Because we are living in an omnichannel world
When was the last time you used less than three internet-connected devices per day? Less than two? one? Guess it’s been a long time (if ever).
In today’s world, Internet-connected devices play an integral, if not central, part of most consumers’ day. With everything from smart TVs and smartphones to easily accessible and handheld tablets, they often jump from one screen to another, dividing their attention between all of these devices. And they typically also research, buy, and interact with brands as they go.
So, as an advertiser, your strategy should look a lot like this. With an omnichannel approach to advertising, brands can delight consumers no matter what device they’re looking at or how far down the consideration funnel they are.
And yes, to achieve a fully comprehensive omnichannel strategy, brands must add connected TV to their marketing.
CTV as an integral part of your omnichannel strategy
No need to panic: connected TV has become more advertiser-friendly than ever. With more ad-supported streaming available, consumers have turned to ad-supported streaming to take advantage of the lower price. In fact, ad-supported video-on-demand (AVOD) platforms are expected to be seen this year more than triple growth in US viewers than subscription streaming platforms. This means more opportunities for advertisers to reach their ideal customers on Connected TV.
And with all the advancements that have been made in the CTV ad tech space, it’s easier than ever for brands to use connected TV as they do with other advertising channels. When linear was the only TV ad channel in play, it was much harder to switch gears with a TV campaign; now, brands can quickly implement or change their ads as needed. And with CTV’s robust orientation to the public capabilities, advertisers can serve ads to specific viewers and get customizable real-time feedback on the performance and success of their campaigns.
Leveraging your digital marketing skill set for CTV
Still nervous about including CTV in your ad mix? Here’s a secret: If you’re already running paid search and social media campaigns, you’re probably already an expert.
Connected TV aligns perfectly with the core principles and methodologies of performance marketing and is an additive solution for advertisers already familiar with these channels. In fact, you can use the same skills you’ve developed while running campaigns on other platforms to get started on connected TV. For example: Do you know how to use targeted keywords of your time with paid search campaigns? Great! You know how to do it use targeted keywords into an audience segmentation tool to identify and convert valuable leads for your new CTV campaign.
Creating a CTV campaign follows the same basic principles as any other digital campaign. You start by defining your goal and budget, selecting your audience segments, uploading any creative assets, and then before you know it, you’re launching your campaign. Once it’s launched, you can also monitor your campaign’s performance in real-time and optimize as needed, again just like you already do when managing other performance channels.
CTV’s halo effect is a game changer
Ready for the cherry on top? Once connected TV is part of your omnichannel ad mix, you can take advantage of one of its biggest advantages: its “halo” effect on other channels. When integrated into a marketing strategy, connected TV’s precise targeting capabilities, comprehensive measurement tools and non-skippable ads mean you’ll see improved results across all your channels, not just CTV.
You’re especially likely to see this impact in your paid search and social campaigns. By watching MNTN first party data, we found that after 30 days, the halo effect of connected TV created stronger conversion rates for paid social (4%) and paid search (2%). And after 90 days, this effect became even more significant, generating 9% stronger conversion rates for paid social and 22% (!) stronger conversion rates for paid search.
Ultimately, in a world where your consumers are accessible from every device imaginable, every day you don’t follow them to those devices is a missed opportunity (and an opportunity for your competition to get there first). And the sooner you start, the sooner your connected TV campaigns can make your other channels shine, too.
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