 is paramount for digital advertising success. This comprehensive guide delves into the intricacies of crafting a winning strategy for Connected TV (CTV) and Over-The-Top (OTT), shedding light on the importance of precision and adaptability in the ever-evolving landscape.

Grasping the Core of Strategy: Defining Strategy and Its Significance

Essentially, a strategy functions as the guiding framework for your actions, ensuring that each step is in harmony with your business goals. In the context of streaming advertising, precision is crucial. This segment will delve into the fundamental aspects of a streaming strategy, underscoring the importance of a meticulously designed plan that connects seamlessly with the audience, guaranteeing optimal influence and return on investment (ROI).

Marketers face a pivotal decision in choosing between CTV and OTT campaigns, as each comes with distinct characteristics. The primary consideration revolves around screen size and user experience. CTV campaigns are designed for the big screen, offering an immersive, lean-back experience. In contrast, OTT campaigns extend across various devices, accommodating on-the-go and interactive viewing experiences on smaller screens.

Marketers need to decide which platform aligns better with their campaign goals and audience preferences. Opting for CTV ensures a focus on the premium, larger screen experience, while OTT caters to the flexibility demanded by smaller screens and diverse devices.

Adding to the complexity, vendors often use the terms CTV and OTT interchangeably, leading to potential confusion for marketers. Understanding the distinction is crucial, especially since CTV advertising tends to be more expensive due to its exclusive focus on larger screens. Marketers must be clear about what they are paying for and choose the platform that best suits their campaign objectives and target audience.

This section takes a top-down approach, addressing the fundamental questions of why, what, when, where, and how of CTV strategy:

Why (Goals): Clarifying the ultimate goal of your streaming campaign.

Clarifying the ultimate goal of your streaming campaign is the foundational step. Defining the objectives of your streaming initiative, whether centered on brand awareness, increased traffic, enhanced sales, or app installations, establishes a clear roadmap for the entire campaign. Key performance indicators (KPIs) such as site visits, revenue generation, and return on ad spend (ROAS) become pivotal benchmarks for gauging success.

Who (Target Audience): Understanding the target audience through detailed buyer personas.

Gaining insight into your target audience involves developing detailed buyer personas through a blend of qualitative and quantitative research. This process goes beyond demographic information, delving into psychographics to foster a deeper connection with viewers. Aligning content with buyer personas not only shapes campaign targeting strategy but also ensures a cohesive and resonant approach.

What (Message in Creative Strategy): Crafting a compelling message that adds value and resonates with your audience.

The heart of a streaming campaign lies in the creative strategy's message. Craft a compelling message by addressing the fundamental problems or tasks your audience seeks solutions for. Promotions that resonate personally with your audience add value to your message, creating urgency and excitement.

When (Timing, How Long, How Often): Determining your campaign's optimal timing, duration, and frequency.

Timing, duration, and frequency are critical elements. Consider the nature of your product and determine the most opportune moments to showcase it. Whether adopting a continuous or seasonal approach, finding the right balance ensures your message remains impactful without overwhelming your audience.

Where (Media Buying Avenues): Identifying strategic places to connect with your audience in the CTV landscape.

Pinpointing the ideal places to connect with your audience in the CTV landscape is pivotal. Understanding the CTV supply chain, differentiating between publishers and sellers, and navigating potential challenges ensure effective media buying strategies.

How Much (Investment, Cost-per-reach Targets): Strategically planning the investment and setting cost-per-reach targets.

Strategic investment planning involves understanding audience distribution between linear TV and CTV. Utilizing planning tools and media mix models ensures optimal budget allocation. Clear cost-per-reach goals refine the investment strategy for optimal outcomes.

Against Whom (Competitor Analysis): Analyzing competitors to disrupt and increase brand visibility.

Thorough competitor analysis is imperative for a disruptive CTV strategy. Understanding competitors' reach and success sets the stage for strategic maneuvers, including conquesting campaigns that target the same audience, disrupting competitors' share of voice, and amplifying your brand's visibility.

How (Campaign Strategy): Optimizing campaign strategy across the entire funnel.

A nuanced understanding of the target audience and product is crucial for a successful CTV campaign strategy. Tailoring strategies at each stage of the customer journey, including geographic priorities, demographic targeting, and contextual relevance through content genres, ensures a comprehensive and effective streaming strategy. Let’s next dive into the specifics of designing CTV campaigns to support the strategy.

Designing CTV Campaigns to Support the Strategy

Strategic Harmony: Crafting a Holistic CTV Approach for End-to-End Growth

To craft a holistic CTV strategy that sustains growth across the entire customer journey, marketers need to take a holistic approach to campaign planning by considering both upper and lower-funnel campaign strategies:

Upper-Funnel Campaigns: Strategies for building brand awareness and engagement.

