Navigating the Dynamic Streaming Marketplace: Unveiling the Crown Jewel of CTV Inventory In the midst of an escalating surge in Connected TV (CTV) ad
spend, industry titans Disney+, Max, and Netflix have unveiled their ad-supported models, injecting a fresh wave of disruption into an already rapidly-evolving ecosystem. These formidable offerings not only present marketers with a tantalizing array of choices but also spur other CTV platforms to enhance their competitive edge. With their 100% addressable inventory, these market leaders are spearheading a new era of premium CTV inventory, demanding the attention of astute marketers. This article
explores the four key areas that will command marketers' focus as they embark on their quest for the best CTV inventory.
The Coveted Realm of Premium Content: The foundation of success in the CTV arena lies within the realm of premium content. Each streaming platform boasts its own
unique programming catalog, featuring a diverse range of original content and licensed TV shows and movies. These distinguished libraries command large and captivated audiences, leading to heightened brand exposure and profound influence over consumer behavior. In addition, these platforms prioritize stringent content curation, ensuring enhanced brand safety for advertisers seeking a trustworthy inventory. While the spotlight has recently shone on Disney+, HBO Max, and Netflix, it is imperative not to overlook major broadcasters such as NBC and Paramount, who already possess formidable catalogs that provide a competitive advantage. As each platform forges its distinctive identity around its content offerings, marketers are presented with clear choices, whether it be targeting the devoted fan base of perennial favorites like THE OFFICE or captivating audiences engrossed in
the latest blockbuster series like YELLOWSTONE. Marketers must diligently select streamers whose content aligns seamlessly with their target audience and brand image. Nevertheless, it is important to acknowledge that premium inventory is a scarce resource, perpetually in high demand. Ad placements in prime locations, such as during commercial breaks or pause screens, amplify the potential
for consumer engagement and interaction. The Power of Addressability: The real game-changer lies in the 100% addressable inventory offered by Disney+, HBO Max, and Netflix. While other major streamers also provide addressable inventory, this momentous opportunity signifies a significant industry shift. Publishers that require user
authentication to access premium content provide advertisers with an unprecedented level of insight into their prospective audiences. Addressability empowers brands to tap into the realm of people-based identity. By linking logged-in users to a trove of consumer insights accumulated through years of interaction, marketers can forge personalized connections across channels. This approach
effectively circumvents wasted impressions on irrelevant users and optimizes the consumer experience by targeting those genuinely interested in their products. Embracing addressability not only unifies disparate devices but also enables marketers to navigate the fragmented ecosystem and track consumer touchpoints across various channels. This comprehensive understanding empowers marketers to
gauge campaign effectiveness and attribute conversions accurately, paving the way for data-driven decisions and future campaign optimization. Measurability: Unveiling the Fragmented Landscape: The fragmented nature of the CTV ecosystem presents a significant challenge. Consumers engage with campaigns across a myriad of platforms and
devices, necessitating an all-encompassing measurement approach. Leveraging addressability and people-based marketing enables marketers to comprehend consumer touchpoints holistically, transcending app and device boundaries. With a people-based approach, marketers gain a panoramic view of their target audience's behavior across channels. This comprehensive understanding affords marketers the
ability to track and attribute conversions to specific advertisements and destinations. Armed with this valuable data, marketers can unravel the impact of their campaigns and make informed, data-driven decisions for future endeavors. Fostering Collaboration: The Key to Unlocking Consumer Insights: Collaboration in data sharing between
marketers and publishers heralds a new era of profoundconsumer insights and engagement. By securely and ethically pooling their data resources, marketers and publishers can delve deeper into their target audiences, unlocking a treasure trove of valuable information to create highly impactful advertisements and deliver a superlative customer experience. This collaborative approach mirrors the
successful dynamics of large retail media networks that leverage technology and data-driven insights to connect with a captive audience based on viewing habits and purchasing patterns. Marketers armed with access to invaluable first-party data, such as viewing preferences and interests, can make well-informed targeting decisions. By combining their consumer knowledge with the publisher's expertise, marketers can create personalized and resonant campaigns that truly resonate with their
audience. Furthermore, robust and secure data collaboration fosters transparency and trust, fostering a stronger and more efficient CTV ecosystem. Through proper data collaboration, brands and streamers can execute campaigns with a clear understanding of goals and objectives, driven by a shared commitment to delivering high-quality results. Moving Forward: Embracing the Era of Addressable and Measurable CTV Campaigns: As the CTV landscape continues its meteoric rise, these recent changes and competitive differentiators are poised to reshape the allocation of ad spend, further solidifying CTV's position in the market. In an environment where 100% addressable and measurable campaigns are the new standard, the innovation and
capabilities afforded by these campaigns will soon become indispensable. To keep pace with this rapid evolution, the CTV ecosystem must focus on enabling a vast array of addressable impressions while prioritizing measurement and collaboration. Marketers and publishers will quickly recognize the transformative power of addressability and demand its inclusion in future endeavors. By
capitalizing on the four key areas of premium content, addressability, measurability, and collaboration, marketers can harness the full potential of CTV, elevating their campaigns to new heights and achieving their desired business outcomes. As the streaming marketplace continues to evolve and adapt, those who embrace these advancements and seize the opportunities presented by the best CTV
inventory will emerge as the vanguards of success. The dawn of a new era in advertising beckons—a realm where personalization, precision, and profound insights converge to captivate audiences and deliver unprecedented results. In this dynamic landscape, those who navigate the intricate terrain of CTV inventory with acumen and foresight will be best positioned to thrive in the ever-evolving world of streaming. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Drive.com.au, one of Australia's leading digital publishing sites, has partnered with SeenThis, an adaptive streaming technology company, to minimize its digital carbon footprint during its latest brand campaign. By using SeenThis's technology, Drive aims to deliver high-quality ad units and enhance user
experience while reducing data wastage. SeenThis's streaming approach ensures data is transferred only when actively consumed by users, reducing buffering and offscreen loading and lowering associated carbon emissions. Drive.com.au is committed to improving its digital supply chain and believes that sustainable solutions like SeenThis will become standard practice in the future.
