What is Ambient CTV Advertising?
Ambient CTV advertising is an innovative extension of traditional out-of-home (OOH) advertising, merging the strengths of digital technology with the expansive reach of public advertising spaces. While OOH has significantly evolved over the years, combining it with digital capabilities has resolved long-standing challenges, such as targeting and measurement. The integration of digital technology has unlocked new possibilities, including customization, geotargeting, dynamic video ads, and real-time data. These advancements ensure that advertisements are highly relevant to audiences, driving engagement and delivering measurable impact.
Evolution of OOH Advertising.
OOH, advertising is one of the earliest forms of advertising. It dates back centuries ago when the Egyptians would carve their treaties on large stone walls to publicise them. However, OOH, as we know it, started in 1450.
It started off, eventually, in the form of handbills (flyers) which were handed out to the public. These often contained details of events, information about a product or any details that one needed to be publicised. Then came the illustrated posters. These were often hung by shopkeepers outside their shops and were graphic-heavy - to grab the attention of any passerby.
In the 1830s, billboards were on the rise. These were mainly used by restaurants and hotels on highways to grab the attention of those travelling long distances. In the 1960s, OOH diversified into bus stop hoardings, and over time, other forms such as kiosks, mall displays, advertising on transit modes etc. In the year 2005, the first digital hoarding was installed, marking the dawn of digital innovation in outdoor advertising.
The Rise of Ambient CTV Advertising
Initially, digital screens displayed static ads, but with the advent of technology, these platforms have evolved to deliver dynamic, contextually relevant, and audience-targeted content. Today’s Ambient CTV platforms leverage real-time data to optimize ad relevance, such as adjusting content based on current weather conditions, regional events, or audience demographics.
For instance, a hypermarket can advertise umbrellas on rainy days, ice cream during hot weather, and winterwear during colder months, all through smart, connected screens.
Why Choose Ambient CTV Advertising?
Targeting – Reaching the right target audience is often tough for advertisers. In an OOH medium, everyone who passes by a certain billboard will view the billboard (if it is or is not relevant to them). With digitally connected screens, this is changing. For example, AdOnMo created a campaign for the release of several movies. This campaign was carried out in Hyderabad to raise awareness of upcoming movie releases mainly and to drive audiences to the nearest box offices, The campaign was carried out in over 69000 households through 2000 Connected screens. The campaign generated a daily unique reach of 278,000 and 10 million total impressions.
Measurement – OOH ads are usually measured based on traffic. This means for a company with an OOH ad on MG Road, Bangalore, their method of measuring the effectiveness would be the average number of people passing MG road on a given day. With Ambient CTV, one can have customised QR codes which can help advertisers gauge the effectiveness of the ad. Third-party GPS tools also help track how many “phones” pass by a certain connected screen ad, making it a more accurate form of measurement than just the traffic.
Retargeting – With geofencing tools, Ambient CTV can send tailored messages to audiences based on their location, creating opportunities for effective retargeting and deeper engagement.. This feature can be used to send customised messages to the audiences to create a lasting impression.
Greater Engagement – Movement catches the human eye, and dynamic video ads on Ambient CTV screens can significantly boost engagement. Real-time updates and interactive content further enhance audience experience.
For a popular restaurant chain, AdOnMo executed a campaign during IPL. Around 150 connected screens were leveraged. On these digital screens, the score of the IPL match was displayed (which was updated in real-time) and where one could catch the screening of the match. This campaign caught the eyes of many cricket enthusiasts who were on the go and was even shared by the official ICC handle on Twitter.
Why Ambient CTV Works?
People react better to ads that are the most relevant to them. Ambient CTV’s ability to deliver real-time, contextually tailored content ensures a higher return on investment. It is cost-effective, impactful, and poised to dominate the future of advertising.
The global Ambient CTV market stood at $ 14.4 billion in 2021. It is expected to grow at 13.8% CAGR over the next 6 years. An Ambient CTV ad will help your company stand out in a cluttered space, ensuring that you reach the right audience at the right time and in the right place. It is where most of the leading brands are expected to venture, especially when it comes to advertising. Through Ambient CTV, a brand can give a customer information that is required when it is needed the most, and this is one of the few methods through which a brand can do that. Hence, one can expect more brands to embrace the Ambient CTV, which is why the market size is predicted to rise to a whopping $54 billion by 2030.
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