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1、Predictions and insights for mobile app marketers Mastering CTV in 2023 EBOOKMastering CTV in 20231ContentsIntroduction:App marketers,CTV is now a must 2Part 1:The CTV ecosystem for mobile app marketers 4I CTV is king for streaming:Get the stats 5II CTV adoption steamrolls ahead 8III Challenges mark
2、eters face in CTV measurement 10IV Comprehensive CTV measurement is here 11V See CTV AdVision at work 14Part 2:Top insights from select CTV leaders 16I Vibe 10 CTV predictions for 2023 18II tvScientific:5 reasons marketers should pursue CTV 21III Wurl:What is in store for CTV in 2023?24IV Bliss Poin
3、t Media:Two CTV marketing challenges 26V Moloco:The changes ahead for CTV marketing 28Conclusion:Dont sit on CTV any longer 30Mastering CTV in 20232AD TOLERANCE ON CTV IS HIGHERAdvertising on the big screen means catching peoples attention when they are more relaxed,more receptive,and are,therefore,
4、more open to learning about your mobile app.Research reveals that people have a much higher ad tolerance when watching TV series,sports,and news(typically on CTV devices)than when they watch short-form videos,listen to podcasts,or play games(typically on mobile devices).CTV OFFERS BETTER AD QUALITYA
5、dvertising your mobile app via CTV turns your ad into a visually and acoustically appealing experience.On mobile devices,sound for ads is often turned offmuch like users attention,and video ads tend to be seen as annoying.In contrast,the standard on CTV is to have the sound on,and users are accustom
6、ed to video ads.CTV grants you the opportunity to better engage your users with all the sights and sounds they can expect in your app.INTRODUCTION App marketers,CTV is now a mustAs a mobile app marketer,why should you care about connected TV?Sure,people spend hours streaming Netflix,Hulu,and Disney+
7、on their smart TVs and set-top boxes,but they also spend significant time behind their mobile screens,which is where they end up using your product,right?But think twice for a moment.ADMastering CTV in 20233MARKETERS CAN INCREASE REACH WITH CTVCTV is very good at assisting your mobile marketing chan
8、nels.Since we started measuring CTV ads at Adjust,weve observed that its greatest strength lies in driving potential users through the funnel to down-funnel channels such as Search and Social,where users convert.And its contribution is incremental:CTV makes you find users you wouldnt have reached ot
9、herwise.CTV ADS CAN BOOST LTVCTV ads also help you reach audiences you did not reach before.Additionally,users exposed to CTV ads will be better informed and more excited about your app once they reach it,increasing loyalty and lifetime value.In this ebook,we seek to enable you,as a mobile marketer,
10、to venture into CTV advertising.We want to inform you about the potential and the pitfalls,the main players in the industry,and,most of all,how you can measure your success.In the latter half of this ebook,our selected CTV partners will share their predictions and advice for marketers in the CTV spa
11、ce.Mastering CTV in 20234PART 1 The CTV ecosystem for mobile app marketers Mastering CTV in 20235CTV ownership is present in every age group:38%of people in the US between 18 and 34 own a CTV device,compared to 44%between 35 and 54 and 41%55+Over half of YouTube videos in the US are watched on CTV C
12、TV usage is growing across all age groups:in the US,522M Gen Zers were using CTV,compared to 439M in 2020 Over 60%of US adults watch video content via a connected TV device on a weekly basis 44%CTV Ownership 52.2MGEN50%Over60%OverCTV is king for streaming:Get the statsMastering CTV in 20236Number of
13、 users in millionsNumber of Gen Z CTV users in the U.S.202252023Source:Statista6050403054.956.12010052.249.646.943.9Mastering CTV in 2023751%of people in the US stream Netflix on CTV(22%on desktop,15%on mobile,6%on tablets and 5%on consoles)Users who pay for traditional TV
14、say they spend almost 70%of their viewing time streamingTwo-thirds of the UK population watch digital videos on a CTV device59%of consumers in Latin America say they mostly use AVOD to watch TV51%Stream Netflix on CTV 70%Nearly59%66%LATAM watch AVODView videos on CTVMastering CTV in 20238This contin
15、ued rise in CTV adoption parallels the increase of cord-cutters,those who stop paying for cable TV,and cord-nevers,who have never paid for cable TV.In 2023,eMarketer predicts that non-pay TV households,made up of cord-cutters and cord-nevers,will surpass pay TV households,ensuring that CTV technolog
16、y and,with it,CTV advertising,is an essential part of the future for app marketers.Another major factor fueling CTVs growth in 2023 is the significant increase in advertising-based video-on-demand(AVOD)streaming services and free ad-supported streaming TV(FAST)channels,the latter allowing users to s
