If you’ve ever seen an ad on Hulu, YouTube TV, or Sling TV, you’ve seen CTV advertising in action. As per its definition, Connected TV (CTV) advertising allows advertisers to reach target audiences via smart TVs and other OTT (Over-the-Top) devices.
CTVs are part of the overall OTT universe that encompasses any video content or service that can be streamed via the internet, such as Netflix, Disney+, and Amazon Prime Video. The term “Over-the-Top” refers to the method in which the content is served – meaning over the top of the “box” services like traditional cable or satellite TV. It’s important to make the distinction, as these two terms often get mixed up. It helps to think of the two as working together – OTT delivers the content and CTVs are the some of the outlets or devices that the content is served on. CTV advertising is the ad content you’ll see on CTVs.
Why CTV Advertising?
As the world binge-watched while we were all stuck indoors in the early part of 2020, the rate of streaming content viewers skyrocketed. A study revealed that as of 2020, 82% of U.S. TV households had at least one internet-connected TV device. As a result, regular “linear” TV viewing is down to one-third of all TV viewing, compared to 60% just two years ago. Advertisers went where the viewers were to get in front of their target audiences using these emerging media sources, while smaller brands were able to launch their own TV ad campaigns with smaller budgets.
Benefits of OTT & CTV Advertising
At a first glance, CTV advertising seems like a sure win. However, to be sure it can deliver for your brand, it’s important to understand the how’s and the why’s.
CTV & OTT have better reach. With your ads appearing via streaming services, you reach an audience you normally wouldn’t on broadcast TV. The growing number of cord-cutters, cord shavers, and “cord nevers” just proves that the shift in how we view entertainment is changing and doesn’t show any evidence of slowing down.
CTV advertising has more precise targeting than linear TV. Advertisers can choose specific geographic areas or targeted audiences, eliminating “wasted” impressions – something broadcast commercials can’t claim. Marketers have opportunities for retargeting for more impact after data measurement and analysis.
Get better reporting. By advertising on OTT platforms, you’ll gain stronger and more valuable data analysis to target and retarget your audience.
It’s cost-effective. Compared to linear TV advertising, CTV ad CPMs are typically higher, but you can spend less money to reach your audience, allowing more customized media buying while eliminating wasted ads and offering more value in the long run. CTV advertising is a great option for new brands to build awareness at a reduced cost compared to linear TV.
Viewability is high for CTV ads. Viewability is extremely higher for non-skippable TV ads since users must watch it to completion to continue watching a show on most platforms, delivering a completion rate of 98%.
CTV advertisers have options. Advertisers can choose from in-stream ads, home screen ads, or interactive ads, along with new innovations that continue to be made available.
CTV advertising works. Criteo’s latest consumer behavior survey found that 4 in 5 consumers were influenced by video streaming content and ads when making a purchase.
OTT & CTV Advertising Challenges
The industry is growing at such a rapid pace that it has not yet developed the proper standards and guidelines to allow for a seamless implementation. Before you consider sinking your entire ad budget on CTV, consider the following:
OTT is poorly organized. A lack of standardized identifiers inhibits ads to specific viewers consistently. Flash and cookie support is sparse and limits elements of targeting. When users switch devices, it also poses a problem for identifying target audiences.
No user identifiers create a lack of transparency. Because both the CTV device and the OTT platform each have different IDs, advertisers may know where they are putting their money but not know who they are reaching or how often they are reaching them.
Should I use direct or programmatic advertising? This depends on what is most important to you. If you want to know exactly where and when your ad is running, direct advertising is your best bet. If you’d like a wider range of options to reach your audience, programmatic advertising is a better option. Each avenue has its limitations on data and potential fraud, so partnering with an expert is crucial to getting the most out of your advertising budget.
How To Make OTT & CTV Advertising Work for You
As with any new marketing initiative, a best practice is to always diversify. The past year showed that streaming content was also used heavily across several different devices, including tablets, smartphones, desktops, and laptops. Spreading out your OTT advertising across CTVs and other channels is your best bet and allows you to use personalization and retargeting to maximize your ROI.
Use all the data you have available to you. Between your data, the first-party data provided by your OTT advertising partner, and any third-party data used, you can pinpoint your audience with the narrowest segmentation. For even better results, continue monitoring the data and optimize your campaigns as you see your data change.
The bottom line is that OTT & CTV advertising aren’t going anywhere and will continue to grow exponentially. Advertisers that have jumped on the early bandwagon have seen CTV advertising deliver the impact of linear TV advertising with the bonus of precise targeting of digital ads. With OTT & CTV only gaining momentum, it’s important to get a team on your side that knows how to navigate this new territory.
We are CTA advertising experts. Strategic Marketing offers our clients proficiency in these types of media buys by staying on the cutting edge of OTT trends. A leader in the South Florida advertising landscape for over 29 years, our proven strategies have helped small and large businesses grow and thrive through the ebbs and flows of the global market. Call us at 561-688-8155 to learn more about Strategic Marketing and how we can get you started on CTV advertising today.
Strategic Marketing Named to Chief Marketer’s 200 Top National Marketing Agencies for Third Straight Year
FOR IMMEDIATE RELEASE
Mary Murphy, Vice President
Strategic Marketing Named to Chief Marketer’s 200 Top National Marketing Agencies for Third Straight Year
Palm Beach Gardens, FL – December 13, 2021 – For the third consecutive year, South Florida’s Strategic Marketing, a major player in the South Florida advertising industry for close to 30 years, has been selected as one of Chief Marketer Magazine’s CM200 – the top 200 marketing agencies in the United States. The list, curated by the editors of the renowned magazine, spotlights the “best brand engagement and activation agencies across 11 categories and specialties serving the U.S.”
