Tyroo TV

Breaking Barriers: The Game-Changing Potential of Connected TV Advertising

In an era where traditional television viewership is declining and consumers are cutting the cord, savvy advertisers are turning their attention to the dynamic realm of Connected TV (CTV) advertising. This digital frontier is not just a buzz but a strategic move for companies looking to captivate audiences where they live–in the immersive world of streaming platforms and smart TVs. Tyroo’s pioneering solutions and tech enable advertisers to tap into the full potential of Connected TV (CTV) advertising, driving impactful engagement in the ever-evolving media sphere. With a keen eye on expanding advertising horizons in APAC, Tyroo seeks to open new doors for growth and opportunity.

What is CTV advertising?

Connected TV (CTV) advertising delivers targeted video content to audiences through internet-connected television devices, such as smart TVs, streaming platforms, and gaming consoles. CTV ads offer precise targeting, interactive features, and advanced analytics, allowing advertisers to reach viewers in a personalized and data-driven manner. As traditional TV viewership declines, CTV advertising provides a strategic shift to engage audiences in the evolving landscape of digital streaming.

1. Precision Targeting for Maximum Impact

Connected TV (CTV) ads drive higher video completion rates, impacting both bottom and top-funnel metrics. With precise targeting and engaging features, they capture viewer attention effectively. Leveraging diverse consumer segments and personalized messaging, CTV ads prompt action, enhancing overall campaign performance. A recent study by eMarketer on global CTV ad performance metrics reveals that the video completion rate demonstrates that viewers actively engage with videos lasting up to 90 seconds, boasting an impressive engagement rate of 91%.

Furthermore, the precision targeting capabilities of CTV advertising are reshaping the landscape of viewer engagement. According to eMarketer, the hyper-targeted approach has resulted in a 15% increase in ad engagement compared to traditional TV.

2. Riding the Cord-Cutting Wave & Increase in Global Audience

As traditional TV subscriptions decline, the cord-cutting trend is accelerating. As per Statista, the number of global CTV users is projected to surpass 1.1 billion by 2024. Advertisers are swiftly reallocating budgets to CTV to meet viewers on their preferred platforms, ensuring that the message resonates with the elusive cord-cutting audience.

This shift is not only about reaching a wider audience but also about staying relevant. A study by Nielsen suggests that 65% of consumers feel more connected to brands that engage with them through CTV compared to traditional advertising channels.

3. Cross-Device Reach Amplified

CTV advertising doesn’t stop at the living room. Advertisers can extend their reach seamlessly across multiple devices, from smart TVs to smartphones and tablets. This cross-device approach ensures a comprehensive brand presence. According to a study by the Interactive Advertising Bureau (IAB), 68% of consumers are inclined to pay more attention to ads that align with their interests.

The cross-device amplification has led to an 18% increase in brand recall, as reported by a recent survey by Adweek. Advertisers leveraging the flexibility of CTV campaigns are creating a consistent and impactful brand experience across various screens.

4. Immersive Ad Experiences

CTV allows for immersive and visually stunning ad experiences. Capitalizing on larger screens, advertisers can craft compelling narratives that resonate with viewers. As per a report by Innovid, CTV now accounts for over half (51%) of global video impression share, an increase of 10.9% compared to 2021.

According to a study conducted by Neuro-Insight, these immersive experiences are not only captivating but also result in a 22% higher emotional response from viewers. Advertisers are not just conveying a message; they are creating memorable brand experiences that linger in the minds of consumers.

5. Success with CTV Campaigns

CTV advertising has demonstrated remarkable effectiveness when compared to traditional TV advertising. According to Digiday, 23% of CTV viewers purchased after encountering an ad, whereas linear TV achieved only a 12% conversion rate. This underscores the superior impact and conversion potential of CTV advertising.

Moreover, the return on investment (ROI) for CTV campaigns is substantial, with a 20% increase in ROI compared to traditional TV, as reported by a study from Ad Age. Advertisers are not just reaching audiences; they achieve tangible results that translate into business success.

6. Personalized Ad Content Delivery

CTV enables advertisers to deliver personalized content based on viewer preferences and behaviours. Leveraging data on viewing habits, advertisers can tailor their messages to specific segments, enhancing relevance and engagement. A report by Adweek indicates a 30% increase in ad effectiveness when content is personalized, showcasing the impact of tailored messaging.


In the ever-evolving landscape of advertising, CTV stands as a beacon of innovation and efficiency. Advertisers embracing CTV are not just following trends; they are strategically positioning themselves to thrive in a digital era, where connectivity, engagement, and precision are paramount. CTV advertising is not just a buzz; it’s a resounding success story in the making. As budgets flow into this transformative space, the marriage of technology and storytelling in CTV promises a future where brands connect with audiences like never before. As the world of advertising evolves, embracing the shift to Connected TV is not just a choice; it’s a strategic imperative for those seeking to make a lasting impact in the hearts and minds of consumers.