17、tream TV punctuated with ads at no cost.As major players like Netflix and Disney+enter the marketplace with tiered ad subscriptions,we anticipate growing CTV viewership as streaming content becomes more affordable and accessible.CTV adoption steamrolls ahead“In 2023 non-pay TV households,made up of
18、cord-cutters and cord-nevers,will surpass pay TV households”Over 80%of Latin Americans prefer CTV to linear TV80%OverLets have a look at how big CTV really is.Almost half of media experts believe that connected TV and digital video hold the most potential for innovation in 2023.We foresee continued
19、mass adoption of CTV among advertisers,households,and devices,which likely include your potential users.The market expandsWhile the U.S.is currently the most mature CTV market,with 93%of U.S.internet users reachable via CTV,other countries are also embracing the channel,with 67%of the U.K.population
20、 and 63%of the German population as CTV users.Additionally,more than four out of five Latin Americans prefer CTV to linear TV,and India is expected to become the third-largest CTV market by 2024.Mastering CTV in 20239With 49%of consumers willing to watch ads in exchange for content they enjoy,we exp
21、ect a sizable increase in ad inventory availabilityand,therefore,marketing opportunity in 2023as more viewers flock to AVOD and FAST options.Targeting and measurement capabilities growWith more viewers opting into ad-based streaming,additional data signals are available to app marketers in the CTV s
22、pace.As well discuss below,the industry is still developing regarding targeting data and standardized reporting.However,current capabilities should already excite marketers.Today,advertisers can target based on user demographics,contexts,and interests,and measure audience reach,engagement,and impact
23、.Compared to linear TV,CTV enables advertisers to target and measure audiences with greater specificityassuming they are utilizing the right measurement tools.Mastering CTV in 202310Challenges marketers face in CTV measurement CTV is an exciting space full of opportunity and is more poignant than ev
24、er in an economy where finding users via new channels is becoming increasingly necessary.Despite this,many marketers are still hesitant to allocate their budgets to a space where theres a degree of uncertainty around measurement,available inventory,and fraud.A global survey by eMarketer revealed tha
25、t marketers would spend more on CTV if they had:Access to higher-quality targeting data(47%)More efficient buying/planning process(36%)Transparent measurement(30%)These factors hint at the fragmentation within the industry.App marketers entering the CTV space are often overwhelmed by the plethora of
26、 inventory sources,including smart TV companies,streaming device manufacturers,content aggregators,broadcast networks,and programmatic ad firms.As connected TV inventory is typically purchased across multiple channels,marketers struggle to obtain accurate measurement and reporting of their CTV campa
27、igns,which makes them hesitate to use CTV as a performance channel altogether.Additionally,the lack of standardized reporting and tracking methodologies makes it difficult for advertisers to determine their exact ROI on CTV.This,in turn,can attract the attention of bad actors,leading to potential ad
28、 fraud.Learn more here:Ad fraud on CTV,how it works,and what you need to know.But should all of this keep you,as a mobile app marketer,from developing a winning CTV strategy?As well uncover,marketers can obtain accurate reporting and attribution measurement for their CTV campaigns and,therefore,shou
29、ld not hesitate to utilize CTV as a performance channel.Mastering CTV in 202311Comprehensive CTV measurement is hereIn 2023,mobile app marketers can and should enter the connected TV space as Adjust has built a solution exclusively for them.Adjusts CTV AdVision is the first comprehensive CTV solutio
30、n on the market,solving for the fragmentation in the industry and the opaqueness in measurement that many fear.Track CTV to Mobile and CTV to CTV campaignsIn the age of dual screening,whereby users watch TV while using their mobile devices,advertisers long to determine the correlation between CTV ad
31、s and mobile conversions.With CTV AdVision,marketers can accurately determine the exact impact of their CTV campaigns on mobile app installs,and post-install events.In the CTV Dashboard,marketers have the ability to monitor the performance of their CTV to Mobile and CTV to CTV campaigns at a glance
