The ubiquity of internet-connected devices in the daily lives of modern consumers cannot be overstated. These devices, from smartphones to smart TVs, have become pivotal touchpoints influencing the decision-making process of consumers and how they engage with brands. The multi-screen exposure that’s now a part of everyday life means that advertisers must stay agile, adopting the omnichannel approach to reach their intended audience effectively.
Omnichannel strategies are crucial for present-day advertising campaigns. Only by employing a comprehensive strategy that allows brands to connect and engage with consumers across various devices and stages of the purchase funnel can advertising truly be impactful. This ensures that the brand message never loses its relevance or visibility, regardless of the consumer’s preferred medium of interaction.
For a truly comprehensive omnichannel strategy, the inclusion of Connected TV (CTV) is non-negotiable. Internet-enabled televisions and devices offer increased accessibility and a broad range of ad-supported streaming platforms. The popularity of Connected TV is evident in the expected significant growth in U.S viewership for ad-supported video-on-demand (AVOD) platforms this year alone.
CTV offers an increasingly advantageous proposition for brand marketers and advertisers. Leveraging CTV’s ad tech space means access to robust audience targeting capabilities and adaptable ads that not only capture viewers’ attention but also resonate with them personally. Additionally, real-time feedback accelerates optimization, lending credence to its value as part of an omnichannel strategy.
The inclusion of CTV in the ad mix need not be an overwhelming task for advertisers – it can be a seamless transition. The key is to leverage well-established digital marketing strategies that have proven effective on paid search and social media platforms. Techniques such as targeted keyword use in audience segmentation tools can be readily applied to CTV advertising campaigns.
Setting up a CTV campaign is not dissimilar to other digital campaigns. Much like defining a goal, selecting the audience segments, and uploading creative assets in traditional digital advertising; the steps for a CTV campaign are comparable. Emphasizing this similarity can help marketers and advertisers feel more comfortable forging ahead with CTV advertising.
In summary, integrating Connected TV into your omnichannel strategy can enhance brand engagements and reach. As the growth in ad-supported video-on-demand (AVOD) viewership continues, this is the prime time for marketers to make use of this platform for engaging content distribution. By effectively utilizing their existing digital marketing skills, marketers and advertisers can capitalize on the advertising opportunities offered by CTV. Not only is CTV a powerful platform, but its seamless integration with digital advertising strategies will also empower brands to forge stronger bonds with their audience, regardless of where they are on their buyer journey.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can't wait to work in many more projects together!
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