Consumer behavior continues to change just as quickly and dramatically as technology does. Today's consumers are earbud-wearing, cord-cutting streamers who experience content on-the-go, whether commuting to work or browsing their favorite stores at the mall. To evolve with their consumers, brands must consider all of the many avenues, devices, and areas where audiences choose to spend their time.
By providing buyers access to emerging channels, like Advanced TV and audio, a marketer is able to plan, manage, and measure holistic omnichannel campaigns that are modeled after human behavior and extend a brand’s contact with key audiences as they move through the path to purchase. Here, we take a look at some of the ways that these innovative new platforms offer immersive opportunities for brands to reach consumers throughout every point in their daily journey.
We’re all aware that CTV is an increasingly preferred method of TV viewing. In fact, half of U.S. internet users watch TV via a connected device, and there will be an expected 204M CTV users in the U.S. alone by 2022.1 Smart TVs connect the dots between TV and mobile, which leads to new opportunities for marketers to create immersive ad experiences.
Take Automatic Content Recognition (ACR) for example. If you’ve ever used the music identification app Shazam to look up a song or artist while out at a bar or restaurant, you’ve used ACR. Brands that use ads powered with this technology can more accurately target, deliver, and measure TV ads and incorporate this data into re-messaging ads that go across a viewer’s personal devices. This enables brands to send promotions directly to their TV ad viewers’ smartphones, or even personalize messaging based on the program their ad viewers were watching.
CTV provides marketers with the full-screen power of TV, combined with the targeting power of digital. Marketers are beginning to be able deliver ads based on first-party data and get real time analytics on CTV campaigns. We’re already beginning to see more platforms that can dynamically serve ads based on local event outcomes or weather conditions, and leverage cross-device retargeting to connect advanced TV to cross-screen digital campaigns.
In the future, brands may even be able to align their messaging with real-time content. Consider, for example, Nabisco running a fourth-quarter TV ad for its Oreo cookie brand with its “dunk in the dark” message in addition to activating messaging on Twitter to capitalize on the third-quarter power outage that occurred during the Super Bowl in 2013.1 This kind of targeting invites brands to think quickly, get creative, and truly personalize their messaging.
But what about the results? In a recent campaign with one of our TV advertising partners, CTV drove awareness at massive scale with completion rates consistently reaching above 98% across a range of custom placements including Sling, Roku and Discovery Network. The Verizon Media DSP offers access to CTV inventory across major networks and platforms meaning brands can select and/or curate the perfect deal to align with their intended audience, while providing scale and reach.
An estimated 60% of Americans stream audio every week,2 from podcasts to playlists, when listeners are engaged and pay attention. Brands can tap into this channel to create new content experiences that drive one-to-one connections with listeners in a natural and authentic way. The rich data assets streaming audio providers have on their subscribers, coupled with dynamic creative solutions, mean brands can craft compelling, targeted narratives that follow consumers throughout their days.
Crafting creative that’s relevant to the user’s listening experience is highly important when considering programmatic audio ads. Marketers must remember that they’re speaking to an individual person who has earbuds in, as opposed to somebody listening to an ad break on their car radio. Your brand needs to speak to the listener as an individual, who is having an intimate experience with their own customized version of the platform. When data is layered on, the message becomes even more relevant and intimate, requiring even more creative thought.1
This personal ad offering opens the door to brands creating a conversation with their audience. And with voice activation, that opportunity becomes quite literal. For example, brands can use voice-activated dynamic creative to allow consumers to verbally respond to and interact with advertisements in real time. For example, saying “yes” to hearing about a hotel promotion for an upcoming trip to Maui.1
Verizon Media’s omnichannel DSP enables advertisers to buy, manage, and optimize audio campaigns with ease, with access to publishers like Spotify, SoundCloud, Radio.com, and more. We also offer personalized audio ads through our partnership with A Million Ads, who can create and dynamically serve thousands of user-customized ads based on weather, location, day/time, device, gender, and more.
Interested in more information about newer advertising channels? Check out our guide that curates the latest news, insights and solutions across digital out-of-home, audio, connected TV and interactive advertising.
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1 eMarketer, Programmatic Advertising Beyond Display, 2018
2 Infinite Dial Study, 2019