Month: February 2019

Connected TV, or CTV, is a platform that combines the old with the new. Instead of rushing home from work to catch a television episode, viewers can use CTV to watch entire episodes and movies from start to finish, whenever they please. This is an easy routine to ease into as the CTV experience, delivered directly through the television screen, mimics the age-old experience of watching linear TV. Users are focused, entertained, free to eat popcorn and lounge around, but what’s different is an entirely new level of customization and convenience. The allure of CTV has been slow to attract media planners due to standardization concerns and traction uncertainty. However, planners and advertisers can’t ignore the 204 million people – or 60% of the total population – that will watch CTV at least once a month by 2022 in the US. These numbers only stress the importance of making room for high-impact CTV efforts in your company’s media plans over the course of 2019.

What is CTV and How is it Provided?
Unlike linear TV, or TV that is transmitted to homes and viewed as scheduled, connected TV uses a streaming internet connection to deliver personalized, easily controlled video content. Like digital content, CTV advertising is sold on an audience basis and comes hand-in-hand with ample targeting opportunities. CTVs can be Smart TVs, (in which streaming apps are embedded) or over-the-top (OTT) connected TV devices like Roku, Apple TV, Amazon Fire Stick, or Google Chromecast. Gaming consoles such as XBox or PlayStation can also provide similar streamable content to audiences. The total connected TV audience is around 182 million people and the number continues to grow as more ‘cord-cutters,’ (or those cutting linear TV off for good,) begin to enter the playing field. Last year, CTV surpassed mobile as the screen on which the most digital video impressions were served. And this year, more and more viewers are looking into these providers for alternative viewing options.

The Leading Concerns
Though CTV continues to grow in popularity, the platform is still undergoing a number of improvements and transformations. There is a lack of standardization, for instance, in the data that providers obtain and share regarding advertisements. Ad inventory is spread out across a wide range of players and a uniform measurement system has yet to be established to compare results. CTV is also viewed negatively in terms of frequency – sometimes viewers may seem the same ad over and over again while streaming their favorite television series. Thankfully, programmatic is putting this trend to rest with frequency capping controls that are available at the household level. Gaps still remain, but results are reassuring and solutions are arising. Acknowledging these concerns, (which are minute compared to CTV’s benefits,) will strengthen advertisers who plan to enter the space before industry-wide guidelines are solidified.

The Benefits of Investing in CTV
The video experience and precision of CTV provides advertisers with unique opportunities. Targeting is a major draw to connected TV, (i.e first-party targeting, re-targeting, lookalike models, etc.) as is its non-skippable advertisements. Because of the latter, the completion rate of CTV ads typically averages 95% or higher. And because of the former, advertisers can define specific household parameters, (i.e geography, time, and frequency,) to reach the best group of people at the best moment. CTV ads are also bought based on impressions, which only assists in reaching the most specific households possible. All of this combined and you’re ready to meet the right person, in the right place, at the right time. To overlook this growing mode of communication would be a missed opportunity.

It is important to remember that connected TV is not a replacement for linear TV. Instead, CTV is a complement that many consumers explore when linear TV isn’t serving up the best content. By exploring both, a marketer has the opportunity to reach TV watchers, cord-cutters, and those who venture between the two consistently. And as CTV continues to grow in popularity, more doors are opening to bring your company’s reach to a whole new level.

2019 will be a big year when it comes to out-of-home (OOH) development and interactive advertising. These developments are exciting for media buyers, marketers, and consumers alike in that advertising is becoming more curated and personalized as technology continues to advance. The line between reality and the digital space is beginning to blur, becoming increasingly intertwined, and that is why reach is starting to take on a whole new meaning. Opposed to just seeing a stationary advertisement – the same advertisement everyone else is seeing throughout their day – an individual is now susceptible to seeing advertisements that relate to their interests and their surroundings. Thanks to the growing nature of OOH and engaging ads, 2019 is all about consumer-centrism.
DOOH, or digital out-of-home advertisements, are increasing in number. From gas station television screens to eye-catching videos filling Times Square with color, digital advertisements are extremely dynamic and attention driven. This media category is projected to more than double its total market value to $26 billion in 2023, especially as provider networks converge into a unified market with meaningful measurements. Advertisers are now beginning to understand how DOOH works and, most importantly, how it can connect to data and collect data as a result. That is why spending in this category is expected to reach a new high of $7.4 billion this year alone.

