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45 - Understanding CTV Advertising and How it Works

What is CTV Advertising?

Connected TV (CTV) refers to internet-connected devices that allow users to stream videos and music, as well as browse the web. Viewers can access a wide range of streaming content on all CTVs by utilizing apps like Hulu and Prime Video. In this episode, Rich and Catelin will discuss the effectiveness of CTV advertising, explaining what it is, how it works and providing tips on how to use it for your business.

How does it work?

After a user starts streaming a video on a CTV device, various content distributors like Hulu, YouTube TV, Roku and other apps can display ads, like traditional TV commercials. These ads can be shown at the beginning of the streaming (pre-roll), during ad breaks in the middle of the content (mid-roll), or once the video has ended (post-roll). In the episode, Rich and Catelin provide more details about CTV advertising. If you're considering whether CTV advertising is right for you, we also discuss some reasons you may want to consider utilizing it.

Benefits of CTV Advertising:

Our hosts go into more detail on why CTV advertising may be a good option for you. Below are some of the main points we cover. 

  • Offers cost-effective solutions compared to linear TV
  • Enables precise targeting capabilities
  • Facilitates easy attribution tracking
  • Viewers are more likely to watch the full ad
  • Boosts brand advocacy and recognition

Pollinated Bees Knees

The featured cocktail for this episode is the Pollinated Bees Knees. It is a variation of the classic gin-based Bees Knees cocktail you may be familiar with. Our producer Zac, created this recipe specifically for Spring, with added floral notes to make it the perfect seasonal drink. 


  • 2 oz. gin.

  • .75 oz. lemon juice.

  • .75 oz. wildflower honey.

  • Honeysuckle for garnish.


  1. Add the gin, lemon juice and wildflower honey into a shaker with ice and shake until well-chilled.
  2. Strain into a chilled cocktail glass.
  3. Garnish with honeysuckle.

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Episode Transcript:

Rich: Hey, Caitlin. Hi. How are you? I'm all right. How are you? I'm here with Zach too. I don't know if he's got his mic on yet, but he's coming in later.

Catelin: We're going to hear from Zach. We're going to talk about some connected TV. We're going to have a little, we are a little honey

Rich: cocktail. Yeah, so I do have to say since these are, I think these are airing in order now.

Rich: Um, cause I know in the beginning we recorded a whole ton of them and who knows when they were going to air. It was a mystery to all of us. I do need to, I was listening to last week's and realized I said book on tape. Like a grandfather. It's just an audio book. Yeah. I mean, they used to come on tapes and you used to have to slide them into your cassette deck in your car.

Rich: Uh, but now it's just on my phone and I stream it in there, but yeah, it's an audio book versus a book on tape. But I just thought I would do that. I mean, I

Catelin: think, um,

Rich: I'm not that old. I am that old, but.

Catelin: Yeah, we never did. We never did books on tape like as kids. I don't know if it was because my mom was a teacher and like audio books are just now like actual reading, quote unquote, you know, but we didn't ever, we didn't ever have that as a, as an option.

Rich: So when I was really little. Yeah, we had that. So when I was really little, we did a combo. So my mom's mom. So my grandparents on my mom's side moved away from Iowa and they moved to Arizona, California, somewhere. Warmer. I don't remember exactly when, but yes, it was warmer. But, um, My grandma recorded all of our children's stories on cassette tapes.

Rich: And so we would play those and we actually played them until one of them wore out. Cause we just, I just had them digitized. So I have them as MP3s now, but, um, she would read. So, but think about it from a parent standpoint, they would like hit the cassette tape. We would have the book in bed reading, and my parents could go watch TV and do whatever they wanted to.

Rich: When my grandma read to us. On a tape. So that's like, I guess that was my first book on tape. And I was pro, I mean, I was probably like four or five maybe. That's so sweet. Um, so yeah. But yeah, book on tape. I was like, oh, I heard that. Heard that in the card. And I was like, oh my God. Rolled my eyes. No. Uh, but

Catelin: today we're just read on FaceTime.

