So many possibilities, so many perils. That is the conundrum facing advertisers pondering connected TV.
With many different streaming services having popped up, buying across the ecosystem is not exactly frictionless.
In this video interview with Beet.TV, Eric Fischer, Founder, HJA Strategic Marketing, talks about the pros and cons of the channel.
Real-world examples of successful cross-platform TV campaigns
Fischer, a former GoDaddy global brand media director and TVSquared Americas account management VP, provides an example of a campaign for a package goods client where they tested the relativity of an ad based on time of day.
They utilized CTV technology to offer a dollar-off coupon to viewers who paused the ad and entered their mobile number.
The results showed that take rates were higher in the morning compared to primetime, proving the effectiveness of their approach.
Fischer’s HJA was started to serve large advertisers like this.
Scale and data challenges in the streaming era
But the multiplicity of options makes it challenging.
“It really hard to have a singular kind of reporting cadence and a singular data flow because you’ve got so many disparate buys that you’re doing,” Fischer laments.
To combat this issue, Fischer suggests looking for platforms that offer the ability to buy across multiple providers, such as Tubi, Fubo and Roku, all in the same platform.
The importance of data in cross-platform TV advertising
Fischer also mentions the difficulties in blending data-driven linear with more digital-like CTV data in advertising campaigns.
He says, “It’s really hard. There’s always going to be a huge chasm between the attribution, the data for media, and the actual sales.”
He emphasizes the importance of having a good planning tool that will help manage KPIs and be adaptable to different advertisers’ needs.