Keyword Targeting in Connected TV Advertising and Other Performance Marketing Tactics

For performance marketers, the precision and efficiency of keyword targeting is a core tactic. However, as advertisers increasingly look to diversify their media buying strategies due to competition, higher costs, or loss of signal from tracking changes, there’s an emergent frontier that’s ripe for leveraging this proven performance keyword targeting tactic: Connected TV (CTV) advertising. Here, we’ll dive into how the principles of keyword targeting can be adapted to the environment of CTV, offering performance advertisers an approach to reach their target audience more effectively.

The Untapped Potential of Keywords in CTV

CTV offers rapidly expanding array of channels, platforms, and devices that can show ads to diverse audiences. The choices can be overwhelming. Within a single household, CTV may reach multiple individuals of varying ages, genders, and ethnicities.

To target a relevant audience first you’ll have to target the content that resonates with them.

The key to effectively targeting relevant content lies in identifying and utilizing keywords that define your target demographic. Unlike traditional search where keywords are used to trigger ads based on user queries, in CTV, these keywords can be found in titles, descriptions, and even the transcripts of streaming content. This enables advertisers to place their ads within or alongside content that is most relevant to their audience.

For instance, if your business is selling lacrosse equipment, pinpointing the keyword “lacrosse” allows you to target advertising efforts on content directly related to your audience’s interests, such as the Big 10 college lacrosse championships. This is not just about being where your audience is but being there at the moment they are most engaged with relevant content.

Bridging Aspect Ratios: From Meta to CTV

16:9 vs 9:16 aspect ratioCTV ads typically run in a 16:9 aspect ratio (wide screen), which is the standard for most television and streaming content. On the other hand, platforms like Meta (Facebook, Instagram) favor the 9:16 aspect ratio for Stories and Reels. Despite these differences, there’s a strategic advantage in using platforms like Meta to test and refine creative concepts before launching them on CTV.

By designing creatives that can be adapted to both aspect ratios, advertisers can initially test their campaigns on Meta to gauge viewer engagement and response. For video, in both CTV and Meta, hooking the viewer in the first few seconds is critical. Testing creatives on Meta first cost-effective method to determine which resonate most with your audience. If a creative performs well on Meta, it’s likely to capture attention on CTV as well, making it a foundational strategy for maximizing ad effectiveness.

Leveraging Performance Marketing Skills

Transitioning from Google or Meta ads to CTV might seem daunting due to the differences in platforms and audience interaction. However, the core principles of performance marketing—such as A/B testing, audience segmentation, and conversion tracking—are just as applicable to CTV advertising. The ability to analyze performance data, iterate on creative strategies, and optimize for viewer engagement translates well to the CTV landscape, empowering advertisers to make informed decisions that drive results.

In essence, while the platforms may differ, the strategic mindset and analytical skills honed through performance marketing on search and social media platforms are invaluable assets in the world of CTV advertising.

Performance advantages of Cookie-less CTV

CTV stands out in the performance marketing world by not relying on cookies for tracking or targeting, offering distinct performance advantages.

Enhanced Privacy Compliance

CTV’s cookie-less approach aligns with growing privacy regulations and consumer expectations, sidestepping the complications associated with cookie-based tracking. This ensures advertisers remain compliant with privacy laws while maintaining audience trust.

Improved Targeting with First-Party Data and Contextual Insights

Without cookies, CTV leverages first-party data and contextual targeting. This strategy utilizes direct insights from audience interactions and aligns ads with the content being viewed, offering a relevant and engaging viewer experience without infringing on privacy.

Trust and Engagement

The privacy-first approach of CTV builds viewer trust, crucial for long-term brand relationships. By respecting viewer privacy and focusing on content relevance, CTV ads are likely to see higher engagement rates.

As CTV continues to grow in popularity and reach, advertisers have an opportunity to tap into the efficient, content-rich environment it offers. By leveraging keyword targeting, and applying performance marketing tactics, brands can achieve significant engagement and visibility among their target audiences. In the ever-evolving landscape of digital advertising, CTV stands out as a promising path for brands looking to connect with viewers in a more targeted and cost effective way.