Making CTV accessible to everyone

There has been a lot of talk in the industry recently around making streaming services more accessible to consumers, and ad-tier subscriptions are doing just that. One quarter of all streaming sign-ups were ad-supported in the first half of 2023, which is up from about one-fifth in 2021.¹ With many more streaming providers launching ad-tiers this year, this number is likely to continue increasing.

But what about advertisers—how is the industry thinking about making advertising on these streaming services more widely accessible? For brands that have never dipped their toes in the CTV water, getting started can often be a daunting task. You must consider things like whether your team has the skills needed to run a successful CTV campaign, how to find the right audience in digital advertising world that does not rely on cookies and how you can achieve scale across fragmented supply. That is where Connected TV ads in the Microsoft Advertising Platform can help.

It has never been easier to get started with connected TV

Ad spend on connected TV is expected grow by 18.8% in the US in 2024,² so it is clear that more and more advertisers are incorporating the big living room screen into their strategy. The problem is that for a brand that has never explored the world of CTV, it can be difficult to even know where to start. You may have to learn how to use a new platform, navigate complex deals, or commit to high spending commitments.

Luckily, the words connected TV and overwhelming do not always need to be synonymous. The experience of running Connected TV ads in the Microsoft Advertising Platform has been designed for ease of use to help you get up and running on some of the world’s leading streaming platforms on the same day. A simple and easy to use platform means that there are no long onboarding processes, no setup fees and it is simple and easy to create and optimize your campaigns.

A global marketplace for premium CTV buying

The number of streaming services available to consumers has never been higher. They often need multiple subscriptions and switch between platforms to watch their favorite shows and movies. They also watch more content on connected TVs—time spent watching CTV content is expected to hit almost two and a half hours per day by 2025.³ But with all the choice available to consumers, how can advertisers know where to run their ads in this fragmented market?

With Microsoft Advertising, you can access a network of global, premium, streaming services. Connected TV ads help advertisers scale on diverse supply and expand their connected TV strategy. This network has over 860 CTV publishers including Netflix, Roku, Hulu, Max, Fox, Hulu, Disney+, Peacock, Paramount+, LG, Discovery+, Samsung TV Plus and more. You do not have to worry about what inventory to target as our network easily connects you to these leading platforms, wherever your audience is watching.

Reach the right audience, in the moment that matters

Another challenge that is typically associated with connected TV buying is reaching the right audience. CTV is an area that does not rely on third-party cookies or standardized IDs to identify audiences, and so it is important to work with platforms that are building futureproof solutions using first-party data and contextual targeting amid other new targeting practices.

Connected TV ads on Microsoft Advertising help you to connect with a unique audience that is only possible with Microsoft. Our audience intelligence leverages billions of first-party data points to help you reach the right audience at the right time. One of the key signals used is search intent data—one of the most powerful signals out there. When someone searches for something, it means that they are interested and actively looking for it. With audience targeting solutions for connected TV,ⁱ advertisers can combine the impact of connected TV with the ease and intent data from search advertising so that you can get your ads in front of a valuable audience, in the moment that matters.

Genre targeting for CTV also allows you to target your CTV ads to audiences that are watching specific content genres. With over 70+ genre options to choose from, you can algin your brand perfectly with shows and movie genres that resonate with your target customers.

Unlocking the Potential of CTV Advertising: A Bright Future Ahead:

Brands no longer need to remain on the sidelines when it comes to connected TV advertising. At Microsoft Advertising, our ambition is clear: democratize CTV and make it accessible to businesses of all sizes.

Connected TV ads empower advertisers with a seamless and efficient way to reach their desired audience. How? By leveraging a global marketplace backed by unparalleled audience intelligence. As the industry evolves, driven by the surge in ad-supported streaming services, we’re committed to simplifying the CTV ecosystem for advertisers. Navigating this landscape will be easier than ever, giving brands the chance to connect with consumers effectively.

But this is just the beginning. Brace yourselves for a wave of innovations ahead as we introduce new features powered by generative AI, including asset generation for CTV. Our solutions are not only impactful but also remarkably accessible.

Join us on this journey as we redefine CTV advertising—one innovation at a time.