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Why we care about connected TV and OTT advertising

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datafuelX launches predictive analytics solutions to improve linear TV and CTV outcomes

Connected TV and OTT advertising represent the digital transformation of traditional linear TV publishers following the rise of streaming platforms and mobile viewing, and they are engaging viewers through on-demand, live and cross-channel experiences. For marketers, this enables them to reach households through any device, including smart TVs.

Combined with connected TV, the world of advertising now has a range of high-quality, affordable options to reach audiences with targeted messaging.

While there’s more flexibility and accessibility now, you also face challenges as you seek to optimize when, where, and how you reach your audiences. It’s important to tap into artificial intelligence in marketing so you can achieve the success you need.

In this piece, we’ll dive into connected TV and OTT advertising. We’ll cover:

Estimated reading time: 7 minutes

What Is connected TV?

Connected TV (or CTV) falls into a subset of over-the-top (OTT) outlets. They’re the smart television sets, which allow you to connect to the internet via Roku, Fire TV, Apple TV, or gaming consoles.

What Is OTT advertising?

OTT (over-the-top) allows you to stream digital content directly from the internet via platforms like Hulu, Peacock, Philo, Prime Video, Sling TV, and TubiTV. You can stream OTT content on many connected devices, including tablets, phones, and laptops.

Differences between CTV and OTT advertising

At the most basic level, connected TV and OTT advertising allow you to better fulfill the increase in demand from your audience while letting you tap into new platforms and strategically distribute your content.

  • Connected TV just acts as a conduit for OTT, so you can connect your smart TV or other devices to the internet.
  • OTT Advertising passes through broadcast, cable, or satellite TV providers, so you can stream the digital content on mobile devices, PCs, or TVs.

While the methods for distribution may vary, connected TV and OTT are both solutions that address consumer dissatisfaction with the high cost and lack of options available from traditional TV. OTT advertising involves pre-roll, mobile, and web inventory, which is cheaper. Connected TV advertising is a more expensive product because you’re paying for a premium experience.

Benefits of advertising with OTT and CTV

There’s much more to the migration of consumers from traditional TV to connected TV and OTT though. CTV and OTT offer a range of benefits, which were not available at all with traditional TV or were not possible to the same extent. So, why do advertisers love OTT and CTV?

High Completion Rates

With OTT and CTV, your audience is more likely to watch the streaming ads because they’re not able to skip them. This trend is important since traditional TV options usually offer DVR services, which allow your audience to fast-forward through or skip advertisements altogether.

Targeting

As OTT and CTV advertising content evolves, you can more easily segment your audience and target different versions of your ads to various demographics. With that level of high-tech targeting, you can more easily engage with your audience and inspire them to act.

Ask them to purchase, sign-up, or even visit your store. If the ads aren’t working, it’s also a simple matter of adjusting your messaging and optimizing your targeting to achieve the return on investment (ROI) you need.

Challenges of advertising with OTT and CTV

While you’ve probably become familiar with how OTT and CTV advertising work by watching them yourself, the strategy may not be as easy as it sounds. To be successful, you must learn the process and optimize your placements. Here are just a few of the challenges you’ll face.

Analyzing your metrics

Understanding your analytics and fine-tuning your strategic decisions is daunting. It’s a learning curve that many advertisers are just not willing to invest time and money into learning and doing well.

Finding the right advertising strategy

You need to deliver the right messaging to your target audience at the best time. To achieve that sweet spot, look at your metrics to focus on the best way to advertise your brand’s products and services.

OTT vs. CTV reporting: How to measure advertising campaign effectiveness

There’s never a single metric you should use to determine the success of your advertising campaigns on OTT or CTV platforms. So, let’s look at which factors you’ll analyze to strategize and determine the best placement options for our audiences.

Reach

Unique users who see your advertisement are your reach. You use this metric to determine where your budget is going.

Rate of completion

Your completion rate is the number of times your audience actually sees your ad all the way through. If you have a high rate of completion, you’re sending a message that probably resonates with your audience. They’re engaged with your messaging.

Viewability

This metric helps you determine whether your audience can see your ad and what their overall experience is. You’re looking at how long they watched your advertisement and the screen size to determine how captivating your campaign was for your audience.

Attribution tracking

You should track the action that your audience takes when they view your ad. Do they download your application, view your website, or visit your store? Those simple actions are essential to the success of your marketing AI campaigns.

CPCV (cost per completed view)

You should measure the cost per completed view to better determine the success of your advertising campaign.

Which is better for advertising: OTT or CTV?

Over-the-top (OTT) and connected TV (CTV) offer different experiences for advertisers, which may make you select one over the other. You might use OTT for a political ad campaign because you’d likely reach a larger audience with marketing AI. With OTT advertising, your audience can also click on the ad, which can be an effective way to drive traffic to your website.

With CTV advertising, you might invite your audience to stop by your store, attend an event, or take some other action that doesn’t require direct interaction with the screen. You pay a premium price for connected TV ad campaigns, so you should check to see where your ads are running.

What Is the future of OTT and CTV?

Whether you’ve been using AI marketing for years or you just started, you’ll continue to see changes in the industry that will affect OTT and CTV advertising. Media platforms and digital technologies are rapidly changing to better address the demands of your savvier audience.

82% of U.S. households with a TV have at least one internet-connected device or platform, so brands would be wise to gravitate toward OTT and CTV advertising. AI in marketing supports your efforts in this area, as you can more easily strategize and develop a plan for implementing an approach to reach your targeted audience.

Learn more about OTT and CTV

Even if OTT advertising and CTV advertising are relatively new concepts to you and your marketing team, you can use the power of AI marketing to better understand how these placement options can work for your brand.

Here are some helpful OTT and CTV resources:


About The Author

Danni White draws on over 15 years of experience as a marketer, writer, and content strategist in both B2B and B2C industries. Over the past decade, she has worked with agencies, startups, and digital publications to create content that matters to audiences and converts. She is the founder of DW Creative Consulting Agency where she works with clients to create, manage, and optimize content for optimal business impact.

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11 Free Email Hacks to Step Up Your Productivity

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11 Free Email Hacks to Step Up Your Productivity

If you’re anything like me, a solid portion of your day is sifting through your inbox, sending emails to junk, and responding to time-sensitive emails.

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Hur CTV kan leverera marknadsundersökningar för B2B-marknadsförare

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How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Varför vi bryr oss. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

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Hur man skriver YouTube-titlar för SEO

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How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:

Slutsats

You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!



The post Hur man skriver YouTube-titlar för SEO appeared first on DigitalMarketer.

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