Month: March 2023

 Advanced TV in 2023

A Digilant Get Smart Series, Part 1: Dig Deep into Data to Reach Your Audience

In our newly released whitepaper, Advanced TV in 2023: The Trends, Technology, and Tools You Need to Succeed, we outline everything advertisers need to know about the rapidly expanding and evolving video advertising landscape. Over a five-part blog series, we’ll dive even deeper into these trends and solutions. To start, we’ll outline the advantages of advanced audience targeting available through Advanced TV ad buys.

And, make sure to head to part two which dives into the different Advanced TV ad formats available to advertisers. Check it out here.

Download the full whitepaper here.

—

Major U.S. cable TV and satellite TV providers have lost more than tens of millions of subscribers in total since 2016. As a result, advertisers are left with lost dollars and fewer eyes on their Linear TV advertisements. Rather than losing out, advertisers are pivoting to Advanced TV –  the overarching term encompassing any advertising that occurs before, during, or after a video stream on the internet – as streaming services and general increases in video consumption take hold.

Despite the many benefits of Advanced TV, it is a very different animal when compared to the linear TV market. Some of the most common challenges we hear about the space include:

• Barrier to entry
• Lack of understanding of how the data works
• Gaps in data make it hard to understand success
• Difficulty attributing customer conversions to specific campaigns
• Siloed data leads to a reliance on demographic or content viewership information.

Digital advertising, after all, is still an emerging space which means advertisers are still figuring it out. While solutions enter the market to combat these common challenges, there is a widening amount of CTV inventory, creating prime opportunities for advertisers willing to work through some of the kinks and reap the benefits of Advanced TV advertising.

The Market Opportunity in Connected TV Advertising

In today’s advertising world, video is everything; it’s the preferred method for consuming content. So, tapping the potential to advertise across video is a huge opportunity.

Look at the numbers behind CTV and OTT opportunities alone. The potential audience reach is virtually endless as more people are streaming TV than ever before. ~85% of U.S. households having at least one streaming TV service, and each household has an average of four streaming service subscriptions. Plus, the number of platforms streaming content is growing. 

In terms of budget, more advertisers are now opting to invest in digital forms since the price point can often be less across Advanced TV advertising when compared to linear. Advertisers can save money in production costs because digital advertising allows you to repurpose video assets across different channels such as social, CTV, and in-stream.

How Advertisers Can Implement Data-Driven Targeting Access Advanced TV

Now that you understand the opportunities and future of Advanced TV advertising, it’s time to take action. Here are five ways to best maximize ad opportunities as CTV takes center stage.

1. Understand Your Audience Consumption Habits

The first step in any successful Advanced TV campaign (albeit digital advertising in general) is to understand your audience and the content they are looking at. 

If you’re accustomed to Linear TV buys, you know they took a broader approach to audience targeting – making purchases based on network or genre. This is where the benefits of Advanced TV come into play. You have the tools and data to dive deeper into your audience, their preferences, and habits to ensure you reach them exactly where they consume content. This is especially important as there are more channels and platforms than ever before.

Gone are the days of hoping you reach your audience; with Advanced TV audience analysis tools, you can see exactly which channels and even programs your audience is viewing. While this is helpful in general, it also provides peace of mind in the fast-paced environment we work and live in. If a new, trendy, enticing channel pops up in the market, these tools enable you to understand if your specific audience is even on these platforms and, as such, if they are worth the investment. 

2. Implement Top Tier Data Solutions

Once you know where your audience is spending time, it’s essential actually to get your ad in front of them. This is where top-tier Advanced TV data targeting and segmentation come into play. 

• Automatic Content Recognition (ACR): Extracting audio and still images from pictures and analyzing content with an algorithm to categorize / segment.
• First-Party Data: Targeting users from a CRM list to the household level.
• Demo or Interest: Mapping audiences available from providers to the household level.
• Contextual TV: Gathering content from publisher to target based on content language, rating, length, show name, etc.
• User Activity: Mapping audience activity (online or offline) to correct household.
• Unique Targeting: Targeting based on Real-Time Audience and Linear TV Capabilities.

3. Don’t get complacent, track your goals and continue to enhance your data

Advertising is often trial and error. Determine the best data to layer on, whether that be audience or content data — or both. Test out multiple data sets to see which ones perform the best. As with most advertising campaigns, experimentation will help you reach your goals more effectively as you learn from previous examples and find what works (and what doesn’t) with your target audiences.

