The rise of streaming TV advertising is revolutionizing the marketing landscape, bringing together the best of traditional television’s broad audience reach and digital’s precise targeting capabilities. Marketers now have a new platform to explore, but it comes with its own set of challenges and opportunities.
To shed light on this topic, we hosted a panel discussion at Cannes, featuring industry leaders from AMC Networks, Disney, OMG, Paramount, Roku, and Experian.
In this blog post, we’ll explore the effectiveness of TV as a performance channel and audience targeting.
TV as a performance channel
Television has come a long way over the years. The evolution of linear TV to connected TV (CTV) is opening new possibilities for targeting and performance measurement, like what we’re accustomed to in search and display.
However, there’s still a way to go. What’s preventing us from fully realizing the potential of CTV? Let’s explore what’s holding us back.
Three challenges
Advertisers are captivated by CTV, a media platform that combines the best features of TV and digital advertising. With its unparalleled data and identity capabilities, alongside the immersive TV experience, it has the potential to be a powerful performance channel. However, we still face three challenges as performance dollars take center stage.
“CTV is a valuable household device that provides direct audience insights. However, to gain a comprehensive understanding of the household and the individuals in the household, we need different techniques. The implementation of such methodologies from user level profiles to algorithmic inferences are still evolving across different companies.”
Louqman parampath, vp, product, roku
Client education
Performance marketers and agencies are still primarily focused on social and search. It’s important to reassure them that CTV aligns with their established standards.
Optimize KPIs
We need to address the challenges around attribution and incrementality. We should optimize for the KPIs that performance marketers desire, which are different from the metrics commonly used in social media and search marketing.
Results-driven interactions
You should invest in interactive ad formats and novel experiences to give users clickable options that deliver the instant impact of performance marketing. While conversions and purchases can happen after seeing an ad thanks to view-through attribution, your goal should be to make video ad experiences feel like performance-based engagements.
This transition is crucial to building trust and familiarity among performance marketers and agencies.
Strategies to effectively reach audiences across different mediums
There are various mediums to connect with consumers — TV, digital, and mobile offer multiple avenues. Which strategies should you prioritize?
Data interoperability
When it comes to buying unified audiences, programmatically is the easiest route. By prioritizing data interoperability, you can ensure a seamless buying experience across all screens.
“At Disney, we focus on data interoperability with industry solutions such as The Trade Desk/UID2, Google PAIR, and Experian and the LUID, making it effortless to buy unified audiences programmatically across all screens. With an identity graph as the foundation of our tech stack, we help our clients reach their target audience across linear, digital, and streaming properties.”
jamie power, SVP, addressable sales, disney
Advanced targeting capabilities in linear TV
Don’t limit your perspective on television consumption to traditional streaming platforms alone. While streaming is popular, it’s equally exciting to see advanced targeting capabilities integrated into linear television. Viewer habits are shifting, with appointment TV becoming a thing of the past. Today, viewers have more options to watch a variety of programming, regardless of its age.
“Streaming has become another platform for viewers to consume programming, and it’s exciting to see digital targeting capabilities being applied to linear TV. Viewer behavior has changed, with more opportunities to consume programs at different times, so it’s important to use targeting capabilities like linear addressable to effectively reach the audience across multiple channels.”
evan adlman, Evp, commercial sales & revenue operations, amc networks
While live premieres still attract a substantial audience, utilize linear addressable targeting to reach viewers across channels. By doing so, you can ensure your message reaches the right viewers at the right time. The viewership landscape has diversified – it’s time to adjust our strategies.
Make TV viewing patterns predictable
To bring predictability to the unpredictable and fragmented landscape of TV, advertisers can create products that simplify and unify the viewing experience. This allows users to effortlessly transition between episodes, resulting in a cohesive and engaging viewing journey.
Watch our Cannes panel for more on the future of streaming TV advertising
We hosted a panel in Cannes that covered the future of streaming TV advertising. Check out the full recording below to hear what leaders from AMC Networks, Disney, OMG, Paramount, Roku, and Experian had to say.
Check out more Cannes content:
- Our key takeaways from Cannes Lions 2023
- Insights from a first-time attendee
- Four new marketing strategies for 2023
- The future of identity in cookieless advertising
- Maximize ad targeting with supply-side advertising
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NEW YORK, May 4, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology and now a part of Experian, has been honored with two iMedia ASPY Awards. Announced on May 3rd at the iMedia Summit in Lost Pines, TX, Tapad's 2016 ASPY Awards include "Best Customer Service" and "Best Mobile Partner." In 2015, Tapad's proprietary technology, Tapad Device Graph™, was named "Best New Media Innovation" and Tapad employee Chris Martin was awarded the "Rising Star Award." The iMedia ASPY Awards – determined exclusively by agency votes – recognize the industry's top marketing technology, media companies and publishers for outstanding service to agencies. The award for "Best Customer Service" recognizes Tapad's client services team and their dedication to helping agencies fully understand their consumers' behavior and achieve the best cross-screen campaign ROI through Tapad's Campaign Pulse and TV Pulse analytics reporting. The "Best Mobile Partner" win recognizes the abilities of the Tapad Device Graph™ to deliver unified cross-screen solutions for the company's partners. "We are privileged to have a talented and dynamic group of people on our client services team, and we are honored to be recognized by iMedia Connection and our agency partners," said Tapad Founder and CEO, Are Traasdahl. "We have always strived to provide the best solutions and the best customer support, so it's extremely gratifying to be rewarded for our efforts. If our clients and partners are happy, we are happy." For more information on the iMedia ASPY Awards please visit: http://aspyawards.com. Read the full press release here. Contact us today!
