Success is being redefined for brands on Connected TV (CTV) and it could not come a moment too soon. With streaming topping cable TV viewing for the first time in history and the consequences of privacy and cookie deprecation starting to make a clear and visible impact on desktop, mobile and social digital advertising strategies, the money is following the eyeballs.
However - the CTV advertising formats most of us use today have struggled to innovate beyond their value prop generating 'awareness' and this is quite simply note enough for brands whose budgets need to see a positive ROAS (return on ad spend). The fact is that if CTV advertising is to provide the returns that advertisers seek, then a completely new approach, logic and philosophy must be taken.
For a start, understanding the difference between 'measurement' and 'success' is paramount for anyone to start the journey. We've talked about this before here, but this graphic explains it in a nutshell:
In a nutshell, do not allow yourselves to confuse delivery from success as this can hide the other goals and objectives you need to be hunting for.
Once this is clear in your mind, start to list what you actually need from your investment. Is your ultimate goal:
Brand preference
Favorability
Intent to learn more
Search intent
Purchase consideration
A desire to present your brand as more innovative than the competition
Sign ups
Applications
Conversions into sales
Over the last 3 years, we've insisted on running comprehensive, independent brand studies using leading solutions such as LoopMe and Lucid to show our clients what their investments are doing for them:
To see our full list of Native CTV Advertising Case Studies click here.
But for us, that is still not quite enough. At Origin, we are in the business of selling attention - but without attention, your ads mean nothing. So to help ensure our Native CTV ad campaigns are elevating the attention people are paying to your ads, every impression we serve also runs through TVision Insights.
However for us, client success is not enough as it only demonstrates the capabilities of our existing solutions. So, in late 2021 we spent 6 months in the prestigious MAGNA Media Labs establishing other stats that would allow us to think about what else we could help CTV advertisers to with their CTV budgets. This is what we learnt:
Click here to download the full report.
In conclusion, these are the lengths we believe in going to when it comes to elevating the purpose of CTV investments as our clients seek new benchmarks for winning the hearts and minds of audiences in the living room.
To learn more about our Native CTV ad formats - click here.
To speak to a member of our team about how you could use our first to market Native CTV ad formats to elevate your next CTV advertising campaign, drop us a line here: solutions@originmedia.tv
ABOUT ORIGIN
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.