Stephen Bullivant’s Post

Came across this article today about how ads in the linear and CTV space are struggling to stay relevant and how programmers are trying to squeeze the most out of it - https://lnkd.in/eupZSnAd This invoked quite a few workplace discussions and customer discussions about video ads in general. Here are a few thoughts: There isn't any doubt that video ads are NOT a crowd favorite (I refer specifically to the ads that fit within 'ad pods' in CTV, in your favorite youtube videos etc.) Only a handful of such ads manage to captivate, invoking the rare "true classic" phenomenon. But what's their real impact on marketing goals? Performance Marketing vs. Brand Awareness -------------------------------------------------------------------------------- For those focusing on the 'last mile' metrics—be it conversions, purchases, app downloads, or information requests—video ads often fall short of expectations. Despite their potential for high engagement, the truth is, most viewers (like my son with YouTube's "Skip Ad" button) have their fingers ready to bypass these interruptions. The ads that defy this trend? They're packed with compelling content that entertains, making viewers stay for the show rather than the product. (A personal shout-out here to the folks at trueclassictees -- https://lnkd.in/e7F4Td7Y -- 😃 ... love this ad) A Different (My) Take on Efficacy ------------------------------------------------------ From the past few years of running ad analysis models, I've noticed a pattern: if your aim is performance marketing, static images or GIFs, armed with the right tone and message, might be your best allies (not videos). They seem to cut through the noise more effectively, driving those crucial conversions home. However, if brand awareness or brand retention is your game, videos could still play a role in your strategy. Even so, I've seen more success in short, 'punchy' videos. Entertainment vs. Conversion: A Fine Line --------------------------------------------------------------------------- Even the most engaging video ads walk a fine line between entertaining and converting. While they may capture attention, it's a toss-up whether they'll drive the desired action. I'm really curious to hear your thoughts and experiences with video ads. Have you truly found them effective for performance marketing?? #VideoMarketing #PerformanceMarketing #BrandAwareness #DigitalAdvertising #MarketingStrategy

Supercharge your Connected TV ads with creative strategies that drive results! Discover insider tips on personalization, user-generated content, QR codes, and avoiding common pitfalls. Don't miss out on this must-read blog post! Click here to read: https://lnkd.in/eCj2FC3E #ctvadvertising #tvadvertising #tv

CONSORTIUM.VIP MEMBER SPOTLIGHT - RONIN MEDIA NETWORKS We are bringing brands, content creators and consumers into a global Connected TV (CTV) ecosystem with thousands of hours of broadcast quality content and distribution on 27+ of the world’s largest CTV networks available in over 150M+ homes. Ronin Media Networks, founded by Joshua Otten and Jason Rhude, brings 20 years of experience developing, managing, and monetizing broadcast quality content as well as partnering with global brands to connect them with consumers through emerging media platforms. Their CTV ecosystem enables them to partner with global brands in order to help them reach highly desirable, yet tough-to-reach, niche audiences via branded content, interactive advertising and targeted data. BRANDS PARTNER WITH RONIN FOR THE FOLLOWING SOLUTIONS Branded Content Ad Roll Product Integration Global Distribution OUR CTV NETWORKS REACH GLOBAL AUDIENCES ACROSS 30+ CTV NETWORKS IN 150M+ HOUSEHOLDS Timothy D. Tennant Joshua Otten Jason Rhude #roninmedianetworks #CTV #ConnectedTV #brandedcontent #productintegration #globaldistribution

For content creators, FAST Channels offer an opportunity to reach a large and global audience of connected TV (CTV) users, who are more engaged and loyal than traditional TV viewers. FAST Channels also allow content creators to monetize their content through various ad revenue models, such as dynamic ad insertion (DAI), server-side ad insertion (SSAI), programmatic advertising, etc. Furthermore, FAST Channels enable content creators to leverage their existing content libraries and create curated channels that appeal to niche audiences. However, creating and managing a FAST Channels can be challenging and costly for content creators. They need to have the right technology, infrastructure, distribution, and monetization strategies to ensure the quality, reliability, and profitability of their FAST Channel. They also need to share a significant portion of their ad revenue with multiple intermediaries, such as CTV platforms, ad tech providers, FAST Channel distributors, etc. #addressable #programmaticadvertising #programmatic #fastchannels #streamingmedia #streamingtv - https://lnkd.in/eCb4ip2r

