What is in store for connected television advertising in 2022

dWeb.News Article from Daniel Webster dWeb.News

In 2021, it became clear that connected TV advertising has staying power and that its impact was expanding — perhaps accelerated but not bounded by pandemic lockdowns.

According to estimates by eMarketer, there was a 60% year-over-year increase in CTV ad spending in 2021, and the firm estimates that the growth will continue — with a projected 32% year-over-year growth rate in 2022. However, marketers are slow to recognize the advertising potential of CTV and how to fully leverage it.

” “I believe there needs to be an easier adaptation to these changes caused by CTV marketers,” said Chris Innes Chief Operating Officer at MNTN. “I would love for agencies to make changes in the way they work with this channel .”

by the end of 2011.

Marketers will need to be familiar with CTV’s unique capabilities, value propositions and how it evolves in order to reap the benefits of CTV advertising. With an eye on these goals, Innes offered further insights into what advertisers can anticipate when it comes to CTV in 2022.

CTV is a foundational performance channel

that will continue to grow.

CTV advertising is a powerful performance channel, unlike linear TV advertising which focuses on brand awareness. This will only get more obvious as technology and targeting capabilities improve.

” If you visit a hundred brands across the United States, it doesn’t matter what brands they’re from, you can ask them, “What are two core performance campaigns that you’re running? They’ll tell you paid search and social.” Innes stated that performance marketing on CTV has now reached the same level.

He said that

“Connected television advertising has now reached the same level as Facebook’s ad performance in terms conversion rates. “I believe you’ll start to see brands place that trust in performance campaigns on connected television that you see in Facebook ad performance in terms of conversion rates,” he said.

It is already an investment, as shown by the increasing spend and reallocations of budgets towards the CTV-plus performance approach. Moving into 2022, it’s simply a matter of marketers shifting their mindsets and strategies away from what they think they know about TV advertising and reframing CTV advertising with its performance potential in focus.

” This is a clear line in the sand. Innes stated that this will change behavior moving forward.

The addressable audience is going to expand and become more targetable

CTV technology and the data it integrates allow marketers to reach audiences in a way that linear TV cannot.

” You see a lot brands take what they do in linear TV and transfer it to connected TV. “Connected TV has proven to be as effective as other channels. This will allow us to reach more audiences .”

. That’s the real change we are seeing.

CTV allows marketers to target audiences with data from multiple sources. This includes data from the Oracle Data Cloud and site tracking pixels, as well as their own audience data. Innes stated that the target audience is not limited to those who are watching television; it includes all of the United States. There is an endless path to reach a specific group of consumers via streaming television.

The size of the audience is only the beginning. CTV advertising’s reach is enhanced by its targeting capabilities. CTV advertising can target different audiences with different messages, as it doesn’t limit itself to a single spot in a commercial.

A large retailer that MNTN works with, for example, has 16 different audience segments. Innes stated that they are beginning to consider this audience approach, which is something you rarely see on a well-established performance platform.

Creativity in the construction of campaigns will become paramount

To take full advantage of the performance and targeting capabilities of CTV advertising, marketers will need to overhaul their creative strategies in 2022.

To ensure that CTV creative achieves performance goals, it is important to include a call to action in an advertisement. This could be a URL or a QR code. This allows audience engagement to be tracked from the campaign.

” All of our TV commercials include the domain throughout the entire ad,” Innes stated. They include a call to action, even though it may be a loose one. We also measure traffic to the site. This is a fundamental difference in thinking .”

If advertisers want to get the best follow-through on their calls to action, they need to make sure that the creative is relevant to the target audience. This requires specific messaging to target the various audience segments.

Innes explained that it could be just the last few seconds that change. This could include messages directed at repeat customers and members of an audience who have not yet purchased, to encourage them to do so. You could make it more specific, such as messaging about cart abandonment.

2021 served as a proving ground for CTV advertising, as it demonstrated its capabilities as a performance marketing channel. The growth in CTV ad spending and the evidence of reallocated budgets in its direction are promising signs for the channel’s outlook in 2022 and beyond, and marketers need to take note and take action.

” The transition from linear television to measurement-enabling, connected TV is fully underway,” stated Innes. It’s happening, and it’s in full effect, according to Innes. The world only needs to see it happen.

Sponsored By: MNTN

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