So Long, Agencies: Why Brands Are Shifting CTV Advertising In-House
by Stephen Graveman
3 Min Read
Fire up those neurons - It’s time to put your CTV knowledge to the test.
3 Min Read
Looking for a little something to distract yourself from an already crazy new year? You’re not alone. Round one of our crossword series was a hit, so onto round two we go! They say 2021 is the Year of Connected TV, so for those new to this year’s digital advertising buzzword (though, let’s face it, CTV is no fleeting trend – it’s here to stay), this is your first stop for learning all about CTV. While we can’t promise you’ll learn your PMPs from your OTTs in one fell swoop, we can promise you a little fun on the way. Plus, we’re a fan of learning by repetition, or if you prefer – our glossary of adtech terms will also help to get you up to speed. Find all the answers you need in our resource section and scroll all the way down for the answers (but no peeking). Ready, set, sleuth!
4. Prospecting: A method of serving advertisements to prospective audiences that may turn into future customers/leads. MNTN’s Performance TV platform allows you to target over 30,000+ segments based on in-market, interests, geography, demographics and more, all thanks to our integration with leading data provider, Oracle Data Cloud.
5. Private Marketplace: A PMP is a private, invite-only ad auction where publishers allow select advertisers to bid on exclusive inventory spots. In the case of Connected TV, platforms like MNTN have negotiated preferential pricing for advertisers across 125+ top-tier CTV networks like CNN, ESPN, FOX, CNBC and more.
7. IP Address: Connected TV has joined the ranks of internet-connected devices – like mobile, desktop and tablet – which can be tracked through IP addresses. This allows ads to not only be served on the big screen, but measured and optimized in real time. It also gives advertisers a glimpse into the user journey from ad to conversion, and maps it across other devices in the same household that share the same IP address.
1. Attribution: This practice helps advertisers understand which marketing touchpoints, channels and messages are driving conversions on the path to purchase. MNTN’s proprietary attribution model, Cross-Device Verified Visits, takes an unbiased and transparent approach to attribution. We accurately track and verify all traffic and conversions across all devices, only once certain criteria have been met.
2. Second Screen: Research shows that 65% of viewers will look up content on their phones while they watch TV, and navigate to the advertisers website. This insight frames our Living Room Quality feature, which supports this multi-device and multi-screen behavior. It delivers Connected TV ads to television screens only, and once your ad is viewed, will serve related display ads across other household devices. It’s this formula which captures user intent at the right moment and place, and delivers your brand message wherever they may be (instead of the other way around).
3. Google Analytics: A must-have in every performance marketer’s toolkit, which is integrated into MNTN Performance TV. Why? Well, a third-party platform ensures that every digit of data and insight delivered to our advertisers is verified and credible – think of it as a secondary ‘source of truth’. Additionally, because this powerful integration enables advertisers to view how their CTV campaigns are performing alongside their other digital marketing channels, like search and display.
6. Ad Fraud: Connected TV has caught the eye of not only advertisers and brands, but fraudsters wanting in. The latest StreamScam incident fooled advertisers into paying for ads that were never delivered, for example. Many question the security of Connected TV, as the industry is still new and unstandardized. Platforms like MNTN mitigate any cause for alarm, through pairing up only with premium networks, and negotiating deals directly with these publishers on a private marketplace.