The CTV Advantage: Why Brands Must Invest in Connected TV-Specific Assets

As a Brand Leader, you know the frustration. Your KOL campaigns are driving massive engagement on social media, but that winning creative is trapped on a 6-inch screen. When it's time to move those proven assets to the high-attention, premium environment of Connected TV (CTV), you face a broken bridge.

Direct porting leaves you with ugly black bars, low resolution, and a cheapened brand experience on a 65-inch screen. To truly unlock the potential of the living room, brands must invest in building CTV-specific, landscape assets. Here is why making the leap to the big screen is essential for your next campaign.

Captivating a Focused Audience

Social media is built for fast scrolling, but CTV moves content from the "scroll" of mobile to the lean-back, focused environment of the living room. This shift in consumer behavior yields massive dividends for brand awareness:

• Completion rates on CTV are 2x+ higher than social videos.
• This ensures your KOL is 'heard'.
• Landscape format can provide a more cinematic experience, making it ideal for storytelling and showcasing products.

Building Unprecedented Brand Trust

Running ads on traditional television has always carried a certain prestige, and CTV continues that legacy while pairing it with modern influencer marketing.

• It combines the high-level authority of the big screen with the personal authenticity of a creator.
• This combination drives a 46% higher trust rating on CTV compared to the 19% average trust score for social media ads.

Reaching a Premium Consumer Base

If your brand is targeting users with purchasing power, CTV is exactly where you need to be.

• CTV consumers on average have a higher disposable income.
• For example, 58% of Malaysian CTV viewers belong to high-income households, significantly outperforming the Southeast Asian regional average of 47%.

Curing the "Vertical Blindspot"

Brands are investing heavily in influencer and social video content, but vertical KOL assets run only on vertical platforms like Tiktok, YT Shorts or Reels. Because their exposure on CTV is very limited, your KOL assets are hardly ever seen on CTV.

Furthermore, many Connected TV and online platforms, such as YouTube, still require videos to be in landscape format. Converting vertical videos to landscape format ensures a uniform look and feel.

Overcoming the Roadblocks to CTV Creative

If building CTV-specific assets is so beneficial, why aren't more brands doing it? The traditional methods of adapting vertical video for landscape CTV are riddled with challenges:

• Time Consuming: Working with creative vendors/in-house design teams could result in lengthy turn around times, up to 1-2 weeks.
• Expensive: Most creative vendors charge $100 to $1000 per creative adaptation, limiting the number of creatives & taking money away from working media.
• Compliance Issues: Connected TV advertising has IAB standards. Complying with these gives you the best chance of improved performance.

The Aspectly.ai Solution: Social to CTV in Minutes

We're fixing this broken bridge with Aspectly.ai. Aspectly.ai is a self-serve creative tool that instantly transforms KOL and vertical videos into premium, IAB-compliant landscape formats suitable for Connected TV (CTV).

Our market-first design format engine offers intelligent creative optimization, swiftly transforming your 9:16 vertical assets into the premium landscape experience that CTV audiences expect. Instead of waiting weeks and draining your budget, Aspectly.ai allows you to complete the process in approx 10 mins. Going far beyond simple cropping, our creative engine ensures full compliance with IAB standards-protecting your brand's premium look while making your existing creative budget work twice as hard.

Join the Alpha Program

The Alpha Program kicks off in April. We are looking for 5 forward-thinking brands to join our closed Alpha and lead the move to the big screen. By joining, you can expect:

• Free credits will be given.
• This will help you build up to 10 video creatives using the tool.
• We will provide you support while you build out the assets.

Would you be open to grabbing one of the spots to see how your social assets perform on the big screen? Let me know if you would like me to help you draft an email to your network or write a social media post to promote these Alpha spots!