Connected TV - advertising in digital television (Smart TV)

Connected TV (CTV) combines television content and the Internet. It enables smart ads and targeting to reach audiences right in their living rooms without the need to purchase television ads.

Smart TV (Connected TV abroad) had a reach of 44%, i.e. 3.8 million of the Czech population aged over 16, in 2022. It is especially popular with people under 55, who most often use it to watch streamed digital content. Besides classic television broadcasting, it is the most watched media and therefore also space for the best reach in terms of promotion. We purchase and manage everything through RTB systems like DV360 or Adform.

Smart TV usage by gender and age

Source: CZSO, 2023

Users are stopping watching television - reach them through Smart TV

This content is most often consumed as VOD (video on demand) - the most well-known include Netflix, Disney+ and the Czech Voyo. At the same time, YouTube video playback via Smart TV is very widespread in the Czech Republic. YouTube users watched 700 million hours of video per day on average on connected televisions in 2022. This is a great way to reach people effectively and cheaply on TV, without having to purchase standard TV advertising.

At a time when young users (most often Generation Z and millennials) are stopping watching TV and instead consuming content on the Internet, on YouTube or through subscription services like Netflix, it is crucial to include Smart TV targeting in the overall mix.

Manage and plan advertising across formats with DV360

Smart TV advertising can now be purchased, for example, through the Display & Video 360 platform from Google, where it can then be combined with other platforms such as RTB videos through the Internet and banner campaigns. This gives the advertiser the chance to manage frequency across formats and devices, and plan the investment effectively.

Demographics

Source: The Media Leader UK, 2024

Connected TV benefits:

  • Precise targeting of ads to your selected target group
  • Connection with data and other campaigns in the digital environment
  • Efficient frequency control across digital channels
  • Real-time measurement and evaluation capability
  • High level of viewer engagement - possibility to add QR codes and buttons

For purchasing we use:

Using these RTB systems, we can access most websites and platforms.

This means you can purchase video and banner advertising and control frequency across YouTube and banners through DV 360. You can also purchase audio or banner advertising on Spotify or even DOOH (Digital Out-Of-Home).

Contact us and we will prepare a tailor-made plan

PORTFOLIO

We’re focused on clients in healthcare, pharmaceuticals,
finance, technology, energy, entertainment and leisure, FMCG and other industries.
Learn more in the case studies below.

REFERENCE

WHY CHOOSE US?
LCG New Media?

We manage marketing in its context
No hourly rates
We innovate and test
Less clients, more care
Full-service agency
We build long-lasting partnerships
We manage marketing in its context
We connect creativity, strategy and data. At all times, you will know what we do, why we do it and with what result. This helps us meet ambitious targets.
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No hourly rates
For each project, the fee and scope of work is agreed. Instead of tracking work time, we focus on delivering.
We innovate and test
We constantly test new advertising formats, tools, software and systems. We will help you to stay on top of innovations entering the market. We do thorough testing and stick with things that work while delivering results.
Less clients, more care
The owners are also top consultants and take an active part in strategic meetings with clients and project managers. We do not cater to hundreds of clients. Instead, we focus on several projects at a time, which enables us to deliver a high-quality service tailored to your needs.
Full-service agency
Our philosophy is to work in context. We connect a number of specializations and have our own strategy, creativity and analytics teams. Throughout our cooperation, our specialists we will be available to you to tackle challenges even outside of marketing.
We build long-lasting partnerships
We build long-lasting partnerships, which we cherish. We are transparent and honest. At all times, you will know what is happening and why. We will actively seek ideas for further development and improvement of your marketing as well as costs cutting measures.

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LCG New Media, s.r.o.
Pernerova 659/31a
186 00 Prague 8 – Karlín
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Tel.: +420 733 738 322
Email: info@lcgnewmedia.cz
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