Crackle Announces Program Selection in Premium OTT

When you ask advertisers and agencies about it they are all enthusiastic but mention one complaint The inability to select their programs Networks have been working on that and now Crackle owned by Chicken Soup for the Soul and Sony which specializes in quality allfamily programming and brandpurpose advertising has made program buying open to all We39re sure that the change will ripple through the industry as more and more streaming networks follow suitGeorge Castrissiades Executive Director Advanced Products and Partnerships at Crackle made the announcement during an Advertising Research Foundation ARF special webinar for ARF Members on November 9 2020Reset Digital had collaborated with Crackle by analyzing one major client ad using RMT DriverTagsTM The analysis enabled them to find three Crackle programs with the greatest psychological resonance with the client ad At the ARF event Reset39s Charles Cantu showed his Neuroprogrammatic system powered by DriverTagsTM which forecast a doubling in sales lift if the ad were placed in the top 20 programs in resonance instead of using the top 20 networks on random programs within each networkThe client spoke to the power of emotional context resonance quotWe were an early user and we39ve seen it lifts both branding and sales effects We continue to use it and have recommended it all the way to the topquot The client showed the path he had taken from best of breed lookalike modeling to addressable TV to what he described as the final level emotional context resonanceLimited to just selection by networks you can get doubledigit lifts but they double again when you can do it by programWe recommend to our clients that they increase their allocation to Premium OTT because of its higher ROI But it39s also a terrific research and testing tool Programmatic the way Reset Digital did it for my scifi novel can provide new insights daily turn on a dime make things better much faster than the old learning cycles Not a replacement for anything but a fabulous addition to the research arsenalProgrammatic Premium OTT could become a larger category than nonpremium digital video by continuing to prove and improve itself campaign after campaign Right now the money weights on the nonpremium sideIn Premium OTT targeting is fully addressable to households which makes the optimization of proper target crucially importantWhich is the proper targetYour choice depends on the timeframe of your intention If you39re looking longterm the target should be one that will continually expand the brand franchise while solidifying the basequotContinuallyquot means quotmore line extensionsquot That39s good because it gets closer to personalizationIf you wantneed shortterm performance at least temporarily we recommend occasional purchasers plus targeting people based on how well their personalities synch with the ads you are usingquotOccasionalsquot at TRA we called them Heavy Swing Purchasers are the ones whose behaviors are changed the most by the light tap of an ad not as strong as a friend39s endorsement They have already accepted the brand into their portfolio so it39s easy to influence the next purchase eventThe targeting of people based on their motivations is in its infancy Until very recently we had no clue as to the motivations of individual Americans now we have that information deidentified but deterministically matchable for message delivery on 276 million AmericansIn the first trial reported at the largest ARF virtual conference of the year in September 2020 the technique more than quintupled the rate of clicking through to the Amazon Kindle pageCombining the latest learnings at the mediamarketing science front leveraging contexts and motivations along with powerhouse Premium OTT would seem to be a most promising direction for dialing up a notchFull disclosure Bill Harvey is the inventor of DriverTagsTMClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Crackle Announces Program Selection in Premium OTT

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Bill Harvey

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Crackle Announces Program Selection in Premium OTT

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