Rich: Yeah. Oh, right. Yeah. Yeah. Like, I don't even think about that. Like, I mean, I talk to my nephew and stuff. That's wild. So does she, but does she, do you ever just prop it up and let her read while

Catelin: the kid Well, no, because Dorothy insists on holding the phone, which then means she like picks it up and goes on a rampage around our house.

Catelin: Perfect. Um, and like, looks at, looks at the, you know, like the phone is at the ceiling and the, um, we might get there, but we're not there yet. Not yet.

Rich: Alright. Well, yeah. Uh, I hope for your trash TV watching that you get there. So I don't watch trash TV. Except you don't watch trash tv. I know. I, I'm

Catelin: too dignified for that blind channel

Rich: in Slack.

Rich: Ugh. You're too posh as Plith would say. Yeah. I'm too posh for that. Um, alright. So, and last week, what's really funny, when we were talking last week about new over the air broadcast standards, which was sort of a nerd geek out, I had no idea we were going to be talking about Connected TV, until I got to the end of the episode and it told me to tell everybody we were going to be talking about Connected TV.

Rich: Um, so yeah, so that's going to be great. Yeah. Um, so. And so like we would normally like I'm a little like off my game because normally like you would intro the recipe and then I would read the recipe or I would intro the recipe. We're off the hook. Um. Zach's problem. But yeah, it is Zach's problem.

Zac: Yes, it's definitely my problem.

Zac: Um, so this week's drink is a pollinated bee's knees. Uh, it's just kind of a riff on a regular bee's knees. I was looking for some good. spring cocktails. And the more research I did, the more I was like, Hmm, like bees knees, like pollen, flowers, put that all together into this recipe.

Rich: But, uh, so do you have like, are you having warm weather down there in North Carolina already?

Rich: Like is it unseasonably warm yet? It's in the

Zac: seventies and sixties, which has been pretty nice. So this would probably be the perfect drink for that. Uh, for those that don't know, it's two ounces of gin. Um, three quarters of an ounce of lemon juice. Usually you would use three quarters of an ounce of regular honey, but for this take I did wildflower honey, which if you've ever had wildflower honey, it's very good.

Zac: I really enjoy it. Um, and for garnish, something a little interesting that I found was honeysuckle. Honeysuckle goes really well with gin apparently. So, um, that kind of adds on to the whole.

Rich: Wait. So you just go to the store and like buy honeysuckle? I don't think I've ever seen that anywhere. Like how do you get honeysuckle?

Zac: Uh, you may have to grow your own. I know there are places that do sell it that you can buy it for like food and other things. So

Rich: maybe I bet Whole Foods has it. Whole Foods probably has it. Somebody has

Zac: to have it. But um, for the actual drink itself and how you make it, you're going to add the gym lemon juice and wildflower honey into a shaker with ice and shake until well chilled.

Zac: You might have to shake for quite a while, but once you do that, you strain that into a chilled cocktail glass and then garnish with your honeysuckle. So pretty

Rich: simple. So I have an add on for this. Have you ever like been at a restaurant and they actually have like the little powdered bee pollen that's on like a dessert or

Zac: something?

Zac: That is so funny that you bring that up because when I told Chloe about the recipe, she was like, I'm surprised you didn't add bee pollen to like the rim. of the glass. That would be really good. Yes. Yes. So yeah, definitely. That is a definitely welcome addition to the recipe. I think it would,

Rich: I mean, it could be another drink.

Rich: It could be the hyper pollinated sneeze.

Catelin: There'd be a bees sneeze.

Rich: Bees sneeze. If you're allergic.

Catelin: I'm quite proud of that. Let's be honest.

Rich: You should be proud of that. It's one of your better, like, puns, play on words combinations. They're all good. I don't know what you're talking about. Um, there have been some that have been, I would say, true. Questionable, at best. Yet, not safe for work would get us an explicit.

Rich: Not safe

Catelin: for regular work, but here it's just another day at the office.

Rich: True, true. Um, So yeah, what's interesting to me is like last week we talked about like the, the, what is it, the Motai? Yeah. No, Mito.