The “industry’s only comprehensive list of the best brand engagement and activation agencies” measured agency success based on innovative and creative executions, bold and inspiring concepts and ideas, and outstanding case study submissions, among other meticulous criteria.
Reached for comment, CEO Terry Murphy was happy to hear Strategic Marketing had made the list a third straight year. “It satisfies me greatly to see us recognized by a brand like Chief Marketer for what we have done for nearly 30 years—provide to our clients cutting-edge, results-driven marketing strategies that yield successful campaigns time and again.”
Among Strategic Marketing’s most notable successes recognized by the accolade was the ability to pivot to a virtual environment for its veteran client, Events and Adventures, when COVID-19 impacted in-person sales practices.
In being selected as one of the top companies in the CM200’s Digital/Content Agencies category for three successive years, Strategic Marketing has further illustrated its ability to adapt to changes and challenges within the industry and thrive where others falter or fail. As a full-service agency with nearly three decades of experience in providing exemplary service to its growing portfolio of clientele, Strategic Marketing is well versed in the many facets of digital advertising. From tried-and-true blog services to influencer marketing, and display advertising to pay-per-click and SEO, Strategic Marketing has mastered it while continuing to keep ahead of emerging trends in the industry.
About Strategic Marketing
Headquartered in Palm Beach Gardens, Florida, Strategic Marketing has provided expert marketing solutions to an array of clients since 1992. Heralded for its strategic approach, the company has been honored with numerous accolades, including 11 Gold Addy Awards and 23 Silver Addy Awards. The agency is a two-time recipient of both the Pinnacle and Telly awards, and has been named among the Top 25 South Florida agencies for the last decade. Under the leadership of President Terry Murphy, the agency continues its charge to innovate and adapt to the ever-changing advertising landscape as it enters its 30th year in operation
People and businesses all over the world took more of their work online last year, bringing cyber attacks to an all-time high and costing each business $25,000 on average. When your business is vulnerable to any kind of online security breach (and let’s face it, every business is), anyone that does business with you can benefit from the right messaging. From small shops to giant corporations, cybersecurity marketing is an opportunity to keep your customers feeling secure.
Why Do I Need Cybersecurity Marketing?
Whether you conduct 10% or 100% of your business online, chances are you still use digital means to market your business, and that means gathering information from prospects. As such, businesses large and small must understand the risks posed to their customers, clients, and vendors when they do so. Because most business owners don’t prioritize the importance of cybersecurity until it’s too late (e.g., there’s a breach), it’s a clear marketing opportunity for communication that can only benefit the client relationship and strengthen the trust they have in your business. Here’s how:
Target Customers Based on Their Security Concerns/Needs
Does your business operate an online shop or marketplace? Most customers in this situation are worried about identity theft and credit card fraud. Share your plan on how you plan to combat these issues and send updates to remind them it’s always top of mind for your company. If your business shares online resources with vendors or clients, chances are data breaches are where your customers concerns lie. Put their minds at ease by addressing these concerns before they happen and include them in any changes made to your security plan. If you need to know more about which security issues are most concerning, there are several ways to do so. Surveys and online focus groups can do the job efficiently, while social media is a great way to gather information while expanding your reach.
Additionally, you can routinely share tips and information with your customers on how they can keep their own data safe, establishing trust and showing them that you care about their concerns. Webinars, basic tutorials, and blogs from trusted experts in your company provide the content that builds trust and confidence in your brand.
To keep the lines of communication open, a well-monitored and designated “security@” email address shows your dedication and commitment to this ever-growing issue.
Gathering Information Safely
Once you’ve built a communications plan to keep your contacts in the know of all things cybersecurity, the next step is to change the way you gather your information. Considering that most prospects are wearier than ever, the right approach is the soft approach. Education and transparency are the keys to getting your customers to feel safe in sharing their information online. Staying ahead of regulations and implementing security measures to ensure privacy can only deepen relationships with your customers. Communicating these measures to them is what will customers them from straying to the competition. Simple infographics and high-level explanations are best for consumer consumption and get the job done easily. Only gather the information you need, and be sure to let your prospects know you’re doing so. More often, it’s not necessary to track every move and every click, and the less data captured, the less risk to your prospects.
No matter what kind of business you have, your clients need to know that you are focused on your biggest priority – them – and that your focus includes their protecting online presence. Although it may require a small investment now, it will yield a bigger payoff later.
It may not seem natural at first, however, Marketing and IT departments should be working together to educate audiences, protect data, and build equity and consumer trust. If you have the means, building a task force or producing a branded informational campaign is an excellent place to start. On a smaller scale, it can begin as a simple conversation with the right audience. Either way, it begins with giving your word – and keeping it. The efforts to keep data secure will never be in vain. At the very least, your customers will appreciate the time and communication you spend attending to their needs – if you know how to send the right message.
Strategic Marketing is a full-service marketing agency with over 29 years in the industry. Serving businesses large and small, we have the expertise to communicate to your target audience and grow your business from the inside, out. Contact us today for a free marketing evaluation and see why it’s best to Think Strategic.