Technique 3 minutes, 18 second read Mark Johnson, Editor, Just.Marketing
With the Interactive Advertising Bureau (IAB) reporting that 35% of media buyers expect to increase their ad spend in 2021 on Connected TV (CTV) and 73% of CTV ad buyers saying they are shifting from broadcast and cable to CTV for 2021, marketers are clearly featuring it more often in their media plans.
CTV, which is a television connected to the internet and serving programming through that connection, has not been an obvious choice for B2B marketers. Yet the ability to use third-party data for audience targeting has started to give B2B brands in particular a new opportunity to stand out and in an environment with enhanced buying flexibility. You can, for example, reach senior financial services executives with minimum wastage coupled with the prestige and engagement that only TV delivers – and at a much lower entry cost.
CTV advertising is more advanced in the US than the UK to date with platforms like Pluto, Vevo and The Roku Channel driving penetration. But the UK and Europe CTV channel still offers B2B marketers a great opportunity, says Stefan Jansen, Product Director, Mindshare UK, who explains why below.
How does Connected TV (CTV) allow you to target audiences more effectively?
“It’s a combination of taking the best of digital in targeting and data and the power of TV. It’s more granular compared to traditional linear TV. It’s in the middle of the ‘one-to-few’ model; even if we are talking at a postcode or household level.
“We also have a more granular way to look at web uplift or sales and we’re looking at more measurement opportunities off the back of more granular targeting. The sight, sound and motion of TV in a home always delivers high-quality impressions. A lot of census level metrics like viewability don’t correlate necessarily to attention. But with TV, it’s hard not to pay attention to that.”
Is it more expensive than other channels?
“It definitely has a lower entry cost because it’s a much smaller audience than a nationwide TV campaign. Per unit – say, per 1,000 – the headline cost might be higher with CTV than digital display ads or online advertising but it reflects the quality of the impact you are delivering.”
Why should a B2B marketer consider CTV?
“More viewers are moving to Connected TV. Enders Analysis have said something like linear TV in the UK accounts for 55 percent of viewing but in the next five years it will fall to 40 percent. Digitisation and programmatic trading are opening up advertising channels to more advertisers because of the lower entry costs. With more addressable TV opportunities, it brings in a whole new raft of advertisers and that’s exciting. And if you’re being prudent with your budget and the recipient is more marketing savvy than average and realises it has been targeted, they’ll be more impressed.”
What tools do agencies use to buy CTV programmatically?
“Finecast is a really forward-thinking business in addressable TV and part of the WPP group that Mindshare is part of. They bring together in one place all the targeting and measurement tools and resources to target across audiences. They work, for example, with all the UK’s major broadcasters and a range of third-party data partners, such as Mastercard and Experian. So we can look for high-value professionals and postcodes that index highest for people in those postcodes. We also work with Sky AdSmart and demand-side platforms.”
What are the other benefits of CTV?
“For advertisers that have not used TV before, it’s the ability to deliver impact on the big screen with a more persuasive or emotive message than direct mail or an online banner. For existing TV advertisers, it’s a smarter way to drill down into audiences and measure performance better. For brands that want to be demand generating, TV can be a great way to do that and have an effect on, for example, driving search.”