Tyroo TV

FAST on the rise in APAC: What advertisers should know

Campaign’s Shawn Lim interviews Serge Matta and Siddharth Puri about the future of CTV. 

FAST (free ad-supported television) platforms offer a mix of scheduled programming and content that can be accessed on-demand. Campaign finds out how FAST is growing in APAC and how advertisers can tap into it.

The popularity of connected TV (CTV) streaming content in Asia continues to grow as consumers are now offered a broader range of content and pricing options than ever before, including free ad-supported television (FAST) content (ads on the likes of YouTube and Netflix prior to paid subscription).

FAST audiences are drawn in by different content, including many international and unique interest genres that often cannot be found elsewhere. In APAC, free-to-air linear TV has always been popular, and research by Magnite shows that viewers prefer ad-funded content when it comes to streaming.  

For example, 80% of streaming TV viewers in India prefer to watch ad-supported content versus subscribing to an ad-free platform for a monthly fee, which spells an opportunity for FAST channels to drive ad inventory scale. Content owners and distributors also possess vast content libraries to create numerous FAST channels, and they have a low entry cost to create other audiences outside of previous distribution channels.

Gavin Buxton, managing director of Asia at Magnite, explains to Campaign that if the content is popular, they can uncover new audiences and scale advertising inventory opportunities.

“Media owners must consider a key factor for monetisation and user retention is creating a great ad experience, which will become essential for ongoing FAST success,” says Buxton.

“We found that too many ads or repetition of the same ads could cause streamers to abandon the stream, as 77% said they would stop watching a stream if there were too many ads. Using audience data to create a relevant ad experience for the user will be necessary.”

What can advertisers do with FAST?

From an advertiser perspective, FAST growth is set to continue because there is a lower entry barrier to advertising on FAST platforms, given that there is no need for high minimum spending compared to linear TV environments.

Programmatic activations help brands find the audiences they want most effectively and efficiently across multiple FAST offerings. This helps address fragmentation across multiple FAST channels and enables more brands to access this premium TV environment.

Alexandra Lowes, vice president of client engagement and growth for Asia Pacific at Finecast, explains to Campaign advanced audience data empowers advertisers to target specific audiences in premium broadcast environments.

Targeting specific audiences ensures advertisers can run highly efficient and effective campaigns, optimising their TV investments more granularly than linear TV. By utilising this advanced audience data, advertisers can guarantee that their messages reach the right people at the right time, increasing campaign success. 

Advertisers can also activate campaigns in precise locations, even to a specific postcode. This means that CTV campaigns can be strategically targeted within fixed retail locations, commuter belts, and major cities. A localised approach allows advertisers to maximise the relevance of their ads and effectively reach their desired audience in specific geographic regions.

“CTV also provides enhanced creative opportunities not typically available on linear TV. Advertisers can adapt and optimise their campaigns faster than linear TV through dynamic creative optimisation,” says Lowes.

“This agility enables advertisers to respond quickly to market dynamics and consumer preferences. By embracing these creative possibilities, advertisers can create more engaging and impactful campaigns that resonate with their target audience.”

However, like any emerging channel, challenges exist in FAST, Serge Matta, head of commercial at LG Ad Solutions, tells Campaign. These challenges include fragmentation in consumer viewing behaviour, and the numerous partners many advertisers need to work with to benefit from CTV opportunities like measurement.

Advertisers are explicitly looking for a measurement solution that is unified and endorsed and can be used across the industry. Countries like Australia have made progress in this area with the introduction of Voz, but other regional markets are still finding it challenging.

Lowes points out that the increasing number of FAST solutions in the market can overwhelm advertisers. There are multiple opportunities to consider and a mix of terminology to navigate, including advertising-video-on-demand (AVOD), over-the-top (OTT), FAST and CTV.

Lowes says the industry needs to adopt a universal language that simplifies understanding and promotes growth in the category. “Constant TV transformation also creates new questions for media strategists.  As CTV is a shared screen device, there are often questions regarding where this opportunity is best planned.” 

Given its co-viewing nature, often cast to a living room, TV doesn’t perfectly map to individual digital devices or people-based planning principles. This has led to household planning approaches and broader, location-based planning similar to TV, but at a much more granular level to achieve addressability at scale in companion with TV plans.

All parties, including Samba TV, interviewed for this piece, agree that it is essential for advertisers to work with third-party measurement partners for detailed insights and independent validation. 

“Partnerships with neutral, third-party measurement providers can help brands navigate the complexities of the CTV landscape, ensuring they have accurate and actionable insights to support their decisions and optimise for reach and frequency across platforms,” Ashwin Navin, chief executive officer and co-founder of Samba TV tells Campaign.

