Connected TV advertising (12)

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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.

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• 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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• 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.

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• 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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• 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?

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• 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. 

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• 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