32、to optimize their campaigns quickly.Mastering CTV in 202312 CTV AdVision59,633,817CTV campaign overviewImpressionsPrevious period(Day-Day)Impressions+1.05%34,221 Installs+8.39%All revenue(Cohort)-9.12%$14,870 0.06%ICR+7.42%AppStreaming-Everythi01 April 2022-30 April 2022Compare to May 03-May 09,2021
33、CountryAllPartnerAllDimensionTotal valueApr/20/2022Current PeriodPrevious Period%change1 Apr-30 Apr2 Mar-31 Mar2,742,0361,141,657+58.36%Gain full visibility on your CTV campaignsIn CTV AdVision,marketers can track their KPIs and visualize how CTV campaigns assist conversion in other channels.AppAllL
34、ast 7 daysCompare toNo comparisonCountryAllAssisted channelAllAttribution typeAllAssisted installsCTV Partner WaspCTV Partner XackCTV Partner YolkCTV Partner ZipsTop 5FilterPartner AcmeSelf attributing NetworkPartner BlueCTV impressions assisting other channels00.1M0.2M0.3M0.4M0.5M0.6M0.7M0.8M0.9M1M
35、Mastering CTV in 202313Leverage the power of assistsCTV ads have the power to drive potential users from the upper(awareness)to the lower funnel(action),where they will convert via the down funnel channels.With the average marketer running campaigns on 14 different platforms,its vital to understand
36、which platforms are bringing in the most valuable users and gain full visibility on the impact of CTV ads on other channels.With Adjusts Assists Dashboard,the impact of assists is made visible,so marketers have a full-funnel perspective of their multi-channel campaigns.In a last-touch attribution mo
37、del,Google Ads would get the credit for the install.However,with Adjusts Assists Dashboardas visualized on the rightmarketers can see that Hulu,watched on a CTV device,also played a role in the users attribution and optimize accordingly for greater success.Key point:Assists are the only way marketer
38、s can understand the holistic impact of CTV,and Adjust is the only mobile analytics platform that currently offers CTV assists insights.Assisted installMon.Tue.Wed.Thu.Fri.Sat.Sun.Mon.ATTRIBUTED CHANNELHuluGoogle AdsASSISTING CHANNELINSTALLAttribution windowASSISTATTRIBUTED ENGAGEMENTMastering CTV i
39、n 202314See CTV AdVision at workResultsWITH ADJUSTS CTV ADVISION AND SMADEX,MAGIC TAVERN:Decreased effective cost-per-install(eCPI)by more than 65%Increased D0 return on ad spend(ROAS)by 4X More than doubled D7 ROASRead the full case study here:Case Study:Magic Tavern x SmadexUtilizing CTV AdVision
40、to top the most downloaded game list in 142 countriesCASE STUDYHow?Selected CTV AdVision for its holistic CTV to mobile measurement.Partnered with the programmatic DSP solution Smadex,enabling attribution with Adjust.Measured revenue and retention engagement at granular levels to optimize for high-v
41、alue users.123Magic Tavern,a partner gaming studio of AppLovin,utilized CTV AdVision to top the most downloaded game list in 142 countries Adjust won theCynopsis Model D Award for CTV AdVision as the best new measurement solutionMastering CTV in 202315“We use Adjust reporting to really break down th
42、e datato see what exchange drove which installs and revenue,down to ad placements.Its very clear with Adjust reports to see whats working and what isnt to easily make changes.We immediately saw great results by optimizing the placements.”Jasmine CaoGrowth Manager%Mastering CTV in 202316PART 2 Top in
43、sights from select CTV leadersMastering CTV in 202317For several years,Adjust has invested heavily in next-generation CTV technology and,in doing so,has also cultivated the most robust network of CTV partners in the industry.From DSPs to agencies to streaming services,we ensure our clients have a fu
44、ll range of options when planning where to run their CTV campaigns.Below,several of these partners share their 2023 CTV predictions,current industry involvement,and insights on how mobile app marketers can succeed in CTV.These powerful partners can help you find your audiences on the big screens and
45、 ensure you get the most out of this exciting new channel.Find a comprehensive overview of all our CTV partners here.Contributing partnersMastering CTV in 2023181 AD-SUPPORTED SUBSCRIPTIONS WILL BECOME THE NORMAs a never-ending stream of OTT platforms continues to emerge,paid subscription growth is
46、becoming financially unsustainable for consumers.Most platforms are now planning to offer less expensive plans with an ad-supported option.Netflix is already testing it,Disney+is following suit,and more are coming.2 MOBILE WILL BECOME A MAJOR OTT SCREENWhile we talk a lot about the“TV”in“CTV,”we oft
47、en forget to mention that mobile screens attract a lot of eyeballs too.Gen Z consumes vast amounts of video content on their phone-dont overlook it,especially in 2023,as streaming continues to grow.3 PERFORMANCE(AND MEASUREMENT)WILL BECOME THE#1 PRIORITYIf TV wants to become a major advertising chan