“While TV advertising offers the potential for reaching diverse audiences at scale, brands should maximise the value of their TV and digital advertising spend with partners who can de-duplicate these platforms and optimise them in real-time.”

With LG Ad Solutions’ guaranteed outcome-based media offerings, advertisers only pay for CTV ads when they meet specified performance goals independently validated using third-party data.

Campaigns can be guaranteed across connected TV ads or through cross-screen targeting on mobile devices and the web.

“The Guaranteed Outcomes program ensures brands that their native and CTV video ads running on LG smart TVs meet campaign goals across a broad range of KPIs – ranging from reach and frequency, demographics, video completion rates (VCR) in which buyers only pay for ads that are viewed to 100 % completion and conversion metrics,” explains Metta.

The quality of ad inventory

Ad inventory quality is table stakes for CTV, regardless of whether it’s AVOD, FAST, OTT, and CTV, as advertisers need to have peace of mind knowing their ads will appear in a safe and regulated environment. LG Ad Solutions recently partnered with adtech firm Tyroo to offer advertisers across APAC targeting capabilities and native ad inventory that delivers more relevant ad experiences for viewers and optimised media investments for advertisers. 

“Our partnership with Tyroo provides them with native screen display and video inventory across many countries in Southeast Asia. These units are 100% viewable and the first thing consumers see when they turn on any LG TV globally,” says Metta.

Siddharth Puri, CEO and founder of Tyroo, explains that television provides a lean-back experience where viewers relax and immerse themselves in the content on their big screens at home.

For example, he explains that when viewers switch on the television, they enter a specific mindset, which is crucial to capture their attention and create a positive mood. Regardless of the channel they choose, whether news, music, or movies, the consumer’s journey begins with that initial switch-on moment.

In terms of consumer experience and return on their investment, advertisers need to understand that viewers are excited about receiving content when they turn on the television. Understanding this behaviour allows advertisers to monetise their attention by offering ad formats that are integrated seamlessly into their personalised consumer experience.

Puri says non-intrusive ad formats that blend naturally with the content are essential, as viewers should be able to scroll, engage, and expand the ad experience within their watching content.

“As we transition from linear to smart TV, we must consider the native experience that users are accustomed to. Platforms like Facebook have shown us the value of native experiences, and this concept can be applied within the television world,” Puri tells Campaign.

“For example, LG has been conscious of this shift and is optimistic about creating a native experience on their Smart TVs. In addition to native feeds, specific apps in New Zealand are owned by LG and offer channel content. These apps follow a similar format to the OTT experience, allowing viewers to skip or interact with ads at the beginning or during the content. Consumers have widely accepted this format, and it aligns with their viewing habits.”

In addition, Puri says advertisers and marketers must consider the unique characteristics of television as a lean-back medium and leverage non-intrusive, native ad formats that enhance the consumer experience. 

“By aligning with viewers’ preferences and creating a seamless integration of ads into their content journey, brands can maximise the impact and effectiveness of their television advertising campaigns,” says Puri.

Interoperability and standardisation

While CTV has become integral to TV planning and buying, the challenges for FAST previously mentioned include fragmentation in consumer viewing behaviour and the numerous partners available to advertisers.

The IAB Tech Lab has created the Advanced TV Commit Group, which will lead the development of technology frameworks, technical standards, and market strategy to make every TV environment addressable. 

The group aims to drive interoperability and standardisation across the entire TV ecosystem with inaugural members like Paramount, NBCUniversal, GroupM, Warner Bros. Discovery and Nielsen.

Lowes says Finecast recognises the importance of working closely with various stakeholders across the TV ecosystem, including broadcasters, content providers, advertisers, distributors, and clients.

She says the industry can collectively shape the standards and best practices needed to create a more seamless and effective CTV advertising ecosystem by fostering collaboration, sharing insights, and leveraging expertise.

“Through these collaborative efforts, we aim to establish a robust framework that benefits all stakeholders and drives the growth and success of CTV advertising. Regarding impact, the advancement of measurement and attribution standards will significantly benefit advertisers. Advertisers can access more accurate and reliable total TV metrics by implementing improved measurement practices,” says Lowes.

“This in turn, will facilitate better analysis and optimisation of campaign performance. With enhanced measurement capabilities, advertisers can allocate their ad spend more effectively, ensuring their campaigns deliver the desired return on investment. The continuous improvement of measurement and attribution standards is crucial for unlocking the full potential of TV advertising and driving long-term success in the industry.”

Buxton points out that Magnite is part of the Open Private Join Standards created for clean rooms by the IAB Tech Lab working group.

“Much of our Magnite Access suite focuses on accessibility, transparency and interoperability with data partners and clean rooms. With Magnite Access, any data can be onboarded and activated in any way necessary,” explains Buxton.

However, it should be noted that clean rooms alone cannot fulfil the demand for data interoperability among CTV advertisers due to publishers’ data protection.

