SteelHouse introduces Connected TV advertising

Advertisers can now easily reach rapidly growing CTV audiences from same platform as digital retargeting, branding, and prospecting campaigns

LOS ANGELES — SteelHouse is expanding its advertising capabilities to address the rapidly growing Connected TV (CTV) audience, which is predicted to reach over 195 million U.S. viewers this year, or more than 60% of the U.S.

Connected TV allows viewers to stream from premium content creators including all major TV networks, as well as many cable and digital content creators like Bravo, Twitch, or Crackle. The ad supported programming is viewed through apps for smart TVs, desktop, mobile, or over-the-top (OTT) devices, including Apple TV, Amazon Fire, Chromecast, as well as many gaming consoles. This allows cord cutters and streamers to replace or supplement their traditional cable bundle.

Time spent watching traditional television has been on the decline since 2011 across all age groups, not just teens and millennials (down 45% and 32% respectively). Generation X has seen a 15.8% decline over a five-year period. This decline across all age groups is accelerating, while time with digital video devices is up 460% in that same time period. In fact, 47% of adults 22 to 45 years old are watching absolutely no content on traditional TV platforms, according to a 2017 Ad Age study.

The rise of ad supported Connected TV presents a real opportunity for brands, as it provides the impact of television with all the benefits of a digital medium. It’s more targeted, measurable, and affordable than traditional broadcast or cable because it eliminates the inefficiency of broadcast TV. Plus, CTV ads actually get watched. Rather than bouncing around, viewers who watch TV on OTT platforms complete 98% of the video ads they’re served.

“Advertisers don’t understand the scale of this change or they think we’re talking about the future. We’re not. It’s already here and every month more than 400,000 people disconnect their cable in favor of Connected TV—that’s an audience the same size as the population of Miami being added every month,” said Mark Douglas, president and CEO of SteelHouse. “And with this addition to the SteelHouse offering, it’s never been easier for brands to execute and measure their omnichannel advertising, which can now include television.”