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Streaming TV Advertising Campaign Best Practices & Platforms

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Streaming TV Advertising Campaign Best Practices & Platforms

In an era dominated by digital content consumption, streaming TV has emerged as a powerful tool for marketers to connect with their target audience. In this post, we’ll explore the world of streaming TV advertising, from its definition, to best practices, and the platforms that support it. Let’s start from the top.

What is Streaming TV Advertising?

 

Streaming TV advertising is a form of promotional content strategically delivered to user devices over the internet for on-demand viewing. This advertising model is an important part of the broader streaming TV landscape, which involves the distribution of televised content over the Internet. It gives users the opportunity to watch movies, TV shows, and other programming without the need for a traditional cable subscription.

Streaming TV advertising closely resembles traditional linear TV ads but operates within the digital realm. These ads can appear before, after, or during streaming TV content, providing marketers with a variety of opportunities to connect with their audience. Those on an ad-supported tier will encounter streaming TV ads, including commercials and sponsored content strategically placed to capture viewers’ attention during their streaming experience.

The significance of streaming TV advertising cannot go unnoticed as many marketers are incorporating these ads into their marketing strategies. Current estimates indicate that approximately 85% of households utilize at least one streaming service, with over half of all Americans categorized as “cord-cutters,” symbolizing their abandonment of traditional cable TV in favor of internet-based streaming alternatives.

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And the momentum is growing with the introduction of ad-supported tiers by streaming TV providers at more affordable rates compared to their ad-free offerings. Even industry giants like Netflix and Disney+ have recognized the potential of ad-supported models, contributing to the ongoing expansion of streaming TV advertising.

The Difference Between Streaming TV, OTT, and CTV

 

Before you explore streaming TV, you’ll want to learn the basics, including the differences between Streaming TV, Over-the-Top (OTT), and Connected TV (CTV). Let’s take a closer look at each… 

Streaming TV: The Distribution Channel


Streaming TV represents the distribution channel itself. It involves the delivery of television content over the internet. This method allows users to access on-demand content without the need for traditional cable or satellite broadcasting. 

OTT: The Medium of Delivery

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Over-the-Top (OTT) refers to the medium over which streaming ads are delivered, and this medium is the internet. OTT encompasses the delivery of video content directly over the internet, bypassing traditional cable or satellite providers. Streaming ads, including commercials and promotional content, are distributed over the internet through OTT platforms. This medium provides users with the flexibility to consume content on various devices connected to the internet.

CTV: The Viewing Device

Connected TV (CTV) is the device viewers use to access streaming content. It serves as the vehicle through which users engage with streaming TV and OTT services. Connected TVs include smart TVs, gaming consoles, streaming devices (like Roku or Amazon Fire Stick), and other internet-enabled devices that allow users to access and watch streaming content on their traditional television screens.

While Streaming TV, OTT, and CTV serve distinct purposes in the digital world, they share a commonality in that they all rely on the internet to deliver video content. Despite their differences, marketers may use the terms interchangeably due to their shared reliance on internet-based content delivery and their similar objectives of reaching audiences in the digital space.

How Does Streaming Advertising Work?

 

Streaming advertising is a tool for advertisers to connect with their audience via ad-supported streaming services. Advertisers purchase media placements on platforms like Hulu or Roku, allowing for precise targeting based on location, content preferences, and online behavior. The data captured from these campaigns gives advertisers the chance to measure performance and optimize. While live streaming platforms are part of the overall picture, the majority of ad buys occur with Video on Demand (VOD) content, offering a controlled environment for personalized and targeted advertising.

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How AVOD, SVOD, and TVOD Work

 

Different models within streaming include AVOD, SVOD, and TVOD. Let’s dive deeper into how each of them actually work.

Ad-based Video on Demand (AVOD)

AVOD operates on an ad-supported model, meaning users can access content without the need for a subscription or transactional fee. An example of an AVOD platform is Tubi. On Tubi, subscribers don’t have the option for an ad-free tier. Instead, they encounter 15 and 30-second unskippable ad spots during their content consumption. Tubi’s success is clear with over 74 million monthly active users benefiting from a free, ad-supported streaming experience.

