While traditional TV ad practices have tended to focus on raising brand awareness, Connected TV (CTV) offers savvy marketers the unique ability to target consumers with more personal, more timely and more relevant messaging, making it an effective tool for both upper- and lower-funnel marketing.
When couple with the creative capabilities we have today when it comes to limitless live versioning and dynamic storytelling, the potential is basically unknown.
However, when it comes to utilizing these advantages in a way that determines how a brand might ease the journey from awareness to purchase, the 'best practices' required to do so have remain an enigma, with either best guesses being tested or old practices being adopted.
A recent nationwide survey conducted by Origin, which polled over 10,000 U.S. households, has shed new light on the growing influence of Connected TV (CTV) advertising as a full-funnel marketing tool and provides a vital new level of insight into how we can facilitate the ability for consumers to make a purchase - should they want to of course.
Consumers have grown to expect increasingly seamless, interactive experiences across devices and the information contained within this report Origin commission holds a vital key to how brands can drive both brand affinity and direct conversions.
The survey sought to understand how consumers perceive CTV ads and uncovers their preferred methods for purchasing products they see advertised on television.
In other words, this survey offers invaluable insights into how CTV can be strategically utilized by brands to meet consumers - no matter where they are in the purchasing process.
The results show a significant move in consumer behavior, and while they show a strong endorsement of CTV as a versatile platform for brands to engage with audiences at every stage of the buying journey - much of what's uncovered may be surprising to many who read it.
If you would like to receive a copy of the final report when it's published in January:
If you would like to schedule a call with one of Origin's performance CTV specialists, you can book a meeting with them by clicking here.
Origin is an award winning provider of creative solutions and services for brands, creative teams and media agencies who want to transform conventional CTV ad creatives into powerful, personal and provocative ‘storytelling experiences’.
With unparalleled dynamic creative capabilities and proprietary ad serving technology, Origin’s suite of dynamic ad overlays and native ad extensions allow advertisers to engage, distracted audiences and achieve the outcomesthey seek.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that to win a viewer today, we must look beyond how it was done yesterday.
Learn more at: originmedia.tv
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