Performance Marketing in Streaming: A New Frontier for CMOs Streaming services are no longer just for binge-watching your favorite shows - they're now a prime opportunity for performance marketing. With the rise of ad-supported streaming services,
premium streamers, and the emergence of connected TVs, performance marketers have a new frontier to explore. And let's face it, who wouldn't want to reach their target audience while they're snuggled up on the couch, ready for some quality streaming time? So, CMOs, it's time to reassess your approach to performance budgets and join the streaming revolution. After all, the big screen is calling - are you ready to answer?
As the marketing landscape continues to evolve, chief marketing officers (CMOs) are always on the lookout for new and effective ways to reach their target audience. In recent years, streaming has become a dominant force in
the entertainment industry, with an increasing number of consumers choosing to cut the cord and opt for streaming services. This has created a new frontier for performance marketing, with connected TVs (CTVs) offering the same technological capabilities as computers, allowing for granular measurement and execution of TV ads in the same way as search and social. Performance marketing in streaming is a valuable commodity alongside paid search and social channels, and CMOs need to reassess their approach to performance budgets to take advantage of this opportunity. Here are some reasons why: TV reporting has undergone an incredible transformation, surpassing the limitations of search and social media black boxes.
With the ability to delve into the details of ad purchases and performance, marketers are now empowered to analyze log-level impression delivery data and connect it
to order IDs. This highly granular level of reporting allows for greater control and optimization of marketing campaigns, reminiscent of the early days of paid search. By identifying and eliminating underperforming actions and doubling down on what yields a high return on ad spend, marketers can ensure that their campaigns are effective and efficient. This level of reporting has given
marketers the ability to truly understand the impact of their campaigns on their target audience. With access to detailed data on how many people viewed an ad, how long they watched it for, and whether they took any action after seeing it, marketers can make more informed decisions about how to allocate their budgets.
This not only helps to improve the overall effectiveness of their campaigns but also provides a more personalized experience for the consumer. the insights provided by this level of reporting have the potential to revolutionize the way marketers approach their campaigns. Rather than relying on
guesswork or assumptions, marketers can use data to make informed decisions about how to optimize their campaigns. This means that campaigns can be more targeted, more efficient, and ultimately more effective. As the field of TV reporting continues to evolve, we can expect to see even more advanced tools and
techniques emerge that will further empower marketers to reach their target audiences in new and innovative ways. Ad-supported streaming services such as Pluto TV, The Roku Channel, Tubi, Amazon’s Freevee, and the free version of Peacock have created new opportunities for performance marketing. According to a recent survey conducted by Hub Entertainment research, most users are open to
advertising as part of their streaming experience.
In fact, 55% of surveyed consumers use at least one FAST service while 56% prefer to pay $4-5 dollars less per month for a service with ads. Furthermore, the leading FAST services were rated an “excellent” or “good” value by 78-84%, depending on the FAST
service. Interestingly, premium streamers are also entering the market with advertising. As Netflix CEO Reed Hastings stated during the company's full-year 2019 earning call, "We want to be the safe respite where you can explore, you can get stimulated, have fun and enjoy – and have none of the controversy around
exploiting users with advertising." However, in late 2022, Netflix rolled out a lower-priced offering with advertising, indicating a shift in the company's approach to advertising. The viability of ad-supported streaming services for both consumers and businesses is unmistakable. It remains to be seen how these
services will navigate the delicate balance between generating revenue through advertising and delivering a satisfactory user experience. While the adage "nothing in life is free" holds true, advertising can undoubtedly enhance the overall streaming experience when approached with careful
consideration. Let's talk about the undeniable viability of ad-supported streaming services - they're like the new cool kid on the block! But, as with any new trend, there are some growing pains. The question remains: how will these services balance the need to generate revenue through advertising while still providing an enjoyable user experience? It's a delicate dance, my friends. But,
if done right, advertising can actually enhance the streaming experience. Who knew ads could be cool? It's all about careful consideration, folks. Remember, "nothing in life is free," but we can definitely make the most out of those ads.
