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
Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing.
Latest posts
If you are a mother, or if you know any mothers, you know that being a mom of an infant or toddler can be challenging. Not only is there an extreme amount of responsibility involved (and very little sleep!) but there is also a shift in social priorities. It’s no longer easy to ‘catch up with the ladies’ over drinks. Finding time to go on a date means finding a baby sitter and scheduling far in advance. And weekly poker nights at the neighbor’s house may no longer be feasible. It’s not a surprise, then, that moms with young kids (MYK’s) are very apt to become active on social media websites. In fact, according to a recent whitepaper by Experian Marketing Services, these moms are two times more likely than the average adult to use social media more than three times each day. And not only are they more likely to visit these sites, but they are also more likely to be active, posting and commenting two times more than the overall population. A possible explanation for this observation is that MYKs, especially those with infants, spend a lot of time at home with the kids and need an outlet that allows them to stay connected with family and friends. In that sense, social media—especially sites like Facebook (the top choice for MYK’s) where users can share photos, statuses and private messages—is ready-made for this segment. Beyond catching up with friends, these moms have a high propensity to follow brands and companies on social media platforms. Because they are so participatory as a segment, they offer a huge opportunity to marketers who may be looking to expand their target audience or narrow in on young mothers. Brands looking to target moms with young kids should consider offering deals through these social channels. They should also encourage moms to participate in their branded social media posts, both to interact with the brand directly and to support conversations between moms. Brands that offer time-saving ways to keep in touch and share ideas across platforms will do well with this segment. And marketers can get creative, too! Sponsoring “most beautiful baby” contests or starting discussions about the best way to calm a fussy child will not only give moms an entertaining break in their day, but will also help them associate the brand with positive, helpful experiences. For more information about moms with young kids, their online and mobile behaviors, and how to best reach them, download the whitepaper: From Diapers to Preschool: a window into the world of the Mom with Young Kids.
The holiday season is right around the corner and retailers are gearing up for a massive influx of customers, both new visitors and returning loyal patrons. But, organizations need to make sure they’re prepared to handle the influx of business. Data quality should be a priority for retailers at any time of year, but even more so as the holiday season approaches. During this time, it’s important for companies to provide customers with relevant shopping offers. When consumers shop for holiday gifts for their friends and families, they have countless directions to which they can turn. In order to prevail in competition, retailers need to provide customers with relevant offers and messages. Unfortunately, many businesses fall short in this regard. According to recent research from Experian QAS, organizations feel that, on average, 25 percent of their data is inaccurate. Consumers are frantically looking to find deals on products that meet their holiday needs, but loyalty offers may not be reaching consumers. One reason for the difficulty is the messy nature of companies’ customer databases. Retail businesses are working hard to gather as much information as possible about the consumers who patronize them, but all too often, information is riddled with errors. These errors have become more prevalent in recent years due to the proliferation of mobile apps, web interfaces and social media channels. There are so many different channels that companies now interact with people through an average of 3.27 channels. This poor data quality is hurting organizational bottom lines. Experian QAS found that an average of 12 percent of departmental budgets are wasted due to inaccuracies in contact data. During the 2013 holiday season, consumer spending is expected to increase by at least 11 percent. Retailers need to be certain that they improve data quality prior to the holiday season to ensure communications reach consumers and resources are maximized in order to take advantage of the expected increase. Be sure to check out our new data quality infographic.
Experian Marketing Services’ Head of Global Research Bill Tancer appeared recently on Fox Business News to talk about new holiday shopping trends, including why both retailers and consumers are starting the 2013 season earlier this year. “We are seeing the eventual extinction of Black Friday,” says Tancer. “What we see in our data is that retail is really changing. The consumer is relentlessly searching for that deal.” In fact, as Tancer notes, the hyper-connected, digital consumer is already searching for holiday deals. Hear more from Tancer in this clip. Watch the latest video at video.foxbusiness.com Tancer and other Experian Marketing Services data experts will discuss holiday marketing trends at an upcoming webinar; register for more insights and tips.