The performance marketer’s guide to Father’s DayRead it Now
How Connected TV Advertising Works
Connected TV advertising, or CTV advertising, allows brands to reach their audience on smart TVs and OTT devices. SteelHouse Performance TV gives brands the power to target their audience with Connected TV ads during premium, ad-supported shows provided by top-tier networks.
How Does Connected TV Advertising Work?
With SteelHouse, you can launch your own Connected TV advertising campaigns from a single platform.
Upload Your Creative
Drag and drop, or link your Dropbox or Google Drive to upload your ad.
Select Your Audience
Build your audience with first party data or segments powered by the Oracle Data Cloud.
Extend Your Campaign
Reach your Connected TV audience through display ads on any device.
05/14/21
06/13/21
Set Your Budget & Launch
Just enter your goal, budget, and start date — no bid required.Because our platform runs your campaign with Dynamic Spend Optimization, it removes the need to enter a bid. Instead it automatically finds the optimal bid per channel to ensure you reach your goal. Simply enter your monthly budget, goal, and launch date — our technology does the rest.
See the Results
Track your performance any time with insight into site visitors, page visits, creative performance and more.
Learn MoreWhere Are Connected TV Ads Shown?
Networks
Some of our networks and apps accessed through Smart TV’s or OTT devices.
Devices
Connected TV streams across devices you find everywhere.
How Are Connected TV Audiences Targeted?
With SteelHouse you can retarget site visitors, or launch prospecting campaigns that reach brand new audiences with ads on Connected TV.
First-Party
Leverage your home page visitors, display or video clicks, and form completions.
Frequency Caps
Improve user experience by not serving the same ad to the same person over and over.
Third-Party
Take advantage of personas, age and gender, income, household, and intent information.
IP Targeting
Target audiences on television with the accuracy of a digital campaign.
Connected TV Advertising vs OTT Advertising
What’s the difference? There isn’t one — they are just different names for the same thing. Whether you’re looking for a Connected TV advertising platform to launch CTV ads, or an OTT advertising platform to access OTT inventory, SteelHouse has got you covered.
Is Connected TV Considered Addressable TV Advertising?
Addressable TV generally refers to the ability to show different ads to different viewers during a broadcast on traditional TV. Connected TV advertising leverages detailed targeting capabilities to allow advertisers to serve different ads to viewers streaming the same show on Connected TV. They’re similar, but advertising on Connected TV is more effective.
Addressable TV
Relies on Broadcast
Skippable Ads
Limited Targeting
Incomplete Analytics
VS
Connected TV
Served While Streaming
Non-Skippable
Precision Targeting
In-Depth Analytics
The Go-To Experts on Connected TV
The business press turns to SteelHouse to make sense of the biggest breaking Connected TV news.
The Latest Connected TV News
Performance Marketing Pain Points Have Nothing on CTV
May 12, 2021
We’ve dug through over a $1 Billion worth of Connected TV transactions and have quite the story...
It’s Prime Time, Baby
May 12, 2021
When NBCUniversal announced the release of their new Spotlight ad unit for Peacock, it had us question...
Hot Off the Press
May 11, 2021
Wait, where did the month go? Real talk, our editorial calendar is quite simply bursting at the seams...
Get the latest CTV news, straight to your inbox.
Subscribe to the report Apple, Amazon, NBC and more use to get their CTV news.
Want to Learn More About Connected TV Advertising?
Let’s discuss how easy it is to get started.
Frequently Asked Questions
Advertising with SteelHouse Performance TV allows brands and agencies to reach their ideal audience with CTV advertising content streamed over smart TVs and over-the-top (OTT) devices. Performance TV ads are shown during premium, ad-supported shows provided by well-known networks. You can also reach viewers of your CTV ads when they’re on their computers and mobile devices using SteelHouse Audience Extension. Request a demo to learn more about advertising using SteelHouse Performance TV.
Unlike traditional TV advertising, advertising with SteelHouse Performance TV is a true performance marketing channel for the following reasons:
- You can target your ideal audience using audience segments from the Oracle Data Cloud, as well as retarget site visitors on premium networks and devices to advertise on CTV.
- You can track your TV ad performance on both the SteelHouse platform and Google Analytics – a feature exclusive to Performance TV. Metrics include impressions, visit rate, revenue, ROAS, and many more. There’s no more guesswork when it comes to TV ad attribution, because SteelHouse Performance TV acts like any other digital performance channel. You can treat it exactly like you would paid search, social, or display. This is what makes your ads on CTV act as a true performance marketing channel.
Request a demo today to learn more about SteelHouse Performance TV.
SteelHouse offers Connected TV inventory on thousands of high-quality, brand-safe Connected TV networks and apps. Advertise to your hand-selected audience on networks such as the Food Network, CNN, ESPN and much much more. SteelHouse Performance TV ads are streamed on devices such as smart TVs, Apple TV, Fire TV Stick, Roku, Chromecast, mobile devices, and Android TV. Request a demo today to learn more about SteelHouse Performance TV.
With SteelHouse, you can quickly launch your own SteelHouse Performance TV advertising campaigns from a single platform. You can upload your creative, select your audience, set your budget & goal, run your campaign and see the results, all from the SteelHouse platform. Request a demo today to start advertising on CTV.
Good question, there are several differences between SteelHouse Performance TV and paid search advertising. Let us break it down for you.
Targeting
SteelHouse Performance TV advertising works by allowing you to select your target audience with either 1st or 3rd party audience data while paid search primarily works by selecting keywords that your target audience may be searching for on search engines. Because it may be difficult to select the right keywords that may convert, selecting an audience using buyer intent signals and previous behavior patterns using SteelHouse Performance TV advertising may help compliment your media mix.
Cost
Traditionally, paid search visit costs are calculated using a cost per click metric, while a visit from a viewer who saw your SteelHouse Performance TV ad then visits your website is called a “site visit.” Terminology aside, these two metrics are most comparable to each other and SteelHouse Performance TV has been able to deliver a cost per site visit comparable to that of non-branded paid search, roughly within the range of $2 – $12.
Media and Delivery
Paid search is typically displayed as a plain text ad to users who searched using a search term that you are bidding on. The text ad is then served on search engine results above and below other paid and organic listings.
On the other hand, SteelHouse Performance TV advertising brings your messaging to life through the use of your own video creatives. Your TV commercial is unskippable and streamed on premium networks and devices while users are engaged in viewing their favorite shows and movies.
Reporting
With SteelHouse Performance TV, you are able to report on your advertising similar to paid search reporting. You can see metrics such as impressions, site visit rate, cost, revenue, and ROAS on the network and audience level. All of this data is available in both Google Analytics and on the SteelHouse Advertising Suite. The ability to track the effect and performance of TV commercials is now available with SteelHouse Performance TV.
Request a demo today to learn about your new performance marketing channel, SteelHouse Performance TV.
Yes, you can. This is one of the major benefits of advertising with SteelHouse Performance TV, ease of use and portability of your existing creatives. Request a demo today to learn more about launching SteelHouse Performance TV campaigns.
There are two terms that refer to the same thing: OTT and Connected TV. OTT is an older term and stands for Over The Top, meaning content doesn’t require a cable subscription, but rather goes “over the top” of a cable box and streams directly. Connected TV acts the same, thus they are different terms for the same thing. Learn more about our OTT advertising here.
Yes, SteelHouse has curated the most frequently asked questions regarding Connected TV advertising technology. Get the CTV Terminology Cheat Sheet here.