Take time to set up parameters and KPIs that will enable you to see how well an ad is performing. You can also look at audience reception, time watched, and the number of clicks or completes. Ultimately, the goal is to gather enough data so that you can accurately create more effective advertising campaigns and put your programmatic video ad spend to the best use.

How Digilant Can Help with Your Advanced TV Strategy

Fortunately, this process is made easier when you rely on experts like Digilant. Contact us today to learn more about our omnichannel marketing strategies and see how CTV can be a viable next step in your marketing strategy.

For more about the best trends, strategies, and solutions across Advanced TV, download our full whitepaper here.

Looking for more information about setting up an Advanced TV strategy? Check out the second part of our blog series, “Align Ad Formats with Your Goals,” here.

With every delay in Google’s cookie depreciation, it becomes easier for advertisers to question whether third-party cookieless advertising will actually come to be. The reality? The cookieless future is still coming. While it seems like every other marketing headline is about the removal of third-party cookies, the industry and technology have been actively moving toward replacing cookies as the main currency in advertising for a while now.

Even though there have been multiple delays, the facts have never changed: Consumer privacy and consumer experience are both top priorities.

Consumers are only becoming more vocal about privacy concerns when browsing the internet. Choosing not to develop a plan for the cookieless future could result in falling behind the competition and losing consumer trust, which affects everything from sales and reputation to brand awareness.

Ultimately, advertisers who accept these realities and learn how to prepare for the cookieless future now will feel less of an impact when third-party cookies are inevitably phased out.

Understanding a Cookieless Future

While the term “cookieless future” is widely used, it isn’t the most accurate. Not all cookies are going away, only third-party cookies. So what exactly is the difference between the tracking tools that currently exist? Let’s break it down:

Third-party cookies: This is data gathered using code from vendors (such as a Trade Desk Universal Pixel or a MediaMath pixel) that can only be read by the vendor that drops the cookies. These cookies track the user as they move through the browsing experience and can be used for cross-site tracking, retargeting, ad serving, and other forms of segmentation.

Identifier for Advertisers (IDFA): A device identifier used by Apple to identify a user’s device without revealing personally identifiable information (PII), an IDFA can be used to find target users, deliver customized advertising, measure campaign performance, and more.

First-party cookies: This is data dropped directly by the domain or website visited. These cookies allow website owners to track visitors, compile analytics, remember user preferences, and perform other useful functions that provide a consumer-first experience.

Moving forward, first-party data will be the most valuable data set. Not only will it be one of the only solutions to keep implementing personalized and relevant consumer experiences without third-party cookies, but it is also the best way to obtain accurate, dependable data.

How to Successfully Move Forward Into a Cookieless Future

Although timelines to move away from third-party cookies continue to be delayed, now is the time to start planning new strategies, building strong first-party data applications, and testing additional solutions in a low-risk environment. The following tips can help you craft an actionable plan for the cookieless future:

1. Think in terms of first-party data.

Finding alternatives to third-party cookies can be daunting, but you might already have exactly what you need to succeed in a cookieless future. Brands either have or have access to valuable consumer data, including downloads, behavioral data, location, and social conversions. The only problem is that you might not be utilizing it to get the best results.

Think about every activity that happens on your website or within your organization, such as:

• Subscribing to your newsletter.
• Filling out a contact form.
• Downloading content.
• Signing up for exclusive promotions.
• Placing an order.
• Creating an account.

Every action and interaction provides high-quality data that’s valuable to your brand. However, it is only as valuable as the tools used to organize and implement the data to move consumers down the funnel.

Once you learn how to collect, organize, verify, analyze, and implement first-party data correctly, you will be on track to a more stable future in the cookieless world of advertising. You will reap the benefits of better targeting, more suitable audience modeling, and more profitable consumer interactions that are all data-driven.

2. Test new capabilities.

Another delay of Google’s cookie depreciation means you now have more time to think creatively and look into other tactics and resources that are often overlooked as quality tools, such as walled gardens, contextual targeting, and purchase/transaction data.

Ultimately, you should take advantage of this time to be innovative, explore options, receive insight from technology professionals, and discover what is best for your brand.