Subscription Video on Demand (SVOD)

SVOD requires users to subscribe, typically through a monthly fee. While some SVOD services offer an ad-free viewing experience, an increasing number are introducing ad-supported tiers to capitalize on the streaming TV advertising landscape. Netflix is a prime example of SVOD, providing users with the choice to pay a monthly fee for an ad-free experience or opt for ad-supported programs at a discounted rate.

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Transactional Video on Demand (TVOD)

TVOD involves a pay-per-view model where users pay for individual pieces of content, such as renting a movie or TV show for a short period. This model is similar to traditional pay-per-view services. Users make specific transactions for the content they want to watch without the commitment of a subscription. This approach is often used for new releases or premium content.

To put it simply, AVOD relies on ads to sustain free access to content, SVOD requires a subscription with an increasing trend toward introducing ad-supported options, and TVOD allows users to pay for specific content on a one-time basis. Each model caters to different user preferences, offering a range of choices to fit the viewer’s unique needs.

Benefits of Adding Streaming TV to Your Media Mix

 

Integrating streaming TV into your media mix offers a range of benefits that recognize the changing preferences and behaviors of today’s audience. Let’s check out a few top benefits below:

Increased Viewership Across Diverse Locations

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Streaming TV caters to the habits of consumers who are now watching more content in various locations. Whether at home, on the go, or in public spaces, the accessibility of streaming services allows advertisers to reach audiences in diverse settings.

Precision Targeting Capabilities

Streaming TV excels in precision targeting, allowing advertisers to tailor their campaigns based on specific demographics, interests, and online behavior. This level of targeting surpasses the capabilities of traditional linear TV, enabling more personalized and relevant content delivery.

Contextualizing Linear TV Performance

The data generated from streaming plays not only provides insights into the performance of streaming campaigns but also helps contextualize the effectiveness of linear TV media buys. This integration enables marketers to understand the synergies between different channels and optimize their overall media strategy.

Encouraging Competitive Offerings from Linear Providers

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The growth of streaming advertising has encouraged traditional linear TV providers to enhance their offerings. This competitive environment benefits advertisers by providing a wider range of options, ensuring they can choose the most effective channels for their campaigns.

Real-Time Analytics

Streaming TV advertising offers real-time analytics, providing instant insights into campaign performance. This allows marketers to make data-driven decisions on the fly, adjusting strategies and optimizing campaigns for maximum impact.

Flexible Levers for ROAS

The flexibility of streaming TV advertising makes it easier for marketers to adjust the levers contributing to return on ad spend. This adaptability ensures that campaigns can be fine-tuned for optimal results, maximizing the effectiveness of advertising budgets.

Accessibility for SMBs and D2C Brands

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Streaming TV advertising is much more accessible to small and medium-sized businesses (SMBs) and direct-to-consumer (D2C) brands. This accessibility ensures that even with limited budgets, these businesses can make the most of each dollar, reaching their target audiences through a cost-effective and impactful medium.

Which Streaming Services and Platforms Show Ads?

 

The ecosystem of streaming services has evolved to include various ad-supported models to cater to both advertisers and viewers. As the demand for streaming content has increased, platforms have recognized the revenue potential of integrating ads into their services. So, which streaming platforms have ads today? Check out the list below:

  • Netflix
  • Hulu
  • Sling
  • Paramount+
  • Disney+
  • Max
  • Roku 
  • Peacock
  • Tubi
  • Pluto TV
  • IMDb TV
  • Crackle

 

The growing number of platforms showing ads has resulted in a fragmented landscape, making it challenging for advertisers to make optimal ad buys. Each platform has its unique audience, content, and advertising formats, requiring a nuanced approach to campaign planning. 

“Continued price increases on streaming subscriptions will propel more viewers into ad-supported options. Combined with greater restrictions on password sharing, this will push more viewers into ad-supported tiers, increasing the amount of inventory brands can tap into.”

– Stefanos Metaxas, EVP, Streaming+ at Tinuiti

By leveraging the services of a Streaming agency, like Tinuiti, advertisers can overcome the challenges posed by the diversity of ad-supported streaming platforms. An agency provides strategic insights, data-driven approaches, and a comprehensive understanding of the evolving streaming landscape, enabling advertisers to make informed decisions and execute successful cross-platform campaigns.

