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Q&A: How advertisers are leveraging CTV’s evolution into actionable TV

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Q&A: How advertisers are leveraging CTV’s evolution into actionable TV

As the connected TV space continues to grow, new advertising avenues emerge. The latest is the idea of actionable or shoppable TV, stemming from the popularity of social commerce and the expansion of shoppable ads across social platforms. 

Shifts like this create new opportunities for advertisers to explore and new ways to reach target audiences. With more innovation certain to come in 2024, CTV advertisers will have even more opportunities to leverage for success with the channel. 

In this Q&A, the Custom in-house agency at Digiday spoke with Miles Fisher, senior director and head of emerging and programmatic sales at Roku, about the rise of actionable or performance TV, the company’s recent partnership with Unity and what advertisers can do as connected television continues to evolve. 

Television has long been known as — and used as — a brand awareness play. Are you seeing a shift within CTV campaigns toward mostly performance, an equal mix of the two, or are you finding that many advertisers still use CTV ads for brand awareness?

Miles Fisher: It depends on the campaign. CTV is still relatively new and one of the fastest-growing channels — in fact, Roku’s reach is approaching half of U.S. broadband homes. Like linear, it provides good reach and frequency.

If brand awareness is a brand’s goal, CTV can deliver that.

It also is a growing performance channel, with the added benefit of taking place on the largest screen in the home. Video advertising will always be a mainstay for big brands, but we also aim to build a performance community with various performant ad offerings. The next generation of performance brands will be built on CTV. It’s proven to work for many different types of advertisers, from the largest brands in the world to DTC startups. Ultimately, CTV democratizes TV advertising for brands — something that was not always possible with linear TV.   

As the popularity of CTV continues to grow, many advertisers are focusing on its more actionable aspects — what some refer to as shoppable TV. How are you incorporating more actionable ad options into your offerings? 

Miles Fisher: One of our goals is to make TV as shoppable as other marketing channels, like social, and we are uniquely positioned to do just that. Our operating system has logged-in account information, which creates a direct connection with the consumer. We’ve also found that consumers are more likely to click ‘OK’ on their Roku remote to interact with our shoppable ads when compared to scanning a QR code. Our data and tech are driving performance up to 10x better than QR codes. We’re still in the early days of shoppable ads, but we have already seen progress and success with the format. Our partners like DoorDash, Shopify, Walmart and now Unity help us to continue innovating.   

What types of creatives do you anticipate seeing across CTV in 2024? What sorts of strategies do you expect advertisers to implement across the channel? 

Miles Fisher: Display and clickable formats are both huge bets for us next year. We’ve already developed native ad formats like these, such as Roku City brand integrations and marquee home screen display ads for nearly all types of brands, but we plan to continue looking for new and creative ways to drive engagement. Especially as a lot of viewers use non-ad-supported apps, CTV stands out as a channel for reaching people with non-video formats.  

Masthead ads have been a staple across digital for years, and with our 75 million active accounts, we are uniquely positioned to leverage the Roku OS. Another huge opportunity is the clickable ad format via remotes that drives actions like installs, emails and texts. Tying the biggest screen in the room, the TV, to the smallest, mobile, creates a direct connection to a down-funnel action that shows CTV can be a serious performance driver.   

What new opportunities do advertisers have with Unity’s solution for Roku? 

Miles Fisher: This partnership with Unity expands upon our core pillar of opening access to Roku media, and it makes extending ad campaigns into CTV easy and impactful for Unity app marketers to drive growth. We’re bridging the gap between CTV advertising and mobile app user acquisition. With our scaled, premium inventory, mobile app marketers can leverage CTV for their user acquisition campaigns and close the measurement loop for enhanced optimization. Many brands are finding advertising efforts maxed out on top digital channels, reaching the point of diminishing returns. CTV can change all of that. 

Also, privacy changes are altering how mobile apps can target and measure ad campaigns while increasing their advertising costs. With our scale and a direct connection to supply, marketers can solve this problem, make more efficient buys and optimize performance. We’re helping app advertisers grow across all channels and improve channel diversity.   

What capabilities or features do you plan to roll out in 2024 as a part of this partnership?

Miles Fisher: We are early in the partnership, but we are excited to learn from campaigns and to continue building together. Part of that includes scaling actionable ads and solving for measurement. We plan to leverage a clean room to bring the best of Roku first-party data and Unity first-party data together for unique targeting, optimization and measurement capabilities that MMPs have never had access to.   

Sponsored by Roku

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12 Proven Methods to Make Money Blogging in 2024

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Make money blogging

 

Make money bloggingThis is a contributed article.

The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:

1. Embrace Niche Expertise:

Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.

2. Content is King (and Queen):

High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.

  • Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
  • Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
  • Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.

3. The Power of SEO:

Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.

  • Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
  • Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
  • Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.

4. Monetization Magic: Affiliate Marketing

Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.

  • Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
  • Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
  • Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.

5. Display Advertising: A Classic Approach

Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.

  • Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
  • Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
  • Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.

6. Offer Premium Content:

Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.

  • Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
  • Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
  • Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.

7. Coaching and Consulting:

Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.

  • Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
  • Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
  • Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.

8. The Power of Community: Online Events and Webinars

Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.

  • Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.

9. Embrace the Power of Email Marketing:

Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.

  • Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
  • Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
  • Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.

10. Sell Your Own Products:

Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.

  • Identify audience needs: Develop products that address the specific needs and desires of your target audience.
  • High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
  • Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.

11. Sponsorships and Brand Collaborations:

Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.

  • Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
  • Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
  • Align with your niche: Partner with brands that complement your content and resonate with your audience.

12. Freelancing and Paid Writing Opportunities:

Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.

  • Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
  • High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
  • Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.

Conclusion:

Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.

Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.

Image Credit: DepositPhotos



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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