{"id":84084,"date":"2023-09-01T10:50:00","date_gmt":"2023-09-01T07:50:00","guid":{"rendered":"https:\/\/digital-marketing.bg\/?p=84084"},"modified":"2023-09-01T10:52:49","modified_gmt":"2023-09-01T07:52:49","slug":"digital-advertising-on-television","status":"publish","type":"post","link":"https:\/\/digital-marketing.bg\/en\/digital-advertising-on-television\/","title":{"rendered":"Digital advertising on television"},"content":{"rendered":"

[vc_row][vc_column][vc_single_image media=”84085″ media_width_percent=”100″ uncode_shortcode_id=”109955″][vc_column_text uncode_shortcode_id=”121998″]<\/p>\n

Connected TV advertising – digital advertising in television<\/h1>\n

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The television advertising market in Bulgaria is still concentrated in the direct purchase of advertising in the so-called linear television channels that are broadcast over the air or on cable. In the developed markets of Western Europe, the US and Asia, this is only a small part of the options that advertisers have when it comes to TV advertising. The global trend is for the television content to be increasingly purchased programmatically and through new technologies. This and the reason why in this article we will talk about some of the possibilities that exist on the market.<\/p>\n

For 2021, the gross volume of the TV market in Bulgaria will exceed BGN 2 billion, according to GARB data. For comparison, digital advertising, despite its rise in recent years, attracts almost BGN 143 million for 2020, according to a study by IAB Bulgaria. Expectations are for 2021 that the market will mark between 15 and 20% growth.<\/p>\n

In 2021, we at Digital Marketing Group Ltd. implemented our first fully CTV advertising campaigns. As one of the pioneers in Bulgaria, who offer the broadcasting of programmatic advertising on TV, we decided to introduce you to the existing technologies and the possibilities they provide, as well as to share our impressions. This will help you be more efficient when planning your campaigns.<\/p>\n

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CTV, OTP, VoD \u2013 TV content technologies<\/h2>\n

There are several terms that describe the different technologies that allow content to be accessed on a TV set:<\/p>\n

CTV<\/h3>\n

Connected TV is a device that allows the broadcasting of video streaming. This is done by connecting to a platform or by implementing one in the device itself. More popular CTV devices are Apple TV, Xbox, Playstation.<\/p>\n

OTTP<\/h3>\n

Over-the-top is a technology that allows television or video content to be broadcast over the Internet. Broadcasting can be done on different devices: TVs, tablets, phones, etc. The technology is an alternative to standard cable or broadcast television.<\/p>\n

VOD<\/h3>\n

The video content in this technology is broadcast through the so-called VoD \u2013 video on demand. Well-known technologies that provide similar solutions are Netflix, Amazon Prime, YouTube.<\/p>\n

Linear TV<\/h3>\n

This is standard TV \u2013 broadcasting content according to pre-set programming schemes that you cannot control. It is still the most serious market where the competition is the greatest.<\/p>\n

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Why choose CTV and OTTP in your mix?<\/h2>\n

The short answer is \u2013 to have better control over the audience you would like to show your ad to. With programmatic advertising, you can actually target more precisely than with traditional TV advertising.<\/p>\n

You also have the option of cross-device targeting, which allows you to achieve a more significant effect of your advertisement. On one hand, the user can be exposed online, at the same time in a TV environment.<\/p>\n

Broadcasting on a large screen \u2013 it is clear to everyone that the larger the advertising area, the more impactful the advertisement. This is also among the leading reasons why more and more advertisers, even with limited options, choose CTV advertising to build a better media mix.<\/p>\n

You broadcast advertising in a brand safe environment. This means you’ll appear among quality advertisers on curated channels that meet your brand’s requirements.<\/p>\n

Better reporting \u2013 with the use of CTV solutions, you will be able to have better reporting of your campaigns and in real time (something that is difficult for most TV advertisers to achieve).<\/p>\n

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The CTV campaigns we have implemented report high levels of visibility and definitely better recall among a quality, active-age audience, often speaking foreign languages. As disadvantages, we can consider the still smaller scope compared to other channels in the markets, commented Natalia Kirilova, executive director of Digital Marketing Group.<\/em><\/p><\/blockquote>\n

