When a CTV ad campaign's objectives stretch beyond brand awareness, the next logical goals are
Consideration
Preference
Performance
The moment outcomes beyond awareness are in play, there are two fundamental angles that need to be considered when it comes to attaining successful outcome before you go further - targeting techniques that reach the right people and targeting techniques that prevent wastage.
Why?
Because when it comes to balancing everything out at the end of a campaign, every 'wasted/lost' impression actively pulls down the well placed impressions, thus negatively impacting the campaign overall.
At Origin, we are a full service partner for a large number of agencies and brands, meaning we have unparalleled experience in managing and delivering successful performance-based CTV advertising campaigns.
In this article, we're going to share a few best practices that we typically adopt to help ensure our clients' budgets are put to work as effectively and efficiently as possible.
HOWEVER!
Before you read on, it is important to point out that they key to delivering a successful CTV ad campaign isn't about following any one of these. The magic comes from how they all co-exist and because of this, it requires having direct access (and deals) with the right media partners (something which are fortunate enough to have).
With all that clear, here are some top tips for CTV advertisers who are keen to put their budgets to work in a more performance-based capacity:
FIRST PARTY DATA UTILIZATION
Viewer targeting - Get a crystal clear understanding of who the client is going after and see what data they can provide about existing customers/registered members etc that will help you reach the right people at the right time in their buying cycle based on previous purchasing behavior.
Viewer suppression - Just as important as targeting the right customers is avoiding the wrong customers. For example, if the brand in question is only interested in targeting NEW customers, then use their first party data to block the households of existing customers. And vice versa.
THIRD PARTY DATA UTILIZATION
Target your 'intenders' - Whether it be by zip code, credit score or some other quantifiable fact, use them all to your advantage. While it may seem expensive to leverage 3rd party data, increasing the CPM by a few dollars vastly increases the likelihood that the viewer will engage with your message.
Beyond targeting intenders, look to what you know outside the household and to the world outside their door. For example, if you are an insurance company selling home insurance, follow weather patterns and aim to be where your offering is most likely to be needed in the moment.
When it comes to weather, consider looking at solutions such as IBM Watson to target households who might be experiencing certain seasonal conditions. As an example, you can see how we used IBM Watson for a Visit Florida campaign here.
FREQUENCY CAPPING
It's amazing how many CTV campaigns still don't appear to apply basic frequency capping. If your creative is strong and its message is clear, then you shouldn't need to penetrate a household more than a few times a week/month (depending). Keeping on top of this will significantly reduce waste, increase your total audience reach and just as importantly - reduce the risk of viewers developing ad fatigue or negative brand sentiment.
DAY PARTING
This might sound obvious, but making sure you're not serving impressions at 3am to drunk zombies or insomniacs makes a huge difference (unless of course you're selling something they might love or need).
In the same vein, if the brand is selling products/solutions that might somehow be more relevant in the morning, afternoon or at night - aim to focus your spend within the relevant window.
LEVERAGING BRAND STUDY DATA AS IT COMES IN
This is one of our most passionate areas, but also part of our 'secret sauce' here at Origin, so we won't go too deep here. All we'll say for now is that it pays to keep a close eye on survey data as it comes in to see how/where your message is having the strongest impact...and where it is being lost.
FOCUS ON ATTENTION
Nothing we've said above matters if people aren't in the room or paying attention to the screen. For that reason, at Origin we work closely with TVision Insights who can help gauge how attentive the audience is, whether the creative is keeping their attention and to our point above, whether there seems to be a certain time of day/night when people are most engaged with the message.
Everything we share above really still only scratches the surface when it comes to applying multi-dimensional targeting techniques to improve the performance of your CTV ad campaign.
If you would like to learn more or talk about how we could apply everything we have learnt to your next CTV campaign, drop us a line and we'll chat - solutions@originmedia.tv
Take care!
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 performance of their marketing investments.
Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to challenge tradition and enrage the status quo. Learn more at www.originmedia.tv.