In this CTV case study, a leading national industrial services brand aimed to drive efficiencies in its ongoing brand awareness campaign. Strike Social achieved a 13% cost efficiency improvement over guaranteed rates by leveraging YouTube’s Connected TV inventory through auction. Utilizing a data-driven proprietary tool, the team closely monitored the campaign and made precise bidding adjustments to optimize performance at every stage.

Expanding Reach and Managing Costs with YouTube CTV Ads

The industrial service brand—well-known for its plumbing and home improvement services—set out to increase brand awareness while maximizing cost-efficiency over a 6-month campaign. Although a national leader in its field, the brand sought to broaden its digital reach by targeting YouTube app users and YouTube TV audiences through In-Stream Non-Skippable ads.

A key challenge for the brand was the campaign’s overlap with peak retail seasons such as Mother’s Day, Prime Day, and the 4th of July, which typically cause higher ad costs. To address this, Strike Social saw an opportunity in Connected TV to reach audiences in their homes. The team worked closely with the brand to broaden its advertising strategy to include YouTube TV and YouTube CTV ads, successfully managing costs throughout the busy ad season.

Throughout Q2 and Q3, as political ad spending increased, Strike Social helped maintain competitive CTV advertising rates, achieving overall CPM efficiency across all placements.

Campaign Strategy and Execution

To maximize brand recognition and recall, Strike Social employed In-Stream Non-Skippable campaigns, which allowed us to utilize various placements that YouTube can reach, such as YouTube app users on mobile, desktop, tablets, and YouTube CTV. 

The campaign budget was strategically allocated to both the YouTube app and YouTube CTV placements to capitalize on the brand’s target geo-location—one of the most populous regions in the U.S. and home to a substantial Connected TV user base.

Given the brand’s focus on home services, the campaign employed audience targeting aligned with home improvement, sewer and plumbing services, and home renovation segments. Through continuous optimizations, we delivered over 600,000 impressions to YouTube TV viewers. Notably, 50% of the CTV ad impressions were concentrated on entertainment and sports channels on YouTube TV. Utilizing insights from our proprietary tool, we refined the targeting to reach viewers most likely interested in the brand’s offerings based on their viewing habits and household needs.

As a result, the campaign delivered an 11% improvement in CTV CPM cost-efficiency (vs. mobile placements) while achieving a 13% total cost-efficiency for the entire campaign. These strong results underscores the effectiveness of CTV in both reaching the target audience and driving down overall advertising costs.

Although YouTube TV advertising is relatively new, this case study illustrates how adeptly integrating them into digital marketing strategies can yield favorable results.

With Strike Social’s expertise and technology, brands can steer through the political ad spending season and the major 2024 holidays, maximizing the potential of CTV placements to achieve substantial cost savings.

Download the Strike Social 2024 CTV Case Study

Partner with a YouTube CTV advertising agency that can enhance your campaign performance by 10-20%. Complete the form below to discover how Strike Social can deliver improved results at reduced costs.

Please enable JavaScript in your browser to complete this form.

Multiple Choice *

• Receive your YouTube CTV case study and a personalized info pack from our sales team.

Name *

First

Last

Business Email *

Company Name *

Job Title *

Country *United StatesAfghanistanAlbaniaAlgeriaAndorraAngolaAntigua & DepsArgentinaArmeniaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBhutanBoliviaBosnia HerzegovinaBotswanaBrazilBruneiBulgariaBurkinaBurundiCambodiaCameroonCanadaCape VerdeCentral African RepChadChileChinaColombiaComorosCongoCongo {Democratic Rep}Costa RicaCroatiaCubaCyprusCzech RepublicDenmarkDjiboutiDominicaDominican RepublicEast TimorEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEthiopiaFijiFinlandFranceGabonGambiaGeorgiaGermanyGhanaGreeceGrenadaGuatemalaGuineaGuinea-BissauGuyanaHaitiHondurasHungaryIcelandIndiaIndonesiaIranIraqIreland {Republic}IsraelItalyIvory CoastJamaicaJapanJordanKazakhstanKenyaKiribatiKorea NorthKorea SouthKosovoKuwaitKyrgyzstanLaosLatviaLebanonLesothoLiberiaLibyaLiechtensteinLithuaniaLuxembourgMacedoniaMadagascarMalawiMalaysiaMaldivesMaliMaltaMarshall IslandsMauritaniaMauritiusMexicoMicronesiaMoldovaMonacoMongoliaMontenegroMoroccoMozambiqueMyanmar, {Burma}NamibiaNauruNepalNetherlandsNew ZealandNicaraguaNigerNigeriaNorwayOmanPakistanPalauPanamaPapua New GuineaParaguayPeruPhilippinesPolandPortugalQatarRomaniaRussian FederationRwandaSt Kitts & NevisSt LuciaSaint Vincent & the GrenadinesSamoaSan MarinoSao Tome & PrincipeSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth SudanSpainSri LankaSudanSurinameSwazilandSwedenSwitzerlandSyriaTaiwanTajikistanTanzaniaThailandTogoTongaTrinidad & TobagoTunisiaTurkeyTurkmenistanTuvaluUgandaUkraineUnited Arab EmiratesUnited KingdomUruguayUzbekistanVanuatuVatican CityVenezuelaVietnamYemenZambiaZimbabwe