Upper-funnel campaigns serve as the launchpad for building brand awareness and engagement. Marketers strategically cast a broad net, capturing attention and forging an extensive audience base. Crafting effective upper-funnel strategies involves answering key questions about geographic priorities, demographics, behavioral characteristics, content genres, and viewing behaviors.

Lower-Funnel Campaigns: Retargeting high-intent audiences for lower-funnel success.

In the lower funnel, precision targeting takes center stage, directing efforts toward high-intent audiences. CTV retargeting becomes a powerful tool, capitalizing on established familiarity with potential customers. Metrics in this phase focus on lower-funnel metrics such as successful purchases, transactions, or leads generated from form fills.

The key to CTV success lies in orchestrating a balanced approach across the entire customer journey. While optimizing for lower-funnel conversions is vital, neglecting the upper funnel can stifle long-term growth. Crafting a holistic strategy sustains growth by continually feeding the marketing funnel with new prospects and awareness.

Elevating CTV Advertising: Strategies for Creative Excellence

Crafting diverse and compelling creatives is instrumental in making a lasting impression on your audience. This facet of your upper-funnel campaign involves tailoring creatives for different audience segments, ensuring a resonance that goes beyond a one-size-fits-all approach. By diversifying your creatives, you create a tapestry of messaging that captures the attention of varied viewers, each with their unique preferences and interests.

Advertisers used to the linear TV world need to recognize the opportunities presented in the CTV world by dynamic ad insertion technology. This technique enables advertisers to serve personalized ads to viewers in real-time, tailoring the content based on their interests and behavior. This seamless integration into live or on-demand video content, whether on CTV devices, streaming services, or OTT providers, empowers advertisers to create targeted and relevant ad campaigns. By utilizing data such as device type, geographic location, and viewer behavior, advertisers can deliver ads that speak directly to the unique characteristics of their audience. This approach not only enhances the relevance of the message but also provides the ability to measure and analyze the performance of each ad, optimizing for the best results. Dynamic ad insertion is a linchpin in CTV advertising, offering a more personalized and engaging experience for viewers and, consequently, improving the effectiveness of advertising efforts.

Mastering video advertising on CTV is the pinnacle of creating an impactful and memorable brand presence. Given that CTV advertising revolves around video content, it's crucial to ensure that your video ads are not only engaging but of high quality. Platforms like Roku and Amazon Fire TV provide a myriad of targeting options, allowing advertisers to tailor their video ads to specific demographics and interests. Video advertising's versatility, whether in pre-roll, mid-roll, or post-roll formats, enables advertisers to choose the level of engagement that aligns with the content and viewer behavior. With a higher retention rate than text or banner ads, video advertising on CTV becomes a powerful tool for enhancing brand awareness and recall. The storytelling capabilities of video content make it an effective medium for conveying messages, demonstrating products, and creating a lasting impact on the audience.

CTV Targeting Mastery: Precision Strategies for Impactful Campaigns

 strategies is integral to a successful advertising campaign. Each element, from geographic priorities to behavioral nuances, contributes to a finely-tuned outreach plan. Here's a focused exploration of key aspects empowering advertisers to unlock the full potential of CTV targeting:

Determining the geographic priorities of your campaign is foundational. 

 ensures precision by narrowing down the audience to DMAs, cities, regions, or zip codes. A local restaurant, for example, can maximize CTV impact by reaching potential customers within a specific radius.

Moving beyond age and gender, a nuanced demographic approach involves considering marital status, income, and more. Tailoring ads to reach distinct demographic groups, as seen with a skincare brand targeting both young adults and mature individuals, fosters a deeper connection.

Understanding personal preferences, lifestyle habits, and experiential stages is crucial for impactful CTV targeting. This involves delving into a rich mosaic of human subtleties, utilizing third-party data providers like Nielsen, TruAudience, or comScore to enhance insights into different demographic groups and their viewing habits. For example, a travel agency aligning with individuals researching European destinations can use this data to create a highly targeted and effective CTV campaign.

Behavioral insights from third-party data empower advertisers to optimize ad delivery for maximum impact, ensuring that CTV advertising budgets efficiently reach the right audience. This precision not only deepens the understanding of the audience but also increases the likelihood of conversions by reaching the right people at the right time.

 becomes paramount, allowing marketers to align their message with specific content genres. Genres serve as effective proxies for audience profiles, offering a workaround for precise targeting. A fitness brand sponsoring health and wellness content ensures contextual relevance and a genuine connection.

Profiling the TV viewership behavior of customers and identifying similar prospects is powerful. Lookalike modeling allows for precision expansion, as seen with an online fashion retailer targeting audiences mirroring the TV consumption patterns of their loyal customers.