Zac: Milano Torino. Right? Mito.

Rich: Yeah, Mito. The, but it was that the sour was a riff off of the original Milano Torino drink, and this is a riff off of the Bisney.

Rich: So, I love that you're getting inspired by our cocktail sack. We're iterating. Um, I do, I will tell you like we made bees knees in San Diego. I think I mentioned this last time one summer and ended up having to do it in pictures and you can do this in pictures. Um, it's just like bottle of gin, lots of lemon juice.

Rich: Like it's, it's a little bit wild. Um, and we stirred it because it was in a pitcher, which is a little bit harder cause that honey has to like, You know, mix in with everything. But there's also a honey liqueur that you can use. Um, Baron Jaeger, Baron Jaeger. Yes. Um, not to be confused with Jaeger Meister, very different things.

Rich: Uh, but we use Baron Jaeger in ours as well, um, for some of that honey, but there was some real honey in it. So cool. I like this. I think we can do this this summer at the pool. Cheers. All right. So, uh, while we're having our bees knees. We'll take a hot break and then come back to tell you what the heck CTV is and how it's different from other things.

Catelin: Alright, Rich. Lay it on me. What is connected TV?

Rich: All right, so CTV or connected TV is, uh, it's just streaming. It's all the streaming that you do. It's Hulu, uh, Peacock, Prime Video, like anything that is streaming, um, and generally has ads. I mean, technically it's all connected TV, but it's used in our industry for like placing ads, which, what's really interesting is you hear CCTV, which has been around forever, which is closed circuit.

Catelin: Right. And that's not broadcast anywhere. It's all like an internal. Yep. Sir, like closed.

Rich: Yeah. Yeah. Closed. Yeah. It's like having an intranet, an internal network versus things that go outside. So, um, just wanted to get that out there, but CTV, yeah, it's, um, It's just connected TVs and connect TVs that are connected to the internet or devices that are connected to the internet and all that streaming that happens.

Rich: Um, I do think, so it's,

Catelin: I want to just like call out the hilarity that like streamers were like, we have broken cable. And then now they're like, it turns out that model isn't as sustainable as we thought. So we would like to serve you ads again.

Rich: Right. Well, I remember when cable like way back in the day had no ads, that was the whole thing about cable.

Rich: You paid for it. So you didn't have any ads on any cable channels. What? No Yeah, this was early, early. When you were doing books on tape. Yes, when I was doing books on tape. Um, and then like, you had your, um, your normal cable channels, I guess, that were kind of the ones included in your package that ended up having ads.

Rich: Like basic. cable companies realized, yeah, they could make, yeah, basic cable head ads. Um, but yeah, And then you had your premium channels where you had to pay to not get ads. And oddly enough, we're right back there with streaming apps, right? You can pay extra. Even Amazon Prime now has jumped into that. As much as you pay for Prime, now you get a ton with it.

Rich: But on the Prime Video, You have to pay 2. 99 now to not get ads. Um, and Netflix was huge about like, no ads, no ads, we're the no ads service. And now what do they have? A basic service with ads. So they went the opposite way. They were no ads and then have ads. Um, so yeah, it's just wild, but good for us because we can pop ads on those things.

Rich: Um, which

Catelin: is, uh, they're, they're like highly. Targeted, right? So that's the, the major benefit. Yeah. Um, so when a device has been connected like Hulu, YouTube, some of those other platforms that we've mentioned. Um, Roku is another one, uh, can serve ads similar to a traditional commercial, but they can be placed in different portions and also, like I said, highly targeted, dependent on a variety of factors and, um, I find the rest of this to be way over my head.

Catelin: I understand the cloud version, but then like, break it down like I am one of our clients and explain it to me.

Rich: Yeah, and you get pre roll, mid roll, or post roll. So like, it's funny because, There were ads, they used to be called bumper ads. They were the ads that were between shows. So like at the top of the hour or bottom of the hour.

