5 tips for adding connected TV to your holiday ad strategy

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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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5 tips for adding connected TV to your holiday ad strategy

{ object.primary_image.title }}

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 …

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CTV advertising remains on the rise with new opportunities for Roku channel owners

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30-second summary: Despite the pandemic, CTV advertising remained a stable ad channel with a growing audience across the US and Europe. More than 50% of US ad buyers shifted their ad spend from linear TV to CTV. The increasing popularity of CTV among viewers and advertisers is accompanied by streaming-platform wars, where Roku is leading, so far. With advertising opportunities, though, Roku brings their channel owners some challenges and limitations. Over the next few years, one might see more AR/VR content and ads across CTV CTV measurement is becoming more mature By the end of the last year, viewership on CTV had skyrocketed, and the lockdown only strengthened the trend. Thus, as of March 2020, 80% of households in the USA alone had at least one connected TV device. The CTV trend is also booming across Europe. Especially the U.K., where 60% of viewers there use CTV as their primary …

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How to Advertise on VOD Platforms

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With an ever-increasing number of consumers looking to e-commerce to replace their in-person shopping experiences, many advertisers are searching for innovative new ways to reach the surge of online shoppers. One such method is to advertise on VOD (video on demand) videos. What Is Video on Demand (VOD)? Video on demand means exactly what it sounds like: videos that are available at the viewer’s convenience. The term can include offerings from private companies like Netflix and Hulu, as well as those that aren’t pay-to-pay , like YouTube. There are two common types of VOD you’ve likely interacted with: Subscription VOD: Also known as SVOD, access to these videos comes with a subscription rate. Again, think Netflix or Hulu. Essentially this is any streaming platform involving an annual, monthly, or some other subscription rate. Transactional VOD: While SVOD offers users unlimited library access for the subscription fee as mentioned above, TVOD …

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What is Programmatic Buying For PPC?

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Advancements in the advertising industry have led to data-driven methods to promote and market your business. One relevant example is programmatic advertising. A study found programmatic ad spend will top $59.45 billion in 2019. By 2021, $81 billion of digital display ad spend will be conducted programmatically. How can programmatic buying benefit your business? What does it even mean? This guide will share everything you need to know about this latest marketing trend and how to leverage it for your business. What Is Programmatic Buying? Previously, buying ads was a long and arduous process. Advertisers were required to purchase impressions from publishers, negotiate terms for ad inventory, and send proposal requests to get their ads out into the world. This meant a lot of back and forth and follow-ups across multiple parties. It was costly in most cases and, worse, inefficient. The rise of programmatic advertising has sped up the …

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Key Insights: The internet landscape, advertising arena, and holiday shopping season is already here

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30-second summary: As of April 2020, there are 4+ billion internet users with unique mobile phone users crossing 5+ billion worldwide. The tea on the devices that people use the most, their digital habits, content types they’re increasingly engaging with, and more. Did you know? A user clicks on a Facebook ad at an average of 13 times and a LinkedIn ad can help brands reach around 676 million people. Pinterest is popular for holiday season shopping and planning as people begin here before any other search engine. Dive in to discover all of the insights! Although “hand sanitizers” are still one of the top searches, people are already digitally planning their holiday season. This week, we give you a good lay of the internet land topped with a quick run-down of the what, who, and how of digital advertising. Shape of the global digital landscape As of April 2020, …

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A definitive guide to video marketing 2020: Stats, strategies, and challenges

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30-second summary: Today, video marketing is a tool for building every marketing campaign, raising click-through rate, conversion rate, and memorability of the brand message. Although nearly 63% of marketers regularly use video marketing strategies, lots of them don’t know that the right ad formats and platforms can do wonders for their ad campaigns. Piling up the freshest conference insights with the customer data aggregated by SmartyAds DSP, I made a short and definitive video marketing guide specifically tailored to the year 2020. More on video marketing strategies that will work in 2020, stats, platforms, and challenges. Everyone agrees — the future of video marketing is bright and filled with innovations. Still, no one is talking about how to overcome challenges to get the most out of application strategies. What is video marketing in 2020? Today, it is a tool for building every marketing campaign, raising click-through rate, conversion rate, and …

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Key Insights: The CTV boom, everyone prefers ad-supported video streaming, and how to target them

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30-second summary: 61.5 million households around Europe have CTVs, of which, 60% of the UK use CTV as their primary source for watching TV British CTV viewers are tolerant of ads In fact, 69% of CTV viewers watch ad-supported content and around 58% said they prefer to watch ad-supported programming free of cost Ad-Supported Video on Demand (AVOD) is a very wide scope across the diverse UK consumer base The four CTV viewer base segments and ad targeting insights – Streamloaders, Jet Streamers, Do-it-all Streamers, and Silver Streamers More insights into their preferred screens, whether they consume ad-supported content, when they are watching CTV, and their interests What’s the best day to advertise on CTV? Find out! CTV equals more advertising opportunities for Ad-Supported Video on Demand (AVOD) Connected TV (CTV) might just mean “Constantly connected consumers” TV. CTV is the coming of age technology for consumers to access visual …

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How to Use Customer Journey Mapping for PPC Campaigns

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People might think PPC is all about having a huge budget to play with, but I’m here to tell you that’s not entirely true. Yes, your PPC campaigns can be expensive if you haven’t mapped out your ads to the buyer’s journey. However, when you combine PPC with customer journey mapping, you effectively guide your potential customers through all the phases to make a sale. It helps you tighten your funnel and prevent leaks along the way, which can translate to more sales and less money spent on ineffective PPC ads. By the end of this post, you’ll know how to align your PPC campaigns to your customer journey map and which KPIs to look for to measure your success. What Is Customer Journey Mapping? A customer journey map is a visualization of every step a prospect takes to complete your business’s desired action. With PPC campaigns, the action is …

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How web-based AR can help retailers boost customer engagement and sales

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30-second summary: This article will look into the benefits of Augmented Reality (AR) content experiences, specifically in the retail sector: It will define and explain the value of WebAR versus app-based AR experiences – both for the consumer and brands Dive deeper into holographic WebAR, with examples Educate on how to unearth the value of WebAR for your business and how to go about putting an AR strategy in place Finally, it will touch on the future of this new content medium for marketers and advertisers. Competition for consumer attention is fiercer than ever. Experts suggest that the average consumer is fielding 4,000 to 10,000 ads per day . In today’s attention economy, brands are spending millions of dollars on marketing and ad communications strategies to stand out amongst the sea of digital content that floods consumer’s devices. But the harsh reality is that still so many brands go unnoticed. …

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How to Monetize Your Website Without Destroying Your User Experience

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If you have a website that publishes content, you know there’s one thing that’s super important… monetizing your traffic. You’ve poured tons of time and effort into creating a great site, and there’s nothing better than turning all that hard work into cash. But monetizing your site isn’t as easy as it might seem at first. To get the most out of it, you’ll need to utilize some solid strategies. Strategies for Monetizing Traffic to Your Website There are a lot of ways to monetize your website. I’ll explain a few of the most common ones below. But first, let’s talk about traffic: The More Traffic You Have, the Easier It Will Be to Monetize Your Site. Some of the common ways to monetize a website (like running ads) won’t necessarily be worth it until you have a certain amount of traffic. There are still ways you can monetize a …

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