3. Stay updated on cookieless news.

Advertisers must stay in the know about when and how cookies will be changing. It’s easy to tune out every marketing update on a repetitive, buzzworthy topic — however, keeping up with cookieless news is the best way to know about the latest strategies and tools developed for privacy-safe tracking. Staying up-to-date on the cookieless news can help you build future-proof advertising campaigns.

Ready to Take the Next Step in Preparing for the Cookieless Future?

Now is the time to get a step ahead of your competitors. Remember, it’s not a matter of whether the future will be cookieless, but when. While it might be tempting to delay action, now is the time to get ahead of the transition to ensure the best possible outcome for future advertising campaigns.

At Digilant, we know how important the cookieless future is for brands. That’s why we continue to grow our advertising strategies and partnerships to ensure your business is poised for a successful future, no matter what advertising solutions are available.

If you’re ready to begin preparing for the cookieless future, contact our team today and discover all of the tools we have available for your brand’s success.

The podcast industry is continuing to grow by leaps and bounds. The most recent numbers show that audiences are tuning in to more podcasts more often, and podcast advertising is even the most recalled type of ad, with 86% of respondents saying they remember seeing or hearing advertisements through a podcast.

 

Even though podcast advertising is here to stay, there are still some challenges advertisers face. For example, as podcast advertising grows, you might question just how effective podcast advertisements will be in the coming months. Will the market become too oversaturated? Is it too late to get started? How do you actually get started?

 

Here we will discuss potential barriers to podcast advertising, what you can expect with podcast advertising trends this year, and our tips to maximize podcast advertising tactics in your brand’s overall digital advertising strategy.

 

Podcast Advertising Trends

 

Podcast audiences are loyal. Whether they have listened since the first episode or binge-listened to every episode upon discovering it, podcast audiences are committed to keeping up with their favorite shows.

 

Even with loyal listeners, podcast monthly listener numbers have grown to approximately 116 million Americans. This data indicates that current listeners aren’t turning to other platforms and that new listeners are being drawn in as new high-value and unique shows enter the podcast market.

 

As this area continues to grow and diversify, there will be more opportunities to reach niche customers and more memorable ways to engage with them. The most important thing to note for podcast advertising is that this platform is almost entirely about quality rather than quantity. There is no need to invest in top-charting podcasts; instead, take the time to find the shows your target audience is listening to and invest there. Ultimately, now is the time to home in on an effective podcast advertising strategy for your target audience.

 

Challenges of Podcast Advertising

 

Such a fast-growing industry is bound to have challenges, especially as the world of digital advertising continues to adapt and evolve. With podcast advertising, the main challenges can be summed up into three categories: measurement, format, and production.

 

Measurement: Fragmented Measurement and Targeting

There continues to be some confusion and concern about how podcast ads are measured and accurately attributed to show success. It is a heavily siloed environment with consumers listening on phones, computers, smart speakers, and cars across different streaming platforms, including Spotify, Apple Podcasts, and YouTube. As a result, it can be overwhelming to attribute, analyze, and apply analytics from different advertising buys to build an effective strategy.

 

Format: Balancing Host-Read Podcast Ads and Pre-Recorded Ads

The success of podcast advertising is most directly associated with host-read podcast ads. Consumers feel a personal connection to the host and trust their recommendations. However, host-read ads are more expensive and can date themselves quickly. For example, catching up on a favorite podcast could result in hearing an advertisement with a now-expired code. The solution that bridges this gap? Programmatic pre-recorded ads.

 

Pre-recorded ads offer more flexibility, control, and variety. But it is critical to balance those benefits with the authenticity and personalization of host-read podcast ads. As more podcasts work to successfully incorporate creative ad formats that also allow for dynamic insertion, the more easily advertisers can jump into programmatic podcast advertising.

 

Production: Establishing the Basics

Many advertisers face challenges when getting started. While most other forms of digital advertising rely on visual elements that can be repurposed for different sizes and ad placements, podcast advertisements come with a list of questions that are harder to answer, especially in an ever-changing environment. What are the minimums? How often are creative components switched out?

 

Figuring out the logistics of podcast advertising causes a halt in the creative process many advertisers are familiar with. As a result, advertisers might be hesitant to jump in because of the confusion around who to partner with to create an effective advertisement and where to do it.

