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Streaming Success: CTV's Plot to Captivate and Generate Demand This article explores the impactful fusion of Connected TV (CTV) with demand generation in digital marketing, highlighting how CTV
transcends traditional advertising with its data-driven precision and audience targeting capabilities. It emphasizes the role of CTV in crafting engaging, personalized narratives that resonate deeply with viewers, thereby fostering brand awareness and long-term consumer loyalty. Furthermore, it underscores the synergy between CTV and various digital marketing channels, advocating for an integrated, multi-faceted approach to enhance the effectiveness of marketing
campaigns.
Connected TV (CTV) has emerged as a vibrant thread, weaving together the richness of television’s storytelling prowess with the precision and intelligence of digital technology. This isn't just another evolutionary step in advertising; it's a significant transformation, redefining how brands communicate with their audience.
CTV isn't merely an extension of traditional television advertising. It's a revolution in its own right, characterized by a level of audience engagement and targeting specificity that was once the stuff of marketing dreams. Imagine a scenario where television advertising is no longer a scattergun approach but a finely tuned, data-driven strategy. That's the heart of CTV's proposition. At its core, CTV leverages the power of internet connectivity, transforming the once passive act of watching TV into an interactive experience. This integration allows for a level of data collection and audience insight previously unattainable in traditional TV advertising. Advertisers can now tap into a wealth of information - from viewing habits and preferences to more granular demographic data. This
data isn’t just quantitative; it offers qualitative insights, painting a comprehensive picture of the audience, their likes, dislikes, and potential buying behaviors. This capability turns CTV into a formidable tool for demand generation. Unlike traditional advertising, which often aims at generating immediate sales or responses, demand generation is a subtler art. It's about creating
awareness, building interest, and fostering a connection over time. CTV excels in this area, offering a platform for storytelling that can engage viewers emotionally and intellectually, gradually nurturing them from awareness to interest and, eventually, to action. CTV's role in demand generation is amplified by its inherent nature of being highly targeted. Advertisers can create campaigns
tailored to specific audience segments, ensuring that the messaging is relevant and resonant. This targeting isn't just based on basic demographics but can include a variety of factors, such as viewing patterns, lifestyle choices, and even purchase history. The result is a level of personalization in TV advertising that was once only possible in digital campaigns. The ability to measure and
analyze the impact of CTV campaigns is another game changer. With traditional TV advertising, gauging the effectiveness of a campaign was often a murky process, reliant on indirect metrics. CTV changes this dynamic, offering direct feedback on viewer engagement. Advertisers can track how many people viewed an ad, how they interacted with it, and what actions they took afterward. This data is invaluable, allowing for continuous optimization of campaigns, making them more effective over
time. However, the power of CTV isn't just in its standalone capabilities. Its true potential is realized when it's integrated into a broader, multi-channel marketing strategy. CTV can complement and enhance other marketing efforts, from social media campaigns to email marketing and beyond. It's about creating a unified marketing message that reaches consumers across multiple touchpoints,
reinforcing the brand narrative and driving engagement. The content strategy for CTV also requires a different approach. In a world where consumers are bombarded with content across various platforms, the content on CTV needs to stand out. It needs to be more than just visually appealing; it must tell a compelling story, be relevant to the audience, and evoke an emotional response. Brands
need to invest in high-quality, original content that can capture and hold the viewer's attention, making the most of the visual and audio richness that CTV offers. The advent of Connected TV marks a significant shift in the advertising landscape. It's a transformation from broad,
untargeted messaging to personalized, engaging, and measurable campaigns. CTV offers a unique blend of traditional TV's emotional impact and digital advertising's analytical rigor. As brands and marketers adapt to this changing landscape, those who can effectively harness the potential of CTV will find themselves at the forefront of a new era of advertising – one that is more dynamic, responsive, and ultimately, more effective in connecting with and captivating the
audience.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🍺📉🤷♂️ Anheuser-Busch's marketing maestro, Benoit Garbe, is saying "cheers" to the company after a promotional hiccup with Bud Light sparked public outcry and sales slump. The controversial ad featured transgender TikToker Dylan Mulvaney, triggering a boycott and even a dramatic Bud-blasting by Kid Rock! 🎯💥 Despite Kid Rock's
