央视即将实现其创意承诺
The digital advertising community has long touted CTV as delivering the fusion of digital targeting and optimization with the storytelling power of the big screen. But truthfully, CTV has mostly fallen short of that promise to date. CTV广告 largely feel like traditional TV ads — with novel issues like 频率限制 引导.
但是, 持续的上涨 in CTV ad spend is incentivizing the industry to help CTV广告 meet their potential, 2024年, the medium will take meaningful steps in that direction.
有三个变化可以期待 CTV广告 今年是:
- creator-driven广告
- 全面动态创意优化
- 实时上下文信息.
Creator-driven广告
Influencer marketing has taken off as brands seek to connect with creators’ audiences while capitalizing on their creative talent. 但到目前为止, influencer marketing has been mostly associated with social platforms, where gaining audience attention faces the uphill battle of a fast-scrolling thumb.
Influencers are coming to CTV — but not just in the form of celebrity-style ads where they endorse products. Rather, advertisers will leverage creators to grab audiences’ attention before driving deals home.
Imagine you’re watching a show on Hulu and an ad break starts. You’re expecting a typical ad: highly commercial and impersonal. 而不是, you see a woman staring right at you as in a YouTube video, 评价一种新的化妆品. 广告吸引了你的目光. 然后, 在30秒广告时间的后半段, you see a more typical ad for the same product with a QR code that, 当扫描, takes you directly to the brand’s online store — with the product already in your cart.
These creator primer ads will become common in the coming months and years as influencers conquer another channel and advertisers discover how to transform CTV into the digital-first experience it is meant to be.
动态创意优化(真实的)
广告商(和, 也许更重要的是, adtech companies) mean different things when they talk about DCO. 经常, DCO是用来描述一个简单的广告定位案例, which is already common in CTV: showing different ads to different audiences based on contextual or demographic data.
今年CTV的DCO将再上一个台阶. It will entail optimizing creative based on audiences’ reactions to ads to increase performance continuously. One way to do this is by including interactive components in ads such as QR codes or drive-to-store call to actions(like the nearest store location), 提供性能数据. Another is to survey audiences to find out which brands they recall or purchase after ad exposure. 使用这些类型的数据, advertisers can improve performance of their ads in real-time or near-real-time by optimizing against specific KPIs.
与DCO, CTV advertisers will be able to swap out creative elements such as images, 复制, 还有配色方案. 他们也可以播放完全不同的视频或, 如果尝试与创作者入门广告, swap out the combination of creator videos and more typical ads to identify which pair generates the biggest impact.
实时上下文信息
True DCO involves the ability to optimize ads on the fly based on real-time data. 类似的, tomorrow’s CTV advertisers will be able to insert real-time contextual 信息 into ads — in a way that would’ve been unthinkable with traditional TV — to drive greater attention.
例如, 当你在看NBA比赛的时候,广告开始了, you might see a ticker at the bottom of the ad with scores from around the league or the latest news about which team has changed its coach mid-season. 或者如果你在看本地节目, 广告提示可能会显示本地新闻, 天气, 或者交通信息. In this context, consumers get valuable, timely 信息 brought to them by the brand.
Much as creators pull audiences out of the trance that sometimes sets in during TV ad breaks, this real-time 信息 will keep audiences focused on the big screen during ad breaks, a time during which eyes all too easily wander to mobile.
跨影响者合作, DCO, 实时信息, 明年这个时候,中央电视台的广告看起来会有很大的不同. The ad industry has long celebrated CTV as heralding the transformation of advertising’s favorite medium into a digital powerhouse. 2024年,这个被大肆吹嘘的未来终将到来.
[编者注:这是来自 Emodo. 流媒体 accepts vendor bylines based solely on their value to our readers.]
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