The Steady Evolution of Media Planning for Connected TV Campaigns Over Three Transformative Years

In the past three years, the media landscape has transformed dramatically, especially in Connected TV (CTV), meaning that marketers, advertisers and media planners need a clear understanding of how the considerations around media planning for CTV have changed.

Media planning now requires a focus on a fragmented audience and consumers habits which are far from uniform. Marketers must identify new strategies, new techniques, new creative capabilities and new ways of establishing how far ahead they should now be planning.

This article dives into the critical changes in media planning for CTV advertising, the factors driving these shifts and insights into what the future may hold.

Shift of Planning Cycles From Annual to Agile

CTV media planning cycles have shortened significantly in recent years, reflecting broader shifts in how advertisers approach digital video and the increasingly agile nature of the media landscape. Here is why:

Traditional TV and even early CTV media buys followed a relatively fixed model whereby agencies and brands would plan 6–12 months out, aligning with upfronts and long-term campaign strategies. Skip forward to today and buyers are now shifting to quarterly, monthly, or even weekly planning cycles, all driven by the need for:

• Flexibility

• Data-driven decision-making

• Faster campaign optimization

Why, you might ask? Well, the answer is pretty simple:

1. CTV Inventory Is More Biddable and Programmatic - with most CTV inventory now being transacted through programmatic platforms. This means buyers can act on real-time performance data and tweak campaigns mid-flight - something not possible in the linear era.

2. Economic Uncertainty & Budget Fluidity - Since 2020, economic factors (COVID, inflation, shifting consumer behavior) have made advertisers more cautious about locking in budgets too far in advance. Put another way, brands want to test-and-learn before committing larger dollars.

3. Performance Expectations Are Higher - CTV is now expected to perform like the rest of digital media (trackable, accountable, and ROI-positive). This has moved CTV further down the funnel, where shorter campaign durations are the norm.

4. Upfronts Are Less Dominant in CTV - While the Upfronts still matter, many buyers are now reserving less spend in advance and allocating more to scatter or on-demand buys across platforms they work with and partners they trust - like Origin.

The Importance of Creative Adaptation

As CTV campaigns evolve, so too does the necessity for creative adaptation. The viewing experience on CTV is distinct from traditional formats, requiring fresh perspectives for creative strategies.

Moreover, as personalization becomes the norm among progressive marketers, creative teams must ensure that their messaging aligns closely with individual viewer preferences. This tailored approach boosts engagement rates, as consumers are more inclined to interact with relatable content. For example, Origin clients like Visit Maine use data to create tailored ad creatives that directly reflects current weather conditions and distance from the state, improving consideration rates by over 78% compared to non-tailored ads.

In other words, advertisers can now focus on concise storytelling that captures viewers’ attention in seconds.

Rapid Growth of Connected TV

Connected TV has experienced remarkable growth, reshaping how audiences watch video content. As of 2022, over 86 million households in the U.S. owned smart TVs, up from just 55 million in 2019. This shift opens up substantial opportunities for advertisers to reach their target demographics.

The rise of smart TVs and streaming devices has led many viewers to abandon traditional cable subscriptions. In 2023 alone, cable subscriptions dropped by 12%, highlighting the urgent need for marketers to rethink their strategies in utilizing CTV effectively.

The Rise of Measurement and Attribution

Alongside data advancements, measurement and attribution have become crucial for success in CTV campaigns. Advertisers are keen to connect CTV ads to tangible results like website traffic and product sales.

Research shows that 67% of marketers prioritize measuring the ROI of their CTV campaigns, highlighting the need for clear metrics. Cross-platform measurement tools have emerged, bridging the gap between CTV and traditional digital advertising channels.

Accurate attribution models are essential not only for assessing current campaign success but also for informing future planning. These insights allow advertisers to refine their strategies, leading to campaigns that resonate with audiences and drive higher conversions.

The Shift to Direct-to-Consumer Models

The pandemic accelerated the demand for Direct-to-Consumer (DTC) models, reshaping media planning for CTV campaigns. More brands are bypassing intermediaries and directly connecting with consumers via digital platforms.

This transition has inspired a new wave of CTV campaigns. Brands like Casper utilize CTV to narrate unique brand stories, resonating deeply with customers. DTC brands also appreciate CTV as an efficient way to scale advertising efforts while maintaining control over messaging and audience interactions.

Although conventional distribution channels are still essential, the DTC movement has revolutionized how brands approach their media planning strategies. Advertisers now create bespoke campaigns that align with CTV's unique dynamics.

Challenges and Opportunities Ahead

The evolution of media planning for CTV campaigns brings both opportunities and challenges, all of which is ultimately leading to the inevitable truth that CTV has become a competitive landscape which is putting pressure on brands and their agencies to take risks, innovate and stand out.

If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.

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ABOUT ORIGIN 

Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv