Where is CTV Advertising Going? Get ready to have your TV experience revolutionized! The growth of CTV advertising has turned the living room into a personalized playground for brands and viewers alike. From
outstream ads that sneakily catch your attention to shoppable TV ads that turn couch potatoes into shopping pros, the possibilities are endless. With voice-enabled navigation and targeted precision, you'll never want to go back to mindlessly flipping channels. So grab your popcorn, sit back, and let CTV advertising unleash the potential of personalized television like never before. It's time to tune in to a whole new level of entertainment and witty ads that will leave you craving for
more.
In the era of connected TV (CTV), the landscape of television advertising has undergone a significant transformation. From traditional cable and subscription video-on-demand (SVOD) to free ad-supported streaming TV (FAST), viewers now have an abundance of choices to curate their own unique
content bundles. However, the personalized television experience of the CTV era presents both challenges and opportunities for viewers and media networks alike. In this comprehensive article, we will explore the remarkable growth of CTV advertising and delve into the various strategies and advancements that are reshaping the industry.
Outstream Ads: Redefining Content
Discovery One notable development in CTV advertising is the emergence of outstream ads. These ads are featured outside of the programming feed, within the TV operating system's navigation interface and homepage. Outstream display formats, such as banner ads and videos, provide media networks with a solution to overcome discoverability challenges on different platforms. While outstream ads offer an opportunity for media networks to showcase their content,
it is important to recognize that platforms ultimately control the outstream inventory. Platforms may leverage these ads to optimize monetization by redirecting viewers to programming that offers better revenue sharing. Enhanced Targeting and User Interfaces Instream video ad targeting has seen significant improvements in the CTV ecosystem. TV
platforms have successfully persuaded media networks to shift their server-side ad insertion (SSAI) activities to the platforms' native content delivery network (CDN) operating systems. This consolidation streamlines ad pod delivery and provides advertisers with uniform analytics, enabling agile media buying across the CTV ecosystem. However, to fully leverage the potential of targeted advertising, better data exchange between advertisers and platforms is essential. By understanding user
behavior patterns unique to each platform, advertisers can create more contextually relevant ad creative derivatives. Voice-Enabled Navigation and Content Discoverability As voice-enabled TV remote controls become more prevalent, media companies are increasingly incorporating TV ad creatives that encourage voice-enabled navigation. By showcasing how
viewers can use voice commands to switch channels, save or record programs, media companies can enhance the viewer experience and address discoverability challenges. However, simply relying on voice-enabled navigation is not enough. It is crucial for OEMs, streaming providers, and networks to collaborate and establish uniform TV user experience enhancements and standards. This collective effort would significantly improve the discoverability, personalization, and fluidity of the CTV viewing
experience. The Rise of Shoppable TV Advertising Shoppable TV ads have emerged as a powerful trend within CTV advertising. Brands are increasingly leveraging the interactive capabilities of CTV to drive immediate purchases and increase return on ad spend (ROAS). Shoppable TV ads enable viewers to make purchases directly from the ad by incorporating
features like on-screen QR codes. A recent study revealed that shoppable TV ads have led to a 70% purchase rate among engaged viewers. Brands are discovering that consumers are more likely to buy products they see while watching their favorite shows, as it offers a seamless and convenient shopping experience. As the technology evolves, shoppable TV ads are expected to become more prevalent and refined, further enhancing the value proposition for advertisers and viewers alike. Targeting and Reach: Finding the Perfect Balance While CTV offers superior targeting capabilities compared to traditional linear TV, it is important to strike a balance between targeting and reach. Major TV advertisers often prioritize reach and frequency over precise targeting. This is particularly true for image ads, which aim to create a favorable impression of