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Best Practices for Streaming TV Advertising Campaigns

 

Implementing effective strategies is crucial for maximizing reach, engagement, and ROI in the streaming world. Here are some best practices to enhance the success of your streaming TV advertising campaigns… 

Utilize Data for Targeting and Segmentation

Leverage both first-party and third-party data to target highly specific demographics. This involves understanding your customer deeply and tailoring your advertising efforts to meet the preferences and behaviors of your target audience. Understand the content your ads will appear alongside. Aligning your ads with relevant content enhances the overall viewer experience and ensures that your messaging resonates effectively.

Leverage Measurable Insights

Track key metrics to gauge campaign performance, including reach, brand lift, and offline lift. Establish clear objectives for your ads and ensure that you can measure metrics aligned with those objectives. If certain metrics prove challenging to track, consider reaching out to a streaming agency. These experts can provide insights and solutions to ensure comprehensive measurement and analytics for your campaign.

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“A key reason why many of our clients have fallen in love with streaming as a performance channel is because of the high precision of the measurement that we are able to bring to it.”

– Sean Odlum, Chief Product Officer at Tinuiti

Stay Informed

Continuously monitor trends in streaming TV advertising, such as the growth of cord-cutters, the influx of new demographics into streaming TV, and the increasing availability of ad-supported content. Adapting your strategies to these trends ensures relevance and effectiveness.

Understand Cost Dynamics

While streaming TV is generally perceived as low-cost compared to linear TV, variations exist based on targeting criteria and timing. Cost per thousand impressions (CPM) can surpass linear TV, as streaming involves bidding for ad space on individual screens, leading to competition for each ad spot. To optimize costs, consider strategies such as targeting specific audiences at strategic times. A well-planned approach ensures that you achieve cost-effectiveness without compromising campaign quality.

Keep Creative Top of Mind

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Design ad creative that resonates with the streaming experience. Understand the unique environment of streaming TV and craft content that captures attention and encourages engagement. It’s also important to recognize the proximity of viewers’ phones to the TV remote. Use effective calls-to-action (CTAs) in your ads, encouraging viewers to take immediate action. Options include QR codes, website visits, texting, making a call, or other interactive elements.

Conclusion 

 

By implementing these best practices, you can navigate the complexities of streaming TV advertising, ensuring campaigns are not only impactful but also measurable, cost-effective, and aligned with current industry trends.

Interested in learning more about Streaming? Check out the Streaming+ services we offer at Tinuiti or reach out for more information. We’d love to help you get started in the ever-evolving world of streaming advertising.

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How to Use AI For a More Effective Social Media Strategy, According to Ross Simmonds

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How to Use AI For a More Effective Social Media Strategy, According to Ross Simmonds

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

It’s the age of AI, and our job as marketers is to keep up.

My team at Foundation Marketing recently conducted an AI Marketing study surveying hundreds of marketers, and more than 84% of all leaders, managers, SEO experts, and specialists confirmed that they used AI in the workplace.

AI in the workplace data graphic, Foundation Labs

If you can overlook the fear-inducing headlines, this technology is making social media marketers more efficient and effective than ever. Translation: AI is good news for social media marketers.

Download Now: The 2024 State of Social Media Trends [Free Report]

In fact, I predict that the marketers not using AI in their workplace will be using it before the end of this year, and that number will move closer and closer to 100%.

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Social media and AI are two of the most revolutionizing technologies of the last few decades. Social media has changed the way we live, and AI is changing the way we work.

So, I’m going to condense and share the data, research, tools, and strategies that the Foundation Marketing Team and I have been working on over the last year to help you better wield the collective power of AI and social media.

Let’s jump into it.

What’s the role of AI in social marketing strategy?

In a recent episode of my podcast, Create Like The Greats, we dove into some fascinating findings about the impact of AI on marketers and social media professionals. Take a listen here:

Let’s dive a bit deeper into the benefits of this technology:

Benefits of AI in Social Media Strategy

AI is to social media what a conductor is to an orchestra — it brings everything together with precision and purpose. The applications of AI in a social media strategy are vast, but the virtuosos are few who can wield its potential to its fullest.