Retargeting in CTV Advertising: Engaging the Interested Viewer

Retargeting in CTV advertising is a powerful strategy aimed at individuals who have previously interacted with your brand or website. This approach significantly enhances the likelihood of conversions by reaching an audience that has already shown interest in your products or services. Utilizing cookies, pixels, and tracking technology, 

 is executed on platforms like Roku or DV360, optionally combining various targeting options such as demographics, behavior, and frequency capping for maximum effectiveness.

 requires a well-prepared foundation. Ensuring that your website and other platforms are configured appropriately to collect and store data is crucial. Technological infrastructure must be in place to track and target users seamlessly. This strategy not only boosts brand reach by reconnecting with users but also serves as a versatile tool for promoting new products, offering special deals, and improving overall return on investment (ROI).

In mastering these CTV targeting strategies, advertisers can navigate the complexities of the advertising landscape with precision, ensuring that their campaigns resonate, engage, and drive impactful results.

CTV Strategy in Multi-Channel Integrated Marketing

Aligning campaigns on Connected TV (CTV) with broader marketing strategies is pivotal for shaping a unified customer journey, ensuring enduring impact and engagement. Employing an integrated marketing approach to CTV involves delivering a consistent brand experience across diverse channels, a critical element in captivating the multifaceted modern consumer. CTV takes center stage as a linchpin in this strategy, seamlessly blending traditional TV's influence with the digital realm's interactive dynamics.

Recognizing the synergies between CTV and traditional linear TV is foundational. Rather than being in competition, these channels function as potent allies, each contributing unique strengths. While linear TV commands extensive reach, capturing varied audiences, CTV provides a more personalized viewing encounter. Insights from our TV+ advertising platform underscore that 21% of the total time spent on Linear TV and ad-supported CTV marks a substantial and growing share. A more in-depth analysis reveals that 27% of households are exclusively accessible through ad-supported TV, highlighting the trend of cord-cutting. CTV stands out as an efficient channel for engaging a significant portion of the audience.

Seamless Integration with Overall Marketing Strategy

Realizing the full potential of CTV demands its seamless integration into broader marketing strategies. Crafting a cohesive messaging approach across channels ensures a resonant and consistent brand narrative. Applying the precision honed in social media campaigns to CTV targeting refines audience segmentation. Aligning overarching campaign objectives facilitates a holistic customer journey, seamlessly intertwining touchpoints across channels.

Creative Synergies and Cross-Channel Impact

Maximizing creative assets involves seamless integration across channels. Repurposing CTV creatives on platforms like social media amplifies the message, ensuring a coherent brand narrative and maximizing visibility. Harnessing user-generated videos from influencer channels for CTV creatives taps into authenticity while upholding a cohesive brand story. Integrating CTV with a social media strategy forges a more potent and cohesive brand presence, nurturing a robust connection with the audience.

Attribution and Media Mix Modeling Across Channels

Understanding CTV's impact within the broader marketing mix is central to effective attribution and media mix modeling. Embracing multi-touch attribution models and considering the cumulative impact of touchpoints across diverse channels provides a comprehensive perspective on the marketing ecosystem. Media mix modeling evaluates the collective influence of touchpoints, empowering marketers to make informed decisions about budget distribution and campaign optimization. This integrated approach acknowledges the interconnected nature of touchpoints, maximizing the impact of every channel in the marketing mix.

In essence, CTV emerges as a versatile and indispensable tool in modern marketing, seamlessly integrating into broader strategies. Recognizing its complementarity with linear TV, leveraging cross-device engagement capabilities, and tapping into creative synergies enable brands to unlock the full potential of CTV, establishing meaningful connections with their audience across myriad touchpoints.

Conclusion: Navigating the Future of Streaming with Precision

In conclusion, this comprehensive guide has unraveled the secrets of crafting an effective CTV strategy. Precision, adaptability, and a holistic approach are key elements for success in the evolving streaming landscape. As you embark on your streaming journey, let these insights guide you to new heights of visibility, engagement, and success. Connect with your audience seamlessly, making every touchpoint resonate with your brand's narrative. The future of streaming awaits, and with a well-crafted strategy, your brand can lead the way into this exciting frontier.

 for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. 

Developing a robust strategy for CTV advertising is paramount for digital advertising success.. This comprehensive guide delves into the intricacies of crafting a winning strategy for Connected TV (CTV), shedding light on the importance of precision and adaptability in the ever-evolving landscape.

Crafting a Winning CTV Strategy: A Comprehensive Guide

The Advertiser's Bill of Rights: Fostering CTV Transparency and Trust in Advertising

Crack the Code: Advertisers' Blueprint for CTV Inventory Triumph

As we find ourselves in the midst of autumn, the upcoming spring break may seem like a distant dream. However, in the world of advertising, preparation for the next season begins well before the first ray of spring sunshine warms the sand. So, let's dive right in and uncover the secrets of targeting college students during spring break.

