Mastering Connected TV—4 ways to use CTV in your next programmatic campaign


 

Recent research from dataxu shows that 46% of the Australian marketing professionals surveyed plan to include Connected TV in their programmatic media plans. 21% of these professionals also say the main area they need to improve on in order to keep up with the rapidly evolving industry is learning more about Connected TV and other emerging formats.

So, why has actual advertiser investment in CTV lagged in the region? Marketing technology from dataxu is already being utilized by a range of forward-thinking clients to maximize their advertising dollars by accurately targeting CTV audiences, measuring CTV attribution, and properly measuring reach and frequency at the household level.

Below are four ways all marketing professionals can put this into practice and incorporate CTV in their next programmatic campaign:

The benefits of digital with the impact of traditional

Advertising on Connected TV allows you to combine premium, high impact video inventory with specific audience targeting, first-party targeting, third-party targeting, lookalike modeling, retargeting, and even cross-device targeting.

Your client’s ads can also be served based on specific parameters, such as serving only on certain device types, specific device make and model, frequency capping, geography, and time and day. It couldn’t be easier to get in front of the customers you are looking for by running a pure CTV campaign and measuring success via website engagement, or even sales from the impressions served on CTV—simply by adding the conversion pixel in the campaign.

Take control of true omnichannel advertising

A viewer may be watching TV but browsing on their smartphone, tablet, or laptop at the same time. In fact, a study conducted by the Interactive Advertising Bureau (IAB) shows that 71% of adults admit to using a second screen while watching TV. This can translate into any number of actions taking place during, or after, an ad is shown.

One way to take advantage of this and drive conversions is to run an ad on CTV for awareness, then sequentially target those who have seen a CTV ad on other devices with a display or video creative to drive them down the funnel. You can then run an A/B test to measure the impact of the CTV ad by having a control group that’s not been served the CTV component of the campaign, only the display or video creative, and measure the efficiency of the CTV ad.

These website visits and subsequent purchases, and any additional follow-on activities such as using a store locator, can be attributed back to the original TV ad shown. Success can be measured by normal direct-response metrics such as return on ad spend (ROAS), cost per landing page visit, etc.

Get in front of the right audience at the right time

Often when clients look at buying cross-platform video, they don’t think to include Connected TV. They consider only desktop and mobile. This is a big mistake since Connected TV offers a way to stay innovative and ahead of the ad buying game by combining both individual and household level audience targeting.

Advertisers can first find their target audience on a user level with display or video creative served on mobile or desktop. And then, once they’re in the retargeting pool, retarget these users on their Connected TV devices to get the high-impact living room experience.

This works particularly well for verticals like auto, utilities, or even education when the actual decision to purchase/sign up and convert needs to be discussed with the wider family. Once an ad has been served on a household level on CTV, you can retarget the whole household on their other individual devices once they leave the home, as a final touchpoint before conversion.

Granular targeting

Connected TV gives marketing professionals a huge opportunity to really hone in on their target audiences. Ideally, brands can use first-party data to target their audiences and tailor their campaigns accordingly. Then, they can use geography and other details to hit a bull’s eye with those viewers.

In this case, a simple workflow example would be to first, find your target audience across devices. Next, retarget that audience on CTV to be able to establish the postcode of the household location. With a frequency cap of X, you can then design a methodology such as “higher than X amount of impressions served” to qualify whether a geographic area is indexing highly for your target audience. This type of experiment gives advertisers valuable insights into the most effective way to invest their offline budgets, such as for Out of Home (OOH) or direct mail.  

 

The evolution of CTV is opening new doors for marketing professionals to reach their consumers, whether as a complement to other tactics or as a standalone offering. With audience targeting and attribution capabilities that, until recently, were only possible with digital, Connected TV offers the opportunity to bring the precision of digital to the effectiveness of TV to deliver a big impact for your clients.