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AI to Conduct Customer Research

Imagine you’re a modern-day Indiana Jones, not dodging boulders or battling snakes, but rather navigating the vast, wild terrain of consumer preferences, trends, and feedback.

This is where AI thrives.

Using social media data, from posts on X to comments and shares, AI can take this information and turn it into insights surrounding your business and industry. Let’s say for example you’re a business that has 2,000 customer reviews on Google, Yelp, or a software review site like Capterra.

Leveraging AI you can now have all 2,000 of these customer reviews analyzed and summarized into an insightful report in a matter of minutes. You simply need to download all of them into a doc and then upload them to your favorite Generative Pre-trained Transformer (GPT) to get the insights and data you need.

But that’s not all.

You can become a Prompt Engineer and write ChatGPT asking it to help you better understand your audience. For example, if you’re trying to come up with a persona for people who enjoy marathons but also love kombucha you could write a prompt like this to ChatGPT:

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ChatGPT prompt example

The response that ChatGPT provided back is quite good:

GPT response example

Below this it went even deeper by including a lot of valuable customer research data:

  • Demographics
  • Psychographics
  • Consumer behaviors
  • Needs and preferences

And best of all…

It also included marketing recommendations.

The power of AI is unbelievable.

Social Media Content Using AI

AI’s helping hand can be unburdening for the creative spirit.

Instead of marketers having to come up with new copy every single month for posts, AI Social Caption generators are making it easier than ever to craft catchy status updates in the matter of seconds.

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Tools like HubSpot make it as easy as clicking a button and telling the AI tool what you’re looking to create a post about:

AI social media caption generator step 1

The best part of these AI tools is that they’re not limited to one channel.

Your AI social media content assistant can help you with LinkedIn content, X content, Facebook content, and even the captions that support your post on Instagram.

It can also help you navigate hashtags:

AI social media hashtags generator example, HubSpot

With AI social media tools that generate content ideas or even write posts, it’s not about robots replacing humans. It’s about making sure that the human creators on your team are focused on what really matters — adding that irreplaceable human touch.

Enhanced Personalization

You know that feeling when a brand gets you, like, really gets you?

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AI makes that possible through targeted content that’s tailored with a level of personalization you’d think was fortune-telling if the data didn’t paint a starker, more rational picture.

What do I mean?

Brands can engage more quickly with AI than ever before. In the early 2000s, a lot of brands spent millions of dollars to create social media listening rooms where they would hire social media managers to find and engage with any conversation happening online.

Thanks to AI, brands now have the ability to do this at scale with much fewer people all while still delivering quality engagement with the recipient.

Analytics and Insights

Tapping into AI to dissect the data gives you a CSI-like precision to figure out what works, what doesn’t, and what makes your audience tick. It’s the difference between guessing and knowing.

The best part about AI is that it can give you almost any expert at your fingertips.

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If you run a report surrounding the results of your social media content strategy directly from a site like LinkedIn, AI can review the top posts you’ve shared and give you clear feedback on what type of content is performing, why you should create more of it, and what days of the week your content is performing best.

This type of insight that would typically take hours to understand.

Now …

Thanks to the power of AI you can upload a spreadsheet filled with rows and columns of data just to be met with a handful of valuable insights a few minutes later.

Improved Customer Service

Want 24/7 support for your customers?

It’s now possible without human touch.

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Chatbots powered by AI are taking the lead on direct messaging experiences for brands on Facebook and other Meta properties to offer round-the-clock assistance.

The fact that AI can be trained on past customer queries and data to inform future queries and problems is a powerful development for social media managers.

Advertising on Social Media with AI

The majority of ad networks have used some variation of AI to manage their bidding system for years. Now, thanks to AI and its ability to be incorporated in more tools, brands are now able to use AI to create better and more interesting ad campaigns than ever before.

Brands can use AI to create images using tools like Midjourney and DALL-E in seconds.

Brands can use AI to create better copy for their social media ads.

Brands can use AI tools to support their bidding strategies.

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The power of AI and social media is continuing to evolve daily and it’s not exclusively found in the organic side of the coin. Paid media on social media is being shaken up due to AI just the same.

How to Implement AI into Your Social Media Strategy

Ready to hit “Go” on your AI-powered social media revolution?

