"On TV and Video" is a column that explores the possibilities and challenges of modern TV and video.
Today's column is written by Andrew Mullins, program director at Realtime .
We've all seen the traditional marketing funnel - awareness and thoughts usually come first and are measured by soft metrics like impressions and views. Purchases and loyalty are primarily judged by large sales or conversions.
Traditional TV advertising has historically been the top marketing channel. But where do we put connected TV? After all, it is a TV.
Unlike traditional television, connected television (CTV) combines a century-old technology—your television—with the power of the Internet: thought data, interactivity, tracking, more powerful attribution, and more. This presents an interesting problem when we consider how CTV takes its place in the marketing channel.
It 's a TV , but it's not .
No interference
CTV allows ads to be targeted to the right audience within a given geographic area with overlapping quotas and models. This means that while CTV's CPMs often match or exceed traditional TV's CPMs, the quality of viewing is often higher than what you would find on traditional CPM TV.
Plus, connected TV ads are becoming more interactive with companies like Innovid and Brightline pioneering high-performance devices that make your TV screen look like a phone or computer. Google is also rolling out purchased TV ads that allow consumers to scroll, search and buy products directly on their TV screens. Strategies used to buy CTV advertising may mirror those already used in other digital channels. Advertisers may use website retargeting/remarketing or other similar tools to reach highly-targeted audiences of potential customers.
While interactive blocks can have impact and have been shown to significantly increase customer engagement , the CTR for live TV is no higher than the 3-5% that advertisers can get on Facebook or TV. . Interactive technology isn't simple enough to make users feel compelled to pick up the remote control and share it.
STV is the best TV
Some advertisers will tell you that CTV can compete with one of the best low to medium converting funnel placements. But information technology and television did not support it. Because of this, network television sits much lower on the marketing line than traditional television. Instead, with today's technology landscape, it should be seen as a smarter way to manage ads at the top of the funnel That doesn't mean that won't change soon, though.
After examining thousands of data points to measure the peak performance of channel marketing across all platforms, we concluded that CTV does its job on average 20-30% better than other locations in lead measurement. Fully visible environment.
While direct response marketing strategies likely won't perform well when comparing interactive CTV ads to social media placements and native ads, CTV is a brand marketer's best friend. This prevents the loss of linear TV that consumers watch in a sticky and targeted audience outside of their desired geographic area. It gives advertisers the data and control they need to deliver their ads to the users they need to grow their brand.
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