48、nel in digital advertising,it has to solve its measurement issues to prove its ability to drive direct response performance.Most measurement platforms are already focused on this issue and the rest of the industry will rally behind their efforts in 2023.4 BIG MERGERS ARE COMING(DISNEY+APPLE=&)As the
49、 CTV market grows and broadcasters focus on streaming,consolidation is to be expected.We will probably hear rumors and announcements of mergers and acquisitions from players in this space soon.With Disneys iconic CEO,Bob Igers,return,industry peers are speculating that Disney and Apple could merge s
50、oon.Vibes 10 CTV predictions for 2023ABOUT VIBEVibe is a self-service CTV and OTT advertisement platform that allows companies to upload and launch ad campaigns in under 60 seconds with no budget constraints to reach audiences via interest and audience-based targetingJoel Halpern Chief Marketing Off
51、icer,VibeMastering CTV in 2023195 STREAMING USAGE AND AD SPEND WILL CONTINUE RAPID GROWTHWhile streaming continues its meteoric rise,traditional cable TV will remain relevant;but 2023 will most likely be the first year of undeniable decline for linear TV.The best content will only be available throu
52、gh streaming,and platforms are going to market themselves aggressively.OTT will become the norm.6 INVENTORY BECOMES MORE PRIVATEAs streaming demand grows,OTT ad inventories will become more and more private in order to maximize revenue for publishers,making it harder to access except for big brands.
53、Advertisers will be left wishing that an ad platform could consolidate these inventories and simplify their ad buying.OH WAIT,it exists,its called Vibeco!7 CONTENT BECOMES MORE TARGETABLEWhile broadcasters are still very protective of their data and hesitate to let advertisers granularly target spec
54、ific content on their apps and channels,they will most likely be opening up this information to advertisers in 2023 under the umbrella of preferred and private access deals.8 MID-TAIL AND LONG-TAIL ADVERTISERS WILL MOVE TO OTT ADVERTISINGGone are the days when TV advertising was the exclusive provin
55、ce of Fortune 500 brands.As OTT turns television into a digital medium,TV advertising is now as accessible,impactful,and measurable a channel as Social,Display,or Online Video advertising.Thanks to CTV,brands of any size can now leverage television advertising to grow their market share.Joel Halpern
56、 Chief Marketing Officer,VibeMastering CTV in 2023209 SOCIAL AD BUDGETS MOVE TO OTTAs CTV advertising becomes as impactful as other digital advertising channels and social platforms encounter increasing performance issues,advertisers will move even more of their budgets from social to TV in 2023.10
57、BROADCASTERS WILL GO ALL-IN ON PLATFORMSJust take a walk in New York or any major city:50%of Out-Of-Home ads are for a streaming service and/or a related show.Platforms are the future of revenue for broadcasters and OEMs.ADJUST AND VIBEThanks to the partner integration with Vibe,Adjust clients can r
58、eceive automated callbacks with their app data to Vibe to measure the success of CTV campaigns and understand their role in pushing mobile app installs.Joel Halpern Chief Marketing Officer,VibeMastering CTV in 202321What needs to change in CTV marketing?CTV IS CURRENTLY AN AFTERTHOUGHT IN THE PERFOR
59、MANCE BUDGET;THATS A MISTAKEAccording to Nielsens fifth annual global marketing report,52%of marketers plan to decrease their linear TV budgets.On top of that,recent reports indicate that CTV advertising averaged 30%higher ROI than other marketing channels like Search and Social in 2022 despite only
60、 accounting for roughly 7%of media budgets so,the medium is here to stay.Marketers have always intuitively grasped televisions influence of the masses at scale,but the skillset to directly influence sales has been virtually unmeasurable.However,today advanced platforms that cater to performance mark
61、eters can connect the dots between an ad delivered and a business outcome(website visitor,purchase,app downloads,ROAS)on a 1:1 deterministic basis.30%ABOUT TVSCIENTIFICtvScientific is a CTV advertising platform purpose-built for performance marketers We leverage cutting-edge data science to automate
62、 and optimize TV advertising to drive maximum business outcomesJason FairchildCo-founder&CEO,tvScientific22Mastering CTV in 20231 MEASURES LIKE SEARCH&SOCIALCTV performance can be measured in the same way as search and social(1:1 deterministic matching of TV ad viewed to outcome),so marketers can me
