Welcome to Pinpoint, a weekly digest for marketers and leaders. In every issue you’ll find timely industry news, perspectives from experts, actionable marketing strategies, and links to other articles and resources worth reading.
In this week’s issue:
- Why you should be running CTV ads
- AI language tools are becoming more mainstream
- An experimentation tip from one of our experts
Strategy of the Week
Now that Netflix is reportedly exploring ad-supported plans, it may be a good time for your brand to start investing in CTV. It’s estimated that over 100M households used a connected device to stream and watch content in 2020. By 2025, brands will invest a staggering $25 billion in Connected TV ads.
A chart showing projected ad spend through 2024 shared by TVDataNow
CTV ads are advertisements that are shown during the delivery of content streamed from your CTV apps (Hulu, Amazon Video, Netflix) to your connected OTT devices. CTV ads allow you to connect with people while they’re watching TV without having to pay the enormous prices associated with advertising on traditional TV. With CTV ads, you also get the power of programmatic targeting, ad testing and optimization, and performance measurement.
How can you make sure your CTV efforts are fruitful? Here are three tips to keep in mind:
Tip #1: Know Your Audience. Streaming platforms enable viewers to easily bounce between shows. Knowing who your audience is, what they care about, and how they behave will make it easier for you to target viewers across networks, shows, and apps.
Tip #2: Find a Data-Driven CTV Partner. A CTV partner like TVDataNow can help you structure, measure, and optimize your ad campaigns the right way.
Tip #3: Make Your Creative Shine. A well-built campaign means nothing unless you are ready to launch creative that you know will captivate your audience and push them to buy. Find a marketing partner that can help you develop creative that viewers can’t ignore.
Ready to give CTV advertising a try? Playbook Media can help. Reply if you’re interested and we’ll reach out to learn more about your goals.
Links We Love
Each week we ask our team to help us curate five newsworthy articles or events that you might have missed. This week’s top picks:
- Instagram removes in-stream ad placements
- Streaming service CNN+ shuts down after just one month
- YouTube strengthens measuring capabilities for CTV
- Competition among AI language tools is heating up
- Coinbase launches its own social media network, which some are calling the Instagram of Web3
Coinbase launches Coinbase NFT, the Instagram of Web3
GrowTal Expert Tip
Do you still launch tests even when things are going relatively well? Susan Mees, one of our GrowTal Strategic Digital Marketing Consultants, thinks you should consider it.
“I always like to reinforce the value of quick testing to my clients,” says Susan. “It’s easy to get to a point where you think you’ve nailed a channel but including always-on testing helps make sure you don’t get complacent and allows you to stay ahead of any downturns that may come your way.”
What about budget breakdown?
“I recommend 75% of spend going toward your best performer and 25% toward testing – and this goes for channels and tactics as well as copy and creative,” Susan adds.
Until Next Time
As always, let us leave you with a quote from one of the greats:
“Seize the opportunity in front of you. Imagine. Invent. Disrupt. Do good. I know that you must be passionate, unreasonable, and a little bit crazy to follow your own ideas and do things differently. But it’s worth it. Life grows relative to one’s investment in it.”
― Marc Benioff
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