Webinar Asset- What's and Why's of CTV Ads!

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What’s & Why’s of Connected TV Ads!
October 22, 2021.

2. ● What are Connected TV Ads? How are they
related to OTT Ads?
● How does Connected TV Ads work, and why do
they matter?
● How do we measure the success on (of) CTV Ads?
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Our Agenda

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Speakers
General Manager & Sales Lead
Samsung Ads
Vikram Chande
VP, Marketing &
Partnerships
Tatvic Analytics
Kaushal Bhatt

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What’s & Why’s of Connected TV Ads!
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5. What are Connected TVs?
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● Connected TV refers to televisions that have access to an internet connection and can load
or stream digital content. This includes Smart TVs and standard TVs that are connected to
the internet via a smart device, such as set-top-box or gaming console.
* Source: Integral Ad Science

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The CTV Ecosystem
Smart TVs, Streaming Devices and
Gaming Consoles (e.g. Amazon Fire TV
Stick, Google Chromecast, etc.).
Operating Systems developed
specifically for streaming TVs
(Android, Apple TV, Roku, etc.
Streaming apps such as; Netflix,
Amazon Prime, Disney+ etc. Apps
coming from other verticals
(Gaming).

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CTV Ads - TV Meets Digital
● Quality Programming
● Brand Safe Environment
● Full-Screen, Lean-in
Experience
● Measurement &
Attribution
● Ease of Buying
● Targeting Capabilities
The TV is still the centre of the living room, but the way that households are using their TVs has changed,
with Internet Streamed Content now dominating the TV Viewership.

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Advertising on CTVs Vs Linear TVs
* Source: Acquisio

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Connected TV Ads - Landscape in India
Customer
Segment
2019 2020 2023E
Digitally Only 8 10 21
Tactical Digital 34 49 94
Bundled Digital 262 284 399
Mass Consumers 316 270 95
Free Consumers 190 200 230+
Total Video
Viewers
802 803 818
Monetization will be driven by both Premium and Mass
Segments
* Millions of Consumers l E&Y Estimates

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Connected TV Ads - Supply Chain
Deep-Dive into the Programmatic CTV Supply Chain and How to Understand it.

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CTV Key Considerations
Being a non-VPAID environment,
viewability tracking is not available.
Viewability
Measurements
CTV Environments will only
accept VAST creatives. No
VPAID elements can be applied.
VAST Creatives
Frequency cap across
desktop, mobile-app and
various CTV devices.
Frequency Capping
CTV is a cookie-less environment
and cookie-based audience
strategies may struggle.
CTV Campaigns will deliver
100% in-view and between 90-
100% completion rates.
Performance
Expectations
Cookie-Less Environment

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CTV Key Benefits
● Ad Quality:
CTVs support the transmission of targeted, highly personalized, HD Quality Ads with stereo sound, full-
screen delivery promote brand loyalty and boost broader exposure.
● Ad Formats:
CTV Ads are highly entertaining. It allows marketers to experiment with animated, static, call-to-action,
and interactive video ads that drive customer engagement and increase the performance.
● Video Completion Rate:
CTV Advertising is a natural full (large) screen experience that results in high ad viewability. Consumers
not only pay more attention to CTV ads but also tend to watch them for a more extended period.

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CTV Key Benefits
● Real-time Metrics:
With CTV Ads, marketers can actually measure ad campaign effectiveness by tracking the cost-per-
completed-view, video completion rate, clicks, conversions, and direct responses on real time.
● Responsive Audiences:
CTV Ads viewers choose the content, format and the way to consume the ads. This high level of
content trigger, higher satisfaction levels.

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CTV Ads - Metrics to Measure!
* Source: TradeDesk
Key Performance Indicators: Awareness (Lift), Video Completion Rate (VCR) and Cost-per
Completed View (CPCV)
Post-View Website Visits Online Purchase Attribution
(Foot) Traffic Attribution CPG Attribution (Using UPCs)
After-Ad Influence (Buyer Journey) Offline Conversion Tracking
Brand Lift/Awareness Amazon Online Purchase
Key Attributions:

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CTV Ads- In the Future
Changing in the privacy
regulations following the ‘death of
the cookies’ will place consumer
privacy at the forefront
Privacy Standards
Measurement needs to be
harmonised between sell-
side control and accuracy in
measurement & targeting
Standard
Measurements
First-party data strategies will
be a key cornerstone of any
successful CTV ad strategy.
First-Party Data
Adapting to the requirements of
the next-gen media buyers
will be key to future success.
Next-Gen Advertiser
Solutions
Addressable targeting will
emerge as the new buying
standard and will overtake
‘Linear Audience Buying’.
Addressable Targeting

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CTV Ads Webinar 2.0
Operationalize CTV Ads to Your Success!
● When: November 26, 2021 (Friday) at 4:00 pm IST
● Agenda:
○ Deep-dive into Samsung Ads & Opportunities for Advertisers
○ Deep-dive into ‘TVMetry’ - TV Advert Analytics Solution from Tatvic Analytics
○ Assess & Optimize Your Media Planning - a Tatvic & Samsung Ads Exclusive!
● Speakers:
○ Prabhvir Sahmey - Senior Director, India & South East Asia - Samsung Ads
○ Ravi Pathak - CEO & Co-Founder - Tatvic Analytics
Book Your Spot Now!

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Thank You
+91 99099 22247
kaushal@tatvic.com