the brand and keep it top of mind for future purchases. Streaming ads provide an opportunity for advertisers to achieve greater efficiency by saturating markets with targeted ads in areas where interest in their product category is high or reach through other media is limited. The ability to adjust spend based on performance metrics in real-time allows advertisers to optimize their campaigns and strike the right balance between targeting and reach. The Evolution of Measurement and Attribution Accurate measurement and attribution have always been critical aspects of advertising success, and the CTV ecosystem is no exception. As the industry continues to evolve, so do the measurement techniques and tools. Media networks and advertisers are investing in advanced technologies that provide more granular data and insights into campaign
performance. This includes measuring viewability, completion rates, engagement metrics, and even offline sales lift. With more sophisticated measurement capabilities, advertisers can better understand the impact of their CTV campaigns and make data-driven decisions to optimize their advertising strategies. Addressable Advertising: Reaching Audiences with Precision Addressable advertising is another significant advancement in CTV advertising that offers precise targeting at the household or individual level. By leveraging data and advanced targeting capabilities, advertisers can deliver personalized ads to specific households or audiences. This enables brands to tailor their messages based on demographics, interests, purchase behavior, and other data points. Addressable advertising not only enhances the viewer experience by showing
relevant ads but also allows advertisers to maximize their return on investment by minimizing ad waste. Challenges and the Path Forward While the growth of CTV advertising presents immense opportunities, it also comes with its own set of challenges. Ad fraud, ad-blocking, and measurement discrepancies are issues that require continuous attention and
solutions. Advertisers, media networks, and technology providers need to collaborate and develop robust strategies to combat these challenges effectively. Additionally, ensuring transparency and user privacy is crucial in building trust among viewers and maintaining a healthy ecosystem. Looking ahead, the future of CTV advertising is promising. As technology advances, personalization
capabilities will continue to improve, delivering even more relevant and engaging ad experiences. The convergence of CTV and data-driven advertising will enable advertisers to reach the right audience, at the right time, with the right message, maximizing the effectiveness of their campaigns. The industry will likely see further innovations in ad formats, targeting capabilities, and measurement techniques, driving the evolution of CTV advertising as a powerful medium for brands to connect with
their audiences. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
When it comes to product discovery, guess who takes the crown? Amazon! According to PowerReviews' survey of over 8,000 US consumers, a whopping 50% of product searches begin on Amazon's e-commerce platform. Surprisingly, Google trails behind at 31.5%, while retail and brand websites come in third place with
14%. Reviews hold significant sway in the decision-making process, with 94% of users seeking reviews on Amazon and 77% placing trust in customers' photos and videos. Additionally, 63% turn to Google or other search engines for further product exploration. However, younger consumers show more trust in Google (38%) compared to Amazon (36%) and are more likely to kickstart their journey on social media platforms like TikTok (5%). So, if you're targeting a younger demographic, search engines and
social media might be your golden ticket.
In a report that shines an unflattering light on the marketing industry, it appears that data brokers are raising eyebrows with their hefty lobbying expenditures. The recent study by Incogni reveals that data brokers have dished out a staggering $143 million over three years in lobbying efforts, igniting concerns and inviting criticism. As privacy advocates and lawmakers strive to protect individuals'
privacy rights and their right to be forgotten, data brokers are seemingly working to impede or dilute such legislation. This could be seen as a victory for the $260 billion industry, but a significant blow for regular Americans, warns Incogni. One major player, Oracle Corporation, stands out with its lobbying expenses surpassing $42.1 million, accounting for 29.4% of the total recorded spending. It's a questionable cast of characters indeed.
