The column "About Television and Video" examines the possibilities and problems of modern television and video.
Today's column is written by Andrew Mullins, director of Realtime programs .
We've all seen the traditional way of marketing: awareness and reviews are mostly at the forefront and measured by soft metrics like impressions and views. Acquisition and loyalty are aggregate metrics and are measured by active sales or conversions.
Historically, traditional television advertising has been the dominant marketing channel. But where to put the connected TV? This is television after all.
Unlike traditional television, connected television (CTV) combines old technology - your television - with the power of the Internet: data mining, interactivity, surveillance, robust functions, and more. This poses an interesting challenge as we wonder what position CTV will take. In the marketing line.
This is television , but it is not .
Lost message
CTV allows marketers to target attractive audiences in specific regions by focusing on insights and modeling. This means that while CTV CPMs can equal or exceed traditional TV CPMs, the quality of impressions is often higher than what you would get with traditional TV CPMs.
In addition, online TV advertising is becoming more interactive with companies like Innovid and Brightline leading the way with high-performance devices that make the TV screen look like a phone or computer. Google is launching Shopping TV ads that allow consumers to scroll, view and buy directly on their TV screens . CTV's ad buying strategies now mirror those used by other digital channels. Advertisers can use website retargeting/marketing or similar techniques to reach a highly targeted search audience.
While interactive blocks have been shown to be effective and significantly increase customer engagement , TV Direct's click-through rate is nowhere near the 3-5% that advertisers can earn on Facebook or native ads. Interactive technology is not so simple that users are forced to pick up the remote and share.
KTV is better than just TV.
Some advertisers will tell you that CTV can compete with the top mid- and lower-tube classifications. But information transmission and television technologies do not support this. Therefore, connected TV is a marketing channel like traditional TV. Instead, with today's technology landscape, it should just seem like a smart way to run ads at the top of the funnel. That doesn't mean that won't change soon, though.
After analyzing tens of thousands of data points to measure the performance of best funnel marketing across platforms, we concluded that CTV was 20-30% better on average. Ability to work with target audience. In a completely untouched, inaccessible and completely visible area.
While direct response marketing strategies may not be as effective when comparing CTV interactive ads to social and native placements, CTV is a brand marketer's best friend. This prevents buyers from viewing online TV junk outside of the desired geographic area in their full viewership and target audience. This gives advertisers the data and control they need to reach consumers to optimize their ads.
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