Who's in the Spring Break Advertising Game?

When it comes to spring break, it's not just about sandy beaches and wild parties; it's also a prime season for advertisers to connect with college students. The excitement and anticipation of a break from academic routines make it the perfect time to catch the attention of this energetic and dynamic demographic.

The spring break advertising landscape is as diverse as the destinations college students flock to. While travel agencies and tourism boards are at the forefront, offering enticing getaway packages and promoting sought-after locations, other businesses also join the fray. Beverage companies are busy crafting tropical-inspired concoctions to quench the thirst of beachgoers. Swimwear brands ensure everyone looks stylish and ready for fun in the sun. However, the competition doesn't stop there. Spring break advertising encompasses a broad spectrum, with various brands and industries eager to make an impact.

So, why do these advertisers choose TV as their medium of choice for spring break campaigns? As spring break planning kicks into high gear, advertisers want to ensure their message reaches the right audience at the right time. TV advertising provides the reach and impact they need to capture the attention of college students who are not only dreaming of beach vacations but also looking for the perfect gear, outfits, and refreshments to make their spring break memorable.

College Student TV Viewership: Where Do They Surf?

Spring break advertisers are in for a wild ride as they navigate the choppy seas of college student TV viewership. To help steer their campaigns in the right direction, we have some interesting data that might be your compass.

Consider this: within the realm of college households, you'll find a unique landscape. With 5.43 million linear households and 6.84 million streaming households, there's a harmonious coexistence between the two.

But it's not just about the numbers; it's the composition that sets them apart. College households tend to be more extensive, with a distinct deviation from the national average. While single-member households represent 10% of the general population, they make up only 7.10% within college households, emphasizing the preference for shared living. Furthermore, college households comprising four or more members, which constitute 45% of the national population, rise to 47.3%, reflecting the communal nature of student living. Likewise, households with a size of three, representing 18% of the general populace, surge to 21.96% among college households. This distinctive household dynamic offers a rich tapestry for advertisers looking to engage this vibrant demographic.

Let's break it down even further: 14% of households are old-school, sticking solely to linear TV. Meanwhile, 31% have cut the cord and gone full-throttle into streaming. The majority, a whopping 55%, tread the waters of both linear and connected TV, dipping in and out as they please.


On average, this audience spends about 3 hours and 40 minutes daily glued to ad-supported linear and streaming TV. Of those 220 minutes, 78%, or 172 minutes, are devoted to linear TV, while 24%, or 48 minutes, are swaying towards ad-supported CTV. It's like a beachfront party with a mix of laid-back lounging and lively dancing.


But where do you find the college crowd amidst this TV fiesta? Linear TV still holds its charm, with 32.84% of college students frolicking in the waves of ABC, CBS, NBC, FOX, and ESPN. Yet, don't disregard the more budget-friendly options, as you can still spot significant numbers on other networks.


For the streaming enthusiasts among the college crowd, Paramount, Vizio, Samsung, Peacock, and Hulu are where the virtual beach party is at, with 59.17% of college students enjoying the virtual sun and surf.


Building the Ultimate Spring Break Campaign

Now that we've got the lay of the land, let's talk strategy. For the savvy advertisers planning their spring break advertising campaigns, we recommend a mix of linear and connected TV. Why? It's simple – you'll reach more of your strategic audience this way.

We did some scenario planning on a $500,000, $1 million, and $1.5 million budget, and the results are, dare I say, epic. Here's a table that paints a vivid picture of the possibilities:

Let's break this down further – imagine you have a budget of $1 million. If you go all-in on linear TV, you'd only reach 3.61 million college students. On the other hand, if you sail toward CTV, you'd hit 12.3 million. Now, here's the golden nugget: investing 15% in your linear TV buy and 85% in CTV would catapult you to reach 13.2 million college students. It's the perfect spring break cocktail – just the right mix of both.

Why Choose Simulmedia.com for Your Spring Break TV Campaign?

As you prepare to set sail on your spring break advertising adventure, we've saved the best for last. Simulmedia.com is your ultimate partner in planning, buying, measuring, and optimizing your next spring break TV campaign.

We understand the nuances of reaching college students on TV, and our data-backed insights can help you navigate the complex waters of TV advertising. Whether you're a spring break advertising veteran or a first-timer, we've got the expertise and tools to ensure your message lands right where it should – in the hearts and minds of the college-age audience.

And here's the exciting part - as a token of our commitment to your success, we're offering a 

. Want to get a taste of the invaluable insights we can provide for your TV campaign? Visit 

 and request your audit today. It's your opportunity to dive into the depths of data-driven TV advertising and discover how we can take your campaigns to new heights.

