The Amazing Streaming Balancing Act
by Cat Hausler
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The “New Year, New You” Shoppers are coming—here’s what you need to be ready for them on Connected TV
8 Min Read
Hey fitness marketers, you better be planning your New Year’s ad campaigns. There’s going to be quite a few “New Year, New You” shoppers out there looking to make good on their New Year’s resolutions pretty soon.
Obviously you’re going to launch paid search and social because those two are reliable performance channels that will generate a good return on investment. But there’s a third direct-response performance channel you may be missing out on: Connected TV.
Aren’t running any Connected TV campaigns yet? Don’t worry, we’ve got you covered. Here’s what you need to know to start driving revenue, conversions, and site traffic with MNTN Performance TV.
Table of Contents
Before we dive into strategy, here are some stats on why you need to be on Connected TV. 2020 has seen solid growth in ad-supported Connected TV viewer adoption. According to research by Nielsen and the IAB:
So how can a fitness marketers make the most of the Connected TV opportunity?
CTV ads can drive direct-response performance similar to paid search and social. Depending on what you’re trying to accomplish, Connected TV as an ad channel affords a couple different options to drive traffic and conversions.
Whether you go with prospecting or retargeting (and we recommend you do both), know that they’ll deliver solid site traffic and ROAS with an efficient use of your budget. Advertisers on the MNTN Performance TV platform have averaged the following benchmarks across retargeting and prospecting campaigns:
And while your campaign performance will be determined by your goals, Performance TV is able to deliver results like that because it excels at reaching in-market, valuable prospects thanks to its precision audience targeting. Let’s dive into how prospecting campaigns benefit from this advantage.
MNTN Performance TV is fully integrated into the Oracle Data Cloud, the world’s largest CTV data provider. Its access to tens of thousands of audience categories means you can target based on a wide range of attributes.
Use Performance TV’s audience builder to create custom 3rd party audiences that are a good fit for your brand and tap into the New Year vibe. Here are some tips to keep in mind when building out your prospecting audience.
For ad creative considerations, incorporate elements that would be useful in introducing your brand to a new shopper. Also be sure to lean in on the New Year seasonality.
Omni-channel reach is crucial since so many shoppers hop from device to device. You’ll want a consistent ad presence wherever your audience is spending their digital time.
With that in mind, every Performance TV campaign comes with ads that are served across web and mobile. These are great for creating an omni-channel presence for your campaign that keeps your message top of mind.
Here are some best practices to keep in mind for the prospecting campaign creative that will accompany your Connected TV ads.
On average across the web, 92% of first time site visitors don’t convert. So, you’ll need a retargeting campaign to convince the majority of your audience to come back and make a purchase.
Performance TV retargeting leverages the same omni-channel approach as its prospecting counterpart. You get the added benefit of retargeting ads served on other devices that feature dynamic product carousels with items you want to showcase, or those that a user may have viewed or added to their cart.
Here are a few retargeting audience segments advertisers on our network have deployed with success:
Your retargeting campaigns will reach viewers who are familiar with your brand and have seen what you have to offer. That affords an opportunity to get a little bit more specific with your creative approach.
Connected TV advertising requires accurate cross-device measurement—shoppers aren’t converting on their TV screens after all.
MNTN uses Cross-Device Verified Visits, which is our proprietary technology that measures any user visits to your site following a completed in-view display of your ads, in a window of time defined by you. It’s fully integrated into Google Analytics, so you can measure and verify your performance using the leading 3rd party analytics platform as well.
Whether you’re looking to drive new prospects into your sales funnel, or see them through all the way to conversion, Connected TV has a place in your New Year ad strategy as a performance marketing channel.
We highly recommend you tap into higher streaming television viewership to reach your audience on an ad channel that offers a compelling experience. If you’re interested in adding Connected TV to your New Year marketing mix, check out what Performance TV has to offer. It’s built to deliver revenue, site visits, and any other important metric you have in mind—so you can kick off the New Year right.
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