As the exponential growth of OTT/Connected TV looks to continue through 2021 and beyond, where does that leave the local advertiser?
Connected TVs reach has great value for brands outside of Frito-Lay, GM, or other household names but many small and local businesses don’t believe they should be on TV because they simply cannot compete with these household names. The truth is any advertiser, local or global, can reach their audience using data-driven Connected TV and see results. Gone are the days of purchasing traditional TV spots based on time slots and panel-based demographics. Today’s ability to reach TV audiences utilizing behavioral and addressable data has transformed how small and local businesses can spend their advertising dollars.
It is important to understand that Connected TV advertising isn’t a one size fits all solution. Successful advertisers will take time to test different creatives, audiences, and strategies to find what works best for them. Most importantly, what does success for the business look like and how will it be measured? In the end, if you believe trying Connected TV is right for you, there is no better time than now to get the conversation started.