1/9/2024 0 Comments Goodway ctvBetween Hulu, Amazon, Roku, YouTube and others, the list of premium video platforms is growing, and advertisers are missing out if they’re not meeting their targeted audience here when they’re streaming in the same way they would with traditional network television budgets.ĭesign attention-getting creative assets that have the power to cut through the clutter, ones that will most appeal to and engage your audience. Focus on Mindset and Medium.īeyond knowing who your audience is and where to reach them, get into their mindset to have an idea of when and where they will watch. Focus on video content that people are consuming by interest and type, select the right app or network based on where you want your brand to appear and expand to cross-device for maximum targeted reach to get in front of your ideal audiences at optimal times. Coordinate what people are watching (content), where (app/network) and how (device). Since behavioral targeting isn’t enough or always an accurate way of pinpointing streaming video audiences, include content targeting in your online video strategy. Understand the nuanced audience differences by platform or channel so you’re showing up at in the right place at the right time. Streaming video platforms know their audiences better than a third-party data source. Streaming video platforms share audiences, but each has unique demographic sets and inventory available. But know that most users don’t just watch one channel or device. Isolate one control variable to more easily deduplicate spend.Īlso, get the complete details about your audiences’ media consumption habits. Attempting to buy a mix of different platforms and content is possible, but it will be difficult to optimize frequency caps and serve relevant ads. ![]() Or you might buy inventory across Viacom, NBC and Freewheel, a Comcast company. For instance, you might buy Hulu, Roku and YouTube, which are unique platforms. ![]() Plan to buy either across several streaming video platforms or choose to buy a specific set of channel placements, based upon the content. Focus your buying strategy by either platform or channel. Get to Know Your Audience.īuy across multiple platforms or content providers. Plus, these deals can be great opportunities to test new features and audience engagement. This programmatic inventory is more transparent and monitored for irregularities in performance, so advertisers can be assured a higher level of quality, and better pricing. ![]() By Q3 and Q4, a large portion of premium inventory is not available programmatically due to the upfronts that have already been secured plan way in advance so you don’t miss out and leave your connected television and online video budgets open to fraud. Traditional upfront buying – a committed spend in exchange for premium inventory – has moved into digital, and with it comes the need for advertisers to plan streaming video buys annually. Premium inventory is available, but to guarantee access, plan and buy multiple platforms and networks.Īpply linear television thinking to programmatic video buying. The open exchange is riddled with fraud, which means programmatic CTV and video buying must adjust. Yet, with the confusing and fragmented nature of the advanced TV landscape and new players entering the space all the time, how do you leverage CTV in your upcoming campaign? Follow these four steps: Leveraging Connected TV in 4 Steps Seek Out Quality Inventory. Successful marketers now must consider the best content and format to reach and connect with their audience and create better viewing experiences. The future of video and television is here: Connected TV (CTV) has married the beauty of programmatic tech with television content in ways that are critical to the new consumer journeys.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |