Tips for Keeping up with the Changing Market
As cord-cutting becomes increasingly common, users are turning to Connected TV. Because of this, CTV ad spending is growing quickly and is expected to reach $18.89 billion this year.1
To keep up with the trends, 73% of marketing professionals in the US are planning to shift their linear TV budget to CTV this year.2 This increased competition means staying on top of the changing trends and new opportunities in the industry is essential. Here are some of Division-D’s unique offerings for CTV.
1. Premium & Live Event Inventory
One of the biggest concerns advertisers have regarding CTV is whether their ads serve on reputable apps and channels. Division-D offers reporting insights outlining top apps in a campaign, but we can also take it further and target select inventory of interest.
Premium Inventory
As more networks release their own streaming services, options for where to run ads increase. Division-D’s goal is to stay on top of these changes to offer the most premium inventory to its advertisers. We’re pleased to have partnerships with ESPN, Disney, Discovery Networks, Hallmark, HBO Max, and many more.
Live Event Inventory
You don’t have to buy linear TV ad space to advertise on live events. Sports and entertainment events are available to stream, and Division-D’s partnerships with premium publishers allow us to purchase ad space for these events.
According to a study by SpotX, 75% of CTV viewers regularly watch live programming.3 Users watching a live event like the Oscars, March Madness, or the FIFA World Cup are more likely to be engaged with the content than someone watching a sitcom in the background, for instance, making live event inventory a great way to get your ad noticed.
2. Sequential Messaging
Sequential messaging allows advertisers to build a cohesive storytelling campaign. For this strategy, a user is first shown an upper-funnel CTV ad that catches their attention and makes them aware of the brand. Later, they are served a lower-funnel ad on their desktop or mobile device to remind them of the brand and give them the chance to interact with the ad and the brand’s website.
“Leveraging sequential messaging that starts with CTV is a great way to build out a full-funnel digital marketing strategy,” said Shalyn Mulholland, Vice President of Sales. “With brand familiarity often comes increased perception of credibility and overall favorability, which increases the likelihood of engagement when served other ad formats to follow. This has been reflected when comparing side-by-side performance between standard banners with general targeting versus banners that are served as a second or third step in a series aligned with CTV sequential messaging.”
Sequential messaging is an excellent strategy if you want to reinforce your message but are worried about creative fatigue. The tactic ensures an effective frequency, but since they are different placements, viewers won’t feel over saturated by seeing the same ad repeatedly.
3. Pixel Placement
Since most CTV ads aren’t clickable, placing pixels offers increased insights into a campaign’s effectiveness. Cross-device tracking allows users’ movements to be tracked on their desktop or mobile device after exposure to a CTV. So, if a user converts on your site after seeing a CTV ad, we can attribute the conversion back to the campaign.
“I always recommend tracking engagements across the root URL or homepage of a site along with any additional actions of interest since site visits occur in a non-linear fashion most of the time following CTV ad exposure,” said Mulholland. “It’s a great performance indicator to track how many people independently sought out a site visit after being exposed to an ad on one of their associated devices.”
4. Advanced Measurement Options
If you want to measure even more results, we encourage you to check out our offerings on Brand Lift Studies and Foot Traffic Measurement. With multiple vendors for both, there are many options to consider for your campaign.
Brand Lift Studies
For awareness-based campaigns, which CTV campaigns often are, brand lift studies quantify effectiveness based on factors like awareness, ad recall, consideration, and purchase intent. They can also be used to see how you stack up against competitors.
These studies are done by giving surveys to users exposed to your ad and a control group. Survey questions can be customized to help you get the most useful information for your brand.
Foot Traffic Studies
If your brand has a brick-and-mortar location, you may be interested to see if your digital advertising efforts bring customers into your physical store. Foot traffic studies use a user’s physical location to let you know. Some options allow for mid-flight reporting to optimize your campaign according to results.
Division-D continues to evaluate the best offerings for CTV campaigns and provide brands with the tools for a successful campaign. If you’re interested in adding these tactics to your next CTV campaign, reach out to your Division-D rep or email advertisers@divisiond.com. Don’t forget to check out our one-sheeters for CTV, Foot Traffic Measurement, Brand Lift Studies, and Building an Effective CTV Strategy.
Sources:
- eMarketer, March 2022. “Connected TV Ad Spending”
- eMarketer, 2022. “Sources for Funding the Increase in Connected TV (CTV) Ad Spending Due to the Deprecation of Third-Party Cookies/Mobile IDs According to US Agency/Marketing Professionals, March 2022”
- SpotX, 2020. “CTV is For Everyone.”
