5 tips for adding connected TV to your holiday ad strategy
There’s no doubt about it: this year you need to add Connected TV to your holiday ad strategy. With total viewing time on Connected TV devices jumping 81% year-over-year, millions of shoppers will be spending more time streaming television than ever before. And while you may initially think that viewers are mostly tuning in to subscription options like Netflix or Disney+, it’s ad-supported Connected TV that’s getting a major chunk of viewership; according to research from the IAB: 73% of streaming viewers watch ad-supported CTV content. 45% of streaming viewers watch ad-supported CTV the most. Meanwhile, this holiday shopping season is set to be massive for e-commerce. Last year saw holiday e-commerce sales grow by 13.2% to $137.6 billion. That double-digit growth occurred before the COVID-19 crisis forced millions of shoppers to turn to online options for everything from gifts to groceries. And with 66% of shoppers saying they plan to buy more online this holiday season , we can expect to see e-commerce sales eclipse last year’s. Connected TV advertising sits right at the crossroads of these two major consumer trends. Its digital approach to TV advertising makes it an ideal solution for brands looking to expand their marketing footprint into television. And its ability to act as a direct-response performance ad channel makes it an excellent option for any advertiser looking to tie specific performance goals to their ad spend. SteelHouse Performance TV , our CTV ad solution, has proven especially effective at driving key metrics for our advertisers in 2020. We cover the best ways to make the most of this year’s Connected TV opportunity in our 2020 Holiday Marketing Guide , and we highly recommend you check it out. If you’re looking for some quick advice, though, we’ve got you covered—here are the top five things to keep in mind when adding Connected TV to your holiday ad strategy. 1. Use Connected TV Prospecting to Reach Valuable New Audiences Connected TV is great at getting your brand in front of new audiences. That’s because it uses audience-first targeting, just like a digital ad channel like social or display. For example, SteelHouse Performance TV leverages the Oracle Date Cloud (the world’s largest CTV audience provider) to give advertisers access to tens of thousands of audience segments. Shoppers tend to seek out brands they’re already familiar with when it’s time to buy, so reaching them early in the …
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