Benefits of CTV advertising We’ve already touched on the massive audience consuming CTV content on a daily basis, and their overwhelming preference to watch ad-supported streaming over paid subscriptions. That’s just the starting point for exploring the benefits of CTV advertising, though. Other benefits include: •Expanded reach without increased cost — The majority of OTT content is viewed on a television, and is therefore likely to be seen by more than one person. While a single ad served on a phone or laptop is typically only reaching one person; on CTVs it’s reaching an entire household. •Increased VCR — The video completion rate for CTV advertising is as high as 95%. VCR on other platforms hovers around 80%. •Receptive audience — Consumers believe CTV advertising does a better job of marketing to them than ads on traditional TV. 49% say CTV ads provide more relevant content than ads on TV or cable. •Highly engaged audience — Viewers who are emotionally invested in a program tend to remember the ads shown during it. A Twitter Social TV Lab study showed a 48% higher ad recall for shows that elicited emotional responses. •Precision targeting — As mentioned earlier, OTT consumers have multiple streaming services, providing CTV advertisers with more opportunities to collect valuable targeting data. This increases if the creative is designed to work with another device, such as a TV ad including a QR code meant to be accessed via mobile phone. The first- and third-party data collected from connected TV advertising can be used to target a specific household or even an individual within that household. •Attribution: CTV’s deterministic 1:1 attribution model provides unambiguous insight into ad performance.