This article highlights CTV (Connected TV) advertising as a growing channel distinct from mobile UA. CTV devices include smart TVs and gaming consoles, while OTT refers to streaming services like Netflix. CTV ads should leverage narrative, emotional impact, and show app usage on devices to drive post-view actions, unlike mobile ads that prioritize direct interaction.
Best practices include: building stories around characters, using device frames or POV footage to demonstrate app usage, evoking emotions early, and focusing on 1-2 key messages. Experimentation with intrigue can also be effective. Industry data shows CTV ad investment grew from $9B in 2020 to $13B in 2021, with projections doubling by 2025.
The article encourages integrating CTV into marketing mix to extend reach and maximize campaign impact.
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