Advanced TV in 2023: The Future of Advanced TV

Advanced TV in 2023

A Digilant Get Smart Series, Part 5: The Future of Advanced TV

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 the next few weeks, we’ll dive even deeper into these trends and solutions over a four-part blog series. Stay tuned for more.

Download the full whitepaper here.

When you think about the advancement of TV in our modern world compared to the early 2000s, it’s easy to notice the rapid increase of streaming services taking over traditional broadcasting. Advanced TV is a new term that categorizes advertising that occurs before, during, and after a video stream on the internet. Have you ever watched a show on any streaming service, and an ad prompted you to scan a QR code for more information? That’s what advanced TV is.

With the advent of streaming, advertisers have been presented with a new avenue to connect with target audiences, and traditional advertising methods like commercials have become less effective. The emergence of streaming platforms has allowed advertisers to reach audiences in more personalized and relevant ways by targeting their ads based on viewing behavior, demographics, and interests.

However, with the increased accessibility of content creation, advertisers must create compelling and engaging content to capture the attention of their target audience. This process requires careful planning and execution of ad campaigns, including the use of creative formats and storytelling techniques to stand out in a crowded marketplace.

As an advertiser, you must continuously adapt and evolve your strategies to keep up with viewer behavior and technology changes. Despite the challenges, streaming offers advertisers an exciting opportunity to engage with audiences in new and innovative ways, driving brand awareness and, ultimately, revenue growth.

Why Ad-Supported Netflix Tiers Are a Great Opportunity for Advertisers

Netflix became a juggernaut when it introduced streaming media and video on demand back in 2007. Advertisers have a significant opportunity with Netflix due to its massive subscriber base and extensive data on viewer behavior. Although Netflix has traditionally been ad-free, it has recently started experimenting with ad-supported content.

There are now more people streaming TV than ever before, with 85% of U.S. households containing at least one streaming service. According to the Deloitte Digital Media Trends Study, U.S. users have an average of four streaming service subscriptions.

Advertisers can leverage this massive opportunity by using the platform to reach highly engaged viewers with targeted and personalized ads. Additionally, they can tap into Netflix’s data to gain valuable insights into viewer preferences and create more effective ad campaigns. With the potential to reach millions of viewers globally, advertising on Netflix can be a powerful tool for brands looking to increase their brand awareness and connect with their target audience.

Dominant Trends in Advanced TV (and How to Make Them Work for You)

Dominant trends in advanced TV include programmatic advertising, which uses data-driven technology to automate ad buying and targeting. Another trend is connected TV, which refers to internet-connected televisions that enable viewers to stream content from various sources. Additionally, interactive and immersive advertising formats, such as shoppable ads and augmented reality experiences, are gaining popularity.

Overall, the trends in advanced TV reflect a shift toward more targeted, personalized, and measurable advertising experiences fueled by advancements in data and technology. If you’re ready to begin advertising on advanced TV, the following four options are the best places to start.

1. Programmatic Advertising

Programmatic advertising gives you greater control and flexibility over your campaigns, ultimately leading to better ROI. It can also be used across various channels, including display, mobile, video, and even traditional TV, making it a versatile tool to help drive your advertising efforts.

2. Connected TV

You can use connected TV to partner with streaming services and networks to create exclusive ad-supported content, such as sponsored TV shows, movies, or documentaries. This approach enables you to align your brand with relevant and engaging content, leading to better brand recall and engagement.

3. Addressable TV

One effective way to use addressable TV is to create ads tailored to your target audience’s interests and preferences. For example, you could use Netflix-acquired data to target households with young children with advertisements for toys or family-friendly products.

4. Interactive and Immersive Advertising Formats

To effectively use interactive and immersive advertising formats, you must ensure the content is relevant, engaging, and aligned with your brand’s messaging. You must also ensure the content is optimized for the specific platform and device, as different formats may require different creative approaches.