 

Maximizing Your Podcast Advertising

 

Even with the challenges of implementing a new digital advertising tactic, the benefits of podcast advertising outweigh the challenges when done correctly. Here are a few things to keep in mind when creating your podcast advertising strategy:

 

1. Utilize measurement and attribution solutions to quantify your investment.

As with any digital advertising method, it is critical to accurately track and analyze the results of your ads to better strategize marketing efforts as a whole. The variety of streaming devices and podcast platforms make this process somewhat tricky but not impossible.

 

Whether you’re already investing in podcast advertising or just getting started, be sure to look into resources that can track conversions across multiple devices, measure the impact of ads across multiple devices, and gain a holistic view of the consumer journey and behavior.

 

Digilant tip: When deciding who to partner with for podcast advertising buys, consider their attribution capabilities and partnerships. At Digilant, we enable advertisers to track conversions across multiple devices and gain accurate insights into your campaigns’ performance — no matter the platform or device the ads are played on.

 

2. Lean into creative, entertaining, and memorable messaging.

Dynamic audio creates a more engaging experience for podcast listeners. Experiment with testing two or more audio spots and leveraging dynamic audio to learn what messaging resonates with the audience and create more messages tailored to them.

 

Digilant tip: For longer campaigns, consider swapping out audio every few months and featuring product releases or seasonal promotions.

 

3. Keep frequency in mind.

Digital audio advertising offers a focused one-to-one connection; therefore, the frequency at which your ad is heard is essential. The goal is to be memorable but not annoying. A good balance for this purpose is a frequency of three to five times a week. Opt for higher frequency if you’re promoting a new brand or a time-sensitive offer. Alternatively, long campaigns and well-established brands should aim for a lower frequency.

 

Digilant tip: Repurpose current traditional radio messaging for a more consistent message delivery across multiple media platforms.

 

Break Into Podcast Advertising With the Help of Digilant

 

Podcast advertising is going to continue picking up speed and traction. These trends mean that now is the perfect time to build a podcast advertising strategy that maximizes your brand’s impact and reaches your target audience where they are.

 

Ready to dive into the world of podcast advertising? Connect with our Digilant team today. We’d be happy to help!

Whether through celebrity brand partnerships, false and harmful user-generated content, or inappropriate content in the media buying space, we live in an era when brand reputations can crumble or reach new heights overnight.

 

Because of this reality, advertisers must plan and implement best practices for brand safety to protect business reputations and partnerships as a whole.

 

What Is Brand Safety?

 

Brand safety is simply ensuring a brand’s reputation is kept safe when advertising online. In reality, brand safety involves implementing various tactics to avoid the risk of brand content appearing alongside unsafe, insensitive, harmful, or compromising content. The most obvious place for these risks to occur is in digital ad placement. However, ensuring brand safety means accounting for anything that could cause a negative association with a brand, including any negative press, unsuccessful brand collaborations, and legal action surrounding a brand.

 

While it might not seem like the mere association with negative content or controversy should impact a brand’s reputation, 80% of U.S. consumers claim they would stop or reduce their frequency of buying a product if its ad appeared next to harmful online content. With this in mind, brand safety and building a brand reputation strategy should be the top priority when creating digital campaigns.

 

Brands that prioritize brand safety can enjoy the following benefits:

 

Higher engagement: There is a higher chance that consumers will stay on a page and engage with ads when they are placed in a brand-safe, positive environment.

 

Positive first impressions: The goal of digital advertising is to draw in new consumers, and the content that surrounds an ad will inherently say a lot about what a brand stands for.

 

More loyal customers: Being able to leave a good first impression with brand-safe content pulls more consumers into the marketing funnel and ideally converts more consumers into customers.

 

How to Ensure Brand Safety

 

There are a variety of ways in which advertisers can develop an effective brand reputation strategy, and as with any advertising or marketing efforts, strategy comes before action. Thankfully, you can ensure brand safety by implementing the three following steps:

 

1. Create a brand reputation strategy.

Strategy is an integral part of any business decision, and brand reputation management is no exception. It is crucial that you first define what “brand safe” means for your unique brand while working to understand where your ads have the potential to be placed. Determining these factors will build the structure of a brand reputation strategy that will decrease the risk of ads appearing next to brand-unsafe content before a campaign launches.

 

Deterring a negative experience can look like keeping up-to-date on industry and business news, establishing a clear brand identity that is familiar to your target audience, or determining the types of content that are contextually relevant to your brand. Together, these initiatives help narrow down and define what would be considered risky or unsafe for your brand so you can make positive and safe advertising decisions.

