Connected TV (CTV) advertising delivers video content to viewers through a streaming service during a movie, TV show, or other video content. This advertising medium provides a unique opportunity to reach highly targeted audiences on the big screen in their living rooms. This campaign is often viewed as the modern-day commercial and becoming increasingly popular to drive brand awareness.
Why should you leverage CTV?
Precise audience targeting: CTV platforms offer sophisticated audience targeting capabilities, allowing you to reach specific demographics, interests, and behaviors. This means your message reaches potential renters who are more likely to be interested in your properties.
Engaging content: Your content can be tailored to captivate your audience. Highlight the unique features of your properties, showcase stunning visuals, and tell compelling stories that resonate with potential renters in a 30-second video.
Geolocation targeting: With CTV, you can serve ads to viewers in a particular geographic area. This is especially valuable for apartment marketing, where location is a primary selling point. You can target individuals living in or near your properties, increasing the chances of conversion.
Measurable results: CTV advertising provides robust analytics, allowing you to track impressions, clicks, conversions, and other essential metrics. Additionally, it enables monitoring website engagement from an IP address that was served the ads. This data helps refine your campaigns and make data-driven decisions to optimize your marketing efforts.
When will you see results?
The time frame for seeing results after a CTV advertising campaign can vary based on several factors, including your campaign objectives, the duration of the campaign, and the specific metrics you’re tracking.
Short-term metrics: The short term can span from a few days to a few weeks after launching your campaign. During this period, you can typically track metrics such as ad impressions; click-through rates (CTR); and immediate conversions, such as leads generated or virtual tours scheduled.
Midterm impact: It might take a few weeks to a few months for more substantial results and brand recognition. This is when you’ll likely see a lift in awareness and consideration as viewers who have seen your CTV ads might start to explore your website, engage with your brand on social media, or inquire about your apartments.
Long-term ROI: The long-term impact of your CTV campaign can continue to manifest over several months, particularly if you’re focused on lead generation and conversions. This is when you might observe a steady stream of new tenants or an increase in lease agreements as a result of your sustained CTV advertising efforts.
What are the creative details?
The recommended ad format for a CTV campaign is a 30-second video. Creating an effective video requires a thoughtful approach that considers the platform’s unique characteristics and viewer behavior. Best practices include:
- Capture the viewer’s attention within the first few seconds
- Use high-quality visuals
- Maintain brand consistency
- Ensure ads are compatible with all devices
- Personalize messaging to the target audience
- Include a clear CTA
What is the average cost?
The campaign cost can vary dramatically based on the available impressions within the target audience. The cost per thousand impressions (CPM) typically ranges from $20–$30, depending on the market.
Provide Catalyst with your campaign goals and target audience details for an accurate estimate. We can determine a strategic media plan based on current pricing trends and impression availability.
As you explore marketing plans for your property, consider integrating CTV advertising into your strategy. The future of marketing is dynamic, and embracing these advancements can set you apart from the competition and lead to greater success in leasing apartments to your ideal residents.