Focusing on the C in CTV

C is for CustomerEarly in my career I worked at Discovery where I carefully programmed TV logs to ensure a pleasant viewing experience for consumers By comparison todayamp8217s automated CTV tends to prioritize performance over the vieweramp8217s experience We should avoid turning CTV into a channel solely focused on immediate actions much like direct response ads on linear as it contradicts the purpose of TV advertising which aims to associate brands with great content for better recall and considerationMuch has been said about Netflixamp8217s entry into ad supported tiers Netflixamp8217s approach of prioritizing customer experience and returning money to advertisers due to overfrequency sets a positive example for the industry Considering the connectivity aspect consumers move seamlessly across channels making it crucial for marketers to manage frequency and avoid annoying audiences with repetitive ads Managing frequency and optimizing results can be achieved through buying mid and long tail inventory where your audiences are engaged working across multiple platforms to maximize reach and working with partners who have tools to plan buy and measure campaigns leveraging large data sets with access to inventory across the full CTV ecosystemC is for CreativeOften overlooked in the planning and activation process creativity should be considered alongside planning and buying to deliver the best results CTV is still a fantastic storytelling platform particularly when a brand is looking to grow or highlight their values and benefits to consumers Itamp8217s important to try different creative approaches and new innovations in the space to see what drives the most response and outcomes For example thereamp8217s shoppable TV creative that allows you to point to QR codes or even buy products through platforms like Roku that can be fulfilled from partners like Walmart and Instacart All this innovation in the creative space should be tried and tested to land on the messaging and tactics that work best for your audiencesC is for ComparisonEach medium including TV is effective in its own way driving sentiment action and results Instead of comparing all channels alike focus on metrics like audience duplication incrementality reach and conversions but donamp8217t ignore understanding the positive halo effect of each media channel particularly TV on another Ultimately TV can be used as a holistic channel with various tactics to support branding consideration and sales The key here is to plan manage and measure your media investments holistically with partners that can provide insights on channel performance and who have the breadth and depth to activate TV display mobile social etc since we are living in a hyperconnected multiscreen worldIn conclusion bringing the consumer back into focus in CTV is crucial for achieving fruitful results for brands Consumers are the ones who will take action and their experience should be a top priority in CTV advertisingPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Oscar Rondon

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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