Are you spending at least US$10,000 per month on paid social media advertising? *

• Yes
• No

What social media platforms are you interested in advertising on? *

• Facebook
• Instagram
• Google
• YouTube
• TikTok
• Other

What specific objectives are you looking to achieve through social media advertising?

• Awareness
• Sales
• Engagement
• Traffic
• Leads
• Other

Tell us more about your social media advertising needs:

GDPR Agreement *

• I agree to receive communications from Strike Social via email. *

Submit

The post 2024 CTV Case Study: Industrial Service Brand appeared first on Strike Social.

Get exclusive content on paid social media.

Join our mailing list for the latest updates.

Subscribe now

If you’re considering working with a YouTube advertising agency with strong experience with CTV to maximize your ad spend on video advertising, we’re here to show you how partnering with experts like Strike Social can make a real difference.

Key Reasons to Use a YouTube Advertising Agency for CTV Ads

Outsourcing your Connected TV advertising to a specialized agency might seem a significant step, but it can ease the workload on your team. Here’s how collaborating with a YouTube advertising agency skilled in YouTube CTV media buying can simplify the transition from social media to CTV and overcome the challenges of expanding your advertising efforts.

A CTV advertising partner brings immediate expertise and experience

Instead of going in blind as your team grapples with the ins and outs of advertising on CTV ad platforms such as YouTube TV and Google TV, hiring a YouTube CTV advertising agency can be much more beneficial. They already possess the foundational knowledge and beyond, having run both video and CTV ad campaigns, which enables faster campaign launches since the learning curve is effectively bypassed.

Furthermore, social media advertising agencies utilize tried-and-tested strategies tailored for each campaign. Whether your planned YouTube CTV ads aim to raise awareness, increase website traffic, or generate sales, a CTV ad agency can help you develop a personalized approach to how your Connected TV ads can bring the best results at optimized costs.

Hiring a YouTube CTV ad agency is ideal for brands seeking efficiency and speed

The rise of CTV advertising shows no signs of slowing down in 2024. With U.S. CTV ad spending projected to reach $22.7 billion—a 12% increase from 2023—and 37% of CTV users planning to start holiday shopping earlier this year, time is of the essence. The short window before the holiday season makes it challenging to train your team on YouTube TV and Google TV platforms quickly enough to meet demand.

Therefore, a YouTube advertising agency is your best solution for quickly catching up and reaching the largest audience as they turn from YouTube apps to their Connected TV screens during the year’s busiest retail season.

Skip the need for extensive CTV training resources and workshops

While it’s essential for your team to understand the basics of advertising on CTV, working with a YouTube advertising agency experienced in both social media and CTV can save you from the time-consuming and complex training required to master these platforms. Although introductory courses on Connected Television advertising might only take a day, achieving true proficiency can require weeks or even months of training.

By the time your team completes the necessary training, you may miss out on valuable time that could have been spent refining your CTV ads, such as determining optimal ad lengths or identifying whether YouTube TV or Google TV ads perform better for your brand.

Strike Social’s Approach to Advertising on CTV Platforms

Strike Social has established itself as a trusted leader in social media advertising, and we’ve successfully expanded into Connected TV advertising. With over a decade of experience running and managing social media ads, we bring the same level of expertise and commitment to enhancing our CTV ad technology and services. 

Here’s how we streamline CTV media buying on YouTube and Google TV for our clients:

Integrated Solutions for YouTube CTV Advertising

Strike Social is renowned for its success on YouTube advertising and other major social media platforms. Our expansion into YouTube CTV is powered by advanced machine-learning technology, enabling us to manage social media and CTV ads on a single platform. This integration allows us to apply successful social media strategies to Connected TV campaigns, optimizing performance across all advertising channels.