backtrack, citing concern for the "working class," Bud Light's sales fizzled by 28%. Meanwhile, rivals like Yuengling Lager, Coors Light, and Miller Lite are popping the tops off double-digit gains. 🏆🍻 AB InBev's U.S. revenue is also feeling the hangover with a 13.5% dip. Time for a fresh marketing brew as Kyle Norrington steps in! 🔄🔝
🌐📺💡 Dstillery, a wizard in machine
learning, is stepping into the CTV arena with a focus on ID-free audience targeting, perfect for the cookie-less future. 🍪❌ They're all about AI-powered, behavior-based ad placements, making them ready for the privacy-first, digital ad world. Meanwhile, Comscore and Cadent are also in the game, adding their tech magic to the mix. 🧙♂️🔮 Mark Jung from Dstillery highlights the big challenges: trust and time in audience targeting. Their solution? A nifty tool that ditches the old
"bucket-of-devices" approach, favoring a smarter, data-driven strategy that's like a return to the roots of internet advertising. 🚀🎯 Welcome to the wild west of targeted TV ads, now with more AI and less cookie crumbs! 🤠📊✨
Smart TVs are the new hot spot 📺✨! According to the latest Inscape report, streaming is king, hogging 55.9% of viewing time. The average
smart TV now juggles 5.4 apps, double from just two years ago. Cable's losing ground, with only 5% sticking to traditional TV 📉. Viewers are diving deep into the streaming sea, with a significant shift from cable to apps. Advertisers, take note: the streaming wave isn't just coming, it's already here, and it's massive! 🌊👀📈 #SmartTVRevolution #StreamingEra
Nike's playing musical chairs with its execs! 🎶👟 Nicole Hubbard Graham is stepping in as the new chief marketing officer, taking over from Dirk-Jan “DJ” van Hameren, the ex-Olympic cyclist and 31-year Nike vet 🚴. Graham's not new to Nike either; she's a former 20-year insider who took a brief detour to co-found a creative ad agency. Under van Hameren, Nike stirred up some buzz with its controversial “Just Do It” campaign
featuring Colin Kaepernick and faced some internal diversity challenges. Meanwhile, Nike's dipping its toes into the Gen Z pool with forays into gaming worlds like Fortnite and Roblox 🎮. There's more shuffle at the top: new faces in innovation, design, and tech roles, all while Nike juggles competition and cost-cutting consumers. It's a corporate game of chess as Nike maneuvers for a win in the ever-tense retail race. ♟️🏁 #NikeLeadershipShuffle #MarketingMoves
In a plot twist worthy of a spy novel 🕵️♂️💻, the Irish Council for Civil Liberties is sounding alarms over real-time bidding (RTB) data being a potential goldmine for foreign snoops. Their report, titled "America's Hidden Security Crisis," paints a grim picture of how this ad-tech data, including categories like "military personnel" and "aerospace and defense," could be misused for blackmail or
manipulation. Imagine, your online shopping habits might tell more than just your preference for sneakers! They're worried that even the most secure individuals can be tracked through the digital footprints of their not-so-careful friends and family. Google, caught in the crosshairs, insists it's all a big misunderstanding, claiming they've got the digital equivalent of Fort Knox guarding people's data. They've even ghosted Russia's ad market since 2022. But the Irish group is not convinced,
suggesting that what's being touted as anonymous could be a privacy Pandora's box. 📦🔒🚨
The Federal Trade Commission (FTC) just called out the American Beverage Association, the Canadian Sugar Institute, and a dozen influencers for playing hide-and-seek with disclosures in aspartame ads. 🕵️♀️🚫
Apparently, these ads, sprinkled across Instagram and TikTok, were big on aspartame love but skimpy on transparency. Some influencers tried to sneak in #ad or #sponsored tags, but buried them like treasure at the bottom of their posts. 🏴☠️🔍 The FTC's not having it though; they want disclaimers big, bold, and impossible to miss. Even dietitian Steph Grasso, with her 2.2 million TikTok followers, got a wrist-slap for her subtle-as-a-ninja ad disclosures. 📱👀 The FTC's message? If you're going
to sweet-talk aspartame, at least be clear who's buttering your bread. 🍞💸 The House's new China-focused committee is eyeing Apple with suspicion, wondering if the tech giant's sudden cancellation of "The Problem with Jon Stewart" was more about Beijing than bad jokes. 🐉📺 They've shot a letter over to Apple's head honcho Tim Cook, probing whether China's influence
caused the show to get the boot just as it was gearing up for Season 3. The committee's not just raising eyebrows; they're demanding answers by December 15, hinting that China's reach might be stifling creative freedom in the U.S. 🕵️♂️🍏 Now, as Jon Stewart possibly hunts for a new home to air his controversial comedy, Apple is left to balance the scales of creativity, transparency, and global politics. 🎤⚖️🌍
In 2024, Google Chrome is set to send third-party cookies into extinction, causing a stir in the digital media world. With Chrome's hefty 63% market share, this change is a big deal, despite Safari and Firefox having done it years ago. Enter WPP’s GroupM, partnering with Google to launch a "post-cookie readiness program." This initiative aims to test new privacy-friendly tech, ensuring advertisers aren't left in the dark. GroupM and Google