 

The other element of a strong brand reputation strategy is having a PR resource that actively shares positive content related to your brand, including new business developments, executives speaking at industry conferences, employee awards, etc. You can then leverage this credibility to act quickly in the event that mistakes happen and controversy occurs.

 

2. Invest in premium ad buys.

With programmatic media buying, you can blocklist (or blacklist) certain websites from running ads — this is especially useful to ensure your advertisements stay off of potentially harmful sites. In contrast, you can also whitelist websites that you definitely want to run ads through.

 

However, even with those brand safety measures in place, there’s still a chance that something might slip through the cracks and appear next to brand-unsafe content. Mistakes can happen. Yet it’s imperative to note that even one or two bad placements can be detrimental to your brand’s reputation management.

 

Fortunately, purchasing premium ads through a private marketplace (PMP) takes the guesswork out of ad buys and eliminates potential risks. With premium ads, you know exactly what content your advertisements will appear next to. For example, if you choose to purchase within Expedia PMP, you can rest easy knowing your ad will be shown to consumers browsing for hotels, flights, or other travel-related needs. In this way, PMP premium ads ensure your ads are placed next to content that does not carry any risk to your brand’s image or reputation.

 

Premium ads come with the benefit of full transparency and brand-safe placement, but they also come at a higher price. By incorporating a mix of premium and open marketplace programmatic buys, you have a higher chance of upholding brand safety and maintaining a positive brand reputation.

 

3. Partner with a programmatic team that emphasizes brand safety.

While it’s beneficial to have insight into where to run ads, industry experts understand both media compliance and new technology to best place ads that enhance brand reputation. Programmatic partners, in particular, will have the expertise needed to help you craft brand-safe strategies and access exclusive, premium ad buys.

 

At Digilant, we’ve developed strategies that ensure brand safety for our clients — from advertising solutions and tactics to partnerships. Connect with our team and start building your brand reputation strategy today.

We’re in the midst of a revolution in how we search for information. Rather than typing out a question, people are turning more and more to voice searches. This new trend stems from three primary sources:

• Voice search is faster than typing. Surprisingly, even voice search results might be faster than typed searches. A study by Backlinko revealed that a voice search takes a quick 4.6 seconds to load a results page, while a standard typed search comes in at a sluggish 8.8 seconds.
• The responses of voice assistants have vastly improved since the onset of voice search. PwC reports that with the development of voice search optimization, over 93% of users are satisfied with the accuracy and speed of their voice assistants.
• Voice assistants have expanded beyond phones. Microsoft reports that almost three-quarters of all U.S. households will eventually own at least one smart speaker.

For those looking to level up their SEO initiatives, incorporating and considering the trends behind voice search can be incredibly effective.

How to Optimize Content for Voice Search

The question here for brands is how to optimize content for voice search so that your listing is the answer offered to the consumer. When consumers ask a voice assistant a question, it uses rankings to select an answer. Elements like SEO, Google rankings, Yelp reviews, and proximity-based data are all utilized when the voice assistant searches for answers.

While working on your Yelp rankings is an excellent long-term strategy for your brand, it’s far more effective to optimize your content. A straightforward approach to increase SEO for voice search is by providing content that answers common questions consumers might ask their assistants.

Consider industry-specific questions consumers might ask, such as:

• What is the best cleaning product for carpet stains?
• Where is the best burger restaurant near me?
• Find a chocolate chip cookie recipe.

Answering specific questions in your content can help voice search more effectively find your solutions and boost your brand recognition.

As voice assistants continue to improve, shopping-enabled features will make SEO optimization for voice search even more important. Picture this: A voice assistant user has asked, “Where can I buy a hammer?” Not only does the search offer a location, but it also queries whether the user would like to purchase the product online or add it to their cart — effectively simplifying the entire shopping experience.

How Can You Integrate SEO Into Your Voice Search Campaigns?

Including voice search considerations in your SEO efforts increases the likelihood that your product or service will be offered up to the consumer. As such, there are several strategies that Digilant has developed for successful SEO. Consider the following tips to boost your voice search optimization efforts:

1. Think in topic clusters.

Most AI determines what questions it can answer by examining the main topics on a website, making topic clusters an effective tool when optimizing your content and information.

