Featured Story Cutting the Cord: How CTV Advertising Reaches the Unreachable Looking to reach an elusive market segment, increase ROI, and create cost-effective ads? Look no further than Connected TV (CTV) advertising! With precise targeting options, better reach, and cost-effectiveness, CTV ads are a great alternative to traditional linear TV ads. To make your CTV campaign work, focus on setting clear goals, using precise targeting options, creating engaging content, measuring and optimizing your
campaign, and partnering with a programmatic advertising platform. With these tips in mind, you can make your CTV ads stand out and capture the attention of viewers.
Connected TV (CTV) advertising is quickly becoming one of the most popular advertising methods, providing a range of benefits over traditional linear TV advertising. It provides
a direct avenue to an elusive market segment, the streaming service subscriber and cord cutter market, and can be targeted to specific market segments more easily than other advertising channels. In this article, we will discuss how to make CTV advertising work and explore the advantages of CTV advertising over linear TV
advertising. CTV advertising provides several advantages over linear TV advertising. The first advantage is that marketers can reach an increasing number of cord-cutters. As per Pew Research Center, in 2021, 44% of US adults don't receive TV service to their homes via satellite or cable, representing an increase of 20% from 2015. This growing demographic can no longer be reached via
traditional TV advertising, but CTV advertising provides an opportunity to re-reach them. One of the best reasons for using CTV advertising is that ads can be targeted to specific market segments more efficiently. CTV advertising allows for many targeting options, including geolocation targeting, contextual targeting, demographics, OTT/channel targeting, platform targeting,
user-level/first-party data targeting, and second/third party data targeting. This versatility allows CTV campaigns to be fine-tuned based on the business needs and ideal buyer personas. Another great advantage is that CTV campaigns are more cost-effective. According to Analytics Partners' ROI Genome reports, CTV advertising has a 30% better return on investment than other advertising
channels, including linear TV. Despite this, CTV ad spend is typically only 7% of a firm's total ad spend, which is markedly less than spent on linear TV and several other channels' ads. With these advantages in tow, CTV advertisements can do more for marketers than other ads while costing less. If you’ve decided to run a CTV campaign, what are some things you must focus on? With the
benefits of CTV advertising such as more precise targeting, better reach, and cost-effectiveness, it is essential for businesses to explore this channel in their advertising strategy. 1. Set clear goals and define your target audience Before launching any marketing campaign, it is crucial to have a clear understanding of your
goals and your target audience. CTV advertising provides an opportunity to reach specific audience segments with tailored messages. Therefore, understanding your target audience is vital for crafting the right messaging, creative, and ad placement. Defining your goals will also help you measure your campaign's success and optimize for better results. Whether your goal is to increase brand awareness, drive website traffic, or generate leads,
setting clear objectives will help you focus on creating the right campaign and achieving the desired results. 2. Use precise targeting options One of the key advantages of CTV advertising is its ability to target audiences with precision. With a wide range of targeting options such as geolocation, demographics, OTT/channel targeting, and user-level targeting, you can narrow your
focus and maximize your ad spend. To make your CTV campaign work, you need to ensure that your targeting is accurate and relevant. By understanding your target audience and utilizing the right targeting options, you can make sure that your ads reach the right people, at the right time, and on the right device. 3. Create engaging and relevant content To
capture the attention of viewers and drive engagement, it is essential to create compelling and relevant content that resonates with your target audience. The key to creating effective CTV ads is to keep them short, sweet, and to the point. Viewers are likely to skip ads that are too long or irrelevant, so you must ensure that your ads are engaging and provide value to the viewer. Using storytelling, humor, or emotional appeal can help your ads
stand out and make a lasting impression on the viewer. 4. Measure and optimize your campaign Measuring the success of your CTV campaign is critical for optimizing your ads and achieving better results. You should track metrics such as impressions, view-through rates, click-through rates, and conversions to measure the impact of your campaign. Based on the data, you can identify what is working and what is not and adjust your campaign to optimize for better results. For example, if your click-through rate is low, you may need to improve your ad creative or targeting to reach your desired audience more effectively. 5. Partner with a programmatic advertising platform Working with a programmatic advertising
platform can help you automate and optimize your CTV advertising campaigns. Programmatic advertising platforms use data and technology to buy and place ads in real-time, allowing you to reach your audience more efficiently and effectively. By using a programmatic advertising platform, you can access sophisticated targeting capabilities, optimize your ad placements, and track the performance of your ads in real-time. This allows you to adjust your
campaign on the fly and improve your ROI. CTV advertising provides a wealth of benefits for businesses looking to reach cord-cutters and streaming service subscribers. With its precise targeting options, cost-effectiveness, and better return on investment, it's no wonder that more and more marketers are incorporating CTV advertising into their advertising strategy. By setting clear goals,
using precise targeting options, creating engaging content, measuring and optimizing your campaign, and partnering with a programmatic advertising platform, you can ensure that your CTV campaign is a success. In the world of advertising, keeping up with the latest trends and technologies can be the key to staying ahead of the competition. As the world continues to shift towards digital
platforms, CTV advertising presents a unique opportunity to reach a growing demographic of consumers that can no longer be reached through traditional TV advertising. By implementing the tips outlined in this article, you can maximize the potential of CTV advertising and create a successful campaign that resonates with your target audience.
