So Long, Agencies: Why Brands Are Shifting CTV Advertising In-House
by Stephen Graveman
3 Min Read
Answers to the top Connected TV questions found on Quora
2 Min Read
With the rise of Connected TV advertising, marketers need to learn a lot about the fastest growing ad channel—and quickly. That’s why we’ve compiled the top questions and answers from Quora, where experts address complex questions, into a digest for a quick breakdown on what marketers need to know most. See what marketers are asking, and what the experts have to say.
Q. How does the rate of return in television advertising differ between network television and cable channels? Is it simply a matter of viewer numbers?
A. This is a great question! ROI used to be a hard thing to measure on television advertising (sorry, Nielsen), but not anymore. Let’s look at how performance is measured on network television and cable to help answer this burning question.
Q. Why can’t TV advertisements be skipped?
A. Yes, you technically can if you have a DVR (Digital Video Recorder) device, or if you subscribe to an ad-free streaming service like Netflix. However, the TV industry is gravitating towards a non-skippable ad format.
How long do [most] commercials stay in circulation? What are the longest versus the shortest runs for advertising campaigns, and for which kinds of industries do these usually apply?
A. Your commercial can stay in circulation for as long or as little as you’d like, as long as your budget allows. However, brands should avoid creative fatigue by switching out their creative to keep things fresh – but we’ll go into that a little later.
Q. What are some of your favourite TV ads? Why? How effective are the message and creative strategies? How are they creating consumer preference and loyalty and building brand equity?
A. We have a few television commercials in mind, but my favorite is this tongue-in-cheek B2B commercial by a leading performance marketing platform. I know, you’re probably thinking that B2B marketing = boring, but this ad was anything but.
Q.Why do you see the same streaming ads over and over when so many companies are advertising?
A. We get it, repetitive ads are super annoying! Not only is it wasteful, but it can potentially dilute your brand message and turn people off (literally and figuratively) your brand. Here are the main reasons why you’re seeing the same ads repetitively on streaming TV.
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