CTV has become one of the major and fastest-growing ad channels. The numbers speak for themselves. According to the latest report by eMarketer, the total spending on CTV advertising will surpass $30 billion by the end of 2024. Even more impressive is that this number will grow to $42.5 billion by the end of 2027.
This advertising medium offers plenty of benefits to advertisers, from its cost-effectiveness, flexibility, and high engagement rates to sophisticated targeting and premium inventory options. If you want to enrich your advertising strategy, let’s look at the most prominent CTV advertising platform that can take your advertising game to a whole new level.
Top 5 CTV Platforms in 2024
1. Samsung Ads
One of the most popular CTV platforms, this electronic advertising ecosystem allows advertisers to deliver the most creative and targeted campaigns globally and drive tangible results. This platform supports various ad formats, such as display and video ads and interactive content, and makes it possible to reach the right audiences across the globe.
Pros:
- extensive global reach
- high-quality ad placement
- cross-device inventory
- diversity of ad formats
- advanced targeting capabilities
- holistic performance measurement
Cons:
- high level of competition for ad inventory
2. MNTN
A leading CTV advertising platform focused on delivering measurable results. Implementing the latest technological advancements, the tool enables advertisers to precisely measure and track the impact of advertising campaigns on conversions and traffic. With automated campaign management, optimization, and performance analysis tools, MNTN is a perfect solution for advertisers with a data-driven approach.
Pros:
- powerful analytics
- automated campaign management and optimization
- performance-based advertising
- suitable for small- and large-scale advertisers
- user-friendly interface
Cons:
- not a universal platform suitable mostly for performance-driven advertisers
- learning curve is required due to a wide range of features
3. Amazon DSP
Amazon DSP (demand-side platform) is a tool that is deeply integrated with the whole Amazon ecosystem. It gives advertisers unique access to vast retail data resources and enables them to leverage its sophisticated targeting capabilities. The platform includes broad functionality required to set up effective CTV ad campaigns and optimize them for great engagement and conversions.
Pros:
- premium inventory
- supports cross-device targeting
- integrated within the Amazon ecosystem
- access to vast retail data
- comprehensive performance measurement tools
Cons:
- higher costs make it not suitable for smaller businesses
4. Roku Advertising
This worldwide streaming platform enables advertisers to easily reach customers and drive more sales with its unparalleled functionality and easy ad campaign management. Their user-friendly interface and advanced targeting capabilities are designed for advertisers to effortlessly launch and optimize their advertising campaigns.
Pros:
- vast audience reach
- various ad formats are supported
- programmatic capabilities
- advanced targeting and reporting
- user-friendly interface
Cons:
- despite its international reach, the platform’s main audience is in the US
5. The Trade Desk
A global advertising partner with advanced and data-driven solutions to elevate your advertising game. Precise targeting, advanced measurement tools, premium inventory across channels, and extensive reach — something that makes this platform stand out. Enables advertisers to launch, manage, and optimize campaigns within one single tool.
Pros:
- high transparency in ad buying, ensuring top ad quality
- advanced targeting options and measurement capabilities
- cross-channel possibilities
Cons:
- extensive features might require additional training and can be overwhelming for beginners
How to Choose the Suitable CTV Advertising Network: Insights for Advertisers
CTV advertising platform will be instrumental in your future campaign’s success.
Here are some characteristics that you should pay attention to in order to choose the matching one.
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Network Reach and Ad Inventory
Once you have your business goals figured out, you should choose the advertising partner that offers you a wide audience reach in the desired geographical zone. Additionally, you should check if they have sufficient quality ad inventory to run effective campaigns.
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Ad Format Diversity
In order to satisfy the growing demand of sophisticated users, it’s better to opt for the CTV platforms that support a variety of ad formats, from simple display ads to more advanced video/audio, interactive ads, rich media, and so on, to make your ads dynamic and engaging.
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Targeting Options and Measurement Capabilities
Setting up advanced targeting is crucial to reach the right audience. Therefore, choose a platform with robust targeting capabilities. Moreover, pay attention to their measurement tools, as campaign analysis is paramount to drive sustainable business growth.
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Costs
Make sure to choose the platform that fits your budget. There are options that can be suitable for smaller or bigger companies and offer respective pricing models. Also, don’t rush, and ensure there are no hidden fees.
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Case Studies
Feel free to get familiar with case studies each platform is proud of. It can help you evaluate the effectiveness of the service and see what results can be achieved. Testimonials are also crucial when making the final decision.
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Customer Support
If you need it, make sure the platform you choose offers dedicated account managers who can guide you through the processes and assist you with launching your campaigns, optimizing, or troubleshooting if needed. Also, check if they offer some training resources as they can also be useful.
Final words: Each CTV platform offers a range of functionalities and unique benefits. To make the right decision and opt for the suitable platform that will enable advertisers to achieve their goals, it’s imperative to clearly define advertising objectives, target audience, and budget.
It’s also recommended that each service be compared to see if they can fulfill the desired results. Feel free to explore different options and test features to settle for the platform that will maximize CTV advertising effectiveness and drive conversions and revenue.
