Television and digital media are colliding in the shape of internet-connected TV.<\/p>\n
For advertisers, that presents the opportunity for enhanced targeting and greater control.<\/p>\n
But, across the industry, people are learning what works and establishing what CTV should cost.<\/p>\n
In this video interview with Beet.TV, Lee Doyle of the NitroC agency paints a picture of an evolving medium.<\/p>\n
Given limitations in CTV’s feature set, like identification challenges, many in the industry believe CTV is best when it looks a lot like TV – which is to say, high-impact, top-of-funnel brand advertising.<\/p>\n
But Doyle says campaigns that reach tightly-defined groups are showing success.<\/p>\n
“The successes so far are really around businesses where there’s a very defined target – and, when I say defined, really a precise, narrow<\/em> target,” he says.<\/p>\n “Things like American Express, where they’re trying to reach people of a certain credit score and income level; they’re not looking to have a mass message.”<\/p>\n Many CTV campaigns are using geo-targeting, rather than going all-in on identifying individual households or viewers.<\/p>\n “Most recently, it tends to be a lot of retail and QSR (quick-service restaurants) that I think are having success in this space, where there’s a defined geographic footprint that they really want to focus on,” Doyle adds.<\/p>\n “I’m currently working with a retailer that is in 52 markets, and yet in some of these markets, they only have one or two stores. Therefore, it doesn’t make sense to do traditional broadcast television or even zoned cable in some instances. So addressable TV and connected TV, give them a way to use television cost effectively.”<\/p>\n OTT streaming services accounted for 25% of all US TV-viewing minutes during Q2 2020, according<\/a> to Nielsen\u2019s Streaming Meter.<\/p>\nFilling in the gaps<\/h2>\n
Cross-platform can drive scale<\/h2>\n