To achieve cross-publisher measurement, programmers must be willing to connect their data with other media companies. The effectiveness of clean rooms relies on making them easier to use and ensuring privacy and safety.

Matta says LG Ad Solutions believes not in walled gardens but gated communities. 

“This approach allows us to provide our opt-in-based data to clients and partners that make sense. We are open to any industry initiative and will continue collaborating with them,” he explains.

Source: Campaign Asia-Pacific

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Tyroo TV

What is CTV advertising & how does it help your business to grow?

Let’s talk about the rise of Connected TV (CTV) and how it’s changing the game for digital advertising. With CTV, businesses can now directly connect with their target audiences in a whole new way. In this blog, we’ll dive into the nitty-gritty of Connected TV advertising, highlight its advantages, and explain how it can supercharge your business. So, let’s explore how advertising on Connected TV can level up your brand visibility and help you reach a wider audience, all while driving some impressive business results!

Let’s Get Started: Unveiling the Potential of Connected TV Advertising

Connected TV advertising is all about delivering ads to devices like smart TVs, streaming media players, and gaming consoles. It’s when those ads pop up while you’re streaming your favourite shows and movies. So, imagine this—while you’re binge-watching your favourite series on your smart TV, you come across ads that promote products or services. That’s Connected TV advertising in action!

Advantages Galore: Why Advertise on Connected TV?

Extend Reach and Engagement:

Picture this: A study by Adweek revealed that when it comes to Connected TV advertising, contextual targeting increases brand recall by a whopping 41%. Unlike traditional TV ads that can be easily skipped, Connected TV ads usually grab your attention because you can’t skip them and in India, about 18 to 22 million consumers consume content on CTV.

That means more engagement and visibility for brands, plus a higher chance of interacting with potential customers.

Measurable Results and Optimization:

According to Adweek’s study, Connected TV advertising generates 25% higher purchase intent compared to traditional linear TV ads. But what sets it apart? Well, CTV advertising comes with robust analytics and measurement capabilities. You can track important metrics like ad impressions, completion rates, click-through rates, and conversions. This data gives businesses the power to assess the effectiveness of their campaigns and make data-driven optimizations for better results. It’s like having a secret weapon in your advertising arsenal!

Frequency and Ad Placement:

Finding the sweet spot for ad frequency is key in Connected TV advertising. You want to reach your target audience without bombarding them with ads. It’s all about striking the right balance to ensure a positive user experience. Plus, where you place your ads matters too! Strategic ad placement during natural breaks or transitions in the content can lead to higher engagement and better recall. It’s like seamlessly blending into the viewer’s experience.

Advertiser-friendly Environment:

Guess what? CTV advertising creates an advertiser-friendly environment by reducing ad clutter and steering clear of those pesky ad-blocking technologies. Only 8% of CTV viewers use ad-blocking software, which means the majority actually see the ads. Unlike online advertising where ad blockers are everywhere, Connected TV ensures your ads reach your viewers. Plus, there are typically fewer ad spots, which means less competition and a higher chance of grabbing viewers’ attention.

Strategies for Success: Nailing Your Connected TV Advertising Game

Compelling Creative Content:

You’ve got to make your ads stand out, my friend! Create visually appealing, professionally produced ads that capture viewers’ attention from the get-go. Engage them with strong storytelling and clear brand messaging. The goal is to leave a lasting impression and make them remember your brand.

Contextual Relevance:

You know what they say—context is key! Align your ads with the content viewers are consuming to boost engagement. Consider the genre, theme, or tone of the streaming content and make sure your ads complement the viewing experience. When there’s a seamless connection between the content and your ads, viewers are more likely to pay attention and resonate with what you have to offer.

Strategic Ad Placement and Frequency:

Time for some strategic moves! Choose the optimal moments within the streaming content to place your ads. You want to hit those natural breaks or transitions that feel just right. It’s all about enhancing the viewer experience and increasing the chances of engagement. And remember, finding the right balance in ad frequency is crucial. You want to reinforce your message without overwhelming your audience. Keep it fresh, not repetitive!

Continuous Testing and Optimization:

Here’s where the fun begins! CTV advertising gives you the opportunity to experiment and optimize your campaigns continuously. Try different ad formats, lengths, creative elements, and targeting parameters. Conduct A/B testing to see which variations yield better results. The more you learn, the better you can fine-tune your campaigns and boost performance.

So, by now, you must have a good grasp of how businesses are leveraging Connected TV advertising to fuel their growth. It’s all about reaching a wider audience, increasing brand visibility, and achieving tangible business outcomes. To make the most of CTV advertising, keep an eye on emerging trends, industry associations like the Connected TV Marketing Association and the Connected TV Ad Alliance, and best practices. At Tyroo, we’re here to help you unlock the full potential of Connected TV advertising and drive sustained success for your business.