‘s connected TV: The magic of omnichannel television

We live in an omnichannel universe

How many internet-connected devices did you use in one day? How about less than two? One? It’s probably been a while (if not ever).

Internet-connected devices are an important part of the lives of many consumers today. They often jump from one screen to another, dividing their attention between all the devices they have at hand. They’re also usually researching, shopping and engaging brands while they travel.

As an advertiser your strategy should resemble this path. Brands can appeal to consumers regardless of the device they use or where they are in the funnel.

Connected TV is a must-have for brands to have a comprehensive omnichannel marketing strategy.

CTV is an integral part of omnichannel strategy

There’s no need to panic, connected TV is more advertiser friendly than ever. Consumers are flocking to ad supported streaming to take advantage the lower prices. This year, ad supported video-on demand (AVOD), platforms will see a growth of more than three times that of subscription streaming platforms. This means that advertisers have more chances to reach their target customers via Connected TV.

With all the improvements in CTV advertising technology, brands can now use it just as they would any other ad channel. It was difficult to change gears when linear TV was the only option. Now, brands can easily deploy or replace their ads as required. CTV’s audience-targeting features allow advertisers to target ads at specific viewers, and receive real-time feedback about the performance of their campaigns.

Leveraging your digital marketing skill set for CTV

Still hesitant to include CTV in your advertising mix? You’re likely already an expert if you run campaigns for paid search or social media.

Connected TV is a great solution for advertisers who are already familiar with performance marketing. You can actually use the skills you have developed running campaigns on another platform to start on connected TV. You might, for example, know how to use keywords that are relevant from your experience running paid-search campaigns. Great! You know how to target keywords to segment your audience and identify valuable prospects to convert for your CTV campaign.

CTV campaigns are set up using the same principles as other digital campaigns. The first step is to define your goals and budget. Next, select your audience segments. Finally, upload any creative assets. Before you know it, your campaign will be launched. You can also monitor the campaign’s performance in real time and make any necessary adjustments once it has been launched.

CTV’s Halo Effect Changes the Game

Are you ready for the cherry? You can benefit from the “halo effect” of connected TV on other channels once you’ve integrated it into your omnichannel advertising mix. Connected TV’s non-skippable advertisements, measurement tools and precise targeting will improve your marketing results across all channels, not just CTV.

This effect is most likely to be seen in paid search and social campaigns. We found that the halo effect of connected TV created higher conversion rates for both paid social (4%) and paid search (2%) after 30 days. After 90 days, this effect was even stronger–creating 9% higher conversion rates for social media and 22% (!) higher conversion rates for search. stronger conversion rates for paid search.

In a world in which your customers are accessible on any device, each day that you do not follow them to these devices is a missed opportunity (and enables your competitors to be first to reach this market). The sooner you begin, the faster your ConnectedTV campaigns will make your other channels stand out.

The article The magic of connected TV first appeared on Search Engine Land.