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1、Your Guide toData-Driven Creative Refreshes on Connected TV.WHITE PAPERInsights and best practices on how to combat CTV ad fatigueThe golden era of television advertising is here.Traditional TV watching may be going out of style,but Connected TV(CTV)viewership is on the rise and with it comes many b
2、enefits for advertisers.Because of the sheer volume of users,CTV offers an abundance of advertising availability for brands who want to get granular with their audience targeting.In addition,CTV ad campaign data is more detailed and can be viewed much faster than with linear TV.Platforms like MNTN P
3、erformance TV allow brands to closely track their CTV ad campaigns and get detailed breakdowns of results.Advertisers are able to utilize these real-time feedback loops to see what is working in their ad campaigns and then incorporate the successful messaging and visuals into future creative cycles.
4、However,with hoards of brands turning to the CTV space to advertise,the potential for viewer creative fatigue is high.This could have major impacts on advertisers in all industriesfrom losing loyal customers,to wasting company resources,the negative effects of creative fatigue can be costly.To comba
5、t this,advertisers need to continuously and strategically refresh their ad creative.The good news?With the multitude of data available from advertising on CTV,you have all the insights you need to conduct effective creative refreshes.Introduction.GUIDE TO DATA DRIVEN CREATIVE REFRESHES 3Table of Con
6、tents.4 What Do Creative Refreshes Solve For?4 Creative fatigue5 What You Need to Know About Creative Refreshes5 Best practices6 Benefits 7 Best times to complete a creative refresh8 How to Determine if You Need a Creative Refresh9 Using Data to Inform Creative Refreshes10 A/B testing best practices
7、11 Case study spotlightEastern Standard Provisions12 How to Pull Off the Creative Piece of a Creative Refresh12 The signs of a good creative partner13 Conclusion13 Need help?Utilize QuickFrame by MNTN13 Creative-as-a-Subscription GUIDE TO DATA DRIVEN CREATIVE REFRESHES 4A lot of time and resources g
8、o into developing ad campaigns.If you put the hours into planning creative and strategically targeting the right CTV audiences,your ad should be delivered to viewers who are likely to convert.So why complete a creative refresh that will take up even more of your teams time?Because your ad might not
9、be landing due to audience creative fatigue.The Two Types of Creative FatigueWhats the saying about keeping your enemies close?The same goes for creative fatiguethe more you know about it,the more you can work to fight against it.There are two types of creative fatigue:CREATIVE REFRESHESWhat Do They
10、 Solve For?Ad FatigueThis is when a viewer watches the same ad multiple times in a short timeframe.It is a common phenomenon on CTV because the channel rarely allows ad skipping.In addition,due to the extreme precision of targeting on CTV,advertisers are better able to serve ads to their intended au
11、diences.Meaning,the same ads can be served more frequently than on linear TV.CTV users are already taking notea recent poll found that 59%of consumers think that there are too many repeated ads on CTV.Ad BlindnessThis refers to when someone visits a website and ignores an ad,consciously or subconsci
12、ously.Even if seen,an ad can quickly be forgotten thanks to the next piece of content that grabs their attention.Ad blindness is specific to social media and websites because it is easy to scroll past uninteresting ads.However,a similar phenomenon can occur on CTV,especially considering that 83%of T
13、V viewers watch with a second screen in hand.If viewers experience ad fatigue,ad blindness or both,your brand could be in trouble.CTV creative fatigue can lead to:Reduced campaign performance Wasted media budget Your audience turning on you GUIDE TO DATA DRIVEN CREATIVE REFRESHES 5CREATIVE REFRESHES
14、What You Need to KnowA creative refresh for CTV is the practice of updating ad creative,often by developing multiple variations of an ad to serve to target audiences.When updating ad creative,marketing teams can use audience insights and engagement metrics to inform new and different creative decisi
15、ons.It can include anything from adjusting visuals and audio to updating messaging within the CTV ad.Creative Refresh Best PracticesChanging up content can be a big undertaking.Follow these steps to increase project efficiency and to get the best results possible out of your creative refresh:1.Spot