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All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Roku, a streaming company, reported $867.1 million in revenue for Q4 of 2022, a flat year-over-year growth but higher than the company's forecast. However, the company posted an operating loss of $250 million, compared to a small profit in the previous year, due to increased
expenses. Roku's active accounts increased by 16% to 70 million, while overall streaming hours increased by 23%, attributed to its original programming. Despite the positive revenue report, Roku's net revenue for Q1 of 2023 is forecasted to be around $700 million, slightly down from the previous year. The company also announced plans to carefully manage its spending to return to profitability by next year, after facing severe free cash flow drops due to investments. Roku laid off 200 U.S.
employees in November 2022, reducing its headcount by 7%. The company's stock rose 12% on Wednesday, to $63.49. Shares of Roblox surged after the San Mateo-based gaming company reported an increase in bookings, a key source of sales, which rose 17% to $899.4 million in Q4 2022 from the previous year, with an average daily active user
increase of 19% to 58.8 million. The revenue for the quarter was $579 million, a 2% increase from the previous year, with a net loss of $290 million compared to $143 million last year. Roblox recognizes every dollar of bookings in its first month, but revenue from the same sales is deferred to later months. Despite a widened net loss, the company said it will slow down its hiring rate while investing in bringing on new engineers. Shares of Roblox rallied 24%, up 60% this year, while the
Nasdaq Composite dropped 4%. Elon Musk has announced that he will not appoint a new CEO for Twitter until at least the end of 2023, the most specific timeline he has given since December when he announced he would step down from the social media site after a poll found users supported his resignation. Musk stated that he needs to
stabilize the organization, ensure it is in a financially healthy place, and that the product roadmap is laid out before finding someone else to run the company, which he acquired in October. Investors at Tesla, where Musk is also CEO, did not react positively to the news, and Tesla shares fell sharply on Wednesday morning. Digital marketers are
increasingly examining the intersection of influencer and affiliate marketing. Both methods of digital advertising have their own advantages and disadvantages, but some experts suggest that they can work together to create a more comprehensive digital advertising strategy. Influencer marketing allows businesses to reach a new audience, while affiliate marketing allows them to target a specific demographic. Companies can also use both methods to reach a broader audience while tracking
their return on investment. The discussion of these methods is taking place at the DigiPlus Fest 2023 conference in India. Many users have reported legitimate ads being flagged as "malicious software" and "circumventing systems" on Google Ads, causing issues for advertisers. However, Google Ads Liaison has said that the company has identified
the issue and is working on a fix, although no timeline has been provided. Meanwhile, Google Analytics 4 (GA4) has received three new updates aimed at helping users track their reports better, including a data quality icon at an individual level and new sampling controls to adjust precision and speed. These updates could be useful for advertisers and marketers who rely on Google Analytics to track their campaigns. According to Yusuf Mehdi, the Corporate Vice President & Consumer Marketing Officer at Microsoft, Bing Search saw its “largest jump in relevance in two decades” after applying an AI model to the Bing core search ranking engine. This was after a search ranking algorithm update that occurred on January 18, 2023. The AI model is expected to continue driving breakthroughs as the company improves
the models. The 2023 Global Cybersecurity Outlook report, presented at the annual meeting of the World Economic Forum, warns that a "catastrophic" cyber security event is likely to happen in the next two years, according to a survey of respondents. By 2025, cybercrime is expected to cost the world economy around $10.5tn annually, making