These trends can transform your advertising approach and help you reach your target audience more effectively. With programmatic advertising, connected TV, and addressable TV, you can improve targeting and achieve higher engagement rates. Interactive and immersive advertising formats can offer a more engaging brand experience. These trends are powered by technology and data analytics, enabling you to optimize campaigns in real time.

Ready to Get Started With Advanced TV Advertising?

Digilant provides the tools and expertise to take your digital advertising strategy to the next level. Our innovative programmatic advertising solutions can help you reach your target audience more effectively and achieve your marketing goals. With advanced targeting and optimization techniques, we ensure that your campaigns deliver maximum impact and ROI.

Our marketing experts will work with you to create a customized advertising strategy that meets your unique needs and objectives. Don’t wait any longer to achieve your digital advertising goals — contact our team today and start seeing results.

The Evolution of CTV/OTT & ACR Technology

Back in 2017, publishers were figuring out how to monetize their new platforms and relied on their own sales staff and direct deals with a handful of resellers to help move the inventory. The technology for programmatic to work in the CTV/OTT space was not there yet. The issues had to do mainly with ad serving, although the inventory was not nearly as abundant as it is now, so the need was not immediate.

Flash forward to today, and it seems like everyone is streaming. And as a result, the way ad inventory is bought and sold has changed.

Ad tech has evolved quickly – viewability, brand safety and fraud protection partners abound. Ad serving has become seamless due to the development of servers that integrate directly with the media company’s stream to “stitch” the ad into the content for a better user experience.


 The Rise of Cord-Cutters

CTV/OTT used to be positioned as an extension of a linear TV buy. Ratings were declining, and it was a good hedge for posting. Cord-cutting was a concept many clients did not fully comprehend at the time. At the time, there were about 81.2 million smart TV users in the US, whereas now that number sits at about 119 million. CTV/OTT was not to be thought of in the same way as digital video or display – it was TV with some digital characteristics. Since it was, and still is, a cookieless environment, CTV/OTT was simply this: acquire inventory and overlay probabilistic audiences. In essence, you were buying expensive inventory and using inexpensive data to take a shot at reaching your audience. 1:1 targeting and attribution were non-existent. The game has changed.


CTV/OTT & The Cookieless Future

The impending demise of third-party trackers (aka cookies) has accelerated the creation of sophisticated device mapping and identity graphs. Device maps are created by associating individual connected devices to a household IP address. Tech platforms developing these maps can then take deterministic data such as location, logins, email addresses, app downloads, online and offline purchases, memberships, etc. to create more accurate and relevant audience profiles.


CTV/OTT Inventory – Caveat Emptor

Fraud prevention and brand safety have improved by leaps and bounds. Pre-bid stopgaps help, but diligent, proactive campaign management and analysis are still a must. Buyers need to ask questions and be willing to dig for info. I recently observed first-hand a situation where an agency was using a DSP under a managed service agreement. They were buying a lot of CTV and on the surface, it seemed legitimate. However, upon further investigation, I found that they were paying very high rates for premium inventory only to water it down with extremely cheap inventory to hit CPM goals and the buyer had no idea this was happening.

Outstream video and pre-roll on TV station websites are two examples of inventory that sometimes gets bundled in on CTV lines. They both have their place in the ecosystem, but most buyers would not consider them true CTV. The word transparency gets thrown around a lot and I can tell you that it is truly relative. So be clear with your provider about your expectations and stay curious. Choose a strong performing partner with access to solid inventory.


CTV/OTT in an Omnichannel World

Most digital media plans are executed in silos or rather multichannel buys; buy some display, buy some video, buy some CTV/OTT and see if it works. However, it is equally important to know what is working, or not, and why – the key difference between omnichannel & multichannel media buys. Optimizations are not happening in real-time, and often you do not know how effective your campaigns are until after the end. To further complicate matters, throw in some traditional media, and now you really have a challenge.