16、it Study and learn the signals/metrics/patterns of creative fatigue that you should be on the lookout for in your campaign performance dashboard(more information on this on page 8).2.Plan new assets Take learnings from existing creative and put them into a brief and testing plan.3.Create new assets
17、Use your testing plan to develop a shot list to capture a library of assets that can be used in the future.This allows you more flexibility and speeds up your ability to address creative fatigue.4.Watch&iterate Repeat steps 1-2,without the need to create new assets and instead rely on the library fr
18、om step 3.GUIDE TO DATA DRIVEN CREATIVE REFRESHES 6The Benefi ts of a Creative RefreshThe creative refresh process will yield diff erent results for each brand,but there are some benefi ts that you can count on.Keep Viewers InterestedNew creative that is catered to specifi c audiences grabs viewer a
19、ttention,increasing the likelihood that a consumer will engage with your brand.Swift Feedback ResponseCreative refreshes give you access to real-time customer feedback loops.By testing diff erent versions of creative,you can gauge whats working and what isnt resonating in your ads.Increase Return on
20、 Ad Spend(ROAS)Increased engagement with your ads paired with a better understanding of what messaging works best with your audience will position you to drive strong campaign performanceensuring that your advertising money is well-spent.CREATIVE REFRESHESWhat You Need to Know(Contd)GUIDE TO DATA DR
21、IVEN CREATIVE REFRESHES 7The Best Times to do a Creative RefreshThe timing of completing a creative refresh is vital to its success.Consider the following as the best times to refresh your ad creative.QuarterlyQuarterly refreshes can be a wise option for evergreen ad campaigns that are“always on”as
22、they supply a consistent schedule for testing new creative.Additionally,refreshing creative on a regular basis will reduce the risk of serving the same ad over and over again,naturally protecting viewers against ad fatigue.SeasonallyThe months leading up to the winter holidays consistently provide a
23、 big boost in revenue for many brands,but this isnt the only time of year that targeted advertising can be successful.Summer is a great seasonto test new ad creative as people plan travel and other adventures.Back to school is another period when consumers are in need of specifi c products and thus
24、are tuned into advertising.Times of Increased TV ViewershipTheres no better time to test diff erent ad creative than when there are millions of eyes glued to the screen.Events like March Madness and the Olympics are great for getting new creative in front of captive audiences.CREATIVE REFRESHESWhat
25、You Need to Know(Contd)GUIDE TO DATA DRIVEN CREATIVE REFRESHES 8CREATIVE REFRESHESHow to Determine if You Need OneIt might not need to be said,but well say it anyway because its so importantyou shouldnt be blindly refreshing ads.Instead,you need to dig into your data and be strategic with refreshes
26、in order to drive the best results.Utilizing key performance indicators(we list some below),analyze your ad campaigns to better understand what is and isnt working.As a best practice for evergreen campaigns,update your creative at least quarterly.For more flighted efforts,keep your creative as up to
27、 date as possible,featuring promotional content or any seasonal creative that is relevant.As mentioned previously,a benefit of advertising on CTV(as opposed to on linear)is that you have real-time access to performance metrics.You can use this data to your advantage to learn the signals and the patt
28、erns that could indicate the need for a refresh.If you have made adjustments to other levers(update audience targeting,etc.)and performance still isnt responding,a creative refresh is a likely fix.Some baseline metrics to monitor:Campaign spend Impressions Site visits Video completion rate Cost per
29、acquisition(CPA)Conversion rateEvery campaign is going to have a different end goal.So,prior to launch,you need to define what the primary KPI is and monitor that one in particular to best understand when your creative may be starting to fatigue.For example,if a campaigns end goal is to drive site v
30、isits and youre starting to see that metric decrease,its important to take note.GUIDE TO DATA DRIVEN CREATIVE REFRESHES 9METRICS FOR THE WINUsing Data to InformCreative RefreshesA/B Testing is Your Best FriendAs with email,paid social or banner ad campaigns,you can(and should)conduct A/B testing on
31、CTV.Testing diff erent versions of your ad creative on CTV can help you to determine which messaging and/or visuals best resonate with your audience.On top of this,the results of these tests can be used to guide your strategy for future creative refreshes.MNTN recently used A/B testing to better und
