your choices, click on "Generate".

STEP 2
1. Enhance your CTV ad with Pippit's AI tools

Pippit will start its video generation process and will take a couple of seconds to complete. Once completed, you will be provided with a number of video options to choose from. Proceed to browse through them and select the one that you think perfectly captures the essence of your product. You can hover your mouse cursor over any generated video to get options like changing video style, making a quick edit, or directly exporting the video. However, if neither of the generated options fits your needs, then you can select the "Create new" option to start the video generation process all over again.

If you do decide to make some quick adjustments to your video, select "Quick edit," and a pop-up window will appear on your screen. From here, you will be able to change your video script, add captions (available in various styles), change the avatar and voice, insert media, or any relevant text.

STEP 3
1. Finalize and export your advertisement video

Alternatively, if you want to edit your ad video on a much deeper/advanced level, you will need to select the "Edit more" option, present on the top-right-hand part of the pop-up window. Clicking on that will give you access to Pippit's robust video editing timeline, where you can perform a variety of different functions. Here you can perform color adjustments and background removal, video resizing, implement audio tweaks (noise reduction, fade-in/fade-out, etc.), add effects and animations, change the video speed, insert stock footage and licensed music, and much more.

Finally, if you are content with the results, you can go ahead and select the "Export" option. Upon selecting the export option, you can either decide to directly "Publish" your advertisement video on your social media platform of choice or simply "Download" the video file to share it at a later time. When downloading, you will be able to choose your video resolution, frame rate, quality, format, and watermark options.

Key features of Pippit for Connected TV advertising

• Generate high-converting script for your ad: Pippit's AI can write engaging and effective scripts for your CTV ads based on a simple text prompt, media, document, or a product link. This feature eliminates the need for expensive copywriters, allowing brands to quickly test and refine messaging. The AI-generated scripts are crafted to be concise and impactful, perfect for holding a viewer's attention during a short ad.

• Perform AI ad voiceovers: This feature provides a diverse library of professional AI voices to bring your script to life. You can automatically generate a voiceover in the tone and style that best fits your brand's personality, without the cost or time of hiring a human voice actor. The voices are designed to sound natural and human-like, ensuring a high-quality audio experience for viewers on their big screens.

• Optimize the correct ad format for your platform: Pippit offers one-click functionality to create video assets in the exact format required for different platforms. For CTV advertising, the platform can automatically optimize your video for the standard 16:9 aspect ratio, ensuring your ad looks flawless on any television screen. This feature saves significant time and effort that would otherwise be spent on manual resizing and re-editing for various ad placements.

• Multi-language translation & dubbing for ad accessibility: To broaden your brand's reach, Pippit can automatically translate your ad script and generate new, dubbed voiceovers in numerous languages. This allows you to effortlessly launch a single campaign in multiple international markets. The platform ensures that the translated scripts and voiceovers maintain the original message's intent and tone, connecting with a global audience on a more personal level.

• Analytics for A/B testing of ads: Pippit includes built-in performance analytics, making it easy to A/B test different versions of your CTV ads. You can create multiple ad variations with different scripts, visuals, or voiceovers, and then track key metrics to see which version performs best. This data-driven approach helps you continuously optimize your campaigns, ensuring you're investing in the most effective creative assets.

Types of CTV ads

In the dynamic landscape of CTV advertising, various ad types cater to different campaign goals and user experiences.

In-stream video ads

These are the most common forms of CTV ads: playing before (pre-roll), during (mid-roll), or after (post-roll) the main video content. They offer a highly engaging, full-screen experience and are non-skippable, ensuring the viewer sees the entire message.

Interactive ads

Interactive ads go beyond passive viewing, allowing viewers to engage directly with the ad using their remote control. They can feature clickable elements like polls, quizzes, or carousels, providing a more immersive and memorable brand experience. This format helps advertisers collect valuable audience insights and encourages a more "lean-forward" engagement.

Shoppable ads

Shoppable ads turn the TV screen into a storefront. These ads integrate e-commerce functionality, often with a scannable QR code that viewers can use to purchase their mobile device or a remote-driven call-to-action that takes them to a product page. This directly links ad exposure to sales, shortening the path to purchase.

Graphic overlay ads

These ads appear as a small banner or graphic that overlays the main content, typically along the bottom or side of the screen. They are less intrusive than a full-screen video ad and can remain on the screen for a longer duration. They are often used to display calls-to-action, product information, or limited-time offers.

Pause ads

Pause ads appear when a viewer manually pauses their streaming content. This is a non-disruptive ad format that captures the viewer's full attention during a moment of deliberate engagement. As viewers are not in a hurry to get back to the show, pause ads have a high recall rate and are ideal for showcasing a detailed message or an offer.

The advantages of CTV advertising

CTV advertising offers a compelling set of advantages that distinguish it from traditional advertising and other digital formats.

• Targeting precision

Unlike traditional linear TV, CTV advertising allows for highly precise, data-driven targeting. Advertisers can go beyond broad demographics and use first-party and third-party data to reach specific households based on a variety of factors, including viewing habits, household income, location, and interests. This ensures ad spend is directed towards the most relevant audience, increasing the likelihood of engagement and conversion.

