What TV and Media Execs Really Think of CTV Advertising
by Stephen Graveman
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It’s been a busy week in the marketing world. To make it easier for you to keep on top of the most useful stories, we compiled a list of the most interesting headlines from this week.
Travel brands are looking to take advantage of what is looking like a boom in bookings and vacations this year. After a year of uncertainty and travel restrictions, consumers are eager to take advantage of their vaccinations and take a much anticipated first trip after the pandemic. And considering that many people with disposable income were actually able to save money last year, travel brands are likely to see an influx of interested consumers researching their services. However, due to the competitive nature of this industry, travel brands will need to start preparing now if they want to have a leg up on their fellow marketers. Brands like Expedia are already planning to spend more on advertising then ever to produce major ad campaigns across digital and TV channels. So if travel marketers want to stay ahead of the pack, they will need to make sure that they are capitalizing on visually effective and measurable channels such as Connected TV to make sure their ads are put in front of interested audiences now.
And speaking of Connected TV, Adweek is reporting that Roku will be taking over and rebranding all of the content they acquired from the recently failed shortform-streaming platform Quibi earlier this year. Roku more than doubled their subscriber numbers in 2020, reaching an estimated 63 million people, and with moves like this it’s looking like their success will only continue to grow. As the amount of content available through the many streaming platforms continues to attract consumers to either make the switch to CTV or increase their number of subscriptions, brands looking to reach consumers should also be considering running ads on the growing channel of Connected TV.
Here are some of the headlines in the marketing world that captured our attention this week.
The Travel Boom is Coming – What’s Your Ad Strategy? – There’s an enormous lack of doubt that this year will be the one travel brands start raking in the revenue. After surviving a tumultuous 2020, they’re eager to start seeing business flow and travelers book, fly, and drive their way to distant destinations.
What Does the Next Wave of Retail Media Look Like? – Retail media is a true win-win opportunity for smart retailers looking for a high-growth revenue stream and a path for brands to access their first-party audiences.
How to Reach the Modern-Day Dad This Father’s Day – This year’s Father’s Day looks much different than 2020’s – we’re expecting even bigger festivities, as cities open up thanks to a wave of mass vaccinations, and the Roaring 20’s (21’s) are a cause for celebration.
In the Roaring Twenties, Ads Make a Comeback – Digital media executives scrambled last year to tell their boards about their new subscription products, but something strange happened: Their old, unfashionable advertising businesses exploded as consumers stayed home and shopped online.
Can Streamers Break Through With Live TV? – For years, we have heard about the value of live legacy TV network programming — commanding engaged audiences and premium advertising pricing. And in the current media age, more live programming on big new digital platforms is coming.
Roku Rebrands Quibi Content as Roku Originals – Roku is officially getting into the original programming game, rebranding all of the content it acquired from the failed short form streamer Quibi this year as Roku Originals. The brand name will also house future originals from the connected TV advertising platform.
To Appeal to Hispanic Consumers, Industry Leaders Advise Avoiding Monolithic Marketing – Marketers finally seem to understand that the key to marketing to Hispanic audiences, like any large consumer segment, depends on understanding cultural nuances. One-size-fits-all strategies don’t work.
Don’t Underestimate YouTube’s CTV Strength: Pixability’s Jackie Paulino – Millions of consumers whose first experience of digital video was on a desktop computer are carrying over those viewing habits to connected TVs. That means YouTube, the video-sharing site owned by Google, has a strong presence on the biggest screen in most households.
Instagram Direct Gets 2 New Safety Features – Instagram introduced two new safety tools Wednesday covering Instagram Direct messages: a new filter that hides potentially offensive DM requests, and a way to pre-emptively block any new accounts created by a person who was already blocked by the user.
Snapchatters Gear Up for a Return to Movie Theaters – Snap Inc. found that Snapchat users were significantly more likely to cite movies as their most-desired post-pandemic activity than non-users.
Mobile Marketers Think Pushing Is A Good Thing. Will You Push Back? – Everyone in digital is pushing something. For mobile marketers, one important goal is that consumers spend more time on their mobile apps. Is that a good kind of push?
Pinterest expands partnership with Shopify – Through Pinterest’s shoppable ‘Product Pins’ feature, more than 1.7m Shopify merchants around the world have an easy way to bring their products to the platform and be discovered by consumers.
Strategies for the ideal marketing mix to win in mobile this year – As marketers address their marketing mix in 2021, they’re finding themselves mainly aligned with the major platforms to acquire users. This brings both risk of over dependency to any one platform and audience targeting changes, as well as risk of ROI performance.
That’s it for the roundup this week, next week we’ll be back with another list of what’s making news in marketing.
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