32、erstand what type of ad creative works best with our audience.We developed two ads featuring our CCO Ryan Reynoldsone ad featured Reynolds on camera directly addressing the targeted audience of marketers and the other only used his voice-over.Then,we tested the ads against each other.Surprisingly,ou
33、r creative testing showed that the Ryan-less ad soundly defeated the one featuring him on-cameragenerating a Verifi ed Visit rate that was3X higher.GUIDE TO DATA DRIVEN CREATIVE REFRESHES 10A/B Testing Best PracticesReady to start testing different types of ad creative?Follow these best practices to
34、 get the most out of your A/B tests.1.Isolate VariablesTesting two completely different ad concepts wont supply the specific audience insights that you need.Instead,test one or two changes for each creative at once.Examples of variables that could be changed:CTAs,length of video and number of people
35、 in an ad.2.Give it TimeDont switch out your creative too soon!Make sure to give yourself enough time to get data that is statistically significant.To do so,run your A/B test ads for at least 2-4 continuous weeks in market before analyzing data.This practice will help you to make informed decisions
36、moving forward.3.Follow ThroughWhen youve taken the time to develop an A/B test plan,stick to it.Follow through on the hypothesis and objectives that youve outlined to get the most out of what youre trying to learn.Sticking to a test plan will give you a framework that you can continuously build on.
37、4.Iterate on FindingsOnce youve completed your A/B test,use the findings to inform future ad creative.Aka make more ads with the type of creative that is working and leave the creative that isnt working behind.METRICS FOR THE WINUsing Data to Inform Creative Refreshes(Contd)GUIDE TO DATA DRIVEN CREA
38、TIVE REFRESHES 11Q4,especially around the holidays,is a pivotal time for sales for many direct-to-consumer brands.With this in mind,Eastern Standard Provisions,a provider of gift boxes featuring artisanal pretzels and snacks,built a creative refresh plan to ensure that their message remained fresh d
39、uringthe holidays.Partnering with MNTN,Eastern Standard Provisions used the seasonal opportunity to run a fl ighted campaign from December 1-15.During this time they activated a CTV prospecting campaign which drove1.2M impressions.In order to keep their creative relevant to their audience and to dec
40、rease the chances of ad fatigue,Eastern Standard Provisions also launched a secondary campaign focused on retargeting users who had already engaged with the site.The top performing ad from that campaign was 15 seconds and drove strong conversion performance.By keeping their creative fresh during the
41、 holidays,Eastern Standard Provisions were able to keep interest high.CASE STUDY SPOTLIGHTEastern Standard Provisions Success Story1.2MImpressionsDriven by an initial prospecting campaign.4.4Blended ROASGenerated by the total campaign.The ResultsGUIDE TO DATA DRIVEN CREATIVE REFRESHES 12How to Pull
42、Off the Creative Piece of a Creative RefreshTo help ensure that your new creative resonates with your intended audience,youll want to deliver quality content quickly.This also allows you to test and refresh whenever needed.The team that works on your creative should:Streamline videoproductionDeliver
43、 quality quicklyEmbrace effi cientproduction approachGive you plenty of optionsGUIDE TO DATA DRIVEN CREATIVE REFRESHES 13As more viewers adopt CTV,it will continue to grow in value as an advertising channel.To keep your message fresh and ensure that consumers are engaged with your ads,updating your
44、creative on a consistent basis is a must.Utilizing data to inform your refreshes will allow you to zero in on what worksleading to an increase in performance.For brands with in-house creative teams,changing variables in their ads is a relatively easy feat.If this isnt the case for you,you still have
45、 options.Conclusion.For those in need of high-performing video built for every channel,audience and objectiveat scale and backed with exclusive performance data.The QuickFrame platform removes traditional video production obstaclesincluding high costs,long lead times and uncertain performanceand rep
46、laces them with an effi cient,data-driven,multi-channel video creation solution.Elevate your approach to creative refreshes by combining the cost of media and creative into one.MNTNs Creative-as-a-Subscription bundles creative production into the cost of mediaproviding advertisers with quarterly creative refreshes that allow advertisers to invest their budget solely into driving performance.Learn MoreLearn More