• Advanced measurement

The digital nature of CTV enables advanced measurement capabilities far beyond what's possible with linear TV. Advertisers can track key performance indicators such as video completion rates, ad frequency, and view-through conversions. Furthermore, a growing number of platforms offer cross-device attribution, allowing brands to measure how a CTV ad influences an action—be it an online purchase or even a store visit.

• Engaged audiences

CTV ads are delivered to an audience that is actively and deliberately watching content on a big screen in a relaxed, lean-back environment. This focused attention leads to higher engagement and better ad recall compared to ads viewed on smaller screens or during a multitasking session. The immersive, full-screen format ensures the message is delivered without distractions.

• Brand safety & premium content

CTV ads are typically placed within professionally produced, high-quality, and brand-safe content. This premium environment assures advertisers that their brand will not be associated with low-quality or inappropriate content. The curated nature of streaming services provides a trusted context for brand messaging, enhancing brand perception and credibility.

• Higher completion rates

A key advantage of CTV advertising is the exceptionally high video completion rate. Many CTV ad formats are non-skippable, meaning viewers are required to watch the entire ad before their content resumes. When combined with the engaged, lean-back viewing environment, this results in completion rates that are often above 90%, ensuring your full message is delivered effectively.

Best practices for a successful CTV marketing campaign

To maximize the impact of your CTV advertising efforts, consider these best practices:

• Keep it short

In the fast-paced world of streaming, viewer attention spans are limited. The most effective CTV ads are typically 15- or 30-second spots. This length is long enough to tell a compelling story but short enough to hold a viewer's attention without causing ad fatigue. Keeping it concise and impactful ensures your message is delivered efficiently. Thankfully, Pippit's AI video generator allows you to select your preferred ad length (in seconds).

• Strong Call to Action (CTA)

Since CTV is a screen-agnostic medium, a clear and strong call to action is crucial. Interactive elements like scannable QR codes are particularly effective, as they allow viewers to seamlessly transition from the TV screen to their mobile device to learn more or make a purchase. A simple, memorable URL can also be a great way to prompt a viewer to take action. With Pippit's eye-catching captions, you can easily include a strong CTA that will entice the customer to try out your product/brand.

• Branding is key

To ensure your ad is memorable, integrate your brand's identity—logo, colors, and key message—within the first five seconds of the ad. Viewers are most attentive at the beginning of an ad, so front-loading your branding maximizes the chances of brand recall and recognition.

• Test and optimize

One of the greatest advantages of CTV is its digital nature, which allows for real-time performance tracking. Use this data to your advantage. A/B test different ad creatives, messaging, and targeting strategies to see what resonates best with your audience. Continuously analyzing and optimizing your campaigns will ensure you're getting the best possible return on your investment. The good news is that Pippit already carries an in-built analytics feature that you can utilize to meet your objectives.

• Tailor creative for the medium

While it's tempting to repurpose existing video assets, the most successful CTV campaigns use creative that is specifically designed for the big screen. Consider the viewing environment of the living room and the full-screen format. Ensure your visuals are high-quality, your audio is clear, and your message is tailored to a "lean-back" audience. Pippit allows you to change the aspect ratio of your CTV video ads, whether it is 9:16 or 16:9, or something else.

Conclusion

The advertising landscape has been fundamentally reshaped by the rise of Connected TV (CTV). By combining the immersive nature of traditional television with the data-driven precision of digital platforms, CTV advertising provides brands with an unprecedented opportunity to engage highly targeted, attentive audiences. Creating impactful CTV ads, however, can be a time-consuming and resource-intensive process. This is where Pippit's AI video generator becomes a game-changer.

By automating key aspects of video production—from script generation and professional voiceovers to multi-language dubbing and format optimization—Pippit empowers marketers to produce high-quality, engaging video ads quickly and affordably. So, unlock your brand's full potential in the new era of TV advertising and create stunning, high-performing CTV ads that drive results with Pippit today!

FAQs

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1. How does the cost of CTV advertising compare to traditional TV advertising?

CTV advertising is generally more cost-effective as it allows for precise targeting and programmatic buying, unlike the high upfront costs and broad reach of traditional linear TV. Pippit's AI video generator helps lower the production cost of CTV ads, making the overall advertising investment more accessible and affordable.

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1. What are some of the common formats available for Connected TV ads?

Common formats include in-stream video ads that play during content, interactive ads with QR codes, and pause ads that appear when a viewer stops a show. Pippit's format optimization feature allows you to create and export video assets perfectly suited for the 16:9 aspect ratio of these CTV ad formats.

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1. How can marketers avoid ad fatigue in their Connected TV advertising campaigns?

Marketers can prevent ad fatigue by using frequency capping, rotating ad creatives, and tailoring messaging for different audience segments. With Pippit's AI, you can quickly generate multiple ad variations from a single input, making it easy to test and rotate fresh content without a large production budget.

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1. What's the main difference between CTV marketing and linear TV advertising?

The main difference is that CTV marketing is data-driven and offers precise audience targeting, whereas linear TV advertising is a broadcast model with a fixed schedule that reaches a broad audience. Pippit's multi-language translation and dubbing features allow you to create personalized CTV ads for diverse, targeted audiences, a level of customization not possible with linear TV.