The deterministically-built audience profiles mentioned above work to solve this challenge. They can be implemented into omnichannel campaigns through cross-device retargeting.

A partner like Digilant has the tools to unite disparate platforms and measurements and implement true omnichannel campaigns. However, we now can target linear TV viewers on digital channels through Automatic Content Recognition (ACR) technology. Can you believe it?


What is ACR technology?

ACR is an identification technology that is built to recognize content played on a media device or present in a media file.

This gives us the ability to build custom audiences based on user TV viewing habits, target (and retarget) them across devices, and measure users who took an online action after seeing a commercial.

How does ACR Technology work?

1. Unboxing & Consent

ACR is launched when an individual turns on a wi-fi powered device for the first time, then selects to opt into audio/video data collection during the initial set-up.

2. Fragment Analyzation

Once a user opts into data collection, a device provider can analyze small fragments of images or sounds from the content consumed over time.

3. Content Matching

ACR software processes these tiny samples and uploads them to cloud storage.  The content is then cross-referenced and matched to existing data.

4. Personalized Targeting

Once the content is matched, the data is shared with select advertisers.  From there, marketers can link devices together to target consumers where they are most interested.

Used correctly, ACR technology can boost the ROI of your marketing.


Digilant’s Advanced TV Solution

If you’re accustomed to buying CTV/OTT from a “single source,” you probably have faced frustrations from a siloed environment this creates. Digilant’s proprietary technology and deep partnerships across the entire digital ecosystem solve this challenge.

We can give you a more transparent view into the customer journey and attribution, so you understand upfront the nuances of your audience. We can then optimize campaigns in real-time to make the most efficient use of your media spend. Our platform-agnostic methodology means we can execute across a multitude of partners without favoring one over the other; our entire focus is on outcomes.

Are you interested in learning more about Digilant’s Advanced TV Solution? Let’s talk.

7 Benefits of Incorporating CTV in Your Omnichannel Marketing Plan

In 2022, 92% of U.S households were reachable by CTV programmatic advertising (according to Statista). The amount of CTV users is growing with more than 110 million users among Gen Z and Millenials alone.  As such, more consumers are choosing streaming services than traditional television formats like cable and satellite.

What does this mean for advertisers? It’s time to make the switch to digital advertising formats like Connected TV (CTV).

And many already are. According to eMarketer, CTV ad spending projections are expecting it to hit $25.1 billion in 2023, $29.3 billion in 2024, and $33 billion in 2025. 

As with any up-and-coming ad format, brands and advertisers need to analyze the channel and decide if it is suitable to implement into their respective omnichannel marketing plans. Based on goals, you need to know how a channel will push your campaign in the right direction of achieving your desired KPIs.

So, to help guide you in making that decision, we’ve outlined seven of the top benefits advertisers see when choosing to implement connected TV and how it complements the other channels you may already be using. Let’s dive in.

What is Connected TV (CTV)?

Connected TV (CTV) is a smart device where users can access streaming television, live television, and the internet for apps/browsing. This includes both devices with a built-in internet connection with pre-installed apps, such as a smart TV, and separate devices that use an internet connection to access content through the television as the display mechanism, such as an Amazon Firestick. Some of the most popular are Roku, Amazon Fire TV, Apple TV, Xbox, and Playstation.

How is CTV different from OTT?

OTT (over-the-top) is content where users stream television content through networks or devices accessed on any device, including Smart TVs, mobile smartphones, tablets, & laptops. Popular OTT providers include Netflix, Amazon Prime, Hulu, Disney+, and HBO Now.

Although OTT and CTV are different functions of internet-accessed content, many times they are used interchangeably, and when buying ad placements, you can purchase them across both OTT and CTV, or separately. So, for the purposes of this blog, CTV is used to encompass both OTT and CTV.

