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An Outlook For CTV Advertisers Looking Ahead To 2023.


The last 12 months have seen a multitude of changes in the CTV advertising industry. We've experienced an uptick in the willingness to explore and invest in innovation, continued growth in reach (circa 87% of the country now stream TV) and the rumblings of economic headwinds that are affecting plans/budgets for 2023.


All of this is starting to make even the most traditional ad agencies think again about Connected TV advertising and what they are aiming to do with it next year.


HERE ARE ORIGIN'S FIVE CTV ADVERTISING PREDICTIONS FOR 2023


1. AGILE FORECASTING AND RE-FORECASTING

It is predicted that 63% of marketers who are planning their 2023 CTV advertising strategies are doing it in such a way that will allow them re-forecast and revise their media plans throughout the year. The main drivers behind this is most likely:

  • Unpredictable economic headwinds.

  • Unpredictable user growth on CTV.

  • Unpredictable advances in CTV advertising that will allow for greater measurement, attribution and performance (more on that here).

2. INVESTMENT INTO CTV E-COMMERCE

Related in part to what we discuss above, diminishing returns in social marketing and the transfer of eyeballs to the TV has led to the need for CTV advertising to deliver a tangible ROAS for marketers. In turn, this has led to companies such as Origin working harder than ever to devise, test and bring to market solutions that enable brands to turn the living room TV into a viable and effective e-commerce platform.


3. STRONGER EXPECTATIONS FOR PERFORMANCE

Again related to everything we talk about above, we predict that 2023 will be the year when the concept of TV/CTV being about more than just brand awareness establishes mainstream adoption.


4. THE REDEFINITION OF PERSONAL VS RELEVANT

This is something we talk about a lot at Origin given our unique capabilities when it comes to dynamic creative optimization (DCO). It is a misrepresentation of the word 'personal' when you say that targeting the right ad to the right household is a 'personal' experience. That is NOT a personal experience; it's a relevant one that is nothing more than intelligent and efficient targeting. An ad is personal when the creative message itself speaks to viewer, household or location. You can see a more detailed post about it here.


5. DATA-FED CREATIVE MESSAGING

It is our belief that this is going to be a slow burn to begin, but by the end of 2023, CTV advertisers who are not applying data directly INTO (not layered over) their creative will start developing significant FOMO. As we proved in a campaign we delivered for VISIT FLORIDA earlier in the year, embedding real-time data, in this instance weather forecasts, into the creative is an incredibly powerful way of elevating attention, interest and intent.


Progress is power and the living room is quickly becoming the most important screen in the home. If you'd like to speak with our specialists about how we can help you plan a more powerful and cost-efficient CTV ad strategy next year, drop us a line - solutions@originmedia.tv

 

ABOUT ORIGIN

Origin is a creative technology company whose pioneering TV advertising solutions have reshaped the way brands captivate and activate consumers inside and outside the home.


Fusing first to market ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's solutions are embraced by brands, agencies and platforms who are seeking to elevate the efficiency and impact of their Connected TV investments.


Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to question tradition and enrage the status quo. Learn more at www.originmedia.tv.