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1、From Spend to Staffing:A Holistic Look at Connected TV Advertising.WHITE PAPER Exclusive advertiser insights on the challenges,opportunities and future of this performance channel.Connected TV(CTV)usage is on the up.Consumers are cutting cords and making the transition to streaming services in ever
2、increasing numbersan estimated 109.3 million households will view content on CTV in 2022.And,in July of 2022,streaming services actually surpassed cable networks to claim the largest share of U.S.TV viewing.CTV viewership is increasing,providing massive opportunities for advertisers.However,the tech
3、nology isnt without growing painssome brands and agencies struggle with measuring revenue from CTV advertising,garnering company buy-in,staffing CTV-focused roles,tracking campaign results and more.This said,its not all doom and gloom on the Connected TV advertising front.In fact,the channel is grow
4、ing and constantly improvingtechnologically it has become more sophisticated and intuitive,making CTV advertising easier and more effective for brands and agencies alike.In turn,advertisers are getting better at leveraging the channel to drive performance.Connected TV will continue to grow in popula
5、rity with consumers,so advertisers need to learn how to best utilize the platform.To accomplish this,its vital that you have a holistic understanding of CTV advertisingthe challenges,the opportunities,how it has improved and where its headed in the future.Note:The data referenced in this guide was s
6、ourced from a study done in partnership with Ad Age Studio 30 in September of 2022.Introduction.FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 3Table of Contents.4 Where are Connected TV Advertisements Being Delivered?6 How Advertisers Are Approaching Budgets8 The Human Side of C
7、TV Advertising:People and Staffing10 Measuring Results and Success14 ConclusionFROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 4SVOD is on the rise,but AVOD continues to dominate the CTV advertising space.From HBO Max to Netflix,every major streaming service has introduced an ad-s
8、upported subscription plan in the last year.This has been met with mixed emotions from consumers,especially in regards to Netflix who always promised to remain ad free.Despite the array of consumer feelings,subscription video-on-demand(SVOD)is gaining momentum.So,its no surprise that advertisers are
9、 increasing ad delivery on those platforms.While there is a growing trend towards serving ads on SVOD services,advertising-based video on demand(AVOD)currently holds the top spot and is expected to continue as the dominant mode for placing ads on CTV.All other modes of ad delivery are likely to decr
10、ease as time goes on.Where are Connected TV Advertisements Being Delivered?FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 5When it comes to where CTV ads are being delivered by advertisers and seen by consumers,there are two major types of platforms to be aware of:SVOD and AVOD.T
11、he difference between the two used to be fairly straight forwarda subscription supported model as opposed to an ad-supported one.But with more streaming services offering ad-supported subscription tiers,the meaning of each term has become a bit murky.To stay competitive in the CTV space,its importan
12、t for advertisers to understand the differences between the two types of platforms and know who the major players are in each category.Subscription Video on Demand(SVOD)MNTN Insight:SVOD vs.AVODAdvertising-Based Video on Demand(AVOD)When using SVOD platforms,viewers pay a monthly or annual fee which
13、 gives them access to a library of shows and moviesthink Hulu,Disney+and Netflix.In our study with Ad Age,SVOD refers to a“hybrid model which has a lower-cost subscription fee due to being ad supported.AVOD refers to purely ad-supported streaming options with no subscription fee.Some popular AVOD pl
14、atforms include:Sling TV,Tubi,The Roku Channel and Pluto TV.Where are Connected TV Advertisements Being Delivered?(Contd)FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 6No matter the brand or industry theyre in,advertisers are all too familiar with the struggles surrounding how t
15、o obtain and allocate budget.A key piece to this puzzle in regards to CTV advertising is proving out campaign performance,something that many brands and agencies currently battle withmore than half of respondents reported that“measuring revenue”is a challenge of both CTV technology and people/staffi
16、ng.On top of this,some of these advertisers also find it difficult to garner the support of their company44%of respondents identified organizational buy-in as a major people/staffing challenge.If key decision makers arent sold on CTV advertising,it can be a limiting factor in the dedication of more
17、budget and resources to the channel.Despite challenges to secure funds,advertisers are allocating more budget to CTV.With an increasing number of people using CTV,strategic advertisers know that in order to stay competitive,they need to allocate budget to this platform.CTV has developed into a formi
18、dable performance channel comparable to paid social and paid search.As such,brands and agencies are transitioning their budgets from other advertising platforms to CTV.How Advertisers Are Approaching BudgetsFROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 7Using CTV Audience Insigh
19、ts to Support Ad Strategy(Contd)When we asked respondents where their advertising budget was allocated in 2021 and 2022,and will likely be spent in 2023,we found the following:Paid social media budgets hold steady at 24%from 2021 to 2023 CTV is the only platform that shows notable growth from 2021 t
20、o 2023 12.7%in 2021,16.0%in 2022 and an estimated 19.0%in 2023 Nearly three-quarters of respondents expect to increase the percent of CTV ad budget from 2021 to 2022 and/or 2022 to their estimates for 2023Its clear that many brands and agencies see value in CTV advertising,but we wanted to understan
21、d the driving forces behind allocating funds to this channel.When asked“what were the primary reasons for increasing the share of budget for CTV?”,respondents noted these:1.I can reach my target audience(69.9%)2.I can deliver TV ads with the precision targeting of a digital ad channel(63.7%)3.It all
22、ows me to leverage 1st&3rd party audience data to target households watching ad-supported content(53.1%)4.It provides incremental reach to target cord-cutters and cord-nevers(52.2%)5.Its measurement capabilities allow me to track success(51.3%)FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV A
23、DVERTISING 8The Human Side of CTV Advertising:People and StaffingSeeing that Connected TV advertisements are served on television screens,its natural that the technical parts of this channel are top of mind.But what about the people behind the scenes who make it all happen?Because CTV is a relativel
