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Chapter 9: Connected TVs > Where should You Start?
Connected TVs may seem a bit complicated and daunting for marketers at first. While still a relatively bourgeoning and niche market, your target audience is already engaging within it—albeit on a relatively small scale. Those platforms that are already offering advertising opportunities are pricing out their programs at pilot rates as this space continues to bud and eventually blossom. Given this, it is a fertile time to dip your toe into the connected TV waters.
TAKE ACTION: CONNECTED TVs
While we have already laid out a number of ways for your brand to take advantage of the connected TV space, the following are a few points we especially want to underscore:
1. Match the message to the audience. The user base of connected TV devices can vary widely. You must be careful, for example, not to run creative targeted at women on a primarily male-dominated platform. Approach this space with the mind-set that each connected TV solution is a unique opportunity and assess it accordingly.