Digital Strategy The Power of Connected TV and Streaming Audio
Advertising strategies for mattress, furniture and appliance brands
In today’s digital age, the advertising landscape is continually evolving and one of the most significant shifts has been the rise of Connected TV (CTV) and streaming audio platforms. As consumers increasingly cut the cord with traditional cable, brands have an unprecedented opportunity to reach their target audiences through digital streaming services.
This trend is particularly advantageous for mattress, furniture and appliance advertisers, who can leverage the benefits of CTV and streaming audio to enhance their marketing strategies.
Understanding Connected TV and Streaming Audio Advertising
Connected TV (CTV) refers to televisions that are connected to the internet and can stream digital content through apps such as Netflix, Hulu, Peacock, YouTube TV and ESPN. This also includes devices like Roku, Apple TV and gaming consoles that provide access to streaming services.
Streaming audio platforms encompass services like Spotify, Pandora and ESPN streaming radio, where users can listen to music, podcasts, and live audio content over the internet.
Benefits of CTV and Streaming Audio Advertising
- Enhanced targeting capabilities: One of the standout advantages of CTV and streaming audio advertising is the ability to deliver highly targeted ads. Unlike traditional TV advertising, which broadcasts a single message to a broad audience, digital platforms utilize sophisticated data analytics to understand viewer preferences and behaviors. For mattress, furniture and appliance advertisers, this means ads can be shown to consumers who are more likely to be in the market for these products.
- Increased engagement and interactivity: CTV streaming audio ads often offer interactive elements, such as clickable links, QR codes and call-to-action buttons. These features encourage viewers to engage with the ad, leading to higher conversion rates. For example, a furniture brand can showcase a new sofa collection with an interactive ad that allows viewers to click through and explore different color options or view the product in a virtual room setting.
- Reach younger, tech-savvy audiences: Younger demographics are more likely to use streaming services compared to traditional TV. By advertising on platforms like Hulu, YouTube TV and Spotify, brands can connect with millennials and Gen Z consumers who are prime targets for purchasing mattresses, furniture and appliances as they move into new homes or upgrade their living spaces.
- Live sports streaming: Live sports streaming is a rapidly growing segment of CTV and streaming audio, with events like football, baseball, and the 2024 Olympics being broadcasted on platforms such as Peacock, YouTube TV, and ESPN. Advertisers can capitalize on the high viewership and engagement during these events. For instance, an appliance brand can run ads during a live football game, reaching a captive audience that’s highly engaged with the content.
- Measurement and analytics: CTV and streaming audio provide robust analytics and reporting tools that offer insights into ad performance. Advertisers can track metrics such as impressions, clicks, completion rates, and even attribution to online and offline sales. This data-driven approach allows mattress, furniture, and appliance brands to optimize their campaigns in real-time, ensuring maximum return on investment.
- Cost-effectiveness: Compared to traditional TV advertising, CTV and streaming audio can be more cost-effective, especially for brands with limited budgets. The ability to precisely target ads reduces wasted spend and ensures that marketing dollars are directed towards audiences with a higher likelihood of conversion.
Benefits for Local Advertisers During Political Years
In a political year like 2024, local advertisers often face additional challenges when trying to secure traditional broadcast TV and radio spots. Political campaigns heavily invest in these traditional media, driving up costs and consuming available inventory. CTV and streaming audio provide an essential alternative for local mattress, furniture and appliance advertisers.
- Avoiding political ad saturation: Political campaigns tend to dominate traditional broadcast channels, potentially overshadowing local business ads. By shifting to CTV and streaming audio, local advertisers can maintain a strong presence without competing for the limited and expensive ad space on traditional media. Streaming platforms offer more flexibility in terms of budget and scheduling. Local advertisers can set precise budgets and run ads at times that maximize visibility and impact, ensuring they aren’t overshadowed by high-budget political ads.
- Local targeting precision: Local businesses can use geotargeting features on CTV and streaming platforms to reach audiences within specific geographic areas. This precision ensures that ads are seen by potential customers in their local market, enhancing the relevance and effectiveness of their campaigns.
Practical Applications for Mattress, Furniture, and Appliance Brands
- Mattress brands: Mattress companies can use CTV ads to demonstrate the comfort and features of their products, targeting viewers who have recently shown interest in home improvement or sleep-related content. Streaming audio ads can also be effective, especially when paired with relaxing music or sleep podcasts.
- Furniture brands: Furniture advertisers can create visually appealing CTV ads that showcase their products in beautifully designed spaces. Interactive elements can allow viewers to explore different furniture arrangements or take advantage of special promotions.
- Appliance brands: Appliance companies can highlight the functionality and innovation of their products through CTV ads, targeting consumers who are interested in cooking shows, home improvement content, or live sports events where household appliances play a role.
Connected TV and streaming audio advertising represent a powerful tool for mattress, furniture and appliance brands looking to reach and engage their target audiences in today’s digital-first world. By leveraging the precise targeting, interactive capabilities, and robust analytics offered by these platforms, advertisers can create compelling and effective campaigns that drive brand awareness, engagement, and sales. As live sports streaming continues to grow, the opportunity for these brands to connect with viewers in a meaningful way becomes even more significant, making CTV and streaming audio essential components of a modern advertising strategy.
Moreover, in a political year like 2024 when traditional media channels are saturated with political ads, CTV and streaming audio offer local advertisers a strategic alternative to maintain visibility and impact without being overshadowed. This ensures that local mattress, furniture and appliance brands can continue to reach their customers effectively, even during peak political advertising seasons.
Want to learn more? AVB’s streaming specialist, Dan Evans, is ready to help! dan.evans@avb.net. In addition, Gabe Greenberg is leading an education session at BrandSource Convention 2024: “How to Win New Customers using Streaming and Digital Media in the Current Climate,” at 1 p.m. on Sunday, Aug. 25. Don’t miss it!
Gabe Greenberg is the chief strategy officer at Tegna, a broadcast, digital media and marketing services company, and founder of Octillion. Octillion was acquired by Tegna in early 2024 and continues to be the technology partner for AVB members’ OTT, CTV and digital audio streaming services.