Why CTV will Elevate Your Brand, and How You Can Capitalize on it with FRAMEN

The way people connect with media is changing, and connected TV (CTV) is leading that transformation. As consumers shift from traditional TV to streaming on internet-connected devices, CTV has emerged as a powerful platform for advertisers, offering heightened flexibility, targeting, and reach. At FRAMEN, we’re taking CTV to a new level, extending its benefits into semi-public venues such as gyms, coworking spaces, and hotels, providing brands with the opportunity to engage with audiences in meaningful ways.

What is CTV?

CTV refers to TV content streamed through internet-connected devices such as smart TVs. Unlike traditional TV, where ads are purchased in advance, CTV enables real-time, programmatic ad placements. This personalized approach helps drive better results for campaigns by delivering more relevant, impactful ads.

FRAMEN’s Unique Approach to CTV

At FRAMEN, we bring CTV into semi-public spaces like gyms and coworking venues. Unlike traditional CTV, which targets households, our screens are placed in high-traffic areas, offering brands greater exposure and engagement. Our screens showcase both content and ads, providing an immersive dual-purpose platform that enhances audience experience while maximizing brand visibility. Whether it’s an energy drink targeting gym-goers or tech companies speaking to professionals in coworking spaces, FRAMEN allows brands to deliver contextually relevant content that resonates.

How CTV Differs from DOOH – and Where They Overlap

While both CTV and digital out-of-home (DOOH) advertising focus on delivering engaging, visual content, they differ in scope and targeting:

• DOOH: DOOH allows for geo-targeting specific venues like gyms or retail locations so brands can easily reach their ideal audience. These ads are typically silent, emphasizing visual impact. DOOH screens aso use portrait format in addition to landscape, which differentiates it from the landscape format of CTV.

• CTV: Broader in scale, CTV campaigns are often regional or national and ads are frequently displayed in private environments like homes. 

FRAMEN bridges these two formats by placing CTV screens in semi-public spaces, creating a hybrid model that combines DOOH’s precision with CTV. This unique combination allows brands to engage viewers with contextual, targeted content that enhances their experience in these locations. 

Key Benefits of CTV with FRAMEN

FRAMEN’s CTV approach provides significant advantages for brands:

• Programmatic Precision: FRAMEN enables brands to compete for ad spots in real-time, allowing them to define targeting criteria such as audience interests and location. This dynamic approach means advertisers can tailor their campaigns to specific moments in a viewer’s experience, whether they are watching content at a gym, hotel, or coworking space.

• Immersive and Contextual Content Delivery: FRAMEN’s digital screens provide a unique dual-purpose platform for both entertainment and advertising, allowing brands to engage audiences in environments where they are most likely to interact. Our landscape-format screens mimic the experience of watching TV at home, yet are placed in semi-public venues like gyms and coworking spaces, where viewers are primed for engagement. Through our Creator Program, content creators can also showcase their work, blending entertainment and advertising to create an engaging atmosphere. Additionally, FRAMEN’s content and contextual targeting ensures that ads are tailored to the specific environment and audience, whether it's promoting sports drinks in a gym or tech solutions in a coworking space, making campaigns more relevant and impactful.

• Avoiding Disruptive Ad Experiences: FRAMEN’s advertising solutions offer a balanced approach, helping brands create awareness without disrupting the viewer’s experience. While precise targeting is possible with platforms like CTV, poorly timed or intrusive ads, such as those interrupting key moments of a show, can create negative associations with a brand. FRAMEN’s ads, however, are seamlessly integrated into the environment, delivering campaigns in a way that engages the audience without disrupting their experience or damaging brand perception.

• Ad Safety and Impressions: At FRAMEN, we ensure ads are shown only when venues are open and populated, maximizing the likelihood of your ad being seen by your target audience. Our ad safety measures guarantee that campaigns run when the audience is present, making every impression count.

Campaign Flexibility with FRAMEN

FRAMEN offers flexibility to run both DOOH and CTV campaigns. DOOH campaigns are perfect for precise, localized targeting, while CTV campaigns provide broader and complementary reach to the traditional channels. FRAMEN’s hybrid platform ensures brands can optimize their reach, no matter the setting or audience.

The Future of CTV with FRAMEN

As CTV grows in Europe and beyond, FRAMEN is pioneering its application in semi-public spaces. By blending the precision of DOOH with the engagement of CTV, FRAMEN helps brands connect with audiences in new and impactful ways. For brands looking to stay ahead, FRAMEN offers the ideal solution, combining the power of CTV with the precision of location-based targeting.