The Future of TV Ad Budgets in 2018
Statistics from eMarketer had forecasted a tough year for paid cable in 2017 with an estimated 15.4 million people to cut their cable cord. However, reality struck a harder chord, no pun intended, surpassing their forecast by 7 million cord-cutters and counting for 2017 alone. With video being one of the most compelling aspects to a brand’s personality, what will be the smartest way to move your TV ad spend to digital in 2018?
- Connected TV: Just because there are fewer people paying for cable, doesn’t mean that TV is disappearing. In fact, users are consuming more video content than ever, but they’re buying it in smarter ways to fit their individual needs. With the recent development of Connected TV, your valued TV spots still exist through smart TVs and streaming devices. Targeting your audience as they stream their favorite shows creates not only more video opportunities, but adds potential for display advertising creative as well. Knowing the right place, right time, AND right device for your audience is essential. We can re-engage with your TV audience as they’re on other devices, browsing other sites, as the other devices in their home are connected to that same Wi-Fi router. Taking your TV ad spend to the next level with remarketing lists, third-party audience targeting segments, and dual-layered creative campaigns to engage on both the video and display space.
- 6 Second Bumper Ads: There are few things more annoying than trying to pull up a video on the go, and being hit with that 30 second video ad that you can’t skip. Attention spans are short, and growing shorter, especially when a user is on a mobile device. YouTube is trying to combat this dilemma with bite-sized video content that leaves a big mark for your brand. With 6 second video ads, you can say more than you’d think and viewability is 100% for these non-skippable ads. In testing over 300 bumper ad campaigns, YouTube says 9 out of 10 bumper ads drove a significant lift in ad recall. Pretty impressive. Building your brand is important, and modifying your marketing strategy to the ever-changing landscape of where your user is, and what they’re doing is going to keep you on the up and up.
- Out-stream Video: Contextual targeting has been the bread and butter of display advertising for a long time. The simple logic of: I want to show a person a banner ad of what I sell, as they read about the things that I sell. With out-stream video, that same contextual experience is being created for a consumer in a less invasive way than your pre-roll in-stream video ad. With out-stream video, your ad is being placed directly into the content of the page similarly to a banner ad placement. A user chooses to watch your video or to scroll past it. If the user doesn’t want to engage with it, they’re not forced to. These videos will only play when a large percentage of the video appears on the screen of the device, if the video is off the screen the content will stop. Your consumer wants to choose what they’re seeing, and with out-stream videos the control is literally in their hands.
The future is so bright for video! Knowing where and how your user wants to watch it is going to make or break your campaigns in 2018. Planning for the future is key, and being in the right place is going to keep your brand top of mind when your audience decides to buy.
Learn more about our truly unique Connected TV behavioral targeting solution.