Performance marketers can now benefit from exposure on any screen on streaming platforms, enabling them to create richer ad experiences that will move
users to action, whether it means scanning a QR code or downloading an application on any wireless device. According to real-time streaming analytics platform Conviva, 77% of users viewed streaming via a smart TV or a connected TV device in 2022. This means that most users watching an ad while streaming are probably doing so on a large screen, enabling performance marketers to take advantage of the ‘lean back media experience’ of a TV vs. the more ‘on the go’ experience of mobile phones and even
desktops.
Currently, streamers enable better and more relevant targeting, including the ability to target audiences according to keywords, Designated Marketing Areas (DMAs), zip codes, and interests. Marketers can also apply audience-first targeting based on lifestyles and other attributes that align with the brand,
such as user behaviors. Before Apple terminated IDFA, the leading platforms offered marketers the best targeting at scale. But post-IDFA, with marketers lacking the ability to effectively target on platforms like Facebook, streaming platforms are an increasingly attractive ad vehicle for performance marketers. Performance marketing has become a new trend in the marketing industry, and
streaming is no exception. In fact, streaming has emerged as a ripe opportunity for performance marketers to reach their target audience and achieve their KPIs. With the rise of ad-supported streaming services and the emergence of premium streamers in the market, businesses can create richer ad experiences that will move users to action.
One of the reasons why streaming is attractive for
performance marketers is the rise of connected TVs (CTVs). CTVs are internet-connected televisions that allow users to stream content from platforms like Netflix, Hulu, and Amazon Prime. The increasing number of cord-cutters and streaming services have created a new frontier for performance marketing. By leveraging the power of CTVs, businesses can create engaging ads that resonate with their target audience. In addition to CTVs, there are several other reasons why performance marketing in streaming is on the rise. For one, streaming services offer a more targeted approach to advertising. Unlike traditional TV advertising, which can be costly and ineffective, streaming services allow businesses to target specific demographics and interests. This not only saves money but also ensures that
ads are seen by the right people. Furthermore, streaming services offer a more engaging ad experience. With the ability to use interactive ads, businesses can create a more immersive experience that can move users to action. Whether it's a call-to-action to visit a website or download an app, streaming services offer
businesses the opportunity to create a more compelling ad experience. Performance marketing in streaming is a new frontier for businesses to explore. With the rise of ad-supported streaming services and the emergence of premium streamers in the market, there are new opportunities for businesses to reach their target
audience and achieve their KPIs. By leveraging the power of CTVs and creating engaging, interactive ads, businesses can create a more compelling ad experience that resonates with their target audience. As such, CMOs need to reassess their approach to performance budgets to take advantage of this opportunity and stay ahead of the competition. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
In the world of audience measurement solutions for television, Nielsen has decided not to participate in the OpenAP Joint Industry Committee's initiative to certify and standardize cross-measurement audience solutions. While Nielsen has cited several issues, including the JIC's focus on big data and lack of
accreditation from the Media Rating Council, other industry players are urging Nielsen to reconsider its response. Paramount Global President of Advertising John Halley believes that Nielsen is weaponizing the MRC, while Warner Bros. Discovery Chief U.S. Ad Sales Officer Jon Steinlauf stresses the importance of optionality, competition, and innovation in creating better measurement solutions. Despite the absence of Nielsen, the JIC and other measurement vendors, such as Comscore,
VideoAmp, and Samba TV, are continuing to work towards the goal of standardized criteria for audience measurement solutions by the 2024 Upfront.
Walmart+ subscribers can now access Paramount's Pluto TV, with select ad-free programming available through the retail giant's paid subscription membership service. Walmart+ members will be able to watch up to six TV shows ad-free, with content rotating at the
start of each month. The service will pre-select shows for members to view, starting with select seasons of shows such as "Matlock," "The Andy Griffith Show," and "Gunsmoke." Walmart+ has previously launched a bundle with Paramount+ and offers SiriusXM radio content for free. The move towards ad-free content is noteworthy for Pluto TV, which is known for being a free ad-supported streaming TV (FAST) service.