These efforts are expanding as OOH enters the programmatic sphere. To jump ahead on this trend, we encourage advertisers to use location data to gather insights about audiences and their journeys throughout the day. This is an opportunity to really understand who you want to reach, allowing you to consider where one works, lives, and travels in between. According to eMarketer, the use of location to track actions will increase in 2019, as will the growth of ads that are highly relevant to consumers. Meeting an audience where they already are via segmented, sequence-based marketing is powerful. The same can be said about smaller interactive messages viewed on mobile devices.
People prefer to interact with a brand the exact moment they come across an ad about it. The pace of social media is fast, as is one’s attention span. Currently, advertisers approach mobile users with ads that simplify shopping and mimic the aesthetic of the platforms they use. On Snapchat and Instagram, for instance, users receive seamless, targeted ads that allow them to swipe up to read more, learn more, or, in some cases, make an immediate purchase. In 2019, this will evolve with the growth of mobile video interactive advertisements, many involving artificial reality or artificial intelligence elements. This comes as a relief as less and less people view static display ads, particularly via YouTube. In 2019, these results will change as more marketers use impressionable 6 second promotional videos and longer, non-skippable interactive ads.

This is all becoming possible as technology begins to get more and more in tune with the people who use it. 2019’s macro-trend, at large, is all about realizing that consumers can be reached at all times, even when not using their cellular devices. The growth of both DOOH and interactive advertisements, (or the combination of the two,) will assist in creating this nonstop digital realm. To recognize this and jump upon the limitless opportunities of each can establish a solidified competitive advantage for any digital marketer exploring the space.

2019 Programmatic Media Buying Trends

48% of consumers are more willing to click on a banner after being exposed to an DOOH ad. Everyday people walk, drive, bike, and take public transportation that exposes them to out-of home ads. Each of these exposures increases the chance that these consumers will interact, whether that be a search, a social media follow or a purchase. Now, advertisers can target these consumers-on-the-go programmatically. Programmatic DOOH allows media buyers to purchase signage within a certain radius of a store location, so before a consumer sees a store, they are already thinking about that brand. Simultaneously, DOOH can be combined with a mobile ad campaign, so advertisers can retarget consumer nearby an outdoor screen after they have already been shown the ad. The capabilities of DOOH advertising is quickly evolving and growing which is why it is such an important trend to keep an eye on throughout 2019.

Digilant has identified ten programmatic trends that will impact 2019. To read them all you can view our infographichere.

When thinking of brands that handle and manage cash, it’s difficult for consumers to overlook that bank in the center of town that hasn’t had an upgrade in years, or that financial firm with the overly complicated website, or even that banking app with the strange platform that does little to assist. In a survey conducted by WE Communication, more than 40% of all respondents across the globe claim to dislike the finance and banking sector. This is because finance, a space that is traditionally associated with face-to-face communication, is slow to transform to digital despite access to an immense amount of data. As other sectors make grandeur data-driven moves to make consumer’s lives easier, the bulk of finance companies prefer to stay deep-rooted in technology-free zones. In 2019, however, more banks are expected to revolutionize their processes as the threat of successful fintech companies continues to rise. For dissatisfied, discouraged consumers, hope – in the form of programmatic – is on the way.