Rich: Where like you hit that like 58 moment and you've got like ad, ad, ad, ad, promo for the station and then intro to the new show. Um, so we would call those a post roll pre roll now if we wanted to. Uh, if you were watching and just binging and letting it run.

Catelin: Yes, I'm still watching. Stop asking.

Rich: Right. Um, there are some of those, um, that are really interesting because like you'll see movies occasionally where it's like, you know, sponsored in its entirety by X company with limited ad interruptions and they'll place an ad at the beginning and then at the end I remember

Catelin: that.

Catelin: And you can actually watch your movie. From like way back on like TBS watching The Wizard of Oz like at Christmas where it would be like. Yeah. So. Yeah. Yeah. Yeah. Yeah. Yep. They would broadcast TV. Yeah, yeah,

Rich: yeah. Occasionally. Um, so yeah, I mean, and then all the commercial breaks used to be mid roll. So, uh, a normal 30 minute, uh, TV show used to be about 22 minutes.

Rich: It would have about eight minutes of ads, uh, sometimes more, sometimes less. Um, but yeah, so those are where you can see them, but what you see is where it gets into the super cool, kind of creepy. So here's my question, Caitlin, you have Hulu, right? Yes. Do you have Hulu? Okay. I know you don't have all the streamers.

Rich: We

Catelin: have at one point, but yeah, I think we have it included. What we have is Disney Plus. Okay.

Rich: We'll go with Disney Plus. Because there is a, there's a version of that with ads. It's a package. So you have that on your TV, right? Uh huh. Uh, at home. You've got a smart TV or you've got a device connected to it.

Rich: Many smart TVs, yes. Have you logged into it on your phone? Have you logged into Disney Plus on your phone? Yes. Oh, absolutely. Okay. And you probably have it on an iPad Uh huh. Right. Yes. Yep. I mean, especially with a toddler. Uh huh. So, what's interesting about this is there are ways to purchase CTV programmatically, um, through what's called a demand side provider.

Rich: You could also do it directly, but demand side providers tend to have more data points coming in. Mm hmm. So, the one we use has literally tens of millions of data points coming in, but one of the things they can do is we can find you on your phone. where you are or what you're doing. And then, uh, we can then serve you an ad on your TV at home.

Rich: So, um, if you think about like geofencing, you know, where you're served ads by where you are, this is kind of,

Catelin: you've been to, I've been to target and I have been to a coffee shop and I have been to, so it's like, Thought, ew, yep, that's creepy. It's creepy.

Rich: Yeah, so you go to Target and use your Target app to pay, or you use your red card to pay, and that's a loyalty card, and that information is gathered and shared through databases, and so that information may go to a DSP, it knows when you were at Target, and then it can serve you an ad later for Target, um, which sort of seems counterintuitive because you were already at Target, but maybe they thought you should come back and buy something else.

Rich: Or, it could wait two weeks. at or wait 30 days and serve you a target

Catelin: ad. One of the things that I've found really interesting is, um, advertisers or companies. I mean, like we try really hard to be purchase intent specific with like drip campaigns and nurturing, but it, Has become so much more apparent to me that like the dearth of client data that exists is just not being capitalized or utilized in an effective way.

Catelin: And so like this database is an interesting way for companies to kind of access multiple data points and be able to, to target effectively.

Rich: Yeah. And I think that's where some of the CTV gets a little bit fun when you're watching is because there's some stuff like that is just targeted to everybody.

Rich: It's just like when you were buying broadcast. It's just we're buying this show based on demographics. We call it a day. We're a big national advertiser. A lot of drug ads are that way and drug

Catelin: ads, I was going to say target a lot

Rich: better. Um, But, you know, we get things, the one for Ned's plaque psoriasis comes up all the time.

Rich: I forget what drug it is, but like, no one in our household has plaque psoriasis, but, um, There's so many. We get

Catelin: that ad. Rinvoke? Is that one of them?

Rich: I don't know. It might be Rinvoke, I don't remember. He goes to the movies and there's an old lady and he's on a date and it's just like, we, we like, know Ned's life now.