Don’t just start the engine and hope for the best. Remember the importance of building a strategy first. In this video, you can learn some of the most important factors ranging from (but not limited to) SMART goals and leveraging influencers in your day-to-day work:

The following seven steps are crucial to building a social media strategy:

  1. Identify Your AI and Social Media Goals
  2. Validate Your AI-Related Assumptions
  3. Conduct Persona and Audience Research
  4. Select the Right Social Channels
  5. Identify Key Metrics and KPIs
  6. Choose the Right AI Tools
  7. Evaluate and Refine Your Social Media and AI Strategy

Keep reading, roll up your sleeves, and follow this roadmap:

1. Identify Your AI and Social Media Goals

If you’re just dipping your toes into the AI sea, start by defining clear objectives.

Is it to boost engagement? Streamline your content creation? Or simply understand your audience better? It’s important that you spend time understanding what you want to achieve.

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For example, say you’re a content marketing agency like Foundation and you’re trying to increase your presence on LinkedIn. The specificity of this goal will help you understand the initiatives you want to achieve and determine which AI tools could help you make that happen.

Are there AI tools that will help you create content more efficiently? Are there AI tools that will help you optimize LinkedIn Ads? Are there AI tools that can help with content repurposing? All of these things are possible and having a goal clearly identified will help maximize the impact. Learn more in this Foundation Marketing piece on incorporating AI into your content workflow.

Once you have identified your goals, it’s time to get your team on board and assess what tools are available in the market.

Recommended Resources:

2. Validate Your AI-Related Assumptions

Assumptions are dangerous — especially when it comes to implementing new tech.

Don’t assume AI is going to fix all your problems.

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Instead, start with small experiments and track their progress carefully.

3. Conduct Persona and Audience Research

Social media isn’t something that you can just jump into.

You need to understand your audience and ideal customers. AI can help with this, but you’ll need to be familiar with best practices. If you need a primer, this will help:

Once you understand the basics, consider ways in which AI can augment your approach.

4. Select the Right Social Channels

Not every social media channel is the same.

It’s important that you understand what channel is right for you and embrace it.

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The way you use AI for X is going to be different from the way you use AI for LinkedIn. On X, you might use AI to help you develop a long-form thread that is filled with facts and figures. On LinkedIn however, you might use AI to repurpose a blog post and turn it into a carousel PDF. The content that works on X and that AI can facilitate creating is different from the content that you can create and use on LinkedIn.

The audiences are different.

The content formats are different.

So operate and create a plan accordingly.

Recommended Tools and Resources:

5. Identify Key Metrics and KPIs

What metrics are you trying to influence the most?

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Spend time understanding the social media metrics that matter to your business and make sure that they’re prioritized as you think about the ways in which you use AI.

These are a few that matter most:

  • Reach: Post reach signifies the count of unique users who viewed your post. How much of your content truly makes its way to users’ feeds?
  • Clicks: This refers to the number of clicks on your content or account. Monitoring clicks per campaign is crucial for grasping what sparks curiosity or motivates people to make a purchase.
  • Engagement: The total social interactions divided by the number of impressions. This metric reveals how effectively your audience perceives you and their readiness to engage.

Of course, it’s going to depend greatly on your business.

But with this information, you can ensure that your AI social media strategy is rooted in goals.

6. Choose the Right AI Tools

The AI landscape is filled with trash and treasure.

Pick AI tools that are most likely to align with your needs and your level of tech-savviness.

For example, if you’re a blogger creating content about pizza recipes, you can use HubSpot’s AI social caption generator to write the message on your behalf:

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AI social media generator example

The benefit of an AI tool like HubSpot and the caption generator is that what at one point took 30-40 minutes to come up with — you can now have it at your fingertips in seconds. The HubSpot AI caption generator is trained on tons of data around social media content and makes it easy for you to get inspiration or final drafts on what can be used to create great content.

Consider your budget, the learning curve, and what kind of support the tool offers.

7. Evaluate and Refine Your Social Media and AI Strategy

AI isn’t a magic wand; it’s a set of complex tools and technology.

You need to be willing to pivot as things come to fruition.