By diversifying digital strategies with programmatic, the financial field will be able to reignite a valuable connection with consumers. Only 60% of consumers trust companies in this sector, so there’s no better time than now to use advancements in technology to alter perceptions. Beginning with a strong, diversified digital strategy is key. In 2017 and 2018, very few banks or credit unions allocated more than 40% of their budgets to mobile marketing – the space where, according to Mintel, consumers are seeking to do their finances. To start exploring other, non-traditional media outlets will prepare these brands for cultural changes and new expectations. 95% of financial marketers believe consumers are in search of more personalized experiences, especially as other sectors begin to move forward and leave traditional processes behind. Employing programmatic strategies will make this personalization feasible.
This drive to become digital-savvy is on the rise as banks see the upside of using data – with consumer consent – to offer stronger services. Investments in digital technology are increasing across every front to celebrate innovation and welcome personally catered experiences. Growth in programmatic ad spending continues to increase and is expected to reach $57.35 billion this year alone – and a portion of the sector is catching on. Bank of America’s digital strategy is strong, for instance, with the addition of an in-brand app that comes hand in hand with an AI chatbot named Erica. Erica powers the app and offers assistance in the digital space, allowing the company to reach people when they want and where they prefer to engage. This use of AI in banking is surging and nearly ⅔ of brands claim to have explored it in some shape or form last year. This newfound acceptance of the digital space, which consumers claim to prefer, is all about putting the audience first. With 83% of all digital spending now being programmatic, 2019 calls for intense updates for the financial sector in terms of leaving the old behind for the new.

Programmatic ad buying is expected to be a major trend in 2019 for the financial and banking industries. It will continue to grow and expand, especially as 14% of all purchases are expected to be made via mobile devices in 2020. This trend will enforce the importance of creating an all-around digital experience for consumers on apps, on websites, and in brick and mortar locations to improve the overall perception of these services. Finance is chock full of data and ethically using this information to create stronger brand experiences will become an integral portion of media spend this year and in years to come.

It is becoming increasingly evident that advertisements are starting to look less and less like obvious ads on social media platforms and becoming more native to the experience of that platform. On Instagram, we scroll right past them; on Snapchat, we click right through them. Sometimes, we know these ads exist because they feature a certain CTA. Other times, we can’t distinguish them at all. But typically, consumers, (referring specifically to Gen Zers and Millennials) aren’t bothered by shoppable ads – or ads that allow viewers to buy something without leaving the context of the ad- because they mirror the content they already expect and accept in the digital space. In a survey conducted by Marketing Charts, 7 in10 respondents feel their mobile transactions would increase, which means they would spend more money, if all social content were to become shoppable. In 2019, this ad format will take off and become a necessity for marketers in the retail industry to put into practice as part of their media plans when seeking to reach consumers between the ages of 18 and 38.

Instagram is one of many platforms to adopt this trend with its September 2018 expansion of Shopping in Stories. This update effects companies in 46 countries, giving them the unique opportunity to make their Instagram Stories shoppable via links to featured products. The app’s Explore page will also have a new Shopping channel that is highly personalized to each user. On the shopping channel, individuals can scroll through shoppable content from brands they already follow and from similar businesses that may be of interest. These additions come at the perfect time, especially as 90 million Instagram accounts click on shopping posts to reveal tags in one month’s time. Numbers continue to speak volumes with the knowledge that 400 million accounts check Instagram Stories each day, one third of the most viewed originating from business accounts. This is valuable information for Instagram and those investing in advertising inventory on the platform to consider,because this isn’t an app people think to visit when they go on a shopping spree. Users come here to explore, to curate, but now if they are in they right frame of mine they might also shop.

Shoppable video content is also on the rise. Digital advertising via video as a channel has become a necessity, so the idea that it can now be linked to one click shopping makes it a game changer. A Brightcove study on the shopping habits of millennials revealed that 53% of adults engage directly with a brand after coming across their videos, 85% actually making a purchase. Users are interested in a more streamlined process, however, as 30% of those studied crave access to links that allow them to directly purchase something right away.

Walmart’s video streaming service, Vudu, is becoming a leader when it comes to filling that gap. Vudu’s shoppable banners, personally targeted to each user, can add products to one’s Walmart shopping cart with just one click. The company plans to tie this functionality into the network’s or publisher’s brand integrations – meaning if during a show/ episode a user saw a character using a certain item, a shoppable banner would pop up, promoting that item from Walmart’s site – but they worry about muddying the viewing experience.

