Leveraging TV and CTV in Your Media Strategy
With the ever-changing landscape of digital marketing, it is important to stay ahead of the curve. Recently, Google has changed its shopping format and switched to Performance Max in order to drive ad dollars. This is an effective strategy for many companies but in order to continue to grow and reduce customer acquisition costs, a more comprehensive media strategy should be implemented. A full-funnel media strategy helps you reach potential customers at every stage of their customer journey, from initial awareness through purchase and beyond. One of the mediums that marketers often miss is TV and CTV advertising.
Reach a Broader Audience with TV & CTV
Through the use of TV and CTV, companies are able to reach an untapped audience not exposed to their competitors' solutions. This provides businesses with a great opportunity for growth and expansion beyond Google shopping platforms. Also, with the convergence of Linear TV and Streaming Television solutions, users have an even larger selection of content available at their fingertips. This means that companies can target users based on specific interests or demographics and provide them with tailored advertisements that will capture their attention. Additionally, with the growth of streaming services like Netflix and Hulu, consumers now view shows across multiple devices including smartphones, laptops, tablets, etc., giving companies the opportunity to reach a much wider audience than traditional television alone.
Take Advantage of Advanced Targeting Options
TV and CTV also offer more advanced targeting options than other digital platforms such as Google Ads or Facebook Ads. Companies are now able to target users based on location or specific interests making it easier for marketers to get their message across without wasting valuable ad spend. Additionally, these platforms also offer features such as frequency capping which allows marketers to limit how many times a user sees an ad over a given period of time. This ensures that users are not being bombarded with ads which can cause them to become desensitized or frustrated leading to lower conversion rates.
Data-Driven Insights for Accurate Measurement
By leveraging Multi-Touch Attribution or MTA platforms, advertisers are also better able to measure the impact of linear TV, CTV, and other channels on conversions more accurately than ever before. These platforms allow advertisers to understand how television advertising impacts user behavior across other digital channels and make more informed decisions about how they should allocate their budgets. Additionally, these tools provide invaluable insight into true CAC and LTV calculations which are essential for any successful business strategy today. By taking advantage of the halo effect of TV through MTA platforms, you can ensure that your campaigns will be optimized for success!
Implementing a full-funnel media strategy is essential in order for businesses to remain competitive in today’s ever-changing marketing landscape. By adding TV and CTV into your marketing mix you can take advantage of targeted audiences and data-driven insights in order to reduce costs while increasing conversion rates and overall ROI from your advertising efforts. With so many advantages offered by this approach, it should definitely be considered when planning your next campaign! Give us a shout and we would love to move your ad efforts into a full-funnel advertising plan.