The quest to develop large language models (LLMs) that rival human intelligence has taken a notable step forward, according to Microsoft's research paper. The new artificial intelligence developed by Microsoft demonstrates signs of reasoning, creativity, and deduction, raising both excitement and concerns. The lead author on the paper, Sébastien Bubeck, will head one of Microsoft's research labs to further explore the capabilities of LLMs using GPT-4. The
model has showcased complex behaviors and surprising abilities, exceeding expectations. However, challenges remain, including the model's difficulty in distinguishing certainty from guesswork and the occasional fabrication of facts. The research paper emphasizes the limitations of current LLMs like GPT-4 and highlights the need for new paradigms to advance artificial general intelligence (AGI). Discussions around the societal impact of AGI are also included. As the field navigates these
advancements, opinions differ among researchers, with some recognizing signs of genuine intelligence and others offering alternative explanations. The controversy surrounding AI was further highlighted when a Google researcher claimed sentience in a similar system, leading to their dismissal. Nonetheless, the industry moves closer to unexplainable AI systems that generate humanlike answers and ideas without explicit programming, stirring both anticipation and caution.
Nina Hassing, the director of search engine and affiliate marketing at Ally, shares her experiences in bringing paid media in-house for Trade King and subsequently for Ally. Initially facing opposition, she persisted and found success by fostering relationships with the legal team, exploring new communication methods in ads and copy, and embracing a consumer-centric approach. Ally's focus on data and understanding the numbers helped them question the
effectiveness of their marketing strategies. Hassing discusses the evolving landscape of paid search, Google's ability to predict consumer behavior, and the three trends in search behavior today: variety, velocity, and value seeking. Ally aims to build relationships with consumers through social and awareness channels, leveraging video, visuals, voice, music, and tone to enhance search experiences. Rather than targeting a specific audience, Ally seeks individuals who value its offerings, such as
savings tools and spending buckets, regardless of age or financial status.
|
You're looking for an edge in your online marketing. Interest: ADOTAT.com is the answer. Our library of resources has been compiled by some
of the world's top internet marketing experts, and it's constantly updated with new information, case studies, and strategies. We want to help you succeed online - that's why we offer this information for free. It's our way of giving back to the community and helping people achieve their business goals.
Sign up now and gain access to our entire library of resources!
Want to advertise? Contact pesach@lattin.us |
|
|
The most POWERFUL name in TCPA Privacy CIPA AI class action defense and counseling |
WTF IS MARYLAND's DIGITAL AD TAX ALL ABOUT??? Maryland's pioneering digital ad tax has left the digital ad industry
scratching its head and pondering its impact. With big tech companies facing varying tax rates based on their global revenue, the industry wonders if this move will level the playing field or simply give Maryland advertisers a case of FOMO (Fear of Missing Out). Will this tax disrupt the online advertising landscape, or will advertisers find clever ways to navigate this new terrain? Only time will tell if Maryland's digital ad tax is a stroke of genius or a costly clickbait
adventure. READ ENTIRE STORY
FTC’S BCP ISSUES CRIMINAL LIAISON UNIT REPORT OUTLINING WRONGDOER ACCOUNTABILITY EFFORTS On January 30, 2023, the Criminal Liaison Unit of the Federal Trade Commission’s Bureau of Consumer Protection (BCP CLU) issued its 2022 Criminal Liaison Unit Report, describing the history of the BCP CLU, its program operations, and major accomplishments over the past five years. In an effort to ensure criminal prosecution of appropriate consumer fraud cases, the BCP CLU refers cases to partner agencies with criminal jurisdiction, including U.S. Attorney’s Offices
across the county, Divisions of the Department of Justice (DOJ) and others. . 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
SEPHORA U.S. TAPS ZENA SRIVATSA ARNOLD TO LEAD GROWTH STRATEGY Sephora, the French multinational retailer of personal care and beauty products, has appointed Zena Srivatsa Arnold as its new chief marketing officer for the U.S. market. Srivatsa Arnold joins Sephora from PepsiCo, where she served as the senior vice president of carbonated soft drinks. She has also held senior marketing and management positions at Google, Kellogg Company, Proctor & Gamble, and Kimberly-Clark. Her appointment
follows a period of C-suite reshuffles at Sephora, including the appointment of Guillame Motte as global president and CEO and the transition of Deborah Yeh to global chief purpose officer. READ THE FULL STORY
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 NOW |
|