In the digital age, connected devices have become a central facet of our everyday lives. With the proliferation of smart TVs, smartphones, and tablets, consumers seamlessly hop from one screen to another, often engaging with brands. For advertisers, keeping pace with this shift requires an enlightened omnichannel strategy, where all potential customer touch points are considered. Enter the realm of Connected TV (CTV) – a valuable addition to every modern marketer’s mix, promising a myriad of opportunities.
CTV: An Essential Addition to Your Omnichannel Strategy
It’s no cause for panic when we announce that connected TV is becoming more advertiser-friendly than ever. Thanks to ad-supported streaming services, a growing number of consumers have hopped onto the bandwagon, especially for the appeal of its comparatively lower price point. This year, ad-supported video-on-demand (AVOD) platforms are anticipated to triple their growth in U.S. viewership as compared to subscription-based streaming platforms. This clearly indicates the opportunities waiting to be tapped by advertisers via Connected TV to attract their ideal customer persona.
The evolution of its ad technology makes CTV even more exciting for brands. Marketers no longer face the rigidities of only linear TV ad channels. With advanced CTV capabilities, brands can swiftly deploy or adapt their ads as required. Furthermore, robust audience targeting and real-time, customizable feedback enhance the advertising experience, enabling brands to ensure campaign success.
Leverage Your Digital Marketing Expertise on CTV
Is incorporating CTV into your advertising strategy challenging? You’re mistaken! If you have been running campaigns on paid search and social, you’re likely prepared to conquer CTV advertising. CTV aligns perfectly with the core principles and methodologies of performance marketing. Imagine using the same skills developed while working with other platforms to ace your CTV campaigns! For those acquainted with targeted keywords in audience segmentation tools, you’re already equipped to identify and convert valuable prospects for your CTV campaign.
Creating a CTV campaign follows the same principles as any other digital campaign. Start by setting your goal, defining a budget, choosing your audience segments, and uploading your creative assets. Once launched, monitor the campaign performance in real time and make necessary optimizations.
Experience the ‘Halo Effect’ of CTV
Once the magic of connected TV has been integrated into your omnichannel ad strategy, prepare to witness its ‘halo effect.’ CTV’s precise targeting capabilities, comprehensive measurement tools, and non-skippable ads can promote improved outcomes across all your channels, not just on CTV.
Did you know that the impact of CTV’s halo effect can significantly boost your paid search and social campaigns? As per first-party data from MNTN, it was observed that CTV’s halo effect resulted in more robust conversion rates for paid social (4%) and paid search (2%) – measured after 30 days. Ninety days later, this halo effect led to 9% stronger conversion rates for paid social and a whopping 22% increase for paid search!
In conclusion, with consumers being reachable on various devices, it’s high time marketers followed suit. Not doing so risks losing a valuable opportunity to your competition. Remember, the sooner you start, the sooner your Connected TV campaigns can illuminate your other channels.
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