This article is an excerpt from Experian Marketing Services’ 2016 Digital Marketer Report. Download the full report to discover more insights and trends for the upcoming year! Support your mobile app with other mobile marketing initiatives Marketers are fascinated by mobile, and for good reason. It’s increasingly the device of choice for consumers. SMS and MMS messages, push notifications and the app inbox all offer marketers the ability to communicate directly with customers in a way that is immediate and friendly. Yet there seems to be an interest gap between developing mobile apps and building other mobile initiatives. In this year’s Digital Marketer Survey, 53 percent of respondents indicated that they plan to integrate a mobile app into their mobile marketing program in 2016, compared with only 40 percent for other mobile programs like SMS or MMS. Without a doubt, well-designed apps can be incredibly useful for building the brand relationship. Good apps focus on improving the customers’ experience by making their lives easier – by tailoring the content to their personal experience or lessening the number of steps it takes for them to perform an action. In service-based industries, apps can alleviate the need for in-store or in-branch services, helping companies become more lean and efficient. For example, consumer bank apps have redesigned the experience of depositing a check or transferring money between accounts, allowing them to cater to their customers’ needs faster and more efficiently than ever possible through a physical teller. That said, mobile apps are also time- and resource-intensive to develop, especially if they are well designed. Other mobile initiatives, like SMS and MMS text messaging programs or mobile wallet, require less investment to create and maintain. Additionally, imagine if every marketer who shared a plan to build an app actually followed through. That would mean a lot of competition for customers’ limited phone space. This is why I find the interest gap fascinating. Mobile apps are useful, but they should be part of a cohesive mobile strategy, supported with other mobile programs like SMS and MMS messaging that are less costly and can serve as an effective alternative for communicating with customers who have push notifications disabled, are inactive users, don’t have compatible phones or simply haven’t downloaded your app. Business needs can dictate mobile marketing strategy This concept is especially important for brands that use the mobile space to communicate service-related or operational messages, such as shipping and delivery notifications, fraud alerts or travel delay notices that require immediacy. These kinds of messages are time-sensitive and valuable. Customers who don’t have your app will benefit from their receipt if you offer it to them via another channel. Of course, it’s important to remember that not every business fits usage of SMS and MMS or app programs. Consider the needs and preferences of your unique customers to determine the need to develop a mobile program. After all, mobile experiences that are not well thought through may be more damaging than beneficial. According to a Google study of smartphone users, 66 percent of consumers will take negative action if a mobile site or app doesn’t satisfy their needs, such as being less likely to return to the site or app (40 percent) or purchase products from the company in the future (28 percent). Ultimately, if you’re investing in a mobile app experience, don’t forget about the power of a complimentary text message strategy. Mobile app marketing and text messages can go hand in hand. Develop an SMS experience that proves the value of your brand in the mobile space. Once you do, your customers and prospects will be more likely to believe in the value of your full app experience.
Cross-screen marketing tech firm, Tapad, drove unified campaign; partnered with Statiq to measure cross-screen impact on in-store visits LONDON, March 8, 2016 /PRNewswire/ — Carat North completed the UK's most comprehensive digital campaign with Tapad, the leader in cross-device marketing technology and now a part of Experian. Coupled with location-based audience data from Statiq, this marks the first time a UK-company has measured the impact of unified, cross-screen campaign on in-store visits. Carat North served display and video ads to grocery shoppers for the leading retailer ASDA from August through October. During the campaign, Tapad utilized Statiq's audience data to measure which users visited a store after being exposed* to the campaign's ad on multiple devices. The digital campaign demonstrated a lift of 59% for in-store visits when users were exposed to ads on three devices over people who were shown an ad only on onescreen. Those who engaged with the ad were also 411% more likely to visit an ASDA store. Of those who were exposed to an ad, 248% were more likely to visit a store. Impressions served to mobile devices saw the highest success rate with an in-store visit lift of 67%. The campaign leveraged Tapad's proprietary technology, The Device Graph™, which Nielsen confirmed Tapad's cross device accuracy to be 91.2%, to serve ads sequentially on connected devices belonging to the same user. CARAT NORTH: "The ability to know which devices belong to our customer, coupled with the ability to deliver the right ad, and right message, wherever they are and on whatever device they're using, has been something this industry has long needed," said Steve Thornton, Digital Account Manager, Carat North. "We're impressed with the results that have come from the work with Tapad and Statiq for this media-first, and look forward to continuing to offer these solutions to clients like ASDA. Matching unified cross-device capabilities with real insights on campaign performance is an invaluable advantage in the marketing world." TAPAD: "This campaign is a perfect example of the capabilities of cross-device advertising," said Are Traasdahl, Founder and CEO, Tapad. "In addition to reaching users across devices, we're able to analyze campaign results and determine how different combinations of ad exposure, creative type or view frequency affected their decision to visit a location." STATIQ: "As a location data specialist, Tapad is our ideal partner – they are an industry leader and by working with them we are able to determine the impact unified messaging has on real world consumer behaviours," said Dean Cussell, Co-Founder of Statiq. "We believe this type of analysis will significantly aid brands in optimising future ad spend." About Carat North Carat North is a leading independent media planning & buying specialist in digital and non-traditional media solutions. Owned by global media group Dentsu Aegis Network, the Carat network is more than 6,700 people in 130 countries worldwide across 170 cities. Carat defined the sector when established as the world's first media independent in 1968 and is now Europe's largest media network, a position held for more than 15 years. For more information visit www.carat.co.uk About Tapad Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. TechCrunch called the powerhouse Tapad team "a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade." Among Tapad's numerous awards: EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award, and a MarCom Gold Award. Read the full release here. *Tapad utilized Statiq's audience data to measure which users visited a store during, or within one month of, being exposed to the campaign's ad on multiple devices. Contact us today!