63、asure ROI on every dollar spent on TV.2 MASSIVE REACHCTV has a massive reach at 110M households in the U.S.alone.3 CREATES INTENTCTV has a unique ability to create intent,which is key to driving sales and market share for any new product.(Search is good at“harvesting intent”but does not create new d
64、emand/intent for a marketers product or service.)4 SUPERIOR AD FORMATCTV is a far superior ad format.Where search and social are small ad formats squeezed into a dizzying flood of other ads,TVs offer an uncluttered,large format and are often supported by surround sound speaker systems.5 HALO EFFECTC
65、TV creates a massive halo effect,driving conversion rates up across search,social,and organic last-click channels by as much as 300%.The data is clearconversion rates from all last-click channels go up directly proportional to the frequency of TV ads delivered to consumers prior to conversion.+Bonus
66、:CTV as a performance channel works!We have driven over 39M outcomes for our customers directly tied to TV ad delivery on our platform.5 reasons marketers should pursue CTVJason FairchildCo-founder&CEO,tvScientificMastering CTV in 202323Graduating from last click is hard.Most growth marketers have u
67、sed it for years,and old patterns are hard to change.But last-click is not a state-of-the-art approach.Even Google has abandoned it in favor of a more advanced,data-driven approach that incorporates the reality that most consumers have been exposed to multiple ads before clicking on a Google link.Ap
68、plying the outdated last-click attribution models will doom any TV campaign to absolute and certain failure because you cant click on a TV.To evolve past the last click,marketers must take a sophisticated,data-driven approach.The insights made possible through incrementality measurement provide a da
69、ta-driven way to identify the discreet contribution of any given marketing channel,including CTV.Its a way to gain a deeper understanding of how CTV advertisements resonate with their targeted viewers,and to understand the impact of those ads in terms of driving specific,measurable outcomes.This dat
70、a has the power to help brands confidently identify which channels are driving incremental growth,and make optimization decisions with that data that will drive efficiency.TVSCIENTIFIC AND ADJUSTAdjusts integration with tvScientific allows marketers to set up the desired audiences and channels,and A
71、djusts CTV AdVision then enables you to accelerate your growth and scale your reach with measurable campaigns.Tip:Leave“last click”mentality to embrace incrementalityJason FairchildCo-founder&CEO,tvScientificMastering CTV in 2023242023 is shaping up to be an exciting year for CTV.As economic headwin
72、ds encourage consumers to cut unnecessary expenses and spend more time at home,CTV viewing is inevitably going to continue to climb.In fact,for decades,ad-supported TV has not only survived but benefited from economic slowdowns.While people may opt for less discretionary spending,they will always wa
73、nt entertainment.To provide more consumers with access to their programming and,in turn,create greater opportunities for advertisers major streaming services like Hulu,Netflix,and others are also now offering less expensive ad-supported tiers.This year,more time at home coupled with increasing hours
74、 of streaming viewing will create a flywheel effect attracting a greater number of media buyers to shift bigger ad budgets to CTV.Those who come out on top will be the brands and advertisers who recognize that CTVs are the most-looked-at screens and utilize them to continuously remain top-of-mind wi
75、th consumers through effective advertising campaigns.What is in store for CTV in 2023?ABOUT WURL Wurl leads the CTV industry in helping content companies,streamers,and advertisers reach millions of consumers worldwide Our market-leading platform enables them to maximize revenues,expand into global m
76、arkets,and grow their audiencesRon GutmanCEO,WurlMastering CTV in 202325What does Wurl anticipate for CTV user acquisition?One of the biggest challenges facing streaming platforms today is high churn.With so many streaming options on the market and so much new content being released,acquiring and re
77、taining loyal viewers has never been more difficult.During the past few years,streaming services have relied on basic marketing tools like email blasts and display advertising.Now,with numerous streaming options and so many apps competing for our TV viewing time,streaming platforms are rightfully lo
78、oking to uplevel their marketing and content discovery methods to get their share of attention.Ads should be individually targeted to have greater relevance for each viewer,while promos must be measurable in order to support marketers in knowing if their campaign budgets are being well spent.In 2023
