The Hidden Value Behind Having The Viewer's Attention When Your Ad Comes On
You'd be forgiven for reading the title of this article and thinking 'Isn't the value obvious?' On the surface of course the value of someone seeing your ad is obvious - I mean people only buy things that they know exist.
But what if you were told that there was so much more to it than that? What if your CTV ad was either part of a larger strategy or better yet, what if your CTV ad creative was designed specifically for living room viewing and leveraged the unique value props that come bundled (pun intended) with being able to engage with a viewer while they're leaning back, phone in hand?
At Origin, we live and breath one screen only - the Connected TV. And because precisely 0% of our time is spent imagining how to be successful on other screens, we are left with 100% of our energy going to exploring and investing in all the incredible things that can be done on CTV. Here are three simple reasons why having the viewer's attention during an ad break might be more important than you previously thought:
'Horses for courses'. I 100% ignore any that I see on my computer/phone. Why? Because if I am at my computer it means I have a purpose. As such, ads simply don't have any effect. However, if it's the end of the day and I'm lying back on my ridiculously deep and comfy sofa with a beer in my hand, I am more willing to accept an ad coming to me on my TV. Aka - if a brand wants to reach me, they only have one place to do it. Better still, we've proven at Origin that brands can use the TV screen to go far beyond awareness and into consideration (even all the way to activation).
The TV is the only screen an advertiser can use to activate someone on a 'second device'. I mean have you ever tried scanning a QR code on your phone...with your phone? Engaging someone in more than one place opens up a world of possibilities that allows brands to keep viewers' eyes on them even after their ad has ended. It's called 'dwell time', it allows you to immerse someone in ways that only appeals when they're in a captive environment (aka leaning back watching TV) and it rocks.
A TV ad is just one link in an Omni-Channel Strategy - and given the size of screen you have to play with and the captive setting in which you are engaging with someone, it gives brands the freedom to tell stories that other screens don't allow. The kinds of stories that reinforce a deeper strategy.
These are just a few of a bunch of reasons why being able to have someone's attention when your ad comes on is more important than you might think and it is one of the reasons why our Native CTV advertising solutions matter.
That being said, what do you think?
ABOUT ORIGIN MEDIA
Origin is a pioneering media and technology company whose first to market advertising solutions are reshaping how brands engage and activate consumers on Connected TV.
The original architects of ‘Native CTV’, Origin’s in-house animation studio produces engaging native content for advertisers that is designed to capture the attention of a room, immerse the audience in active dialogue and elevate the connection they feel towards a brand.