REVOLUTIONIZING RURAL MARKETING: WHY CONNECTED TV TAKES THE LEAD
In rural America, traditional media methods have long been the go-to for marketers. But with the adoption of Connected TV (CTV), which includes streaming services and internet-enabled televisions, a new era of advertising is already upon us. And compared to conventional media channels, CTV has emerged as a more efficient marketing strategy for rural areas.
StackAdapt, an industry-leading programmatic display and CTV ad-serving platform, forecasts there are more than 900 million available impressions alone for digital television placements in Kentucky (even when excluding larger cities like Lexington, Louisville, Frankfort, and Bowling Green). On top of that, CTV is outpacing every other ad format that’s tracked by eMarketer and is poised to grow globally by 13.2% in 2023. Given CTV’s skyrocketing popularity, here are seven ways it has become a game changer.
1.TARGETED ADVERTISING
A primary advantage of CTV is its ability to deliver highly targeted ads. Unlike traditional media methods that blanket entire regions, CTV allows marketers to pinpoint specific rural audiences based on demographics, interests, and viewing habits. This precise targeting ensures that marketing messages reach the right people, which maximizes ad campaign efficiency.
2. COST-EFFECTIVENESS
Marketing in rural areas can be costly, especially when using traditional media methods such as print or radio. CTV eliminates the need for the distribution of physical media. By leveraging CTV's digital infrastructure, marketers can reach rural audiences at a fraction of the cost, thereby optimizing their budgets.
3. BROAD REACH AND ACCESSIBILITY
Of all U.S. households, 92% are reachable and 71% have at least one connected smart TV. These numbers show the potential for CTV since it breaks down geographical barriers and brings high-quality content directly into rural homes. As internet connectivity expands in rural areas, the accessibility of CTV also increases. This means that marketers can reach a broader rural audience than ever before, rising above the limitations of traditional media methods that often struggle to penetrate remote regions.
4. INTERACTIVITY AND ENGAGEMENT
CTV provides an interactive experience that traditional media methods simply can’t match. With CTV, marketers can incorporate clickable ads and personalized content to engage viewers directly. This interactivity enhances the user experience, increases brand engagement, and allows for immediate call-to-action responses, empowering rural consumers to actively participate in marketing campaigns.
5. DATA-DRIVEN INSIGHTS
Another key advantage of CTV for rural marketing lies in the wealth of data it generates. Marketers can access detailed analytics on audience behavior, ad performance, and engagement metrics. These insights enable data-driven decision making, allowing marketers to refine their strategies, optimize ad placements, and tailor their approach to resonate with the unique preferences and needs of rural customers. It also allows for the opportunity to A/B test different creative to understand how varying messages perform.
6. FLEXIBILITY AND AGILITY
With traditional media methods, ad placements and content revisions can be time-consuming and inflexible. In contrast, CTV allows for real-time adjustments, enabling marketers to respond swiftly to changing circumstances and adjust campaigns for better results. This agility is especially crucial with rural marketing for two reasons: (1) a much narrower audience is being reached and (2) market dynamics and consumer behavior may differ significantly compared to urban areas.
7. CROSS-DEVICE AND FOLLOW-UP MESSAGING
As with any digital media tactic, CTV provides the opportunity for follow-up messaging and impression frequency through retargeting and cross-device placement. By utilizing additional strategies, like implementing impression trackers on your CTV spot, marketers can create a targeted pool of people who have been exposed to their advertisements. This audience can then be retargeted with additional messaging through different ad units (such as a display or native ad), which can show up in expanded placements across the web or on their various mobile devices.
As digital marketing grows to reach every corner of the U.S., CTV has emerged as a groundbreaking tool for marketers due to its targeted advertising capabilities, cost-effectiveness, broad reach, interactivity, data-driven insights, and flexibility. By embracing CTV, marketers can cut through geographical barriers and unlock the untapped potential of rural America.
Vimarc has experience writing, producing, and editing CTV spots as well as managing programmatic media to deliver optimal ad coverage to a variety of audiences. So if you want to learn more about CTV or need help creating a campaign, reach out! We’re always ready to listen.