Vudu’s 25 million users might be in for something big. But if this trend takes off with positive ROI for the brands, all video-watchers may be exposed to one huge data-driven revamp.

2019 Programmatic Media Buying Trends

Interactive content has altered the way in which brands form relationships with consumers. Whether it be through photo or video, shoppable ads are popping up more and more across all platforms. According to IAB, Gen Zers will outnumber millennials this year. And what’s most unique about Gen Zers is that they are 56% more likely of all consumers to use ‘buy’ buttons and 34% more likely to make purchases off of shoppable ads. Programmatic media buyers should take this into consideration while writing media plans for 2019, as this new group begins to transform where and how they do their online shopping.

Digilant has identified ten programmatic trends that will impact 2019. To read them all you can view our infographic here.

Digilant is excited and ready for Super Bowl LIII, especially with our hometown team competing in this year’s game. To help media buyers and advertisers prepare for it, we released a Super Bowl 2019 infographic that includes consumer behavior trends, data related to viewing preferences, social media actions and shopping behavior.  Regarded as the advertising opportunity of the year, the Super Bowl has become a one of kind opportunity for advertisers. Most brand marketers can’t afford the mid-game TV spots, but that doesn’t mean that they should miss out on the opportunity to get in front of potential customers.  Digilant’s infographic is meant to inspire media budget holders to make informed decisions on how, where and when to buy digital and programmatic advertising before, during and after the 2019 Super Bowl.

Download the infographic here.

Purchasing Power

The beginning of each year is chock full of resolutions, celebrations, Super Bowl announcements, and, inevitably, spending upon spending. The average American will shell out around $81.17 for the big game on February 3, 2019, with 25 to 34 year olds spending $118.43 in the name of football. This in mind, it comes as no surprise that consumer spending does not only occur after watching highly anticipated Super Bowl commercials, but before: on team merchandise, food, drinks, and party decorations. 45 million people are estimated to hold a party this year for the event and that comes hand in hand with a substantial price tag.

The Super Bowl is a holiday of its own. Unlike winter festivities and special occasions, this football oriented event reaps delayed spending habits due to not knowing which teams will be competing until a week prior. Once the championships pass and more details become known, the spending commences with 30% of shoppers making purchases at least one week before the game, 69% doing so just a day or two before, (or even the day of,) according to Valassis.

his procrastination is important for digital marketers to pay attention to, particularly when planning rollouts and reviewing initiatives.

2018 Super Bowl projections can give advertisers a glimpse into the immense purchasing power of 2019 football fans. Of the 76% who planned to watch the game, 82% intended to buy food and beverages, 11% wanted to buy team gear as soon as possible, 8% aimed to purchase new televisions, and another 8% sought out football decorations for household gatherings. 188.5 million people watched the Super Bowl last year. And, with streaming and alternate viewing options becoming more popular, more fans are watching and more money is being spent.

To overlook the potential for revenue during this exciting time of year would be playing a losing Game.

Research gathered from the 2017 Super Bowl suggests that consumers flock to grocery stores and catering desks before the big kickoff. The numbers are large and should excite those residing in the food and beverage industry – 2019 and beyond. $1.3 billion was spent on beer and flavored malt drinks, for instance, with $597 million spent on wine and $979 million spent on soft drinks. Nielsen research also revealed the $81 million spent on salads, $60 million spent on sandwiches, and whooping $278 million allocated toward potato chips alone. The readiness of viewers to spend big for this big event is an opportunity that marketers should keep in mind – and look forward to – as the football season comes to a close each year. And with the 2019 season ending soon, advertisers and fans alike should anticipate major spending pursuits in just the matter of days.
 

Interested in incorporating any of the programmatic tactics we discussed throughout the Super Bowl infographic blog posts into your 2019 digital advertising plan? At Digilant, we provide experienced and informed hands-on decision-making to manage all aspects of programmatic buying for clients. Reach out to us here.

Did you read all 3 parts of our series The 2019 Superbowl: What Media Buyers Need to Know to Prepare for the Big Game. Check out part one here.