Connected TV advertising (12) - PowerPoint PPT Presentation

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Connected TV advertising (12)

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Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads and OTT advertising. Connected TV advertising made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now. – PowerPoint PPT presentation

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Title: Connected TV advertising (12)


1
Connected TV advertising
  • How to do Connected TV Ads Right A Guide for
    2023 and beyond
  • From Seychelles to San Francisco, consumers are
    watching a lot more connected TV(CTV). We
    witnessed a startling increase in on-demand,
    curated content, particularly during the pandemic
    when people had nowhere to go and no access to
    entertainment. Between 2019 and 2020, CTV use
    increased by 81 year over year. CTV accounts for
    50 percent of all worldwide video impressions.
    Nearly all US homes have a CTV, and most
    customers between the ages of 18 and 54 watch
    streamed content.
  • Connected TV ad campaigns are the new battle
    ground for brands and advertiser.
  • CTV is a natural fit for advertising in 2023 and
    beyond. It captures the mindshare of households
    like the good old days of unskippable TV ads.
    Connected TV ads offer immersive viewing and
    social experiences to screen-exhausted audiences.
    They address the large proportion of viewers who
    favour free, ad-supported content.

2
  • The stage is set. But if there were no
    difficulties, what fun would that be? Here we
    will talk about
  • The top two trends influencing the growth of
    smart TV advertisements
  • The targeting and measurement challenges that
    must be overcome for marketers to maximise the
    effectiveness of their connected TV ad campaigns
  • Connected TV ads Top trends and pain points in
    2023 and beyond
  • Like any brand-new advertising platform, OTT ads
    have both great promise and drawbacks. Lets dive
    right into it.
  • Trend 1 Privacy-first cookieless future will see
    brands flocking to CTV advertising
  • Dont worry, we won't be discussing the demise of
    cookies and advertising here once again! OTT
    advertising has never been dependent on cookies.
    And thats why CTV advertising is here to stay.
  • Google already made the cookie deprecation
    announcement, and it just extended this deadline
    to 2024. The writing is on the wall future of
    advertising will be cookieless.
  • Marketers are under pressure to balance customer
    needs on privacy and personalisation
    simultaneously. They are looking for new
    platforms which will help addressing this. In
    2023, the search for such platforms and solutions
    will reach its zenith, paving the way for even
    more rapid growth of CTV ads

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4
  • CTV advertisements are cookieless by design, and
    this is exactly what will fuel their expansion.
    What's even better is that CTV ads provide
    marketers the ability to target families, which
    is essential in the cookie-less world.
  • CTV targeting roadblocks
  • To access streaming content, consumers first buy
    hardware (think Roku, Apple TV, X-Box, smart TV,
    Fire TV, etc.). Then, they download specific
    streaming apps. 
  • When marketers buy connected TV ad inventory,
    they know which streaming service they are buying
    from. But not which device their ads will be
    served on. This creates challenges in targeting
    and frequency capping. Repetitive ads annoy
    disengaged customers and there is ad wastage on
    those who has already purchased.
  • To consumers, CTV ads can often feel like the
    return to the era of linear TV's
    one-size-fits-all ads. CTVs lack of integration
    with other digital platforms like social media
    also hampers retargeting efforts.
  • Tip for marketers Choose the right identity
    solution to make the most of contextual connected
    TV ads
  • Addressing CTV campaigns, targeting and ad waste
    challenges requires identity solutions built for
    CTV's advertising capabilities. These solutions
    should have privacy, holistic customer data, and
    transparency at their core.

5
  • Bonus tip - To make the most of your CTV ad
    investments, look out for a CTV ad platform that
  • Partners with the most prominent apps and
    publishers to ensure a holistic inventory that
    delivers results
  • Recommends targeted genres and specific content
    within the vast CTV inventory
  • Provides platform-specific (traffic, time spent,
    engagement, top rated content etc.) and audience
    insights (life stage, lifestyle, location,
    demographics etc.) for a high-impact contextual
    ad plan 
  • Offers custom audiences for retargeting even in
    the siloed media ecosystem
  • Request a demo for 9MO for a fresh,
    hyper-targeted approach to contextual advertising
    on CTV.
  • Trend 2 The looming recession will lead to
    conscious spending on smart TV ads
  • Fun fact - when the economy goes south, reduced
    advertising budgets are the quickest and easiest
    cost-cutting measure. 
  • It's simple - you will cut ad spending before
    laying off your people. Last recession, ad spends
    dropped by double digits. Of course, that was a
    time of linear, traditional advertising and ad
    measurability was an unknown concept. 
  • With ad tech's quantum leap in the last decade,
    advertisers may not completely stop their
    spending in the upcoming recession. But they will
    see increased pressure to prove high ROAS.

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7
  • Though in nascent stages, CTV's programmatic
    approach and 90 ad completion rates due to
    unskippable ads make it a robust investment. 
  • However, there is room for improvements in
    measurability and attribution. CTV's lack of
    common currency, identifiers, and precision can
    pose challenges in proving ROI. It becomes a
    bigger problem during recession.
  • CTV measurement and attribution roadblocks
  • CTV advertisements are uncharted area in terms of
    measurement and attribution.
  • Vanity metrics do exist, but they don't provide
    actionable performance insights that mean
    business - like store visits and actual
    purchases. As we discussed earlier, brands also
    lose money in ad duplication.
  • CTV ad campaign measurement falls between the
    unmeasurable linear TV and the cookie- and
    identifier-led precise PC and mobile ad
    attribution. CTV is fragmented into many devices
    and lacks common identifiers.
  • Tip for marketers Consolidate your connected TV
    ad measurement and attribution data
  • Finding the precise KPI for each campaign is the
    first step in enhancing CTV measurement. For
    brand awareness campaigns, the ad completion
    rate, for instance, serves as a suitable metric.
    However, actionable insights like visits to
    physical or online stores make more sense for
    performance marketing. But how do we get to these
    sharp metrics for OTT ad campaigns?

8
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9
  • Need of the hour for advertiser is to consolidate
    the data points in CTV measurement and
    attribution. Only in that way can campaign
    performance be accurately analysed, and precise
    metrics shown.
  • Bonus tip - Maximize and prove your CTV ad spend
    ROI by bringing on a measurement partner that
  • Provides quick, sharp, and layered insight on
    people, households, and devices, so you always
    know who saw your ad 
  • Integrates with your most crucial CTV and digital
    channels, platforms, publishers, and networks for
    privacy-compliant performance data collaboration
    to optimize campaigns in real-time
  • Allows you to control ad serving frequency and
    channel spend optimization to increase campaign
    reach wherever your clients are
  • Measure, optimize and prove the ROI of your CTV
    ads with ease and accuracy. Book a demo for 9MO.
  • Whats next for connected TV ads?
  • CTV is the next big thing for advertisers and
    marketers, especially those looking for new
    advertising solutions in the post-cookie world. 
  • But managing CTV ad investments sustainably and
    with ROAS means looking beyond the obvious.
    Advertisers must get a real time access on
    targeting, identity, and attribution. Performance
    oriented and privacy-compliant partners built for
    CTV can help with this. 

10
  • 9MO is one such partner. With 9MO, global
    advertisers are pushing the envelope on CTV by
  • Accurately targeting individuals and households
    with people and device data consolidation 
  • Measuring holistically through relevant
    integrations with digital-first environments
  • Continuously optimizing their campaigns and
    channel spends to achieve up to 20 higher ROAS 
  • Staying privacy-compliant with unique identifiers
    that protect personally identifiable
    information  
  • Switch to performance oriented and
    privacy-compliant partners for CTV advertising
  • Book a Demo with 9MO
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