China's Communist Party, led by President Xi Jinping, warned of the risks
posed by artificial intelligence in a recent statement. It calls for enhanced security measures and readiness for worst-case scenarios while emphasizing China's aspiration for global tech leadership and concerns about AI's societal and political implications.
Fake door testing is a research method used in user interface (UI) design to assess demand and validate interest in a product or feature before its development. It involves
creating a visual representation, such as a clickable button, that appears functional but doesn't lead to any actual outcome. By monitoring user interactions and analyzing data, such as the number of clicks and user feedback, you can determine the level of user interest and make informed decisions about whether to proceed with developing the feature.
Google Search Console (GSC) has introduced a new feature called association, allowing
users to connect GSC with other Google services like Google Analytics (GA) or the Android Play Store (APS) app. This association will have different effects depending on the service being connected. For example, connecting with GA will share GSC performance data with the GA property, while APS association enables app indexing. Additionally, GSC now offers a growing content report that displays impressions, clicks, and growth changes for top-performing content over time. This expanded
data and insights in GSC are beneficial even for properties without GA. In another update, Google has opened Search Labs to the public, and early reports suggest it may impact SEO by potentially requiring more effort to rank in the top three carousel references. Strategies such as presenting facts, providing contradictory information, and using long-tail keywords might be helpful, but more tips are expected to emerge.
Walgreens is planning to lay off approximately 500 employees, which accounts for 10 percent of its corporate workforce. The majority of the job cuts will occur at the company's headquarters in Deerfield, Illinois, and its Chicago office. The layoffs are part of the company's efforts to achieve sustainable cost savings and allocate funds for future growth, according to CEO Rosalind Brewer. While Walgreens denied any connection between the
layoffs and its financial liabilities, it recently reached a $230 million settlement with the city of San Francisco regarding its alleged role in the city's opioid epidemic. Walgreens reported a net loss of $3 billion for the first half of its 2023 fiscal year, largely attributed to a $5.4 billion after-tax charge for opioid claims and litigation.
Dish Media has launched Dish
Connected, a platform that enables the programmatic delivery of real-time targeted advertisements to internet-connected Dish TV set-top boxes. This allows advertisers to access Dish TV inventory in a programmatic environment similar to digital connected TV campaigns. Dish Connected triples the number of programmatic avails provided by Dish Media, expanding from 1 billion to 3 billion per month. The platform converts linear television inventory to digital and enables marketers to bid and
deliver ads in real-time, extending their reach. Dish Connected aims to make programmatic advertising more efficient and scalable by incorporating premium TV inventory. It also paves the way for a single programmatic buy across both Dish TV and Sling TV inventory in the future. Dish Connected has garnered interest from advertising agencies such as Horizon Media, Havas Media, Stagwell, and Camelot Strategic Marketing & Media.
|
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 |
CAN CONNECTED TV (CTV) OUTGROW ITS ISSUES AND REACH ITS FULL POTENTIAL? The rise of connected TV (CTV) as a popular viewing platform has brought significant attention to its advertising potential. However, despite the hype surrounding CTV, the industry is still grappling with several issues that hinder its growth and maturity. In this in-depth article, we will examine the key challenges faced by CTV advertising and explore the potential solutions that could reshape the marketing technology
landscape over the next few years. READ MORE NOW!
ADVERTISING ON AISLE 5: WALMART’S SECRET WEAPON In the fiercely competitive retail landscape, the emergence of media network platforms has become a prominent trend, with giants like Walmart and Target expanding their reach through innovative advertising strategies. These platforms, known as Retail Media Networks (RMNs), are revolutionizing the way retailers and suppliers connect with consumers, leveraging data-driven insights to deliver personalized marketing solutions. Walmart’s advertising division, Walmart Connect,
is at the forefront of this transformative shift, experiencing substantial growth and positioning itself as a major player in the advertising industry. This article delves into the rise of Walmart’s extensive ad business and the significance of RMNs in the evolving retail landscape. READ MORE
NOW!
HYPHAMETRICS REVOLUTIONIZES MEDIA MEASUREMENT WITH UNIE: A COMPLETE UNDERSTANDING OF
CROSS-PLATFORM CONSUMPTION In an era of fragmented media landscapes and siloed data, HyphaMetrics, an independent media measurement company, is making waves with its groundbreaking UNIe (Unified Neuromedia Identification Engine) system. UNIe utilizes artificial intelligence and machine learning to capture the complete TV omnichannel experience in real-time, providing a holistic
understanding of media consumption. Recently issued a U.S. patent for its innovative cross-platform measurement system, HyphaMetrics is transforming the way advertisers, content creators, and marketers measure and analyze media performance. READ MORE
NOW!
CTV’S CAPTAIN FANTASTIC: MIKE SEIMAN AND THE RISE OF PERFORMANCE-DRIVEN TV As the CEO and Chairman of Digital Remedy,
he's been juggling eyeballs, clicks, and ROI like a seasoned pro. From direct response ad networks to media buying nirvana, Seiman's journey has been a wild ride filled with lessons, laughter, and a healthy dose of innovation. With his sights set on conquering CTV and OTT, he's rewriting the rules and turning campaigns into dazzling performances. So, grab your popcorn and get ready for a show like no other, because with Seiman at the helm, digital advertising just got a whole lot wittier and a
whole lot more profitable. 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 |
|