In today’s digital age, advertising rapidly evolves to keep pace with the changing landscape. The rise of Connected TV (CTV) advertising has opened up a whole new world of opportunities for Christian organizations to reach and engage with their audiences.
If you’re unfamiliar with CTV, it involves showing TV spots on Smart TVs, allowing viewers to watch their favorite shows or movies while also seeing your ads. With 64.5% of US households owning at least one CTV device, this platform is becoming increasingly popular, and it’s expected to continue growing in the coming years.
Who exactly is using CTV? According to Nielsen, the majority of users fall within the 18-49 age range. However, the fastest growing demographic is adults aged 55 and older, who have increasingly adopted CTV devices to stream content and access other digital services.
CTV advertising also offers more opportunities for targeting specific audiences, thanks to its niche segments and list-targeting capabilities. This means that organizations can reach new and existing audiences in a more personalized way. Plus, the video completion rates on CTV are sky high, with an average of 95%, in living room environments where viewers are engaged and not easily distracted.
At Masterworks, we’re seeing great results with our clients’ CTV campaigns, with an average cost per completed 30-second view of $0.05 and a $3 cost per visit. Cost per thousand impressions (CPMs) are similar to Meta, and we’re seeing an average 12-month break-even on prospect ad spending within two months from launch, which continues to improve over time with more frequency.
If you’re looking for a new way to reach your audience, consider CTV advertising. It’s a powerful tool that’s becoming more and more popular every day. If you want to learn more, feel free to reach out — I’d love to chat!
