Blog Post

Advanced TV in 2023: Implement Measurement Tools from the Start

04/11/2023 - Carley Wells

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.

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