Rich: Ha ha! But, uh, there are other ads that come up and you're like, wait, why am I just looking at that on Facebook or, you know, those types of things. Um, and yeah, you probably were. And yeah, that's somebody being very smart about what they're serving you. Yeah. Um, the other thing that you can do though is you can layer that data, right?

Rich: So you went to Target, but if I want only moms with toddlers who went to Target, I can look at other data or I want only moms who drive Jeeps who shop at Target. Like uh, I can look at other data through that DSP and pull all these data points together and really narrow down. To who I want to reach, um, and different DSPs allow you different things like they generally, you have to have at least usually like a hundred to a thousand people in your group for privacy reasons.

Rich: Um, but I have seen some where you can, uh, in the old Facebook days, you could do this, um, and LinkedIn where like LinkedIn, you could target the CEO or the HR manager of a specific company and shoot an ad. Like you could do that. Promote a post directly to an app to one person send way back in the beginning before they kind of figured out like, oh, privacy might be a thing that's pretty as hell.

Rich: Yeah. And I've seen some of that come through. I actually, when we were reviewing DSPs, we were looking at four of them and one of them popped up in a single video ad in a show I was watching on discovery. Uh,

Catelin: plus they were like, we are watching you.

Rich: Yeah. And I asked them about that and they're like, well, they're like, not really, but you've been to our website.

Rich: So it's probably retargeting. And I'm like, I doubt it was, you might as well have put my name in the ad.

Catelin: So the robots are coming. That's where like good AI would be beneficial to be like, hello, Richard Mackey, please buy our product.

Rich: Uh, and that would be like I would turn my TV off and never watch TV again, which is untrue. No, you wouldn't. I would still watch TV. I'm not concerned by the creep, the creep factor.

Rich: I'm like, I get it. I understand it. It's like, I'm over it. It doesn't matter. Yeah.

Catelin: And I think like, for me, the rub, because I do, I mean, I'm highly susceptible to a, to a targeted, I just bought something on my email. Like earlier today, I was like, yeah, this is the third time you've emailed me about this. I might as well buy this bag.

Catelin: It's pretty cute. And, uh, the thing I think that gets me is like the,

Catelin: the inability to opt out of some of that sharing that like, there is just such a wide variety of data points that I'm not even aware of that are available. And this is where like terms and conditions, like, like read your terms and conditions because it's in there. Like, yeah.

Rich: They do have the thing now, um, Apple does it and I think some of the connected TV services do too, some of the streamers, where you can email the terms and conditions to yourself so you can actually get them in a format where you can read them and go through them

Catelin: or search them.

Catelin: Assuming you have a law degree.

Rich: Well, yeah, I mean, but some of the stuff is in there about like, do they share with third parties? They probably do. Um, you know, and what's out there. I mean, the biggest one is to have zero internet presence and. Always use a private browser and use a VPN on your, like, there are things you can do to reduce putting your data out there, but that has downsides too.

Rich: It

Catelin: does. And I think like we have become so accustomed to the convenience of having things. Like foisted upon us, or it's like, Oh, I didn't know that was an option. I didn't know this thing existed. Perhaps Renvoke is really what I need to fix my plexoriasis. I'm going to have to look up what the Maybe

Rich: I have plexoriasis and I didn't know it.

Rich: And I

Catelin: didn't even know. Well,

Rich: yeah. Go ask my doctor. Do I have plexoriasis? Cause I see ads a lot. Um, and he'll probably tell me like, no, you would know if you had plexoriasis. Um, So, yeah, I think the other interesting thing, um, and we'll move on to kind of how people can use this for ads and business. But the other interesting thing is, you know, if you're running banner ads, if you're doing retargeting, if you're running video ads, if you're running audio ads, um, a DSP can actually pull all of those things together.

Rich: So I'm listening to Spotify. I hear an ad for target. I'm watching, you know, uh, uh, I don't know. Love is bl Oh geez. Hit my microphone. Love is blind or something like that. I see an ad for Target. I'm on my computer surfing the web. I see ads for Target, like that can all be put into one campaign, which is pretty cool.

