CTV Is on the Verge of Fulfilling Its Creative Promise
The digital advertising community has long touted CTV as delivering the fusion of digital targeting and optimization with the storytelling power of the big screen. But truthfully, CTV has mostly fallen short of that promise to date. CTV广告 largely feel like traditional TV ads — with novel issues like 频率限制 引导.
但是, 持续的上涨 in CTV ad spend is incentivizing the industry to help CTV广告 meet their potential, 2024年, the medium will take meaningful steps in that direction.
有三个变化可以期待 CTV广告 今年是:
- creator-driven广告
- 全面动态创意优化
- 实时上下文信息.
Creator-driven广告
Influencer marketing has taken off as brands seek to connect with creators’ audiences while capitalizing on their creative talent. 但到目前为止, influencer marketing has been mostly associated with social platforms, where gaining audience attention faces the uphill battle of a fast-scrolling thumb.
Influencers are coming to CTV — but not just in the form of celebrity-style ads where they endorse products. Rather, advertisers will leverage creators to grab audiences’ attention before driving deals home.
Imagine you’re watching a show on Hulu and an ad break starts. You’re expecting a typical ad: highly commercial and impersonal. 而不是, you see a woman staring right at you as in a YouTube video, 评价一种新的化妆品. 广告吸引了你的目光. 然后, 在30秒广告时间的后半段, you see a more typical ad for the same product with a QR code that, 当扫描, takes you directly to the brand’s online store — with the product already in your cart.
These creator primer ads will become common in the coming months and years as influencers conquer another channel and advertisers discover how to transform CTV into the digital-first experience it is meant to be.
动态创意优化(真实的)
广告商(和, 也许更重要的是, adtech companies) mean different things when they talk about DCO. 经常, DCO is used to describe a simple case of ad targeting, which is already common in CTV: showing different ads to different audiences based on contextual or demographic data.
今年CTV的DCO将再上一个台阶. It will entail optimizing creative based on audiences’ reactions to ads to increase performance continuously. One way to do this is by including interactive components in ads such as QR codes or drive-to-store call to actions(like the nearest store location), 提供性能数据. Another is to survey audiences to find out which brands they recall or purchase after ad exposure. 使用这些类型的数据, advertisers can improve performance of their ads in real-time or near-real-time by optimizing against specific KPIs.
与DCO, CTV advertisers will be able to swap out creative elements such as images, 复制, 还有配色方案. 他们也可以播放完全不同的视频或, 如果尝试与创作者入门广告, swap out the combination of creator videos and more typical ads to identify which pair generates the biggest impact.
实时上下文信息
True DCO involves the ability to optimize ads on the fly based on real-time data. 类似的, tomorrow’s CTV advertisers will be able to insert real-time contextual 信息 into ads — in a way that would’ve been unthinkable with traditional TV — to drive greater attention.
例如, when you’re watching an NBA game and an ad break begins, you might see a ticker at the bottom of the ad with scores from around the league or the latest news about which team has changed its coach mid-season. 或者如果你在看本地节目, 广告提示可能会显示本地新闻, 天气, 或者交通信息. In this context, consumers get valuable, timely 信息 brought to them by the brand.
Much as creators pull audiences out of the trance that sometimes sets in during TV ad breaks, this real-time 信息 will keep audiences focused on the big screen during ad breaks, a time during which eyes all too easily wander to mobile.
跨影响者合作, DCO, 实时信息, CTV广告 will look a lot different this time next year. The ad industry has long celebrated CTV as heralding the transformation of advertising’s favorite medium into a digital powerhouse. In 2024, this much-vaunted future will finally arrive.
[Editor's note: This is a contributed article from Emodo. 流媒体 accepts vendor bylines based solely on their value to our readers.]
相关文章
周二, 5月21日在纽约流媒体, 流媒体's Nadine Krefetz will moderate an all-star panel focused on key developments in ad and monetization strategy coming to CTV in 2024 and beyond, Vevo研究高级副总裁的见解 & 市场营销Julie Triolo, 光谱 Reach全球销售副总裁Dan Callahan, 富博广告销售副总裁Jennifer Monson, 和DIRECTV Head of Ad Sales Partnerships Matthew Jamison.
2024年4月9日
广告购买正在改变. 例如, now you can buy from an agency that has deep knowledge of data around local viewing, or you can go to a TV manufacturer that has deep knowledge of all of the viewing on its hardware.
2023年11月10日