A digital TV advertising solution can produce measurable, compelling results to boost your business’s revenue and engagement. Integrating your advertising across all channels using CTV and social media is vital.
Traditional agencies deliver performance data to brands well after the fact, leaving little time to make optimizations. But better solutions are available.
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Reaching the Right Audience
As people continue to cut the cord or never subscribed to traditional cable, over-the-top (OTT) services are on the rise. With platforms offering premium content for less than a cable subscription, marketers can reach new audiences more than ever. But with these platforms comes a new set of challenges. Many of these devices are shared, which limits the number of households a campaign can reach. Moreover, it can take time to measure the direct impact of digital ads on long-term business goals.
With the right technology and partners, marketers can leverage the best of digital and TV to maximize results. They can leverage the ability to track conversions in real-time on digital campaigns and use these insights to optimize their TV campaigns. The best digital TV advertising solution for small businesses can help you target the right audience based on location, interests, and more. You can even target specific viewers who have visited your website or signed up for a loyalty program. This type of targeting is far more granular than what is possible with traditional TV.
In addition, you can make ad buys that are “digital-like” to unify your campaign across linear and streaming, allowing you to reach and engage your audience more precisely. This can also reduce your overall media spend and deliver better ROI.
If you want to boost sales and generate extra revenue for your business, there are many different strategies that you can try. You can invest in advertising, hire a marketing team, or create new products and services. However, all of these methods can be expensive and time-consuming. Fortunately, there is a straightforward way to get people to pull out their wallets and spend more money at your business: by running TV ads with coupon codes.
Connected TV (CTV) offers marketers a unique opportunity to reach and engage consumers effectively, contextually, and engagingly. CTV ads can target retargeting campaigns designed to reach a specific audience, prospecting campaigns that aim to reach new audiences, and omnichannel campaigns that span multiple devices and platforms.
Ads on CTV can be targeted based on various factors, including demographic, programmatic targeting, and user behavior data. For example, advertisers can use frequency caps to manage the number of times an ad is served to a particular viewer to avoid ad fatigue and ensure their message is heard. Using real-time data and analytics to optimize ad inventory and pricing is another strategy to help businesses increase their ROI on TV ads. For instance, agencies can leverage their first-party data and third-party ad networks to optimize bids, reach, and frequency. They can also use CTV to measure and analyze ad performance in real-time, making adjustments to improve campaign results.
In an era where it’s easy to scroll past, click out of, or skip ads on other platforms, TV still sees some of the highest engagement rates. Global studies show that TV advertising can often generate immediate responses from customers that drive them to websites or physical locations, including purchase conversions.
To make your TV advertising ad investment work harder, pair it with a digital strategy that can maximize the impact of your campaign. Start by tracking increases in brand searches and mentions, which can provide instant feedback on how well your TV creative connects with your audience. Digital platforms can also be used to optimize your ad inventory and price and to target new audiences. For example, Facebook offers a wide range of age, income, demographic, and behavioral slices, which you can test against your TV ads. This will help you determine the quality, frequency, and targeting required to produce measurable, compelling results for your campaign.
As marketers have evolved their digital marketing strategies, they have sought more sophisticated analytics solutions to assess the performance of campaigns. One such solution is attribution, which can offer visibility into the impact of TV advertising on online marketing results. There are several different attribution models, including linear attribution (which credits all touchpoints equally) and time-decay attribution (which gives more credit to touchpoints closer to the conversion). Traditional TV attribution has been limited to analyzing upper-funnel objectives like brand awareness and reach but needs lower-funnel metrics such as generating first orders and customer lifetime value (CLV). However, with the advancement of technology, marketers now have access to data that can measure the impact of TV on both the upper and lower funnel.
Using a cloud-based platform, broadcasters can use attribution to show clients real-time reports showing how TV ads drive online traffic and sales.