79、,machine learning technology will change the way streaming services market their content and apps.Wurl is pioneering these efforts through our innovative viewer acquisition and retention service,Wurl Perform.Using machine learning to target relevant audiences across CTV and other devices,Perform dri
80、ves significant measurable revenue increases for streaming apps through subscriber acquisition and tune-in,as well as churn reduction.Perform not only increases viewership but is also able to identify and attract viewers who are most likely to become loyal,long-term fans.WURL AND ADJUSTBoth Adjust a
81、nd Wurl are acquisitions of parent company AppLovin,a global technology platform for app growth.As such,both belong to AppLovins integrated solutions that empower data-driven marketing decisions for profitable user acquisition and growth on an international scale.Ron GutmanCEO,WurlMastering CTV in 2
82、02326Biggest CTV marketing challenges in 2023?1 THE POTENTIAL FOR SIGNAL DEGRADATION IN ADVERTISERS CAMPAIGNSPublishers are erecting walls around their gardens,emulating what has been the case in search and social.Brands that dont work with partners that are collaborating with networks on how to app
83、roach privacy are going to suffer by losing insight into how buying across a portfolio of publishers(vs.a single one)works to achieve their business goals.2 GREATER INVENTORY COMPETITIONA heavier presence of traditional advertisers in the space has the potential to create increased competition among
84、 brands for inventory.MoffettNathanson researchers note,“The decline in Q3 leaves pay TV penetrationat 61.0%of households,a level last seen in 1993,a year before the arrival of satellite TV in the U.S.”Larger brands have been a bit slow with moving media dollars over to streaming,but at this point,n
85、o one can ignore linear TVs decline.Their embrace of streaming will be counterbalanced by the macroeconomic factors making larger brands less aggressive in their advertising.We dont expect any major rate increases,but its an evolution we are monitoring closely.ABOUT BLISS POINT MEDIA Built on machin
86、e learning and algorithmic media buying,Bliss Point Media is a technology agency specializing in TV and streaming video campaigns Stefanos MetaxasChief Strategy Officer,Bliss Point MediaMastering CTV in 202327PREDICTION:AFTER Q1,WELL SEE D2C BRANDS BOOST ADVERTISINGBarring any unforeseen external fa
87、ctors,direct-to-consumer(D2C)brands will put their foot back on the advertising gas pedal after Q1,but the makeup of their advertising portfolio will be different.Many D2C companies dealt with tough year-on-year metrics in 2022 as their customers switched back to buying in person.Once the eCommerce
88、trendline returns to the steady upward trajectory it was experiencing prior to the pandemic,I expect companies will become more comfortable spending to reach new customers again.In doing so,they will shift spending from search and social to more upper-funnel media,such as streaming video and audio,t
89、o ensure theyre reaching new audiences.The nature of those buys,however,is still going to be more conservative than,e.g.,a large sponsorship that reaches everyone,instead leaning toward techniques like lookalike targeting using first-party data and existing-customer suppression.BPMS APPROACH TO CTV
90、MEASUREMENT AND INCREMENTALITYBliss Point was built in a measurement-first manner(versus trying to retrofit an existing model with a measurement layer).As a result,every media decision we make is fundamentally rooted in the return it drives.To complement this,we have rolled out an always-on incremen
91、tality product that measures the total incremental impact of our clients media dollars.Compared to one-off,expensive incrementality tests,this will always run in the background and is free,furthering our commitment to data-driven media buying in this ever-changing landscape.BLISS POINT MEDIA AND ADJ
92、USTBliss Point Media is an Adjust-integrated agency,meaning clients of both will have access to comprehensive measurement for all of your CTV campaigns and as well as insight on how your CTV campaigns impact other performance channels.Stefanos MetaxasChief Strategy Officer,Bliss Point MediaMastering
93、 CTV in 2023281 HIGH-FUNNEL CHANNELS WILL FEEL THE PRESSURETelevision is among the most expensive marketing channels in the advertising ecosystem.As 2023 comes with macroeconomic challenges,this will place added downward pressure on higher funnel channels.This pressure will be felt both on a volume