24、y new technology,its key for brands and agencies to hire employees with a deep knowledge of how it works.This has proven challenging for some advertisers,especially becauseas we mentioned earliermany of them struggle to get organizational buy-in.In response to the struggle of finding CTV experts,org
25、anizations educate and train existing staff.Nearly a third of respondents reported that finding and hiring someone with CTV experience is very challenging.And,nearly half noted“internal knowledge gaps”as a major people/staffing challenge.FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTI
26、SING 9Understanding this,companies are proactively training/educating current employees on CTV advertising.When asked,“what actions has your company/agency taken to help to meet the requirements of designing,implementing and/or monitoring CTV advertising campaigns?,”nearly half said that they are“re
27、training existing staff”and/or have“educated/informed stakeholders that CTV campaigns are poised to deliver performance.”Q:“What actions has your company/agency taken to help to meet the requirements of designing,implementing and/or monitoring CTV advertising campaigns?”A:Nearly half said that they
28、are“retraining existing staff”and/or have“educated/informed stakeholders that CTV campaigns are poised to deliver performance.”The Human Side of CTV Advertising:People and Staffing(Contd)FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 10Measuring Results and SuccessPerhaps the big
29、gest point of discussion around CTV advertising is measuring its results and success.Not all CTV and OTT advertising platforms are created equal and so it can sometimes be difficult to obtain accurate results.Obviously,this can cause some problems related to proving out campaign success,obtaining bu
30、dget,or making the rest of your organization commit to CTV.FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 11We dug even deeper into how advertisers feel about the average importance vs.average satisfaction of various CTV metrics of measurement.Heres what we found:“Conversions”hel
31、d the highest importance,but this metric also carried the largest gap between importance and satisfaction of performance The second highest gap between importance and satisfaction of performance belonged to“return on ad spend”(ROAS)The metric that had the closest importance and satisfaction scores w
32、as “impressions”,which ranked third in terms of importance to advertisersPerformance-related metrics are the most vital to advertisers.This said,many brands and agencies are struggling to successfully quantify these metrics.One major reason for this could be the advertising solution in use.Many CTV
33、platforms are built solely to amplify and track awareness and reach.While this in itself isnt a bad thing,some of these ad solutions arent set up to monitor performance indicators like conversions and ROAS.Or they have the ability to measure them,but lack accuracy.In order to align importance and sa
34、tisfaction scores,brands and agencies should find an advertising platform with comprehensive,proven reporting and metric tracking capabilities.Measuring Results and Success(Contd)FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 12Advertisers are up for the challenge.To adapt to the
35、 challenges of and learnings from their CTV efforts,advertisers are shifting their campaign goals and practices.Here are some of the notable changes that brands and agencies have made in the last two years and plan to enact heading into 2023:Nearly three in four advertisers plan to“set a performance
36、-focused goal,such as a ROAS or CPA goal”in 2023 For 2022,nearly 70%are focused on“ensuring ads include a URL and an audible and visual CTA at the end”Close to 80%indicate that their focus for 2023 will be on“matching audience targeting to ideal customer profile,and pairing it with in-market options
37、 and past shopping behaviors”Measuring Results and Success(Contd)FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVERTISING 13While advertisers were primarily focused on driving awareness and reach in previous years,they are now leveraging CTV to produce meaningful campaign outcomes.These fi
38、ndings indicate that brands and agencies see CTV as a true performance channel comparable to paid social and search.Whats more,advertisers are learning the best ways to generate top results on CTV and will continue to adapt to the technology as time goes on.Connected TV advertising technology is imp
39、roving.CTV may still be in its early years,but the technology(specifically around advertising)is getting better.When asked if they thought that CTV strategies have improved,stayed the same or have gotten worse,in the past year or so,advertisers reported that all strategies had improved.Here is the l
40、ist of CTV strategy metrics ranked in order of most improved:1.Impressions2.Visit rate3.Completion rate4.Cost per acquisition(CPA)5.Conversions6.Conversion rate7.Revenue8.Return on advertising spend(ROAS)Measuring Results and Success(Contd)FROM SPEND TO STAFFING:A HOLISTIC LOOK AT CONNECTED TV ADVER
41、TISING 14As with any advertising channel,there are many challenges and opportunities that come with CTV.Overall though,Connected TV technology is improving year-over-year.And,advertisers are more educated on the platform,thus becoming better at leveraging CTV as a performance channel.With CTV usage
42、growing exponentially,advertisers are wise to continue to learn from the platform and test new campaign strategies.MNTN is Here to Support Your Holistic Approach to CTV AdvertisingTo ensure the best CTV campaign results possible,you should partner with an advertising platform that you can trust to d
43、rive the best performance.Here are some ways that MNTN Performance TV can support your CTV advertising efforts:Prove out campaign success Performance TV allows you to track a plethora of metricsverified visits,CPA,ROAS,conversions and moreso that you can confidently report on campaign success to you
44、r organization.Accurate and comprehensive reporting Through the use of easy-to-read,customizable dashboards,you can accurately track campaign performance.Our detailed reporting tool will afford you complete transparency into site visits,conversions,spend and more.On top of this,Performance TV integr
45、ates with Google Analytics,enabling you to see exactly how your CTV campaign performs in comparison to other marketing channels.Reach your target customer with robust audience building With Performance TV,you can target audiences based on your specific needs.Use the Oracle Data Cloud integration,which provides access to 80,000+segments.Or,develop an audience from your own first-party customer data to target users who previously interacted with your brand.Easy to use Our platform was built with ease of use in mindits intuitive for CTV veterans and newbies alike.Conclusion.Learn More