Instagram is updating its policies on affiliate marketing and renaming its Branded Content Ads to Partnership Ads, which will now enable brands to promote more types of user content in the app. Brands can now boost more organic Instagram content as partnership ads, including collab posts, mentions, people tags, product tags, and other content without the paid partnership label. This will provide a range of ways for brands to monetize user-generated content, while also
giving creators more opportunities to form business partnerships by expanding the pool of potential ad partners that can connect with them based on their posts. The updated process is part of Instagram's renewed push on UGC and will provide expanded opportunities for creators and businesses to boost brand awareness.
The operators of an alleged credit card debt relief scheme based in Tennessee have agreed to court orders that would permanently ban them
from telemarketing and selling debt relief products or services. The court orders come as a result of a Federal Trade Commission lawsuit that charged Sean Austin, John Steven Huffman, John Preston Thompson, and their affiliated companies with taking tens of millions of dollars from people by falsely promising to eliminate or substantially reduce their credit card debt. The orders require the defendants to surrender certain property interests and assets, with a total monetary judgment of
$17,486,080. The defendants are also banned from advertising, selling, or assisting in any debt relief product or service, participating in telemarketing, and deceiving consumers about any other product or service they sell or market.
DoubleVerify (DV), a software platform for digital media measurement, data, and analytics, has released findings from its "Post-Cookie Questions:
The Evolution of Advertising Strategies and Sentiments" report. The report examined the evolution of cookie deprecation strategies, the shift towards user privacy, and its impact on digital advertising. It found that 60% of publisher respondents were either "very concerned" or "moderately concerned" about the impact of cookie deprecation on their business. Meanwhile, 94% of publisher respondents considered contextual advertising capabilities important to their business in 2023, and 96%
of advertisers planned to rely on contextual advertising for at least some of their buys in their 2023 media strategies.
Mixpanel, a product analytics company, has launched a new product called Mixpanel Marketing Analytics, aimed at making it easier for marketing teams to access and use product data to better target and understand customers. According to CEO Amir Movafaghi, Mixpanel Marketing Analytics differentiates itself from competitor tools by providing
crucial conversion information that other traffic analytics tools typically lack. The new product allows marketing teams to get acquisition data and campaign performance information directly from Mixpanel, simplifying querying and data use for each role. The tool is designed to work closely with marketing automation tools, making it possible to use Mixpanel data to drive email and ad targeting. Mixpanel Marketing Analytics is available to Mixpanel subscribers at no extra charge.
According to a report by B2B marketing solution provider Anteriad, 41% of B2B marketers report feeling more pressure to prove ROI, while only 16% have seen a significant increase in their marketing budget this year. The report suggests that the recession has resulted in many marketing departments being asked to do more with less. While automation can help, it's only as good as the data it receives, and companies
are using an average of 18 different data sources in pursuit of quality data. The report found that 97% of those surveyed believe intent data leads are more effective than non-intent data leads, and intent data use is associated with revenue growth. Data quality and completeness were cited as the top factors associated with second- and third-party data, followed by finding trusted sources, limited budget and integrating data, and data security and compliance. The report was based on a survey of
328 B2B marketing decision-makers and senior management in the US and UK.
A study conducted by AdGuard found that on average, 19.6% of internet traffic is made up of ads and tracking requests, rather than the 7% previously estimated. AdGuard analyzed the number of requests handled by its ad-blocking server and found that one in five domain-name system requests from a browser is made to load an ad or
tracking domain. When an ad domain is loaded by a browser, it can trigger a chain of requests to other ad servers. This means that most of the requests made to load ads are hidden, and each depends on other ad domains to load. AdGuard was unable to draw conclusions for some countries because the number of requests processed was too small.
KERV Interactive has announced a strategic partnership with Samsung Ads to
offer automated, interactive, and shoppable advertising solutions for its brand partners on its family of smart devices. The partnership aims to position Samsung Ads as a leading OEM in interactive advertising, empowering its advertisers to create personalized, interactive campaigns at scale using KERV TV, an AI-powered interactive video technology platform. However, the technology is unproven and lacks results, which may impact its adoption by brands seeking new and innovative ways to
connect with their audience and measure impact.