are cooking up a unified approach to understand privacy tech better, involving a select group of clients in testing and learning from these changes. The goal? To smoothly transition into a less cookie-dependent, more privacy-conscious advertising world, all without demanding extra investment from clients. This move is crucial for GroupM, especially as they navigate leadership changes and look to bounce back from various challenges. 🍪🔍🌐💼🔚
Ad tech's Q3 earnings are like a rollercoaster at a tech-themed amusement park: wild, unpredictable, and not for the faint-hearted! 🎢🤓 Some companies are popping champagne with soaring revenues, while others are sobbing into their spreadsheets. The Trade Desk's playing high-stakes poker with $493M up 25%, but their stock's doing the limbo - how low
can it go? 🍾📉 Meanwhile, the whole ad world's biting nails over the 'death of the cookie' and a market softer than a marshmallow in hot cocoa. 🍪☕ It's not just ups and downs; it's loops and twirls, and everyone's bracing for the next twist in this ad tech theme park! 🎪🤪 In the epic battle of bots vs.
ads, Web2 was like a knight with a blunt sword, swinging at digital windmills. 🌬️🤺 Enter Web3, strutting in with its blockchain shield, making ad interactions as tamper-proof as a bank vault. 💰🔒 While Web2 giants DoubleVerify and IAS are counting their billions and playing it safe, Web3's underdog Verasity, with its modest millions, is the new cool kid on the block(chain), promising a bot-free ad utopia. It's like going from playing checkers to 3D chess in the ad world! 🎲♟️
#BotBusters #Web3Wins Amazon Ads is leveling up their game with a bunch of fancy new tools to help advertisers play Sherlock Holmes with their ad campaigns. 🕵️♀️💻 They're giving advertisers x-ray glasses to see deeper into audience insights and ad performance. Kelly MacLean, the big cheese at
Amazon DSP, is jazzed about simplifying marketing chores like planning and measuring, making life easier for advertisers who just want to reach more folks and make some cash. 💸🎯 They've rolled out cool features in Amazon DSP, APIs, and the Amazon Marketing Cloud. Think of it like getting a souped-up car with all the latest gadgets for your marketing road trip. 🚗🚀 Advertisers can now predict how many eyeballs will see their ads across Amazon and other sites, and even create custom audiences
with just a few clicks. It's like having a crystal ball for your ad campaigns! 🔮✨ The actor's strike is over, and Hollywood's back in action 🎬🌟! Sag-Aftra's deal with the AMPTP means a bustling winter for productions. Actors and writers, who've been striking since May and July respectively, can
now promote their projects again, a big yay for PR folks 📣🎉. Reality TV and live sports had the spotlight during the strike, and this trend might continue for a while. The post-strike landscape sees marketers cautiously navigating the return to scripted shows, with a keen eye on audience shifts and the scatter market 📺🔍. Meanwhile, AI's growing role in entertainment remains a hot topic, signaling a transformative era for TV and film. It's a time of adaptability and strategic planning for
advertisers and agencies, blending new tech with creativity to stay ahead in the game 📊💡. Meta's exciting venture to integrate Threads into the fediverse is like opening the doors to a massive social media party 🎉📲. Picture this: 10 million Threads users, previously in their own corner, now
mingling and sharing emoji-laden messages with folks on platforms like Mastodon. It's a digital extravaganza where boundaries blur, akin to Gmail users seamlessly chatting with Yahoo! Mail pals 📧🔄. This move isn't just about connecting platforms; it's about creating a vibrant, diverse online community where conversations flow freely, emojis fly, and the social media experience becomes more inclusive and interconnected than ever 🌍❤️🗨️. A true game-changer in the realm of digital
communication! 🚀🌐 Amazon's latest collaboration with Meta is set to transform how we shop on social media 🛍️📲. Users on Facebook and Instagram can now directly purchase from Amazon's vast network of sellers without leaving their feeds. This e-commerce leap comes with a data-sharing clause for
those who opt to link their Meta and Amazon accounts, offering perks like real-time pricing and Prime benefits right within the social platforms 🌐💳. E.l.f. Cosmetics is taking a dive into Roblox with "e.l.f. Up!" 🎮💄, an open-world game that's all about entrepreneurship and social awareness. Players get to
run their dream startups, from recording studios to animal rescues, all while earning Robux 💰🌐. It's not just a game; it's a financial literacy class with a virtual twist! 🤑📚. Future updates include a pet adoption center and more, mirroring E.l.f.'s real-world products 🐾🖌️. This move caters to the Gen Z entrepreneurial spirit and is a masterclass in blending creativity, coding, and cosmetics in the metaverse 💻💅. E.l.f. is not just playing games; they're crafting a new realm of
social entrepreneurship! 🚀🌟
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Gram Glam: Unpacking Instagram's Shopping Bag of Tricks In the vast, variegated vista of the modern internet, Instagram has slyly sidestepped into a role it was once only flirting with: the
cyber Shangri-La for shoppers, a dream woven into the fabric of the digital marketplace. As 2023 unfurls its tapestry, we find Instagram has embroidered itself into the very center, eclipsing its origin story as a humble photo-sharing app to become a titan of e-commerce hustle and bustle. READ MORE NOW!!!