In conclusion, spring break advertising isn't just about beach parties and swimsuits; it's a strategic endeavor to capture the attention of college students who are transitioning from textbooks to beachfronts. By understanding the unique TV viewership patterns of this demographic and using the right mix of linear and CTV advertising, you can make a splash and ensure your spring break campaign is a hit. Don't miss out on the opportunity to explore the power of TV advertising with Simulmedia.com. Happy sailing!

As spring break planning kicks into high gear, advertisers want to ensure their message reaches the right audience at the right time. TV advertising provides the reach and impact they need to capture the attention of college students who are not only dreaming of beach vacations but also looking for the perfect gear, outfits, and refreshments to make their spring break memorable.

Unveiling Spring Break TV Advertising Secrets: Targeting College Student Viewership

Subscription fatigue has become a prevalent issue, thanks to a proliferation in CTV streaming services — a recent survey by Blue Label reveals that nearly 

 have canceled at least one service within the past year. To counter this trend, many consumers are turning to FAST (free ad-supported streaming TV) channels as a solution.

For CTV buyers, it's crucial to grasp the fundamentals of FAST channels before delving into 

. This post aims to shed light on what FAST channels are and how they operate, empowering you to make well-informed decisions and optimize your buying strategy.

FAST services are growing at an explosive rate — 

Samsung’s FAST platform streamed three billion hours in 2022 — up 100% from 2021

E.W. Scripps forecasted generated more than $100 million from its FAST challenges in 2022

TVRev forecasts FAST, combined with AVOD, will generate $43 billion in total domestic TV ad spending in 2027

Common FAST services include Pluto TV, Sling TV, Xumo, the Roku Channel and Peacock Channels. Take a look at Pluto TV's vast offering of FAST channels.

But what exactly are FASTs? The definition of the streaming service was once fairly simple. Unlike other streaming services,

FAST channels were the only video-on-demand model to have linear channels.
FASTs were ad-supported but did not charge a monthly subscription fee.

But the definition of FAST channels is evolving. Now, free and subscription services also offer linear channels. FASTs offer pre-programmed content, typically found exclusively on linear channels, but also offer on-demand content.

In other words, the line is blurry. A more straightforward way to distinguish one service from another is to think of FAST and SVOD as two key business models where services fall into one of two buckets.

How do you determine one from the other? If content is free to watch, it's a FAST service. Think of a business model where either linear or on-demand video content is free and ad-supported. If it's not free, it's an SVOD model — or a service that charges a recurring fee and includes ad-free or ad-supported content. TVRev’s diagram below illustrates this well.



FAST services initially served on-demand content, allowing viewers to choose and watch their favorite shows, movies, and videos at their preferred times.

However, an explosion of streaming services and on-demand content had become too much of a good thing. Subscription fatigue was on the rise. Viewers were inundated with hundreds of thousands of movies and series to choose from — and subscribing to multiple SVODs to access content had become cumbersome.

Pluto TV found a way to solve this. The FAST service was the first to introduce linear channels to its streaming service, catching the attention of advertisers and viewers.

Now, linear channels once only available on broadcast and cable TV could be accessed on-demand. It was a welcome change for viewers — rather than scroll through hundreds of series and movies; viewers could channel-surf just as they would on cable.

The result: a viewing experience that combines the familiarity of traditional cable TV with the advancements of modern streaming technology. Picture yourself enjoying live sporting events, up-to-the-minute news, or your favorite pre-recorded TV shows and movies from anywhere you desire, with only an internet connection and a compatible device like a smart TV, smartphone, or tablet needed.

The FAST ecosystem is anything but straightforward. Several players exist — and understanding who fits where can quickly become confusing. To better understand the playing field, check out the infographic below.

In the FAST ecosystem, movies stand out as the most viewed content category, as represented by the "movie cars." Dedicated movie channels include Hallmark and Popcorn Flix, which are directly identifiable on the race track.

However, the platforms (Pluto, Tubi, Peacock, Xumo) are positioned in the infield, the Fueling Platform area, rather than directly on the main race track. Yet, the movie channels they host are still present and can be recognized by their distinctive "green glow." Why? Many of the major platforms and device-makers in the FAST industry operate their own free streaming channels. These channels, being part of large vertically integrated media companies, tend to be highly popular and heavily watched by users on their respective platforms.

News, or the “news cruise,” comes in second — including ABC, CBS and NBC. Sports cars denotes the big players in the sports category. Lastly, the kid’s corner represents children’s programming, and has few players in the FAST arena.

Streaming/connected TV devices like Roku, Fire TV, and Samsung are grouped together in the Device Depot infield section. Note that these streaming devices, despite being part of the Device Depot infield, also have their own individual FAST channels or streaming platforms. To distinguish these channels or platforms associated with each device, they are denoted by their respective flags.