Rich: But we're not here to talk about Yeah. Broad campaigns. We're here to talk about ctv. Right.

Catelin: Well, and uh, one thing, rinvoq is used to treat rheumatoid rheumatoid arthritis. So, um,

Rich: oh, interesting. I don't think I have that either. I don't know. I, I must have. No. Yeah. We'll look up Black Surprise. It's all over the place.

Rich: Oh,

Catelin: cause I'm not smart enough to use a private browser.

Rich: Command shift, uh, P I think, or Command shift N on Chrome will get you a private browser.

Catelin: Ooh, get me a new, an incognito. So, We've talked a little bit about like the targeted reach, um, how that more targeted reach can be cost effective because you're really like diving into your ideal client. Um, can we talk a little bit about the cons maybe associated with

Rich: this?

Rich: Sure, I want to hit a couple of other pros. Oh, are there more things? That's okay. Tell me. I mean, I think that, like, one of the things is geography, right? So, you're not really targeting by geography, which is how broadcast typically is. So, like, it takes you city or Omaha or any of that. Like, If you wanted to reach council bluffs, you would have to buy all the Omaha TV stations, radio stations to reach council bluffs with broadcasts.

Rich: But if you want to target just one zip code in council bluffs, you can do that with CTV. So you're paying for what you really want to hit for those consumers that are most likely. Your target versus all that waste of let me get millions of people that you're hitting that are never gonna buy your thing

Catelin: well, and like the The brand affinity to where it's like I have seen this at 37 times.

Catelin: I'm never gonna buy your product like that flip side of you know awareness

Rich: Yup, you don't really, uh, you can prevent that wear

Catelin: out. Brand fatigue. There it is.

Rich: Yeah, and they're also generally not skippable. So, you can't, you can pause, but you'll even see when you're trying to fast forward through a show like that, you'll see those little white dots on the bar and that's where those ads are going to be.

Rich: Mhm. And it's going to stop you and make you watch that ad as soon as you're ready to go. Um, so yeah, so it's super targeted, super engaging, very cost effective because you're not paying for waste. Um, it's like direct mail, but even more targeted. Better. Haha. Yeah. And increased viewability. And the audience is like, everybody's like, Oh, nobody's streaming TV.

Rich: It's like, no, everybody's streaming TV. Um, the audience are, are sort of growing huge and you don't need everybody. You just need your target. So, um, and they're there, you know, they could be 80 and they're there. Um, so you wanted to talk cons, um, yeah, you still have to make video. And you still have to make, like, broadcast quality HD video, uh, if you want to.

Rich: So, um, granted, like, you can make video on an iPhone, um, but making a quality ad that's gonna get your message across, um, oddly enough, still requires professionals who know how to make ads and know how to deal with video and video editing. Yes. So that's, um, that's one of the big ones. Um, you know, some services are trying to kind of nip that with AI and other things.

Rich: So, you know, use at your own risk, uh, results may vary. Um, and I do know that like for audio streaming, uh, Spotify has created their own little kind of broadcast production where you can record from your phone or from your computer and edit it. And, um, throw music behind it that's like licensed by them.

Rich: Um, you know, and we'll, we'll kind of see where that goes. We've got so many people in the younger generation that are used to producing video content constantly. This production cost issue may actually taper off in the future. Um, and I know we've even gotten very efficient at how we produce video and how we put out video.

Rich: Um, so there are ways around that one, but cost is always going to be an issue on the production side. Um, one thing I will say though, is you can use that video all kinds of places so you can output it in vertical, horizontal, different scales, you can put it on Tik Tok, you can put it in your streams, uh, your feed, Facebook, like Instagram, wherever you want

Catelin: to.

Catelin: Well, I mean, it's the, it's the video version of evergreen content, right? Like you can pull out the audio and, and place that just on a, an audio platform. You can. You know, like you said, slice and dice a little bit to put that into a social media feed or other kind of. Ad service. Yep. 100%. I find this interesting.

