Craig Reynolds’ Post

Smart move! Best practice is generally two DSPs (three max). The reason to use more than one is because each has its own strengths, in many cases technologies, and audience data & targeting capabilities. Layering this with a CDP that can directly integrate with the DSPs for real-time audience activation, as well as ingest and unify various IDs & leverage data clean rooms for identity resolution (I.e. The Trade Desk UID 2.0, LiveRamp RampID, etc) is a recipe for success - for both advertising performance and customer experience.

Most ad platforms weren’t built to handle the complexity that CTV requires—especially in programmatic environments where decisions are made in milliseconds. As CTV continues toward viewership domination, ad platforms need to innovate to deliver the efficiency and results that advertisers deserve. #audiencereach #performancemarketing

Ad-friendly streaming services continue to build a bright path forward for #CTV. "CTV’s ability to blend digital marketing’s targeting and measurement with linear TV’s high-impact imagery has led some advertisers to rethink which performance marketing channels are worth prioritizing." Streaming viewership continues to grow, even with increasing costs. The ad experience on these channels is helping to bring visibility on both a hyper-local and global scale. #Advertising #ConnectedTV

If you're struggling to reach your target audience with your current marketing mix or have been considering incorporating Connected TV (CTV) into your performance marketing strategy, but haven't tried it yet, now is the time. Here are ten great reasons (or signs that it's time) to invest in a CTV strategy by VP of CTV and Programmatic at BMG360, Joe Melendez. https://lnkd.in/ekPnSJXe #streamingtv #performancetv #tvadvertising #ctvadvertising

Connect with 64.7 million viewers ready to interact with your brand. 🌟 Tubi isn't just another advertising platform; it's a platform where diverse audiences meet innovative ads. Experience the Tubi difference and see how your brand can thrive with FAST advertising placements. ➡️ https://buff.ly/3MxRKpc #fastadvertising #ctv #ott #connectedtv #digitaladvertising #digitalmarketing #digitaltv

Are you ready to take your advertising game to the next level? Check out our latest blog: "3 Reasons Why Every Healthcare Marketer Should Embrace CTV Advertising." 📺✨ Discover the power of Connected TV (CTV) advertising and its undeniable benefits for your healthcare campaigns. Gain a competitive edge by reaching your target audience with precision, engaging them through immersive experiences, and measuring the impact of your campaigns like never before. Read now: https://bit.ly/3pJYgB6

Addressable TV advertising, despite challenges, gains momentum as advertisers seek cost-effective strategies in uncertain times. Leveraging technology, advertisers can now target specific households or individuals. The surge of connected TV and over-the-top platforms transforms content consumption, with advertisers expected to allocate more budgets to CTV and OTT in 2024. Adapting content to the digital streaming experience while capitalizing on advanced targeting will be pivotal for advertisers navigating this dynamic industry. With viewers increasingly shifting to connected TV and OTT platforms, advertisers should prioritize content that resonates with these audiences, focusing on interactive and engaging campaigns to capture attention. #TVAdvertising #DigitalStreaming #AddressableTV #OTTAdvertising

Is your CTV advertising strategy fully optimized? As Connected TV households are set to double in 2024, our team shares how to cut through the noise and reach your highest-value audiences effectively! #CTV #DigitalAdvertising #AmsiveInsights

Is your CTV advertising strategy fully optimized? As Connected TV households are set to double in 2024, our team shares how to cut through the noise and reach your highest-value audiences effectively! #CTV #DigitalAdvertising #AmsiveInsights

What's the ideal ad frequency rate for CTV ad campaigns? While the average CTV frequency rate is about 3x per day or lower (which is much lower than other media channels, like linear TV, which can often hit as high as 10-15x per day), the ideal ad frequency rate actually depends on KPIs and campaign goals. Budget, desired reach, and the length of the advertising campaign also all play into the ideal frequency rate for your campaign. The best approach is to test and optimize until we find the frequency rate that meets campaign goals. Controlling the frequency cap is a benefit of programmatic ad buys. We can analyze performance across streaming TV services, devices, households, and targeted audiences with one platform. Once we find the ideal rate, we can control the frequency to optimize campaign performance and avoid over-serving ads. Here's an example ⤵ Jackie Pihonak, Manager of Programmatic Strategy at BMG360, looked at a few months of campaign data for a client in the home healthcare industry and found that 50% of conversions happened with a frequency of 1-4x. (The chart shows the impact of ad frequency on conversion and cost per conversion, at the household level. As the frequency increases, actions decrease.) This specific client's goal was to get a consumer to convert but also to continue to use the service/website (brand awareness). So we would not cap the frequency rate at 4, but if conversions were the primary goal, we would. How can you reduce ad fatigue while increasing frequency? It depends on the campaign goal, but here are some ideas: 💡 Retargeting already-exposed CTV viewers with another creative variation 🎯 Use first-party data to target with more personalized creative 📲 Optimize based on device types so that you’re not over-exposing someone on a single device; instead, you’re hitting multiple devices across a household. #CTV #StreamingTV #CTV #programmatic #optimization