it the third-largest GDP after the US and China. The report says one of the biggest threats is a "mutating" threat that could take the form of an AI-enabled virus that transforms as it infects various systems to evade defense systems or even detection. The report states that cybercrime is becoming increasingly unpredictable due to the complexity of technology. Vice Media has borrowed an additional $30 million from Fortress Investment Group as it continues to search for a buyer for some or all of its assets. Fortress was among the companies that lent Vice $250 million in 2019 and is one of the digital media company's key creditors. The investment firm extended the maturity on an existing loan to Vice that was due at the end of last year. Vice Media's CEO Nancy Dubuc last month informed employees that the firm had relaunched a
sale process in an effort to find a buyer. In 2019, the company was in talks to sell to Greek broadcaster Antenna, but the discussions collapsed due to disagreements over the price. Kristin Dolan has been appointed as the new CEO of AMC Networks, effective from 27 February, following the abrupt exit of former CEO Christina Spade in November
2021. Dolan, who has been a board member at AMC for a long time, is experienced in subscription-based models and has a track record of driving organisational change, as well as deep understanding of audience engagement and advertising. She has over 30 years of media and entertainment experience, including 16 years in various roles at Cablevision, where she was COO. Dolan most recently served as CEO of 605, an audience measurement and data analytics firm that she founded in 2016. Lemma, an independent supply-side platform for large format ads, has partnered with Maxamtech Digital Ventures to launch metaverse billboards to real-world digital out-of-home clients. Through this partnership, brands will be able to create a dual experience for audiences in both virtual and physical worlds, thereby doubling their overall
impact. The collaboration will assist global brands in creating a brand impression on untapped audiences through virtual billboards in the Metaverse, connecting the brand story across both realms. The costs of running a campaign in virtual space are low, making it a potentially lucrative opportunity to target a new audience. |
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Rudy Giuliani Scam The state of Texas is investigating the marketing claims of Home Title Lock, a California-based anti-fraud service that has been promoted by Rudy Giuliani, Newt Gingrich, and other right-wing personalities. The investigation seeks to determine whether the company has misled
consumers through its ads and promotional materials. For nearly $20 a month or $199 a year, Home Title Lock promises to monitor a homeowner’s title “24/7” and help stop title theft, a crime where a con artist uses fraudulent documents to claim ownership of someone else’s home and swindle lenders or sell the property. READ MORE
Can we finally say the AOR Model is Dead? The Agency of Record (AOR) model, which has been a staple
in the advertising industry for over 50 years, is facing an existential crisis as brands look for more value and greater efficiency in their advertising spend. While the AOR model has been effective in the past, recent trends in advertising, including shifts toward e-commerce, data and performance marketing, have forced agencies to diversify their offerings beyond traditional media and creative services. As a result, there has been a decrease in the value of new business for creative and media
agencies. According to a recent report from consultancy R3, large advertisers are consolidating their marketing with holding groups that offer integrated services. READ FULL STORY
Fixed URL! Sorry about that Inside the Advertising Sectors Abusive Hiring Process. Stories of job interviews gone wrong are not uncommon. Candidates often find themselves subjected to rude and hostile behavior from potential employers, leaving them feeling trapped and obligated to stick it out until the end. But why do job seekers put up with such treatment during what should be a two-way assessment? READ MORE OF THIS STORY
The world of video games and advertising has changed dramatically in recent years, with
big brands and marketers taking note of the massive success of popular games like Fortnite and using them to target specific audiences with their advertising. This is a big shift from the past, where video games were seen as just a form of entertainment for children and teenagers, and marketers were hesitant to invest in this type of advertising. But now, with more than 80% of gaming adults saying they would be interested in seeing a brand advertise within a game, the trend has shifted towards
in-game advertising. So, what is driving this trend towards in-game advertising and why are brands so interested in using video games to reach their target audience? To answer these questions, it’s important to understand what makes video games so appealing to consumers and how they can be used to reach them. READ MORE OF THIS STORY |
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