Reddit, which has over 430 million monthly active users visiting more than 100,000 communities, offers significant audience development opportunities for publishers. The platform has cleaned up its act over the past few years and estimates suggest that it amassed $439m in revenue from its
online advertising business last year. Reddit has also launched a new content embed feature that allows publishers to integrate Reddit comments into stories more seamlessly. NewsWhip and Reddit have also partnered to form a content partnership, where publishers and journalists can detect trends before they reach wider public consciousness. However, publishers need to be careful when using Reddit and should be respectful and mindful of the community rules. |
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INSIDE AMAZON ADS' CASH COW Amazon is one of
the world’s largest companies, with operations spanning across various industries. One of its most promising business segments is advertising. The company’s advertising services division generated $9.51 billion in revenue in the first quarter of 2023, up from $7.87 billion in the same period in the previous year. This represents a 23% gain, excluding foreign currency. The growth in Amazon’s
advertising business can be attributed to its ongoing machine-learning investments, which help customers see relevant information when they engage with the company. This delivers unusually strong results for brands, as CEO Andy Jassy noted in the company’s announcement. . READ ENTIRE STORY
THE CZAR OF TCPA DEFENSE: ERIC TROUTMAN’S REIGN OF LITIGATION STRATEGY Eric Troutman, commonly known as “the Czar” in certain legal circles, is one of the country’s top class action defense lawyers and a nationally recognized expert in Telephone Consumer Protection Act (TCPA) litigation and compliance. His deep experience and encyclopedic knowledge of the TCPA landscape make him an invaluable resource to institutional compliance teams struggling to comply with the shifting regulatory landscape. Eric Troutman is well known for finding
creative solutions to complex legal problems and has earned numerous first-in-the-nation results and precedent-setting cases for his clients. READ ENTIRE STORY
KPIS THAT ACTUALLY MATTER: A GUIDE TO PROGRAMMATIC ADVERTISING SUCCESS The world of programmatic advertising can be overwhelming, with a seemingly endless array of metrics to choose from. It’s easy to fall into the trap of measuring vanity metrics that don’t provide any real insight into the success of your campaign. But fear not, my dear reader, for I am here to guide you through the world of programmatic KPIs and show you which metrics to focus on to ensure your campaign’s success. . READ MORE OF THIS STORY
LIES, DAMN LIES, AND ADVERTISEMENTS: FTC SENDS
WARNING TO GWYNETH PALTROWThe Federal Trade Commission (FTC) has issued a warning to advertisers, urging them to back up their product claims or face steep civil penalties. In notices sent to 670 companies, the FTC stated that companies are required to provide “reliable evidence” to back up their product claims, a requirement that has been in place for some time. However, many advertisers continue to make
unsupported statements and false claims about the evidence they have.. READ THE FULL ARTICLE
COLLABORATION IS KEY: UNLOCKING THE POTENTIAL OF FIRST- AND SECOND-PARTY DATA
STRATEGIES The age of relying on third-party data for media buying may be coming to a close, but don't count out the power of collaboration just yet. Data clean rooms (DCRs) have emerged as a popular avenue for brands to uncover valuable insights, but they're not the end-all-be-all solution to marketing strategies in the face of a looming recession. While a DCR can help match audiences and allow brands to... READ MORE
DAVE MORGAN’S CRYSTAL BALL: HOW NETFLIX’S AD TIER WILL SHAPE THE VIDEO AD
LANDSCAPE As Netflix dives into the realm of ad-supported streaming, it’s clear that the video advertising landscape is about to experience a seismic shift. With the streaming giant making its move, we sat down with Dave Morgan, CEO of Simulmedia, to discuss how Netflix’s new tier will impact the industry and what it means for advertisers,
long-form video content, and the advertising world at large. In light of the tough ad economy in 2023, Morgan believes that Netflix’s ad-supported tier is well-positioned to succeed. “It still has limited inventory as the ad tier just begins to scale. Thus, it doesn’t need huge
commitments from advertisers, just modest commitments from a number of the top brand advertisers, and it doesn’t need to trade piercing for volume like fully scaled players need to when budgets are under pressure,” he says. READ MORE
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