The holiday shopping season is here, and consumer behavior has shifted after an unpredictable year. Brands and retailers across the board have adapted their marketing strategies to accommodate shoppers’ new priorities throughout the season. With competition higher than ever before, marketers need to leverage every opportunity to reach consumers and build meaningful relationships during the holiday season. Connected TV (CTV) is the perfect channel for your media mix if you want to launch eye-catching and meaningful creatives on the biggest screen in the house while utilizing trackable data to optimize marketing efforts later down the marketing funnel.
Connected TV advertising’s landscape
After a year of staying home, streaming TV content has become the zeitgeist for most people with more options than ever before. Connected TV video streaming time has almost doubled since last year. And with over 183 million people in the US alone consuming content on CTV devices, it’s become more evident than ever that you need to integrate CTV ads into your marketing strategy to reach highly engaged audiences on the big screen in the household.
CTV advertising is purchased through the private marketplace (PMP) deals. The private marketplace inventory is one auction level above the open exchange allowing marketers the chance to access specific placements in an auction with fewer bidders, making win rates higher.
The private marketplace deals give you access to a collection of high-caliber and trustworthy publishers you’ll want to work with. It also allows you to bid on inventory within specific site sections, sub-sections, or creative formats that may not be available to target in the open auction environment.
Connected TV offers the same benefits as traditional TV advertising when creating an awareness-based campaign, but with the ability to reach highly engaged and targeted audiences. Connected TV enables enhanced targeting options and inventory selections to create an efficient channel for reaching your target market. With Choozle, you can search the connected TV deals to find inventory that will reach your desired audience.
CTV advertising can be a cornerstone of your media strategy during the holidays. It provides immediate value towards building brand recognition while providing valuable optimization opportunities with highly targeted audience segments, options for cross-device tracking, and retargeting capabilities you can leverage with other marketing tactics.
Measuring and optimizing Connected TV
Measurement has been a long-standing barrier for traditional TV ad buys, but with greater adoption of CTV, measurement and tracking options have become available with depth that was not possible with linear TV advertising.
Connected TV and linear TV ads are nearly identical in how they look: they are non-skippable ads on a big screen alongside broadcast-quality content. But how the viewer engages with the content is very different. Marketers can see how many connected TV impressions were delivered to their target audience, how often an ad was delivered, and view video completion rates for individual assets, which is not possible on linear TV.
Optimizing your holiday strategy with CTV
Understand the role CTV ads play in your marketing mix and maximize the value they provide by monitoring lift for both in-store visits and online conversions (including website purchases, completing a form-fill, adding a product to a shopping cart, and more) in households that have been targeted by your CTV ads, as compared to households that have not seen the ads. By creating an attribution model that can be utilized on any campaign, all within a day of the campaign’s launch, creates a huge opportunity to continue making optimizations that can maximize performance overall.
Connected TV also allows you to strategically display your ads to users who have already shown an interest in your brand, or a similar brand, to continue driving awareness and ultimately encourage conversions. CTV retargeting is smarter than other retargeting practices, as it allows you to display retargeted ads when and where your target audience is streaming content on a CTV device. Traditional TV ads are still served to massive audiences who may or may not be interested in what your ad has to say. CTV retargeting tracks the users who are more likely to engage with your message and allows you to continue communication throughout the marketing funnel.
By strengthening your campaign with targeting, marketers can reach ideal audiences, save money, achieve a higher ROI, and build brand recognition with compelling messaging.
A marketing strategy that leaves out CTV won’t make an impact and drive users down the marketing funnel as effectively as one with highly targeted ads on the big screen. CTV is becoming a standard in the marketing landscape, especially during one of the most competitive advertising seasons of the year. If you’re ready to start planning your connected TV strategy, contact a Choozle Account Manager today.
About the author:
Zack Rosse is a Content Specialist at Choozle – Easy Digital Advertising®. Always learning and connecting the dots, Zack helps translate some of the tougher answers to simple questions marketers ask themselves. Outside of the office, Zack loves hunting for old vinyl to add to his collection and picking up garbage on his favorite walking trails.