For example, a healthcare clinic could write an informative article about “how to choose the right doctor for me.” This blog post would provide high-level information that includes all potential patients. From there, the clinic could extend this topic cluster by providing specific information about different kinds of doctors and service lines.

2. Focus on featured snippets.

Featured snippets are lists of questions related to your initial search that appear at the top of a page in Google. Right now, featured snippets are an SEO goldmine. Not only are they the first result users see, but (if your content is good enough) the first part of your answer might also be displayed, linking the consumer directly to your site.

How does voice search come into play here? Voice searches tend to be longer than typed queries and use more natural question structures. By aligning your answers with those that Google uses for a question, your answer is more likely to be the featured snippet that’s read aloud by the voice assistant.

3. Prioritize simple technical adjustments.

There are a handful of more technical improvements and adjustments that can be made when streamlining your content toward voice search trends. Ensure you’re set up for success by accomplishing the following:

• Create a Google Business Profile.
• Ensure your site is mobile-friendly, as 20%of all mobile queries are made using voice search.
• Check your site’s load speed.
• Consider how you can incorporate videos into your strategy, as they are also apt to rank in voice searches.
• Tailor your content toward a multilingual audience if that applies to your business.

What Does the Future of Voice Search Look Like?

Simplifying the purchase process is the way of the future. Remember the example above? Some outlets and businesses already offer this service. Amazon devices, for instance, already use this feature.

Digilant has developed strategies and resources to bring clients the most current marketing tools, as we’ve been studying how voice search is changing SEO. At Digilant, we constantly evaluate our partnerships to ensure we have the best data and targeting options for our clients. This includes ensuring our campaign analysts and media strategists are up-to-date on the most successful strategies to win voice assistant selection.

Additionally, we have tangible solutions that advertisers can implement when voice search marketing is a top priority. For brands looking to use our digital marketing services, this includes:

• Advanced audio solutions to specifically target ads across smart speakers like Amazon Echo, Sonos, and Google Nest.
• SEO and SEM strategists who can tailor your content based on current trends.
• Strategic partnerships with the top providers of voice assistants: Google and Amazon.

If you’re ready to see how Digilant can take your voice search optimization to the next level, contact our team today. We’d be happy to help!

In April 2022, our blog How to Tell When a Non-Skippable Ad Is the Right Choice broke down how to determine which video ad format – skippable or non-skippable – suits your brand. While there are many reasons and justifications for either ad format, we wrote that the ultimate driver in deciding which ad format to choose is based on your goal(s) for the campaign. 

With this in mind, we provided a general rule of thumb: 

• If you’re hoping to promote general brand awareness and information to consumers about your brand, choose non-skippable ads. 
• Skippable ads are the way to go if you want to drive action, clicks, or some other conversion. 

It may seem premature to revisit a blog a mere twelve months later. However, today’s consumers shift habits in the blink of an eye, and new ad formats and opportunities come and go in months. Recently, we’ve heard an abundance of chatter surrounding video content from clients and industry peers – a newfound focus on areas like:

• Re-prioritizing ad production in favor of more video content
• Understanding the pros, cons, and opportunities of different streaming services (especially in light of major players like Netflix, Disney, and HBO adding ad-supporting tiers)
• Testing budgets in the powerful, albeit intimidating, world of TikTok

These are just a few examples of how advertisers are dipping their toes or, in some cases, plunging headfirst into the pool of video advertising. Still, one thing is for sure: more advertisers are investing in video and, as such, are coming across platforms that offer them the choice of skippable or non-skippable. 

So, in 2023 what’s the correct answer, and is our advice twelve months past still relevant? Let’s dive in.

Video Consumption in 2023

A year later, consumers continue hitting play on their favorite video content. Video consumption is at an all-time high and is the most popular media format in the US. Here are a few stats showcasing just how powerful video consumption is in 2023: 

• The average consumer watches 18 hours of video weekly, about 2.5 hours per day. That is 2 hours a week than a year ago and 7.5 hours more than the last three years. (Source: Wyzowl)
• 72% of consumers prefer videos to learn about products or services. (Soure: YouGovAmerica)
• 82% of Global Internet Traffic in 2022 Came From Video. (Source: Cisco)

• More than 75% of video viewing happens on mobile. (Source: eMarketer)

• Video is the number 1 source of information for 66% of people. (Source: TechJury)

So, in an environment where video reigns supreme, the question of which ad format is best – skippable or non-skippable – remains relevant, if not even more critical, to ensure advertisers get the biggest bang for their buck. 