Who are the major players in the FAST landscape?

While several players in the FAST ecosystem exist, a handful are responsible for controlling what FAST content is shown and where.

Imagine turning on your Samsung smart TV. Immediately, the Samsung Smart Hub appears.

This interface is a coveted spot for players within the TV ecosystem. Why? Whoever controls the interface determines which apps and content can be displayed on the TV's screen. In other words, the company that controls the interface has considerable power over what content providers and respective apps are available to viewers, including FAST services.

There are two major players in control of the interface: OEMs and connected device manufacturers.

 (Original Equipment Manufacturer) refers to companies like Samsung, LG, and VIZIO that produce televisions with their own proprietary operating systems. FASTs owned by OEMs include Amazon Freevee, The Roku Channel, and Samsung TV Plus, to name a few.

are responsible for the dongles that provide wi-fi for streaming, like Roku, Amazon and Google. Like OEMs, device manufacturers control which apps appear on their TV interface.

Both parties have considerable control over FASTs because they decide which FAST apps appear on their interface and where.

As the name suggests, aggregators aggregate both linear and on-demand content from various sources. Take Pluto TV, which has over 250 channels, including a specially curated channel called "Totally Turtles," which allows viewers to stream episodes of the popular '90s show Teenage Mutant Ninja Turtles.

Single publisher apps offer content from a singular publisher, such as Cheddar.

Seems simple enough, right? Here’s where it gets tricky — many single publisher apps choose to license their content to various aggregators. Consequently, their content can appear in multiple forms, either as a linear channel or as part of a grouped collection within a linear channel or even as part of the aggregator's on-demand catalog.

Last, but not least, are the content providers who own the rights to certain video content. While providers sometimes distribute their content via their own apps, they typically license their content out to aggregators to reach a wider audience. Think of A+E, AMC series or Filmrise.

Take Stories by AMC, a FAST channel available on Xumo. While the cable network has a dedicated fan base thanks to the hit show 

, the network does not have the means to create its own streaming service. Rather, AMC licenses its content out to aggregators like Xumo to reach streamers on a larger scale.

What challenges do FAST advertisers face versus when they advertise on non-TV channels?

While FAST services are steadily growing in popularity, that’s not to say they’re without their flaws. Serving ads in the FAST ecosystem comes with several challenges, including:

Transparency is murky. In the world of streaming TV, content is delivered through various platforms and apps, each with its own infrastructure and architecture. Unlike websites with unique URLs, streaming platforms and apps typically do not have individual addresses corresponding to specific content or ad placements. As a result, advertisers face difficulties in precisely determining where their ads are being shown without a universal identification system.

The abundance of content libraries poses difficulties in accurately predicting and maintaining consistent viewership on an individual level. The situation becomes even more intricate with numerous vendors providing diverse programmatic options, particularly open programmatic. These vendors often operate independently and do not communicate with each other. As a result, viewers may encounter the same advertisement multiple times.

Disparity between digital and TV advertising: 

TV advertising often requires different data types, focusing on households and broader viewership metrics rather than individual-specific data used in digital advertising. Brands may need to adjust their data strategies and access new sources of information to target TV audiences effectively. In digital advertising, brands can use various data points and user-specific information to target individuals with personalized ads. On the other hand, TV advertising operates on a household-level or TV set-level basis, making it more challenging to target individual viewers with the same precision as digital advertising.

FAST platforms offer a remarkable chance for advertisers to connect with enthusiastic viewers who are deeply engaged with the content they love. But where do you begin?

Look no further than Simulmedia's TV+® platform! With over 250 direct integrations with networks and publishers, we empower advertisers to seamlessly plan, purchase, launch, and measure campaigns across FAST programming. Our cutting-edge technology optimizes ad strategies based on target audiences, programs, and platforms, ensuring a successful and predictable campaign outcome that aligns perfectly with your objectives.

Reach out to one of our experts to get started

It’s important to understand the basics behind FAST channels before you buy CTV inventory. We dive into what exactly FAST channels are and how they work.

Navigating Subscription Fatigue: The Rise of FAST Channels in CTV Advertising

In the rapidly evolving landscape of entertainment, traditional cable television is losing its appeal to an increasing number of users who are opting for alternative methods of watching their favorite shows and movies. One such method gaining significant popularity is over-the-top (OTT) advertising, which is projected to reach 

What exactly is OTT, and how has it shaped the future of entertainment? Let's delve into this topic and explore the potential of OTT as a game-changer in the world of media consumption.

Want to learn even more about connected TV and OTT? Check out our essential guide to CTV vs OTT advertising.

