Navigating the Evolution of Connected TV Advertising — Angela Voss // Marketing Architects

Angela Voss, CEO of Marketing Architects, explores the dynamic evolution of connected television advertising and its impact on the media landscape. Linear TV, once the dominant medium, has seen its stronghold diminish from capturing 80% of adult video viewing to just around 50%. With the rise of streaming, and players like Disney and Netflix introducing ad-supported options, connected TV advertising promises to be a game-changer for marketers. Today, Angela discusses navigating the evolution of connected television advertising.

About the speaker

Angela Voss

Marketing Architects

Angela is CEO of Marketing Architects

Guide to Effective TV Advertising

Part 1 Navigating the Evolution of Connected TV Advertising — Angela Voss // Marketing Architects
Part 2Crafting Effective TV Campaign Strategies — Angela Voss // Marketing Architects
Part 3Planning Tech-Driven TV Campaigns — Angela Voss // Marketing Architects

Show Notes

02:36

The evolution of the television advertising landscape

TV advertising has evolved with the rise of streaming platforms and Connected TV (CTV). It offers marketers precise audience targeting, real-time ad buying, and lower barriers to entry in comparison to linear TV advertising.
05:37

Navigating the complexity of connected television advertising

The CTV advertising landscape's complexity and fragmentation pose challenges while offering opportunities. Marketers can optimize ROI by utilizing AI and partnering with experts to make efficient decisions regarding linear and CTV ad placements.
07:49

Performance differences between CTV and other digital advertising channels

Consumer data integration is reducing differences between digital and CTV advertising. Variable device graphs and shared streaming accounts present challenges in hyper-targeting, leading to high CPMs and lower CTV returns than expected based on digital advertising experiences.
08:59

The value of focusing on CTV advertising

As linear TV declines, marketers must adapt to changing consumer behavior to reach audiences where they are. Despite CTVs targeting challenges, marketers must find strategies to effectively reach their target audiences beyond what has traditionally worked in digital.
10:05

AI powered media buying and targeting

Annika is an AI-based media buying platform that enhances consumer targeting through contextual targeting. This method often delivers better results and cost efficiency than traditional behavioral targeting methods by reaching individuals where they are in their buyer's journey.
12:06

Media buying prioritization for CTV advertising

Brands typically use white-labeled DSPs, connecting to SSPs for media buying in the CTV landscape. The focus is on assessing inventory based on cost, response, and ROI, and understanding the audience impressions to achieve the desired outcomes.
13:51

How to approach media buying

Channels should align with business objectives, balancing their ability to drive immediate sales and build demand for your product or your service. A holistic measurement strategy is required to make informed decisions about channel investments.

Quotes

"Until 2019, linear TV was the dominant medium, accounting for approximately 80% of adult video viewing. Now, it is responsible for only about 50% of TV utilization." - Angela Voss
"In some cases, the most efficient decision in terms of how you're going to place will improve your ROI by four to five times. So, how do you get your head around it? You need to lean into an expert in the space." - Angela Voss
"Generally, contextual targeting provides better ROIs because it often captures that person where they are really at and also decreases the cost in the path to get there." - Angela Voss
"Every channel should make its way and prove its way into a marketing plan. Ultimately, we need to be thinking about our channels in terms of their strategic position and what we're trying to do as a business." - Angela Voss