The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.
More than two decades after they ran, Cerveza Cristal’s Star Wars ads are a perfect and unintentional cautionary tale for ad tech vendors pushing CTV ad products like virtual product placements and shoppable content overlays.
Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities.
Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.
Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.
Excluding the long tail of CTV is a hangover from a linear age when audiences clustered around a small subset of wildly popular shows. The idea of “premium” is subjective in a climate packed with vast amounts of content catering to diverse and passionate audiences.
The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers.
The streaming revolution isn’t only taking place on the big screen in the living room. There are opportunities to reach audiences on a multitude of devices, and the possibilities can be daunting.
TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
