1. Connected TV advertising with omnichannel programmatic marketing Exploring the Potential of CTV for Ecommerce Brands There has been a dramatic shift in the way consumers shop in recent years, with an increasing number of individuals opting to internet shopping for ease and accessibility. As a result, the world of ecommerce advertising has become more competitive, with firms competing for the attention of customers in a congested online marketplace. One powerful tool that has emerged in the world of ecommerce advertising is CTV, or Connected TV. CTV usage has increased quickly in recent years, primarily due to the rise of smart Televisions and streaming devices like Amazon Fire TV and Roku. According to eMarketer, the number of CTV users in the US is predicted to increase from 182.6 million in 2020 to 213.7 million by 2023.

3. With the rise in CTV usage, e-commerce advertisers are beginning to see the channel's potential. Advertisers have taken notice of the shift in consumer behavior, and are increasingly turning to CTV to reach their target demographic. CTV advertising has the benefit of allowing advertisers to reach out to customers in a more focused manner. Advertisers may display ads to individual homes by leveraging data such as location, demographic information, and watching patterns, rather than depending on traditional broadcast advertising, which is more of a mass-market strategy. • It enables brands to provide a more engaging and immersive advertising experience. Advertisers may use CTV to produce more visually appealing and engaging advertising by taking advantage of the larger screen size and higher-quality video. For example, an ecommerce firm may design a shoppable ad that lets viewers buy things right from their TV screen, while a travel brand could utilize CTV to highlight destination videos and entice viewers to plan their next vacation.

5. Several e-commerce brands have already started to experiment with CTV advertising and have seen positive results. Walmart, the retail giant, used CTV advertising to drive sales for its online grocery service. It targeted viewers who were watching cooking shows and used interactive ads to showcase its grocery delivery service. The campaign resulted in a 41% increase in ad recall and a 10% increase in brand favorability. Wayfair, home goods retailer, which used CTV ads to drive traffic to its website during the holiday season and saw a 5X increase in return on ad spend. • According to a recent survey by IAB, 64% of US adults who use CTV devices have made a purchase after seeing an ad on CTV. Additionally, 47% of CTV users said they are more likely to remember an ad on CTV compared to traditional TV. These statistics demonstrate the potential of CTV as a powerful advertising channel for e-commerce brands. • In conclusion, CTV offers an untapped possibility for e-commerce advertising. As CTV usage continues to grow, e-commerce brands can leverage this channel to reach highly targeted audiences and drive sales. The success stories of firms such as Wayfair and Walmart highlight the potential of CTV advertising, and statistics reveal that CTV viewers are extremely receptive to advertisements. E-commerce advertisers should start experimenting with CTV advertising to stay ahead of the curve and take advantage of this growing channel.