Five Ways to Make Your Connected TV Ads Stand Out

April 28, 2023
Five Ways to Make Your Connected TV Ads Stand Out

Connected TV (CTV) is becoming a more popular way to reach audiences with the rise of smart TVs and the cord-cutting audience. As a result, it’s important to ensure that your CTV ads stand out from the competition to drive response and fuel engagement. While this is easier said than done, it can be executed through testing and the advanced tracking capabilities that CTV offers.

kids watching tv

Know Your Audience

One of the best ways to make your CTV ads stand out is to tailor them specifically to your target audience. Consider the demographics of CTV viewers, or the niche demographic you are targeting (ex. sports enthusiasts) and create ads that will resonate with them. Try to get as specific as possible. For example, you could have one main creative and create iterations with offers tailored to the specific target demographics.  

couple watching tv

Make Your CTV Ads Memorable

Let’s face it, no one’s going to remember a boring ad (unless it’s very boring). Ads need the power to inform and move a viewer. There’s an entire list of criteria an ad should meet, especially in the first three seconds. These are the most important because they can determine if a viewer will watch the entire ad or not. 

You should also use brand storytelling to your advantage. CTV viewers are often watching for an extended period of time, so there is a great opportunity to tell a story that engages and entertains them. Focus on creating ads that tell a compelling story and reflect your brand's personality and values.

Use high-quality production values. CTV viewers are accustomed to high-quality content, so it's important to use production values that match their expectations. Invest in professional video production, lighting, and sound to create ads that look and sound great.

Incorporate interactivity. CTV viewers are often using a remote control or have a mobile device nearby, so incorporate interactive elements into your ads. This could include clickable links or QR codes that engage the viewer and encourage them to take action.

CTV offers a range of ad formats, from pre-roll and mid-roll ads to sponsored content and interactive ads. Experiment with different formats to see what works best for your brand and your audience. Don't be afraid to try new things and take risks to stand out from the competition.

creative agency

Apply Social Media Trends to Your CTV Ads

Experimenting with social media trends is risky, but if it reaches the right people, the payoff can be great. Technically, it’s no different from brands using nostalgic elements to appeal to audiences or pop culture references in shows. While there may be a lot of copyrights on songs and filters, and TikTok dances may not appeal to all age groups, there are some elements of social media trends that could be useful.

Some brands like Allstate used the concept of selfies and oversharing to create an impactful and conversation-worthy ad. Similarly, ADT used UGC to create their TV ads during the COVID-19 lockdowns.

Again, not all trends are going to translate well. Get Ready with Me videos might work with makeup brands and labelling the Ed Sheeran Heinz Ketchup as a story time is grasping at straws. There’s yet to be data showing they’re effective on the big screen.

girl presenting in board room

Work with an Agency

If you’re not sure what to create or you don’t have the equipment to make your own ad, creative agencies can help you create videos. Working with professionals means you’re going to get high-quality content without the hassle of trying to do it yourself.

black laptop

Test, Test, Test

The best way to determine what’s going to work best for your audiences is to test multiple creatives. Sometimes the smallest and slightest differences can make the biggest impact on audiences. Testing different promotions, colours, lengths, and other elements can help better understand what drives audiences to make purchases.

Overall, CTV ads are a great addition to any advertising strategy. After all, the number of CTV viewers who purchased after seeing an ad is almost double that of traditional TV. If you’re interested in adding CTV advertising to your marketing strategy, feel free to contact us at [email protected].