Revisiting Digilant’s Tips for Using Non-Skippable Ads

In our 2022 blog post, we offered the following four questions and answers to help advertisers determine whether non-skippable ads are the right choice: 

1. Is there an emotional element involved?

2. Does the ad format match your goal?

3. Are you only looking at the completion rate?

4. Do you have a strong digital strategy?

Below we’ll outline each to uncover if our advice remains true today.

1. Is there an emotional element involved?

2022: Answer in Summary

Consumers will remember how you made them feel rather than what you said. So, if you opt for a non-skippable ad, make sure it’s memorable. 

2023: Revisit

While the above reigns true, it’s safe to double down on the importance of this tip. As the amount of time spent in front of a screen and consuming media increases, so does the number of ads consumers see. The average consumer sees anywhere from 4,000-10,000 ads every day. As such, they are increasingly talented at tuning out boring or irrelevant ads. 

In short, advertisers must compete with fellow advertisers for consumers’ attention. Proper targeting to reach your specific audience is a huge help to ensure a consumer is interested in seeing your ad, but we’ll touch more on that later. When creating your ads, finding ways to stand out from the crowd is imperative. This can be done in one of two ways: 

1. Unique creative message or imagery. While this may be easier said than done, with a skilled team of creative experts, hitting the mark with the proper tone, message, or imagery can captivate your audience.
2. Unique creative formats: If you don’t have a punchy or creative brand but still want a unique ad experience, consider special creative formats within video ad buys to stand out. Thanks to technological improvements, advertisers have many innovative ad formats and techniques that will help catch consumers’ eyes. Consider one of the following unique formats: 
   • High Impact Units: Through our partnerships, we can leverage custom units across CTV to allow your target audience to interact with your brand. Sample Units: Quiz, Branded Skin, 3D tour
   • QR Code: Consider adding a QR code to your CTV creative to allow users to drive action, such as signing up for your newsletter, filling out a form, or sending them to a map to find the nearest store.

2. Does the ad format match your goal?

2022: Answer, in Summary

Skippable ads may be the best investment if you’re looking to drive conversions. Non-skippable ads are better used to boost credibility, brand awareness, or product awareness, not encourage click-throughs.  

2023: Revisit

Our advice stands. When brainstorming and creating video ads, always remember your goal. Clicks and completes have an inverse relationship: a person who clicks on the video isn’t going to watch it all the way through, and a person who does watch it through likely won’t be able to click on it.

3. Are you only looking at the completion rate?

2022: Answer, in Summary

Remember, A high completion rate does not necessarily equal a successful campaign. Campaigns must be measured by their overall value to the entire marketing strategy, not by their completion rate.

2023: Revisit

Again, this tip remains relevant for 2023 consumer and advertising goals. 

Additionally, as the time consumers spend consuming video content increases, remember the different devices they may be watching on and how that affects the action they take when watching your ad. For example, if they are watching social videos on their phone, they are more likely to click through your ad to learn more, whereas if they are watching on their TV, they’ll likely just watch through. 

While most advertisers invest in blended buys across devices, these tips are essential to remember as you strategize different formats and messaging based on your ad’s placement. 

4. Do you have a strong digital strategy?

2022: Answer, in Summary

No matter your choice, your ad is more likely to be viewed, engaged with, clicked on, or whatever other goals you have if you have proper audience targeting in place. Consider how you can use contextual targeting and sequential messaging to drive home your brand messaging.

2023: Revisit

More valid words have never been said. In all sincerity, it is essential to have proper targeting in place because, as mentioned above, consumers are savvier than ever. This means they will only pay attention when an ad is relevant or interesting. Selecting a precise cross-channel mix of targeting and retargeting tactics will ensure you’re reaching your audience where they are in their customer journey. Learn more about specific targeting tactics to implement here. 

The Time to Invest in Video is Now

No matter your choice – skippable or non-skippable – advertisers should start putting some of their budgets toward video content. After all, that’s where the consumers are spending time. 

Digilant offers a robust Advanced TV solution spanning nearly every device or platform consumers watch. Are you interested in learning more or reviewing video-centric solutions based on your target audience and goals? We’re eager to build you a plan. Contact us here.