Our YouTube advertising services are designed to smoothly transition your existing YouTube-only strategy to include Connected TV (CTV). We integrate Connected TV ads into your existing social media ad strategy, accelerating results and optimizing ad placements on YouTube TV and Google TV.

---

Further Reading

How to Set Up Google TV Ads for Your YouTube Campaigns

Google and YouTube TV ads cater to different audience behaviors and provide distinct advantages. Both Google and YouTube TV ads serve as valuable extensions for expanding the reach and awareness of their YouTube campaigns.

---

Tailored CTV Media Solutions for Unique Brand Needs

We recognize that each brand is unique and approach them as such. However, it’s also crucial to reference successful campaigns within the same industry or with similar parameters to create an effective media plan for clients looking to expand into YouTube CTV ad platforms.

For instance, if an automotive brand seeks to extend its YouTube advertising to include Google TV and YouTube Connected TV ads, we consider factors and references from previous or current campaigns such as:

• YouTube campaigns managed within the same industry
• CTV campaigns with similar desired ad formats and placements

By understanding the unique needs and challenges of the automotive brand, we gather additional resources based on, but not limited to:

• Audience targeting, such as age, location, etc.
• Budget constraints
• Required outcomes (e.g., impressions or views)

With our experience and expertise in managing and delivering results for Connected TV ad campaigns and tailored strategies for each unique client, we develop a specific media plan that ensures effectiveness and cost-efficiency.

Streamlined Campaign Management and Optimization

At Strike Social, we know that continuous optimization is key to maximizing the effectiveness of YouTube CTV campaigns. That’s why we provide 24/7 monitoring to ensure your campaigns perform at their best throughout their entire duration.

Our proprietary ad tech tool features a Pacing Dashboard, which helps us quickly identify pacing issues and maintain consistent budget distribution. With our specialized YouTube CTV ads team constantly overseeing campaigns, we can maintain consistent ad views as required by the campaign’s timeline while keeping CTV advertising rates under control.

Comprehensive Support and Reporting

From the initial planning stages to execution and reporting, Strike Social offers comprehensive support for your YouTube CTV advertising initiatives. We keep you informed about your campaigns’ progress, continually sharing insights on performance and potential optimizations to enhance results and reduce costs.

Recognizing that social media advertising can change rapidly, we also understand that the same applies to Connected TV advertising. Therefore, in addition to openly communicating the optimizations and recommendations our YouTube CTV ad tech suggests and our team implements, we offer (upon request) a dashboard where you can monitor your campaigns in real time while awaiting regular updates or meetings with your assigned experts.

Getting Started with Strike Social’s YouTube Advertising Services

Ready to experience top-tier YouTube advertising services that optimize your CTV ad costs? Here’s how our streamlined process will get your holiday CTV campaigns up and running in no time:

Initial Consultation

To kick off, contact our team to explore the benefits of YouTube CTV advertising and how it can expand your brand’s reach. We offer personalized demos to provide a tailored strategy and a walkthrough of how your campaigns will be activated and managed using our system.

During our call, we’ll focus on understanding your specific needs for integrating YouTube TV and Google TV ads into your campaigns. We’ll offer initial optimizations and recommendations to give you a clear view of our expertise and how we can drive better results for you.

Advertisers face a unique challenge with the 2024 political ad spending season coinciding with the early holiday advertising period. Our demo will address how to effectively enter the YouTube CTV market while minimizing costs and reaching the right audiences, even amidst the heightened ad competition.

---

Further Reading

5 Reasons Why Google TV Ads Should Be Part of Your YouTube Ads Strategy

As Google TV grows, you may wonder if it’s worth adding to your brand or client’s advertising strategy. Before making a decision, it’s important to weigh the benefits of incorporating Google TV into your advertising mix.

---

Pre-launch Phase

Once we’ve established your campaign goals, we begin the pre-launch phase. Here, we prepare a detailed brief and media plan to align your social media and CTV campaigns on YouTube for optimal performance. Key steps in this phase include:

• Brand Safety Settings: We incorporate negative keywords and precise geo-targeting to ensure your ads are displayed in safe and appropriate environments.
• Audience Targeting Optimization: Our team conducts thorough research to fine-tune audience targeting. For example, if targeting a luxury automotive brand, we refine age ranges and income levels to focus on the most relevant segments, such as high-income households aged 35-55.