Catelin: Um, the limited older audience reach. I don't, I don't know if that's a pro, like, my 65 year old parents are on connected TV and they get real sassy if they cannot stream from their iPad onto the TV. Like every time they land at a new Airbnb they're like, can you make the iPad Be on the TV. We have our we have to watch our our stories, which is just sports, but

Rich: Yeah, I mean in my mom they're connected She does not have cable anymore.

Rich: She has a high speed internet and she streams everything She does still have an antenna for over the air and we've got a Amazon thing that records that it can record up to two shows at once as like a little DVR and But yeah, like she watches things constantly. It's really funny because CBS wasn't working on her antenna for some reason.

Rich: I don't know what was going on with the station or the, you know, tower. Um, and I was like, I was like, Mom, you can watch CBS live TV in the Paramount app. And she's like, what? I'm like, yeah, you can go to Paramount Plus and there's a live on the left and it knows where you are. And that's going to be your live TV station.

Rich: And she was like, oh, okay. Okay, well that's really handy. Um, and she still goes back to watching it over the air because that's easier and that's what she's used to. But yeah, I think that number four, again, maybe, I mean, if you look at a graph, yes. Older audiences are probably using connected TV less. But are they there?

Rich: Yes. And could you target them? Yes. And could you spend less than trying to target them in other ways? A hundred percent. Absolutely. Um, to get in there. So, um, the other one is like non clickable. So, and this was something we had with Spotify and with Pandora when we were advertising there. Um, if people are at a gym and on their phone, like you can, if you're on your phone or your iPad, you can click the ad usually, uh, and go somewhere.

Rich: But if I'm just listening in the car, I'm not, there's no way for me to click a Pandora ad. And same thing. If I'm watching, if you're watching Disney plus on your iPad, you can potentially click through an ad if you want to. Now you're going to have a screaming toddler probably if you do that. But, you know, you can do what I do with Facebook.

Rich: I click it, I open it in a browser and then I go back so that I could go through all my open browser tabs, the hundreds of those and decide what to buy. Yeah, so you can't really get people to engage in it, but you do get huge stats on did they watch? How much did they watch? Who was watching? Um, those types of things.

Rich: Um, so that when it, it can be an issue, but again, you can also pair a CTV campaign with a native ad campaign or a banner ad campaign. So you've got both clicks and views coming in differently. Yeah. Yeah. Yeah. Yeah. Um, yeah. I'm curious about how you feel about this con number three, Kayla. Audience fatigue.

Catelin: Um, I think, I, this would have been like early 2020. We were utilizing our CTV, which has like some native, I'll say quote channels built into it. So, it was like we were watching episodes of This Old House. And every other ad was for Gorilla Glue, and it was the same ad, to the point where I had the full, like, dialogue, voiceover, call to action, all memorized.

Catelin: And I, it was, it's like that episode of, um, Um, how I met your mother when they listened to 500 miles by the, is it the pretenders? Not the pretenders. Uh, yeah. Anyway, is it the pretender? Okay. Yeah. Yeah, exactly. But he's like, it comes back around. Like the, the cassette got stuck in the car and they're like, this is the worst song.

Catelin: And then it comes back around. It was kind of like that where I was like, Oh, this is funny. And then I was like, this is the stupidest advertisement I've ever seen in my life. And then it came back around because I was entertaining myself by having it memorized.

Rich: Uh, I noticed that. Yeah, I think that the, um, The audience fatigue, what's really interesting there is, I mean, they're kind of getting to the point where like, you know, a 30 minute show had 4 minutes of ads, then it had 6 minutes of ads, then it had 8 minutes of ads, then it had 13 minutes of ads, and you're like, this is a 15 minute show, like, um, what are you doing to this?

Rich: And I think that people are pretty savvy to that and I think that the streamers are savvy to that as well. What I think you're talking about is exactly what happened with Hulu in the early days. Yeah. Nobody was advertising for it. It was just saturated. And so it was the same two ads over and over. Or it was just like you watch a certain show that nobody's buying.

