One of the keys to successful advertising is storytelling, and with CTV, brands have a unique opportunity to create ads that viewers not only tolerate but genuinely seek out and enjoy. CTV enables viewers to actively choose content that meets their needs, at specific times that work for them.
Unfortunately, the industry norm is that CTV ads are merely repurposed from linear TV campaigns without considering the nuances of CTV audiences or the flexibility, or potential that the platform offers. Non-optimised, ignorantly flighted messaging, create irrelevant ads that interrupt their experience and are more likely to be ignored—or worse, resented.
Personalization is crucial in CTV. Effective CTV ads are those that resonate with viewers by aligning with their preferences and even matching the tone of the content they’re watching.
Next Episode emphasizes the importance of leveraging actionable data to understand what resonates with different audience cohorts, allowing brands to build long-term relationships through tailored storytelling.
Creative optimization in CTV is essential to avoiding brand “interference” and maximizing engagement. Through data insights, brands can adapt ads to feature regional dialects, different offers, or even cohort-specific calls to action. Next Episode’s Otomo platform enables advertisers to create customized ad variations that consider cultural nuances, personal preferences, and regional details to enhance viewer relevance. With thoughtful adaptation, ads feel less like a disruption and more like an extension of the content, providing a seamless experience that encourages engagement.
CTV represents a new era in advertising where we can get even more foresnsic about the right message reaching the right audience at the right time. By crafting personalized, data-driven ads, in conjunction with striving for great creative storytelling, brands can turn CTV into an environment for lasting connections rather than interruptions.