Could The Secret To Success On Connected TV Be In How David Fought Goliath?
As we all know, CTV advertising has become the undisputed heavyweight champion for brands looking for eyeballs. But does this mean that if you want to succeed then you need to have the biggest war chest?
Perhaps it does. Or perhaps it means we need to rethink how and where to pack the most effective punch. This is what we're going to talk about today.
In the behemoth world of CTV marketing we've all been conditioned to believe that the more you spend, the more eyeballs you'll reach, the more success you'll have and the more money you'll make. Whether you're a brand looking to expand your market share or a media owner determined to join the ranks for the greats up there in streaming TV, the Connected TV industry depends on everyone believing that money talks.
But what if it doesn't?
What if the issues that are present in living room advertising, when coupled with the how we've evolved as humans and digital consumers, means that creating success is less about how much you invest and more about how you invest?
Given this is clearly about to become a plug for what we believe in so wholeheartedly here at Origin, I want to lay down one caveat before I do so - which is that we truly do believe that an effective 'win' in CTV is more about the sharpness of the blade than it is the heft of the throw.
Enough analogies. The reason we flag this is because our flagship solution, Origin Slingshot, is small. It is 15 seconds of time where every single moment, pixel, color, sound and piece of motion has been studied, tested and designed to create attention and engagement. Then, once the attention has been won it uses the balance of its time to create a sense of immersion that goes on to serve other purposes - be it creating a contextually relevant mindset or appealing reason to keep ones eyes glued to the TV screen. However between all of these things, the only number that matters is simple - are proportionately more people invested in what they are seeing or are about to see?
This bit has nothing to do with money, but it has everything to do with strategy:
What are you saying?
How are you saying it?
Who are you saying it to?
What if your ROI is greater from having won the hearts and minds of 100 consumers over having sprayed your message in front of 100,000?
Then, try translating this into a CPM and see how your maths adds up. Would you still simply look at the rate you are paying to promote your product, channel or CTV streaming app, or is it time to look past historic practices and take a fresh look at what success in CTV should look like?
Let us know your thoughts and if you want to talk about it then we're here to listen - firstname.lastname@example.org
Origin is a creative technology company whose pioneering Native CTV advertising solutions have reshaped the way brands engage and activate consumers on the largest screen in the home.
Fusing dynamic content animation with proprietary ad serving technology, Origin's Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.