7 Benefits of CTV Advertising 

1. Today’s consumers are streamers

The average American household has four streaming service subscriptions and by 2026, there will be 80 million cord-cutting US households. With these platforms, viewers have access to a plethora of shows and movies across networks as well as original content. And when viewing this content, consumers choose where they watch, whether that be a connected TV, desktop, tablet, etc. As consumers continue to flock these platforms (many with ad-supported tiers), a growing audience can be reached through CTV ads.

2. More cost-effective to reach premium networks than linear TV

Many advertisers aren’t able to meet the minimums with linear television. Rather than buying into a television network with CTV, there is flexibility in choosing a price structure: cost per metric (1,000 views) or cost per completed view (CPCV). basis, making it more affordable to reach your audience on the big screen. 

3. More Unique Opportunities with CTV than linear TV

In addition to flexible pricing, CTV reporting is more robust than you typically get across linear TV buys. Advertisers can see which segments are viewing their ads and make adjustments accordingly.

Another unique opportunity advertisers have is to run high-impact creative across CTV. For example, a QR code to drive users to convert, or a store locator to drive them to the nearest store to purchase the product. Television advertising is no longer just for awareness – and these creative formats in CTV advertising allow for measurable conversions. 

4. 100% fraud-free and brand-safe curated CTV marketplace.

One of the biggest concerns advertisers face when creating their omnichannel marketing plan is ad fraud. When incorporating CTV, you’re purchasing via Private-Marketplace (PMP) or an Open Auction, eliminating ad fraud and brand safety concerns.  

An open auction occurs on actively managed supply via major players such as SpotX, Samba TV, and Freewheel. A private marketplace buy is through a curated marketplace giving advertisers privileged access to premium publishers that are: 

  • Negotiated
  • High-quality
  • Human-curated
  • Marketing objective-optimized 
  • 100% ads.txt verified

5. High completion rates, 100% viewable

Continuing in the realm of ad fraud, advertisers are understandably concerned about viewability. As we shift more and more to a digital world and advertisers and consumers are more accustomed to digital ads, advertisers want to ensure their message is received. CTV is the ideal format to justify these concerns. 

Unlike other digital video formats (which have tremendous benefits of their own), CTV is non-skippable; consumers have to watch the ad to the end to continue viewing their programming. This is why the industry-standard benchmarks sit at 94% video completion rate (VCR) and 100% viewability.

6. Precision Targeting Capabilities

For advertisers who have long relied on linear television advertisements, it’s essential to understand that CTV not only allows you to reach a growing audience but also allows you to target your desired consumers better. When investing in linear television ads, you’re paying for your ad to reach all viewers with different demographics and contextual attributes. Some may be interested in your product, some may be part of your audience, but some may be neither, and in turn, you’re wasting those critical ad dollars.

With CTV advertising, deliver ads to contextually relevant placements through pre-determined content categories, ensuring that you reach consumers interested in your brand or product. For example, at Digilant, we use device ID technology to reach households within your target audience that use CTV devices. 

7. Track online and offline sales with attribution partners to measure the campaign’s impact on performance

CTV has long been considered a channel suitable for the awareness and consideration stages of an omnichannel marketing plan. As most CTV ads aren’t clickable, advertisers have difficulty trying the ads to actual sales. 

However, with various measurement and attribution solutions available, advertisers now have access to this data, how the ad ties directly to sales (both online and offline), justifying this ad format for all stages of the buying journeys.

At Digilant, we use our partnerships with MediaMath, The Trade Desk, and more, which gives advertisers the ability to measure the impact of CTV on sales lift, track exposure across your CTV/OTT campaign, and tie it to offline sales with measurements including: 

  • Viewer response and impact by weekday/daypart, device type, creative, campaign flight, app, etc.
  • Audience overlap and deduplicated reach by publisher
  • Key metrics such as frequency, conversion rates, and cost per visit
  • Reach, frequency, and recency analytics along with impressions and responses by geo.

