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CTV Advertising in the new OTT era

CTV Advertising

Last year in the US, brands across industries spent approximately $10.3 billion on specialized programmatic strategies with distribution on CTV platforms.

This represented a growth of 82% vs. 2020. (eMarketer)

This new way of watching TV has unleashed an entire innovative ecosystem in digital marketing. The same innovation that, being so disruptive, becomes resistant for some CMOs of global brands.

That is the main role of a strategic partner, helping you connect with new trends and audiences in a structured way adapted to your business model.

Why consider OTT / CTV platforms?

And it is not just mentioning innovation and “must be” for the sake of it. There are such attractive benefits for your campaigns that other channels may not be solving 100%.

One of the main ones is the ability to reach younger audiences. We know that streaming content and these platforms are mostly consumed by the new generations.

Linear TV went into the background and that is why numerous publishers have launched with this new digital format; Just seeing the offer that is on the market gives us a very clear idea.


Apart from considering different audiences segmented by age, we can integrate a personalized strategy through digital attributes such as cities, gender, content interests, hours and consumption channel.

The highly personalized proposal that these platforms offer you allows you to develop such direct strategies for each consumer profile that you have considered in your target audiences.

Effectiveness and better ROI measurement

The above triggers a series of relevant data for a better analysis of the performance of your campaigns. Results monitored in real time achieving continuous optimization based on KPIs.

With proven success stories with our clients, we have obtained results of up to 88% VCR and a CTR of 5% in just one month of campaign implementation.

And it doesn’t just stop there, these platforms are an excellent way to build 1std party data through tags and interactive formats. The sum of all these actions contributes to a better result and ROI measurement to be able to allocate your budget to more advanced digital marketing strategies.

Inventories TV 2.0 vs. Linear TV

Yes, there is also a benefit in this. We know that, in traditional TV, in order to be present in the times of greatest content consumption, large investments are needed to include your spot, also considering that you are not the only brand that wants to be in the same moments.

The very diverse offer in CTV that currently exists in the market allows achieving a good performance of campaigns with more intelligent investments, linking this with the previous point of having greater certainty of reaching the correct audience.

Don’t skip CTV

With the benefits of these new digital channels crystal clear, let’s talk about the creative innovations that make CTV ads interactive, engaging, and memorable. As digital experience strategists we share the latest trends to develop relevant formats for the audience.

1.-QR Codes: this is where we take advantage of the use of a second device while watching CTV. QR codes are that link between the second screen and make it even easier for viewers to take quick action when they’re most interested. The code can take them to a landing page or even place the product directly in their shopping cart for a complete experience.

2.-Interactive ads: Be relevant among so much content that they consume every day. Allow users to interact with your brand using the CTV remote control. Give them the freedom to discover your product attributes within the ad. Actions such as zooming or moving the article generate greater interest from the viewer and your brand stands out from the rest.

3.-Custom animations: advertisers can capture the user’s attention through creative animations that integrate their key messages. The use of animation technology can show an article scrolling across the screen. For consumer brands, they can integrate an animated carousel of products to attract the attention of the viewer.

Have we convinced you yet?

Through dynamic technology in digital marketing you can offer different CTV experiences for your viewers. This applies at the regional level to as local as possible.

This is how hyper-targeted your campaign can be. Develop innovation in the way you communicate, leveraging these new platforms and with the advice of allies who deeply understand these new trends.

Contact us and take your customer journey to the next level!

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Alberto Alvarez
Alberto Alvarez
CEO - Fundador
After working for almost a decade in marketing in Procter & Gamble, Alberto envisions the power of changes in the digital era and decides to focus in the entrepreneurship world in Latam. In 2012 he founds his first start-up,, changing the way to engage with real estate in the region. Alberto served as Marketing VP for Agora Technologies at Silicon Valley, a company finance by Guy Kawasaki & Nolan Bushnell, where he developed the main concept of Startup Icon. Today, Alberto is the CEO of the holding company that conforms Latam Digital Marketing, and its subsidiaries in Latin America.
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