94、basis,as budgets may suffer,and on a per-unit basis,with marketers taking a second look at all of the services-providers they are working with.With all of the fidelity of measurement that exists in the connected TV space,advertisers now have more ability than ever before to understand and access the
95、ir prospective customers on a channel that was previously only utilized for general awareness and high-funnel reach.And this creates an opportunity to demand and to deliver more in the connected TV channel.2 IN 2023,CTV MUST BECOME MORE PERFORMANCE-ORIENTEDCTV will continue to grow even as the econo
96、my faces headwinds.However,it will need to deliver on its promise of higher level performance than its linear TV predecessor.In 2023 and the coming years,CTV will need to adjust to become more performance-oriented or risk continuing to lose share to more measurable and performative channels(i.e.wall
97、ed gardens).We are excited to partner with Adjust to deliver performance-based advertising in the CTV space by going beyond optimizing on CPM or frequency and optimizing against advertiser KPIs.What changes are ahead for CTV marketing in 2023?ABOUT MOLOCOMoloco provides robust marketing performance
98、solutions that help app publishers around the world increase the ROI of their mobile strategies to accelerate growthJake RichardsonHead of CTV Strategy&Partnerships,MolocoMastering CTV in 202329HOW DOES MOLOCO APPROACH CTV MEASUREMENT AND INCREMENTALLY?We take the same approach to measurement in CTV
99、 as we do in mobile:partnering with objective,independent third-party measurement providers like Adjust,to ensure that we are delivering against our advertisers key outcomes.As we launch CTV in the Moloco Cloud Platform,we are keyed into optimizing against unassisted installs and generalized reach.H
100、owever,the scope of our offering will continue to expand and evolve as this market becomes more well-defined.We look forward to continuing to partner with Adjust to drive the industry forward on these initiatives.With performance advertising in the CTV space in a relatively nascent state,it will req
101、uire coordination across the industry to ensure that the assumptions made about consumer behavior are data-validated.And this,in turn,will allow us to continue to deliver the value that ROAS-based advertisers are accustomed to in the CTV channel.MOLOCO AND ADJUSTAs a trusted DSP partner of Adjust,Mo
102、loco offers marketers a robust marketing solution to achieve effective mobile growth.Marrying Molocos proprietary machine-learning-based optimization with Adjusts powerful mobile analytics and measurement enables marketers to scale user acquisition through prediction models powered by first-party da
103、ta.Jake RichardsonHead of CTV Strategy&Partnerships,MolocoMastering CTV in 202330If youre ready to launch measurable,flexible,and scalable CTV campaigns for your app,request your Adjust demo now by emailing connectedtvadjustcom.With the most comprehensive CTV solution for app marketers on the market
104、 and the largest CTV partnership network,Adjust is the mobile analytics platform for the ROI and data-driven marketer.Talk soon!Previous hesitations about committing to CTV advertising due to a lack of transparency in measurement or uncertainty about its effectiveness are being addressed by major pl
105、ayers in the market,including our partners above,elevating CTVs marketing possibilities.CTV is no longer a dark horse but a formidable performance channel thats here to stay Ultimately,if youre not investing in CTV ads,youre not meeting your users where they are and,therefore,missing out on a great
106、opportunity to get them excited about your app But that can change Tap into the CTV ecosystem todayCONCLUSION Dont sit on CTV any longerGijsbert Pols,PhDDirector of Connected TV and New ChannelsConnected TV as an advertising channel is projected to achieve market growth in the U.S.of 272%in 2023.Thi
107、s tremendous growth in the U.S.and at large is not to be ignored by mobile app marketers.As more players join the CTV market,more content is available to audiences,providing greater inventory for advertisers.This expansion of inventory availability will allow marketers to serve customized,segment-sp
108、ecific advertisements and to better reach niche audiences via a mix of targeting options.Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world,with solutions for measuring and optimizing campaigns and protecting user data.Adjust powers thousands of app
109、s with built-in intelligence and automation,backed by responsive global customer support.In 2021,Adjust was acquired by AppLovin,a leading marketing software company providing developers with a powerful,integrated set of solutions to grow their mobile apps.ABOUT ADJUSTadjustcomadjustcomLearn more about Adjust at:wwwadjustcom