How CTV complements other channels in your omnichannel marketing plan

As mentioned above, CTV is a channel that can be used across every stage of the buying journey. With solutions such as cross-device and sequential messaging, advertisers can continue conversations with consumers once they view a CTV ad. For example: 

  • CTV and display: Once a consumer watches a CTV ad, it is followed by strategic display ads with a timely call-to-action
  • CTV and paid search: Once someone familiarizes themselves with (or is remind of) your brand with a CTV ad, they inevitably search for products or services to buy. A paid search campaign ensures that search benefits your brand.
  • CTV and paid social: Just as consumers are streaming video more, they are also more active on social media. So as they browse their social feeds, you can follow up a CTV ad with either display or video ads. 

The benefits of CTV clearly outline why advertisers are making the switch to this digital-first channel. First and foremost, more consumers are tapping into this TV-viewing form. But beyond the growing viewership, the flexibility, pricing, and audience targeting abilities make it a clear winner.

The icing on the cake? Advertisers can track all marketing efforts in one place with robust measurement and attribution. With these tools, brands have a clear, overall picture of how all digital channels are working in conjunction to take their omnichannel marketing plan to success.

Digilant’s CTV solutions are built for your brand

With the ever-growing popularity of video watching, we recognize the importance (rather, necessity) of a solid digital video solution, CTV included. Our planning and insights strategists make informed decisions based on your goals (clicks or video completes, for example) and where your digital video will perform best. From there, our strategic partnerships with MediaMath, The Trade Desk, top publishers, and a robust curated marketplace ensure your ads are served across premium placements. And finally, we tie it all together with custom-built, automated, holistic analytics services to allow our clients to visualize their data, all in one tool. 

Are you interested in learning more about our CTV solutions? We’re eager to talk more about how we can help you reach your goals. Contact us today.

Advanced TV in 2023: Implement Measurement Tools from the Start

Advanced TV in 2023

A Digilant Get Smart Series, Part 3: Implement Measurement Tools from the Start

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 the next few weeks, we’ll dive deeper into these trends and solutions over a five-part blog series. If you missed parts one and two, check them out linked below:

Part 2: Align Ad Formats with Your Goals

Part 1: Dig Deep into Data to Reach Your Audience

Download the full whitepaper here.

Advanced TV has become a desirable option for advertisers, often reaching a larger number of targeted consumers at a lower cost compared to linear TV. But what is the most important factor in understanding data-driven targeting within an advanced TV strategy, and how can you ensure your advanced TV campaigns are effective? Let’s begin by going back to the basics.

The term advanced TV describes any advertising that occurs before, during, or after a video stream on the internet rather than across over-the-air broadcast TV. These improve data-driven TV advertising and include the following:

In-stream pre-roll: These can appear during a video stream and before or after the video content the viewer has chosen to watch.

CTV: This uses television to stream content through devices such as Roku, Apple TV, and Xbox.

OTT: This is content that is streamed through the internet using a laptop, mobile device, tablet, or CTV.

Social videos: Includes platforms such as YouTube, TikTok, Twitter, or Instagram.

Programmatic linear TV: Involves using programmatic tech to purchase TV inventory based on the audience that brands are looking to target.

Addressable TV: This allows brands to deliver ads to target audiences during broadcast TV, such as cable or free-to-air channels.

All these advertising methods use data to reach viewers who are more likely to purchase the advertised product or service. It’s important to be aware of the benefits and advantages of each, such as short-form vs. long-form video.

How Can Audience Data Help Inform an Advanced TV Strategy?

Video is the preferred method for consuming content in the U.S. During the last week of December 2021, Americans streamed a total of 183 billion minutes of video content. This continuing popularity presents advertisers with more opportunities to reach consumers:

Investing in digital forms across CTV has a relatively lower cost in comparison to linear TV. Advertising content can also be repurposed and transitions well across different formats, so the process of advertising across CTV is often easier and has fewer barriers.