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What is the scope of CTV in Bulgaria?<\/h2>\n

There are no categorical data. That’s the bad news.<\/p>\n

The good thing is that this market is growing. Excluding YouTube, which is currently the most serious CTV channel in Bulgaria, the remaining market numbers over 100,000 households. What is known about them is that they are predominantly Sofia residents and of several of the big cities, aged 25-45, with a higher education, and a command of foreign languages.<\/p>\n

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What channels could your ad appear on?<\/h2>\n

The Bulgarian market is still severely limited by CTV content and advertising opportunities. However, the rates of development are good enough and give grounds for optimism.<\/p>\n

At DMG, we can provide you with exclusive access to select CTV platforms such as Rakuten, Samsung TV, Roku, Bloomberg, Xumo, Plex, Pluto TV, and more.<\/p>\n

If you wish to expand the scope of the CTV audience, we can combine with your campaign the purchase of digital advertising in the TV environment on YouTube and some of the leading Bulgarian sites.<\/p>\n

 <\/p>\n

How to buy CTV?<\/h2>\n

Buying CTV advertising is still not so easy, at least in Bulgaria and in a large part of the world. You need either an account on a platform that has access to CTV content or a partner that has one. In the standard case, we are talking about software platforms that are close in logic to what we know as digital advertising. Even some of the larger traditional programmatic platforms now offer separate sections where TV content can be shopped.<\/p>\n

In this case, at Digital Marketing Group we have direct contacts with the leading providers of CTV and OTTV content in Europe and America, which cover a large part of the people in Bulgaria who watch CTV. This allows us to position our clients in a premium environment that a limited number of advertisers have access to.<\/p>\n

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What are the prices?<\/h2>\n

CTV advertising rates are comparable to premium digital or television advertising. You can buy on both CPM and rating points basis depending on your needs.<\/p>\n

The minimum threshold for access is practically a few hundred BGN, which makes this type of advertising accessible to brands with more limited budgets.<\/p>\n

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What are the key metrics?<\/h2>\n

Similar to the digital environment, you can receive a wide range of data, the most commonly used being:<\/p>\n

Reach<\/strong> \u2013 the number of unique users reached by your ad;<\/p>\n

Viewability<\/strong> \u2013 an indicator of whether your ad could be seen;<\/p>\n

CPM<\/strong> \u2013 cost per 1,000 impressions (a standard metric in digital advertising);<\/p>\n

CCV<\/strong> \u2013 the ratio between the ads seen and the price paid;<\/p>\n

Completion rate<\/strong> – an indicator of % of users who viewed your ad in full;<\/p>\n

Audible rate<\/strong> \u2013 % of people where your ad was with audio turned on;<\/p>\n

 <\/p>\n

What if you want to test CTV ads for your marketing?<\/h2>\n

If you want to diversify your campaigns with CTV and OTTP ads, you can contact us on 0700 50 220 and we will tell you more about the possibilities we provide.<\/p>\n

Among the clients who trusted us are Paysera, Bostik, Rockwool, Stihl, Diana Tire Centers and others.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_single_image media=”84085″ media_width_percent=”100″ uncode_shortcode_id=”109955″][vc_column_text uncode_shortcode_id=”121998″] Connected TV advertising – digital advertising in television   The television advertising market in Bulgaria […]<\/p>\n","protected":false},"author":13,"featured_media":84085,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"rs_blank_template":"","rs_page_bg_color":"","slide_template_v7":"","_monsterinsights_skip_tracking":false,"_mwseo_primary_category":0,"footnotes":"","_kiss_seo_title":"","_kiss_seo_excerpt":""},"categories":[365],"tags":[],"class_list":["post-84084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/posts\/84084","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/comments?post=84084"}],"version-history":[{"count":0,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/posts\/84084\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/media\/84085"}],"wp:attachment":[{"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/media?parent=84084"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/categories?post=84084"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/tags?post=84084"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}