If you notice that a certain activity is falling flat, consider how AI can support that process.

Did you notice that your engagement isn’t where you want it to be? Consider using an AI tool to assist with crafting more engaging social media posts.

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Make AI Work for You — Now and in the Future

AI has the power to revolutionize your social media strategy in ways you may have never thought possible. With its ability to conduct customer research, create personalized content, and so much more, thinking about the future of social media is fascinating.

We’re going through one of the most interesting times in history.

Stay equipped to ride the way of AI and ensure that you’re embracing the best practices outlined in this piece to get the most out of the technology.

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Advertising in local markets: A playbook for success

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Advertising in local markets: A playbook for success

Many brands, such as those in the home services industry or a local grocery chain, market to specific locations, cities or regions. There are also national brands that want to expand in specific local markets. 

Regardless of the company or purpose, advertising on a local scale has different tactics than on a national scale. Brands need to connect their messaging directly with the specific communities they serve and media to their target demo. Here’s a playbook to help your company succeed when marketing on a local scale.  

1. Understand local vs. national campaigns

Local advertising differs from national campaigns in several ways: 

  • Audience specificity: By zooming in on precise geographic areas, brands can tailor messaging to align with local communities’ customs, preferences and nuances. This precision targeting ensures that your message resonates with the right target audience.
  • Budget friendliness: Local advertising is often more accessible for small businesses. Local campaign costs are lower, enabling brands to invest strategically within targeted locales. This budget-friendly nature does not diminish the need for strategic planning; instead, it emphasizes allocating resources wisely to maximize returns. As a result, testing budgets can be allocated across multiple markets to maximize learnings for further market expansion.
  • Channel selection: Selecting the correct channels is vital for effective local advertising. Local newspapers, radio stations, digital platforms and community events each offer advantages. The key lies in understanding where your target audience spends time and focusing efforts to ensure optimal engagement.
  • Flexibility and agility: Local campaigns can be adjusted more swiftly in response to market feedback or changes, allowing brands to stay relevant and responsive. 

Maintaining brand consistency across local touchpoints reinforces brand identity and builds a strong, recognizable brand across markets. 

2. Leverage customized audience segmentation 

Customized audience segmentation is the process of dividing a market into distinct groups based on specific demographic criteria. This marketing segmentation supports the development of targeted messaging and media plans for local markets. 

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For example, a coffee chain might cater to two distinct segments: young professionals and retirees. After identifying these segments, the chain can craft messages, offers and media strategies relating to each group’s preferences and lifestyle.

To reach young professionals in downtown areas, the chain might focus on convenience, quality coffee and a vibrant atmosphere that is conducive to work and socializing. Targeted advertising on Facebook, Instagram or Connected TV, along with digital signage near office complexes, could capture the attention of this demographic, emphasizing quick service and premium blends.

Conversely, for retirees in residential areas, the chain could highlight a cozy ambiance, friendly service and promotions such as senior discounts. Advertisements in local print publications, community newsletters, radio stations and events like senior coffee mornings would foster a sense of community and belonging.

Dig deeper: Niche advertising: 7 actionable tactics for targeted marketing

3. Adapt to local market dynamics

Various factors influence local market dynamics. Brands that navigate changes effectively maintain a strong audience connection and stay ahead in the market. Here’s how consumer sentiment and behavior may evolve within a local market and the corresponding adjustments brands can make. 

  • Cultural shifts, such as changes in demographics or societal norms, can alter consumer preferences within a local community. For example, a neighborhood experiencing gentrification may see demand rise for specific products or services.
    • Respond by updating your messaging to reflect the evolving cultural landscape, ensuring it resonates with the new demographic profile.
  • Economic conditions are crucial. For example, during downturns, consumers often prioritize value and practicality.
    • Highlight affordable options or emphasize the practical benefits of your offerings to ensure messaging aligns with consumers’ financial priorities. The impact is unique to each market and the marketing message must also be dynamic.
  • Seasonal trends impact consumer behavior.
    • Align your promotions and creative content with changing seasons or local events to make your offerings timely and relevant.
  • New competitors. The competitive landscape demands vigilance because new entrants or innovative competitor campaigns can shift consumer preferences.
    • Differentiate by focusing on your unique selling propositions, such as quality, customer service or community involvement, to retain consumer interest and loyalty.