Benefits of Advanced TV Advertising

In the ever-changing world of digital video content, advanced TV is a safe spot to dive in and make your mark as a business. Consider the following benefits of advanced TV advertising to ensure this is the right option for your brand.

1.More personalization.

People are choosing where they want to watch and the platforms and devices on which they watch, making advertising more fragmented. This fragmentation allows for more niche targeting and better ad personalization, resulting in higher engagement rates and better ROI for your brand.

With more players in the market, the level of competition will only continue to increase. Rather than letting this limit advertising, it has increased your options for reaching your target audiences, whether you’re a smaller player or a household name.

2. A robust offering of ad-supported tiers.

HBO Max, Disney+, and Netflix are the latest to add this type of advertising. More ad-supported tiers benefit advanced TV advertising by providing multiple revenue streams for companies offering TV content. Offering these ad-supported tiers alongside subscription-based models gives you access to a larger target audience.

Your company can target specific audiences with contextual data advertising, increasing the chances of converting viewers into customers. This helps to maximize advertising revenues while providing viewers with more choices in terms of content.

3. More in-depth reporting and insights.

As more advertisers invest in the platform, improvements in tracking, measurement, and analytics will naturally follow. Specifically, advanced TV solutions provide insights into audience behavior, preferences, and demographics. This information is used to optimize TV campaigns and improve targeting. You can also track performance metrics such as reach, frequency, and engagement rates.

These metrics can help you understand the effectiveness of your advanced TV campaigns. Real-time reporting is another benefit that allows you to monitor your ad campaigns effectively, in which you can then use this information to make quick decisions and optimize campaigns.

4. Better tracking and insight into who is seeing your ad.

You can use data analytics and tracking tools to monitor the performance of your ads and adjust your campaigns accordingly. You can also track viewership across multiple devices, including smart TVs, mobile devices, and desktops. This increases your reach to viewers, wherever they are, and provides a more comprehensive view of your audience.

Attribution tracking also lets you gauge the impact that TV campaigns have on consumer behavior. This includes tracking website visits, app downloads, and other actions viewers take after seeing an ad.

Big changes are always happening to streaming service customers and advertisers alike. By capitalizing on the advantages of tier-based and advanced TV advertising, you can proactively position your brand for success among strategic audiences.

If you’re ready to begin leveraging new opportunities in your marketing mix, contact us to learn more about our robust advanced TV solutions today.

Download the full whitepaper here.

Looking for more information about setting up an Advanced TV strategy? Check out the third part of our blog series, “Plan for an Omnichannel Experience,” here.

Advanced TV in 2023: Align Ad Formats with Your Goals

 Advanced TV in 2023

A Digilant Get Smart Series, Part 2: Align Ad Formats with Your Goals

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 the next few weeks, we’ll dive deeper into these trends and solutions over a five-part blog series. If you missed part 1, outlining how to dig deep into data to reach your audience, check it out here.

Download the full whitepaper here.

Today’s consumers are opting for streaming services more often, continuing cord-cutting trends, and severing their ties to traditional cable TV. As advertising technology works to keep up with consumer habits, better targeting across these viewing preferences entices advertisers to shift their dollars toward video ad campaigns. This is where Advanced TV, the umbrella term encompassing any advertising that occurs before, during, or after a video stream on the internet campaigns, comes into play.

With traditional broadcasts, the goal is to reach as many consumers as possible. Those who use streaming services have a different experience. By using a streaming service, you connect your TV (or laptop, phone, or tablet) to the internet. This connectivity provides robust data that allow you to segment and target your audiences with more precision. To the average consumer, ads may seem the same as they’ve always been, but that is not the case; ads are now targeted to individual households, giving you more control over your reach, budget, and results.

Why is Video Advertising Effective?

The future of video advertising is bright. Why? Simply put, consumers love video. It is the preferred method for consumers to interact with media. Let’s look at the numbers. Every week in February 2021, consumers in America streamed 143.2 billion minutes of video content. In February 2022, that number went up to 169.4 billion minutes. Today, 85% of American households have at least one streaming service.