Over-the-top, or OTT, refers to the direct delivery of TV/video content via the internet. The term began as a catch-all for all non-traditional TV — or any premium video delivered outside of conventional set-top-boxes. Whether it was streaming Netflix on your smartphone or watching it on a smart TV, both instances fell under the umbrella of OTT.

However, in 2021, the Media Rating Council (MRC) took a pivotal step and officially redefined OTT to distinguish it from connected TV, which had experienced a tremendous surge in popularity in recent years. This change aimed to provide clarity and delineate the two distinct concepts within the evolving media landscape. 

Smart TVs that use internet-based services like Netflix and Hulu.

Gaming consoles such as Xbox 360 and PS4.

Unlike traditional TV broadcasts, OTT media services provide widespread accessibility across multiple devices, including computers, tablets, smartphones, and connected TVs. This expanded reach creates opportunities for advertisers to broaden their audience and maximize their campaign budgets. Industry experts predict a substantial boost in advertising revenue from OTT, with estimates ranging from a 

Is connected TV the same as over-the-top?

In the advertising realm, CTV and OTT are closely related but have two distinct meanings.

 refers to internet-connected televisions that enable streaming video content. On the other hand, 

 pertains to the method of delivering video content directly over the internet, bypassing traditional distribution channels.

 situation for all parties involved. Consumers appreciate it because they can access a wide range of content without the limitations and costs associated with traditional TV subscriptions. Advertisers find it appealing due to its addressability, which gives them the ability to target specific households for their campaigns, deliver personalized creative, and deterministically link their TV campaigns to business outcomes that occur on other devices.

Furthermore, OTT also provides the following benefits to advertisers:

 watch ads in their entirety. Similiar to conventional TV, viewers cannot skip OTT ads, utilize ad blockers, or conveniently switch browser tabs as you would in a traditional web environment. Consequently, this situation ensures that a higher number of viewers are exposed to an advertiser’s message and are more likely to watch ads in their entirety.

Regardless of whether OTT content is consumed on a mobile device, desktop or connected TV environment, a precise degree of audience targeting is highly feasible. Audience targeting pools can be built up from a combination of content consumption behavior, survey data, browsing behavior across websites and apps, and data collected by connected TV apps when signing up. Mapping devices across a household helps in stitching data together across devices, allowing for person-level targeting in a household on shared devices such as a connected TV. This approach yields valuable data on viewers' habits, empowering advertisers to target based on unique preferences and behaviors.

Measuring the direct impact of OTT ads — specifically on CTV devices — on lower-funnel metrics has historically been a challenge for advertisers, primarily because there is no direct "click" as seen in traditional web advertising. However, new technologies are bridging this gap and can effectively attribute CTV ad campaigns to real business outcomes — like Simulmedia’s TV+. How? Our 

 model analyzes the IP addresses exposed to CTV ads and deterministically ties those to the IP addresses by the website pixel within the set attribution window.

With new technologies that allow for real-time data on OTT ad performance, advertisers can make on-the-spot decisions about budget allocation. They can prioritize ad spend on apps, dayparts or creatives that are driving better results and adjust spending for underperforming areas. Take our Automated Performance Optimization engine, for instance. After brands set up the Simulmedia Pixel on their website or app, TV+ pulls the tracked web data in real-time into the APO engine, which optimizes the targeting and budget allocation strategy automatically.

Unleashing the Power of OTT Advertising: Reach, Target, and Amplify Your Brand

 enables brands to reach audiences with unparalleled certainty, efficiency, and guaranteed scale, by planning, activating, measuring, and optimizing campaigns across both linear TV and CTV. Through a data-driven cross-channel strategy encompassing audience segmentation, targeting, ad placement, and campaign measurement, no relevant audience is overlooked.

Ready to plan your next connected TV campaign? 

 to see how Simulmedia can help you optimize your TV campaigns.

Understanding and Exploring the Benefits of OTT Advertising

 shows no signs of slowing down — and modern marketers must understand everything there is to know about buying on CTV if they’re to stay ahead of the curve. eMarketer forecasts US connected TV (CTV) will increasingly consume total ad spend in the upcoming years, 

Unfortunately, buying CTV inventory is anything but straightforward. Advertisers can buy CTV inventory from multiple sources in a variety of ways.

So what exactly is CTV ad inventory? Where can advertisers find it, and how can they buy it? We’ll dive into everything advertisers need to know about CTV inventory below.

Connected TV ad inventory refers to the available advertising space on a connected TV platform, usually in the form of 15 or 30-second ad breaks. Advertisers buy connected TV ad inventory to engage viewers in a lean-back environment similar to traditional TV advertising but with the advantages of digital targeting and measurement capabilities.

There is no one way to buy or sell CTV ad inventory. To better understand how CTV ad inventory operates within the larger CTV ecosystem, let’s first break down where advertisers can find inventory.