4. Apply data and predictive analytics 

Data and predictive analytics are indispensable tools for successfully reaching local target markets. These technologies provide consumer behavior insights, enabling you to anticipate market trends and adjust strategies proactively. 

  • Price optimization: By analyzing consumer demand, competitor pricing and market conditions, data analytics enables you to set prices that attract customers while ensuring profitability.
  • Competitor analysis: Through analysis, brands can understand their positioning within the local market landscape and identify opportunities and threats. Predictive analytics offer foresight into competitors’ potential moves, allowing you to strategize effectively to maintain a competitive edge.
  • Consumer behavior: Forecasting consumer behavior allows your brand to tailor offerings and marketing messages to meet evolving consumer needs and enhance engagement.
  • Marketing effectiveness: Analytics track the success of advertising campaigns, providing insights into which strategies drive conversions and sales. This feedback loop enables continuous optimization of marketing efforts for maximum impact.
  • Inventory management: In supply chain management, data analytics predict demand fluctuations, ensuring inventory levels align with market needs. This efficiency prevents stockouts or excess inventory, optimizing operational costs and meeting consumer expectations.

Dig deeper: Why you should add predictive modeling to your marketing mix

5. Counter external market influences

Consider a clothing retailer preparing for a spring collection launch. By analyzing historical weather data and using predictive analytics, the brand forecasts an unseasonably cool start to spring. Anticipating this, the retailer adjusts its campaign to highlight transitional pieces suitable for cooler weather, ensuring relevance despite an unexpected chill.

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Simultaneously, predictive models signal an upcoming spike in local media advertising rates due to increased market demand. Retailers respond by reallocating a portion of advertising budgets to digital channels, which offer more flexibility and lower costs than traditional media. This shift enables brands to maintain visibility and engagement without exceeding budget, mitigating the impact of external forces on advertising.

6. Build consumer confidence with messaging

Localized messaging and tailored customer service enhance consumer confidence by demonstrating your brand’s understanding of the community. For instance, a grocery store that curates cooking classes featuring local cuisine or sponsors community events shows commitment to local culture and consumer interests. 

Similarly, a bookstore highlighting local authors or topics relevant to the community resonates with local customers. Additionally, providing service that addresses local needs — such as bilingual service and local event support — reinforces the brand’s values and response to the community. 

Through these localized approaches, brands can build trust and loyalty, bridging the gap between corporate presence and local relevance.

7. Dominate with local advertising 

To dominate local markets, brands must:

  • Harness hyper-targeted segmentation and geo-targeted advertising to reach and engage precise audiences.
  • Create localized content that reflects community values, engage in community events, optimize campaigns for mobile and track results.
  • Fine-tune strategies, outperform competitors and foster lasting relationships with customers.

These strategies will enable your message to resonate with local consumers, differentiate you in competitive markets and ensure you become a major player in your specific area. 



Dig deeper: The 5 critical elements for local marketing success

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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Battling for Attention in the 2024 Election Year Media Frenzy

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Battling for Attention in the 2024 Election Year Media Frenzy

Battling for Attention in the 2024 Election Year Media Frenzy

As we march closer to the 2024 U.S. presidential election, CMOs and marketing leaders need to prepare for a significant shift in the digital advertising landscape. Election years have always posed unique challenges for advertisers, but the growing dominance of digital media has made the impact more profound than ever before.

In this article, we’ll explore the key factors that will shape the advertising environment in the coming months and provide actionable insights to help you navigate these turbulent waters.

The Digital Battleground

The rise of cord-cutting and the shift towards digital media consumption have fundamentally altered the advertising landscape in recent years. As traditional TV viewership declines, political campaigns have had to adapt their strategies to reach voters where they are spending their time: on digital platforms.

1713626763 903 Battling for Attention in the 2024 Election Year Media Frenzy1713626763 903 Battling for Attention in the 2024 Election Year Media Frenzy

According to a recent report by eMarketer, the number of cord-cutters in the U.S. is expected to reach 65.1 million by the end of 2023, representing a 6.9% increase from 2022. This trend is projected to continue, with the number of cord-cutters reaching 72.2 million by 2025.