So why is video advertising effective? It’s not just because people love it; it’s because people have so much access to it. Consider the following benefits of video advertising:

  • More device options and streaming services to choose from for precise audience targeting
  • More cost-effective than linear TV advertisements
  • Allows for more personalization and interaction with your target audience
  • Creates entertaining and memorable brand sentiment
  • Provides multiple avenues to advertise through
  • Generates revenue from increased market demand

It makes sense then that marketers should put more resources toward streaming platforms, advanced TV, and CTV because that is where the market is. Advanced TV advertising offers more precise targeting, which results in a higher ROI and allows you to meet consumers where they are instead of trying to get them to meet you. With marketing campaigns being so specific to the individual (or individual household), it is crucial that marketers wisely use their budgets to reflect this.

How to Get Started with Video Advertising

In the grand scheme of things, streaming services haven’t been around that long. Even so, there have been several improvements that directly benefit advertisers. As data tracking evolves, budgets can be spent more wisely, and marketers can utilize programmatic video ad spend.

The following guidelines can help you set effective video advertising strategies in motion and ensure you appeal to audiences that are adopting advanced TV.

1.Use the right format for your goals.

Consumers have more choices now in where they want to consume content. Concurrently, major streaming providers are working to keep up with the competition by adding ad-supported tiers, as seen most recently from HBO, Disney+, and Netflix.

With these two things in mind, it’s imperative to ensure your campaign is set up for success from the start by establishing which platforms or services are right for your brand. Some ad formats work well with CTV, while others are more suited to advanced TV. It’s your job as an advertiser to establish which of these options is most suitable for your campaign, however as a general rule of thumb, we recommend the following ad formats based on your goals:

2. Determine if you want clicks or completes.

Are you trying to get people in the door or trying to get them to stay? With consumers having an average attention span of 8 seconds, it’s an important question to consider. Even an extra 15 seconds might be too much for a consumer to sit through.

When establishing an Advanced TV strategy, consider the following:

If you want to drive clicks, it’s best to include a call to action at the beginning of your advertisement. While the goal may not be for the completion of ads, you do want to bring consumers in the door.

Conversely, video completion-based goals don’t need a call to action — they need a strong hook. These should be shorter videos, and make sure you choose the format that meets your desired end goals.

3. Take advantage of non-skippable ads.

With high completion rates, advertisers can reach viewers when they are already engaged with the content they are watching. You then have the opportunity to retarget those who have viewed the ad through site retargeting, paid search, etc. You can even place CTAs like QR codes in the ad for consumers to take action from the first impression.

4. Ensure you invest in ad-supported platforms.

Price is a top consideration for consumers when choosing a streaming subscription, and as more viewers flock to these platforms, you have an even greater opportunity to reach your target audiences. Ad-supporting streaming is an advertiser’s goldmine.

5. Determine if you should run programmatic or direct advertising.

While choosing to purchase ad space directly with a publisher, you have the benefit of receiving premium inventory with guaranteed ad spots for specific programs. However, limitations include limited reach and more expensive buys.

On the flip side, when purchasing programmatically, you have a higher reach with a lower minimum spend. But you may not have as much control over where your ads are placed. This is where you should refer to your campaign goals to choose the best options for your needs.

How Digilant Can Help with Your Advanced TV Strategy

Digilant is an omnichannel media partner built to help companies navigate the often-confusing world of digital advertising. We execute omnichannel strategies that are data-driven, actionable, and effective. Digilant comprises 100+ data-driven media minds and advertising technologists that can help bring your advertising campaigns to life.

If you’re interested in learning more about the future of video advertising or how advanced TV options can work for your business’s needs, contact our team. We’d be happy to help!

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 third part of our blog series, “Implement Measurement Tools from the Start,” here.

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