Advertisers can buy inventory from a variety of sources. A study by Jounce Media found that 30 app developers represent 

As the name suggests, content owners have the rights to certain programming. This can include TV networks, production studios, streaming services, or any entity that creates or licenses content available on CTV platforms.

Viewers can download streaming apps from their connected TV to access popular streaming services or content providers. Examples include Pluto TV, Hulu, Crackle, and Netflix.

App stores control the distribution of publisher apps. Think of the Apple app store on your phone, where you can buy mobile apps like Angry Birds. In the connected TV space, this is where users can download apps on their Smart TV or connected TV. App store owners can also be thought of as device manufacturers. Examples include the Roku Channel Store and Apple TV TVos App Store.

In the linear world, networks like NBC relinquish control of a chunk of their inventory to cable companies or local TV. These carriage deals have been carried over to the connected TV space.

 as an example. AMC can sell 60% of its ad inventory for 

. Why not 100%? This is where things get complicated.

 is available on apps like PlutoTV. Pluto TV is also allowed to sell 20% of the available ad space on 

. The PlutoTV app is downloaded from a variety of app stores, like the Roku Store. Roku also has an agreement in place to sell 20% of ad inventory on 

In other words, there are a lot of entities that get a piece of 

Advertisers can buy inventory either non-programmatically or programmatically.

In non-programmatic advertising, negotiations occur directly between the advertiser and the publisher through means such as phone calls, emails, and insertion orders. Non-programmatic deals fall into two buckets:

: A direct agreement where publishers guarantee premium inventory, such as first or last break ad slots, to advertisers.

: An agreement between the advertiser and publisher to run a specific ad campaign on the publisher's inventory. The buyer commits to spending a predetermined amount over a negotiated period at a fixed rate, while the publisher guarantees a specified number of impressions as part of the agreement. It’s important to note that while the publisher is in full control, the advertiser still has the ability to provide instructions or guidance to the publisher regarding their strategic or target audience.

On the other hand, programmatic advertising involves the automated purchase of ads using advanced buying techniques and software. Programmatic deals include:

A negotiation that combines the advantages of programmatic advertising with guaranteed inventory. It involves a one-on-one deal where the publisher commits to delivering a specified number of impressions, and the advertiser agrees to a fixed price. Rather than auctioning the inventory, the publisher reserves it exclusively for the advertiser. In other words, this is an automated version of a Direct Insertion Order. The advertiser pays an extra fee to the demand-side platforms to leverage automated workflows rather than manual insertion orders.

An invitation-only marketplace where a select group of advertisers can purchase ad inventory from specific publishers. A PMP usually has a floor price, meaning the publisher receives a minimum price for its inventory. In turn, publishers are more likely to make their premium inventory available to select publishers willing to pay more for quality.

Open exchange and real-time bidding (RTB): 

An open marketplace allows multiple advertisers to compete for the same inventory, and the highest bidder usually secures the impression. However, it's important for buyers to be cautious as purchases can carry risks. Limited information about publishers in this environment increases the potential for fraud.

What are the challenges of buying CTV ad inventory?

Contrary to popular belief, the bulk of CTV ad spending is still manual. According to the 

, we can determine that 68% of connected TV spending goes to direct insertion orders, 25% goes to programmatic guaranteed, and only 7% goes towards auction-based, non-guaranteed deals like PMPs and the open exchange.

 is traded manually, often during upfront deals.

Pricing is often an issue when it comes to buying inventory during the upfronts, especially when advertisers seek to apply their preferential inventory rates from linear TV to the CTV space.

Why? From the network's standpoint, CTV represents a distinct ecosystem with its own audience, delivery mechanisms, and measurement capabilities. They argue that CTV advertising should not be tied to legacy linear TV rates and should be evaluated separately. Because of this, advertisers seeking to migrate their preferred linear TV rates to CTV may face resistance from networks looking to establish new pricing structures.

To avoid pricing issues, media buyers sometimes seek out alternatives — namely, programmatic buying. In fact, research shows that connected TV counted for 

 of total programmatic video ad spending for the first time in 2022, as well as one-tenth of total programmatic digital display. In other words, CTV ad inventory is increasingly flowing through programmatic pipes.

Programmatic buying is not without its flaws, though.

What makes each challenge such a pressing issue? Let’s break down each one.

According to eMarketer, the biggest challenge advertisers face when buying CTV inventory is a lack of transparency. Remember our explanation of 

? This is a great example of how multiple vendors can sell the same inventory. These vendors typically do not talk to each other. Rather, they hide their inventory behind closed walls, leaving advertisers blind as to where their ads are exactly running.

Audience-Based Planning vs. Index-Based Planning