Brand Lift Studies Highlight Benefits of Always-On CTV Advertising Strategies
· 5h ago · Originally reported by ET BrandEquity
Recent brand lift studies suggest that maintaining a continuous connected TV (CTV) advertising presence can help brands sustain and grow their brand recognition over time. The findings indicate that always-on CTV campaigns may be more effective than sporadic efforts in building long-term brand equity.
Why it matters
Understanding how always-on CTV strategies impact brand awareness helps marketers allocate budgets more effectively and optimize campaign planning for better results.
Explain it like I’m new here
Running TV ads all the time, instead of just sometimes, helps people remember a brand better—like seeing your favorite cereal on the shelf every time you go shopping.
Read the original at ET BrandEquity
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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