ADTECH’S BUZZWORD BAKE-OFF: CAN ‘SIGNAL LOSS’ TAKE THE COOKIE’S CROWN?Picture this: You’re a high-flying marketer, charting your course through the digital skies. Your flight
instruments? A plethora of data points that tell you who’s eyeballing your ads and when. But suddenly, you’re flying blind, all thanks to a phenomenon we’re calling “Signal Loss.” Signal Loss is akin to a pilot losing their instruments mid-flight. Only instead of altitude and speed, you’re losing sight of where your customers come from. It’s like Hansel and Gretel without the breadcrumbs—how do you find your way back home?
Well, updates in privacy policies have essentially eaten those breadcrumbs, leaving marketers feeling a bit peckish for data. READ MORE
FIND A WAY: THE TRUE BIG CREATIVE Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as
broadcast reach was highly concentrated. With limited channels and the Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly). Wrong Way Fast forward to the Internet era. The data hustlers had a new war
cry: creative/schmeative! READ MORE
PRIVACY MASQUERADE: ARE TECH GIANTS PLAYING US FOR FOOLS? Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant,
with tech titans and data brokers waving the banners high for data protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears. READ MORE NOW
THE ALCHEMIST’S GUIDE TO STREAMING: TRANSMUTING PIXELS INTO GOLD In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background,
anchoring households to one shared reality: the televised world. There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind, once noted on Digiday that we, as humans, are insatiable in our thirst for content, always seeking more. READ MORE NOW
FROM GUT FEELINGS TO GIGABYTES: THE AI MARKETING METAMORPHOSIS Today AI stands like a monolith. Not just as a technological achievement, but as a beacon for what our future holds. No
longer is AI just a buzzword; it’s intertwined with our everyday existence, particularly in the world of business and marketing. The crescendo of the digital age is echoed by businesses and their marketing efforts. The bridge between businesses and the ever-evolving consumer is now maintained by Artificial Intelligence. Deep insights into consumer behavior, understanding minute preferences, and predicting future consumer trends
have turned marketing into a sophisticated game of chess. The king? AI Marketing. READ MORE NOW
Email Marketing Law Update: Google Announces New Requirements for Bulk Email Senders to Gmail On October 3, 2023, Google released an
announcement entitled “New Gmail protections for a safer, less spammy inbox.” By February 2024, Google will require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.
“…[T]oday, we’re introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day — to keep your inbox even safer and more spam-free,”
according to the announcement. READ ARTICLE
HOW GIANTS LIKE NETFLIX ARE CIRCLING BACK TO CABLE’S SHADOW The age of streaming dawned with a promise, a vision of a horizon where content was king, and viewers were no longer shackled
by the constraints of traditional cable. But as the years have rolled on, those early promises seem to have evaporated, much like morning mist under the blazing sun. Today, we stand at a curious juncture where the once-revolutionary pioneers, like Netflix, echo the missteps of the very institutions they vowed to replace. READ MORE OF THIS STORY
The Ascendancy of Connected TV: A Dive into the Future of Advertising In the dim light of modern living rooms, a battle is being waged: the evolution of television consumption. From black-and-white family gatherers to colorized rectangles of
entertainment, TVs have long been the center of home recreation. Today, the rise of Connected TV (CTV) marks a significant shift in how we view and interact with content. As Millennials, Gen X, Y, and even Gen Z make their mark, they’re tuning into CTV like never before. READ THE FULL STORY
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