Rich: Um, I wish I could remember the name of it, but there was one that's still like, it's like, nobody's buying it. So it's just all ABC promos, like all the way through it. Cause they owned that show and, and what, um, which is fine. You can discover new content. But I think that's been the problem that there weren't enough advertisers for a long time And yeah, you just got nailed with the same ad and you're like like your bag emailing you three times It's like if they'd email you 300 times in a week.

Rich: Yeah, just like I get it. I understand Um, but that could be an opportunity as well, like go where, uh, other advertisers aren't as long as your audience is there.

Catelin: Um, well, and I think too, it speaks to, cause like my frustration, especially as I've gotten deeper into like understanding more full, robust strategy is like, you can't continue serving.

Catelin: People the same Stuff like you need to iterate or provide like smaller bites along the way like I got I've been doing Like an online health thing and I got served like an email that to me would be like a top of funnel Thing or it was like, oh here are all the benefits of this. I'm like, I've been using your stuff for six months like You You've missed the mark and like, how do you not, how are you not utilizing and capitalizing on the fact that I have been paying you for this service for six months and, and iterating that into your content?

Catelin: Like it's.

Rich: Yeah, they should be trying to cross sell you on something or upsell you. And I think that's the other thing is, like, you can hit people where they're at in the funnel with all kinds of advertising, including connected TV. Yeah. All right. So, um, I think that kind of does it. The only thing we didn't mention, and I had it in the notes.

Rich: that I added, but sometimes people call this OTT. So over the top television, um, because it it's, you're going, it's, you're going over the top of the networks, um, and, uh, going straight to the consumer through the internet. Now you're starting to. Get into, um, the networks are in there now, like, and working on that, but sometimes it's called OTT, but more, more often than not, I'm seeing it called CTV or connected TV.

Rich: So there's that. So I think we've, uh,

Catelin: About like, what is OTT, but you, I have no, I have no further questions.

Rich: Yeah. And I had to look and I was like, I knew it was over the top, and I'm like, where did that even come from? Like over the top, like it just doesn't make sense to me. But that's the idea is that you're going over the networks or around the networks.

Rich: You know, should have been called around the side or I don't know. That's, um, different. It is. Um, but yeah. So connected TV, some pros, some cons, uh, you can be hired, highly targeted. Uh, you can, uh, Uh, it can be more cost effective. Uh, some of the cons, you still have to produce content. It still has to be great content if it's going to go out there.

Rich: Um, and you've still got to, uh, make sure you can hit the right audience and not kill that audience.

Catelin: Yeah. Yeah. A hundred percent. Well, uh, thank you for listening. If you have listened, Rich, thank you for the education. We would love to hear what you think of this episode or any of the others that we have churned out over the last year and a half.

Catelin: Uh, if you would, you could visit us at ctapodcast. live. And send us an email or you can leave us a voice message on our hotline as we've discussed previously, 4 0 2 7 1 8 9 9 7 1. Uh, we will likely put your voice in a future episode, so if you, uh, like me, enjoy hearing the sound of your own. Give us a call at 402 718 9971.

Rich: Yeah, and if you're an introvert like me, there's no risk that anybody's going to answer that phone. It just goes into a voicemail and those voicemails get

Catelin: routed to you. Yeah, it's just a black hole of leave a voicemail and then we'll check it. You don't

Rich: have to get routed to me right now. I need to change it so they get routed to Zach, so he can just monitor that and delete all the spam that comes in there and actually see if we get anything.

Rich: Um, and uh, So yeah, so we'll be back again in two weeks, um, with a new episode. This one is going to be a grasshopper. Um, this will be a fun one. We can talk about grasshopper pie as well. It's sort of a riff off the drink and contains booze.

Catelin: One of, one of the few Spanish vocabulary words that I remember consistently is the word for grasshopper and it is chapulín.

Catelin: And I will leave you with that

Rich: one. Uh, the topic of that one is going to be mastering consistency, brand versus social media identity. Oof. The verses in there seems a little weird to me because I feel like they shouldn't fight with each other, but we will find out more about that in a couple of weeks, so thanks for joining us and we will see you then.