CTV is the New Big Screen for Your High-Impact Creative Content
Viewing habits—especially among younger audiences—have changed significantly in recent years. The pace of change will only accelerate into 2025 and beyond. As traditional linear television continues to fade, the big screen remains as relevant as ever. But let’s face it: who’s still watching their favorite shows on a tiny smartphone or laptop screen in 2025? Connected TV (CTV) is the new normal for big-screen entertainment— and advertising. It’s already a critical player in the advertising world today. So, what does that mean for your creative assets?
TV creatives can work for CTV – but not optimally
Some good news first: A good linear television commercial (TVC) will still be a solid option for your CTV campaign. You don’t need a tailor-made CTV ad to test the waters. CTV is consumed similarly to traditional TV: on the big screen, with sound on, and with dedicated viewer attention. In fact, studies show that CTV commands over 80% attention rates—outpacing both linear television and social media videos. So, even your trusty TVC can rack up some serious engagement and brand recall. Especially with the precision targeting that CTV offers – a great deal of recognition and attention.
“The attention rate of Connected TV is over 80 percent!” *
Incomparable creative opportunities for big screens
While that’s great news for using your existing assets, as it enables you to test the channel even with existing assets. But there’s no denying that without specialised ads, you’re leaving massive potential on the table. Your audience isn’t just watching; they’re actively engaged and primed for interaction. This opens up incredible opportunities for creativity on the big screen, far beyond the scope of traditional TV. What does that mean for your asset set-up and specialisation of ads for CTV?
First of all, the creative opportunities are incomparable and offer so much more than ads on TV. From native ads, pre-rolls, and skippable/non-skippable formats to overlays and interactive experiences, CTV offers a huge array of ad placements that allow you to connect with your target audience at various touch points in their content journey. Each of these placements bring specific benefits that let you talk to your future clients. Done right, this can be a great differentiator for your brand and put you ahead of the competition.
How to optimally leverage the creative opportunities
Many opportunities also mean a danger of getting lost along the way. Here’s your guide to always come out on top with your CTV ad strategy:
Your audience just selects content they love
CTV viewers are there by choice—they’re not just flipping through channels. They want to be entertained and talked to on eye-level. They are watching and listening, so make it count with witty, bold and impactful ads. Connected TV ads are driven by granular targeting that can help you get in front of a narrowly defined audience of customers who are more likely to buy. Thanks to precise targeting, your ads will reach exactly the right audience.
Ditch the Classic Ad Block Mentality
Your ads will not be shown in a classic 5-7 minute ad block. CTV gives you a prime spot and places it in an environment with a highly aware audience. Use this opportunity and talk clearly, direct and as specific as possible to your future clients.
Diverse Creative Assets for Laser-Targeted Ads
Be aware that you cannot only target users specifically but also show specific ads to these potential customers. CTV allows for ultra-specific targeting, which means your asset portfolio should be just as flexible and diverse. Cater your creative library to fit different placements and audience segments, ensuring maximum impact.
Choose Placements That Reflect Your Audience’s Preferences
Not all ad placements are created equal. Choose only placement types that mirror affinities of your audience. Depending on your target group, certain placements make more sense than others. Position your brand and its perception. Having an ad library at your disposal allows you to make use of different placements for different users.
Use Interactive Ads in an Optimised Set-up
With interactive ads, viewers can choose the story path. They are encouraged to engage with playing mini-games, or selecting shoppable content. These formats offer a next-level connection with your audience—but only if done right. Interactive CTV ads truly need to offer added benefits and meet users on eye-level. Make sure your interactive ads bring real value to the table.
The Future is Now: Get Ahead with CTV
There’s no denying that CTV is not just the future—it’s already shaping the present of big-screen advertising. The shift from classic broadcasting is happening quicker than most people think, with awesome opportunities. Especially if you have your ad game in place for this exciting channel. As the shift away from traditional TV accelerates, brands that adapt early will reap the rewards. To get ahead, you need to be ready, both creatively and strategically.
DCMN and PinkStealthBoat have all the tools and tricks ready for your brand to start this exciting journey on CTV today! Let’s talk: ott@dcmn.com
Before adapting your TVC, optimise your performance TV marketing
TV marketing is a tried and tested way to send your reach to the stars. But you want more than just eyeballs. You want campaigns that drive traction to your website or app – with measurable results.