Our new CTV Pulse report is here - https://lnkd.in/d35y3Uqi 5 key findings: 🔹 21% of UK households have cancelled some of their streaming subscriptions and 11% switched to cheaper subscriptions due to price concerns. 🔹 49% of marketers surveyed don’t understand the key advantages of CTV. 🔹 CTV Native ads on a smart TV home screen can help brands to reach 37% of UK streamers who opt for ad-free subscription plans and 30% of those who watch broadcasters’ content online. 🔹 35% of marketers say cost is the main drawback of CTV advertising. 🔹 33% of UK consumers watch big sporting events at home via a CTV device. Dan Black Teads #CTV #Connectedtv

Connected TV (#CTV) has not merely emerged; it has become the primary force reshaping how audiences interact with digital video content. As eMarketer’s 2023 forecasts reveal, over half of daily digital video consumption in the US now occurs on CTV, underscoring its role as the epicenter of the digital video experience. Users spend an average of 1 hour and 46 minutes per day on CTV, showcasing a clear preference for the immersive and communal experience provided by the big screen compared to mobile and desktop/laptop platforms. Read #memberinsights from Simulmedia https://lnkd.in/ekSdZuSR

CTV ad investment is increasing, but there’s room for faster growth If you want to evoke emotion, understanding and action, you still can't get around moving images. So more than ever, the total video idea makes sense. According to forecasts, investments in #CTV advertising will reach 25.9 billion US dollars worldwide in 2023. And according to a recent Goldbach study, usage intensity in DACH has also increased compared to previous years.  The reasons for this? 🕒 More attention: forget classic TV! CTV keeps users in front of the screen for a longer period of time. This means not only greater visibility, but also a higher chance of being remembered. 🌟 Acceptance instead of rejection: CTV advertising is on the rise and - unsurprisingly  – it is being accepted. More and more people find tailored advertising in this context not just alright, but interesting. 82 percent of viewers of ad-supported streaming content say that they trust the ads - in contrast, only 55 percent of respondents find social media ads trustworthy. 💡 Creative freedom: CTV is a playground for creative minds. From interactive ads to personalized campaigns, innovation and creativity are needed to engage the target audience. We are convinced: CTV is the absolute game changer that advertisers have been waiting for. Any questions? Get in touch, and we'll see how your company can best use CTV!

Fake Content, which presents as screensavers or other non-traditional types of TV content, has infiltrated the CTV landscape at an alarming rate. Peer39's technology classifies 10,000 channels as having Fake CTV content - 20% of all CTV we classify daily. With pre-bid CTV continuing to grow in popularity, our team of researchers spent 10 weeks uncovering the reality of Fake and Divisive CTV content channels. 👀 Check out our blog post for a recap on the results from our Benchmark Report:

Just a smal tweek in strategy can bring big results.

🌟 Transforming Ad Experiences: CTV's Innovative Leap 🌟 In the dynamic world of advertising, CTV platforms are pioneering a new era with non-traditional ad formats. These innovations aren't just about pushing boundaries; they're about enhancing viewer experiences and opening up new opportunities for advertisers. Home Screen Takeovers: A fresh approach to integrating ads seamlessly into viewers' lives. Interactive Ads: Replacing traditional ad breaks with engaging content, setting a new standard for viewer engagement. 💡 Why It Matters: This shift towards non-traditional ad formats is crucial for creating a more immersive and enjoyable viewing experience for consumers, while also providing advertisers with effective ways to connect with their target audiences.