Moreover, a survey conducted by Pew Research Center in 2023 found that 62% of U.S. adults do not have a cable or satellite TV subscription, up from 61% in 2022 and 50% in 2019. This data further underscores the accelerating shift away from traditional TV and towards streaming and digital media platforms.

As these trends continue, political advertisers will have no choice but to follow their audiences to digital channels. In the 2022 midterm elections, digital ad spending by political campaigns reached $1.2 billion, a 50% increase from the 2018 midterms. With the 2024 presidential election on the horizon, this figure is expected to grow exponentially, as campaigns compete for the attention of an increasingly digital-first electorate.

For brands and advertisers, this means that the competition for digital ad space will be fiercer than ever before. As political ad spending continues to migrate to platforms like Meta, YouTube, and connected TV, the cost of advertising will likely surge, making it more challenging for non-political advertisers to reach their target audiences.

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To navigate this complex and constantly evolving landscape, CMOs and their teams will need to be proactive, data-driven, and willing to experiment with new strategies and channels. By staying ahead of the curve and adapting to the changing media consumption habits of their audiences, brands can position themselves for success in the face of the electoral advertising onslaught.

Rising Costs and Limited Inventory

As political advertisers flood the digital market, the cost of advertising is expected to skyrocket. CPMs (cost per thousand impressions) will likely experience a steady climb throughout the year, with significant spikes anticipated in May, as college students come home from school and become more engaged in political conversations, and around major campaign events like presidential debates.

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For media buyers and their teams, this means that the tried-and-true strategies of years past may no longer be sufficient. Brands will need to be nimble, adaptable, and willing to explore new tactics to stay ahead of the game.

Black Friday and Cyber Monday: A Perfect Storm

The challenges of election year advertising will be particularly acute during the critical holiday shopping season. Black Friday and Cyber Monday, which have historically been goldmines for advertisers, will be more expensive and competitive than ever in 2024, as they coincide with the final weeks of the presidential campaign.

To avoid being drowned out by the political noise, brands will need to start planning their holiday campaigns earlier than usual. Building up audiences and crafting compelling creative assets well in advance will be essential to success, as will a willingness to explore alternative channels and tactics. Relying on cold audiences come Q4 will lead to exceptionally high costs that may be detrimental to many businesses.

Navigating the Chaos

While the challenges of election year advertising can seem daunting, there are steps that media buyers and their teams can take to mitigate the impact and even thrive in this environment. Here are a few key strategies to keep in mind:

Start early and plan for contingencies: Begin planning your Q3 and Q4 campaigns as early as possible, with a focus on building up your target audiences and developing a robust library of creative assets.

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Be sure to build in contingency budgets to account for potential cost increases, and be prepared to pivot your strategy as the landscape evolves.

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Embrace alternative channels: Consider diversifying your media mix to include channels that may be less impacted by political ad spending, such as influencer marketing, podcast advertising, or sponsored content. Investing in owned media channels, like email marketing and mobile apps, can also provide a direct line to your customers without the need to compete for ad space.

Owned channels will be more important than ever. Use cheaper months leading up to the election to build your email lists and existing customer base so that your BF/CM can leverage your owned channels and warm audiences.

Craft compelling, shareable content: In a crowded and noisy advertising environment, creating content that resonates with your target audience will be more important than ever. Focus on developing authentic, engaging content that aligns with your brand values and speaks directly to your customers’ needs and desires.

By tapping into the power of emotional triggers and social proof, you can create content that not only cuts through the clutter but also inspires organic sharing and amplification.

Reflections

The 2024 election year will undoubtedly bring new challenges and complexities to the world of digital advertising. But by staying informed, adaptable, and strategic in your approach, you can navigate this landscape successfully and even find new opportunities for growth and engagement.

As a media buyer or agnecy, your role in steering your brand through these uncharted waters will be critical. By starting your planning early, embracing alternative channels and tactics, and focusing on creating authentic, resonant content, you can not only survive but thrive in the face of election year disruptions.

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So while the road ahead may be uncertain, one thing is clear: the brands that approach this challenge with creativity, agility, and a steadfast commitment to their customers will be the ones that emerge stronger on the other side.


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