CTV Campaign Launch and Management

Strike Social utilizes over ten years of successful YouTube advertising data to create similarity matrices for audiences and industry sectors, allowing us to reach the most relevant audiences at the lowest cost-per-action.

By combining machine learning and AI capabilities of our proprietary tool, Campaign Lab, alongside the expertise of our dedicated YouTube CTV ads team, we ensure campaigns are run efficiently and optimized as needed. Our advanced tools and expert optimizations during this phase include:

• Campaign Generator: Analyzes input criteria to suggest effective budget allocations, audience segments, and additional targeting options based on campaign objectives.

• Data Insights: Sets appropriate campaign pricing with benchmarks like minimum and maximum CPM, as well as median rates, for better bid margin allocation.

• Pacing Dashboard: Monitors spending and performance of ongoing YouTube and YouTube CTV campaigns to maximize returns throughout the campaign flight.

Achieve Exceptional Results by Partnering with a YouTube Marketing Agency for Connected TV

Working with the right YouTube ads agency can unlock results beyond your expectations. With Strike Social by your side, you’ll benefit from a dedicated team focused on optimizing performance and delivering superior results for your campaigns. Whether you plan on expanding to YouTube TV and Google TV ads, we aim to equip you with the expertise and tools needed to excel.

To learn more about our YouTube advertising or to request a personalized walkthrough of our advanced ad tech tools, fill out the form below.

Please enable JavaScript in your browser to complete this form.

Multiple Choice *

• Receive your YouTube Ads case study and a personalized info pack from our sales team.

Name *

First

Last

Business Email *

Company Name *

Job Title *

Country *United StatesAfghanistanAlbaniaAlgeriaAndorraAngolaAntigua & DepsArgentinaArmeniaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBhutanBoliviaBosnia HerzegovinaBotswanaBrazilBruneiBulgariaBurkinaBurundiCambodiaCameroonCanadaCape VerdeCentral African RepChadChileChinaColombiaComorosCongoCongo {Democratic Rep}Costa RicaCroatiaCubaCyprusCzech RepublicDenmarkDjiboutiDominicaDominican RepublicEast TimorEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEthiopiaFijiFinlandFranceGabonGambiaGeorgiaGermanyGhanaGreeceGrenadaGuatemalaGuineaGuinea-BissauGuyanaHaitiHondurasHungaryIcelandIndiaIndonesiaIranIraqIreland {Republic}IsraelItalyIvory CoastJamaicaJapanJordanKazakhstanKenyaKiribatiKorea NorthKorea SouthKosovoKuwaitKyrgyzstanLaosLatviaLebanonLesothoLiberiaLibyaLiechtensteinLithuaniaLuxembourgMacedoniaMadagascarMalawiMalaysiaMaldivesMaliMaltaMarshall IslandsMauritaniaMauritiusMexicoMicronesiaMoldovaMonacoMongoliaMontenegroMoroccoMozambiqueMyanmar, {Burma}NamibiaNauruNepalNetherlandsNew ZealandNicaraguaNigerNigeriaNorwayOmanPakistanPalauPanamaPapua New GuineaParaguayPeruPhilippinesPolandPortugalQatarRomaniaRussian FederationRwandaSt Kitts & NevisSt LuciaSaint Vincent & the GrenadinesSamoaSan MarinoSao Tome & PrincipeSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth SudanSpainSri LankaSudanSurinameSwazilandSwedenSwitzerlandSyriaTaiwanTajikistanTanzaniaThailandTogoTongaTrinidad & TobagoTunisiaTurkeyTurkmenistanTuvaluUgandaUkraineUnited Arab EmiratesUnited KingdomUruguayUzbekistanVanuatuVatican CityVenezuelaVietnamYemenZambiaZimbabwe

Are you spending at least US$10,000 per month on paid social media advertising? *

• Yes
• No

What social media platforms are you interested in advertising on? *

• Facebook
• Instagram
• Google
• YouTube
• TikTok
• Other

What specific objectives are you looking to achieve through social media advertising?

• Awareness
• Sales
• Engagement
• Traffic
• Leads
• Other

Tell us more about your social media advertising needs:

GDPR Agreement *

• I agree to receive communications from Strike Social via email. *

Submit

The post Looking to Optimize Your CTV Spend? Here’s Why You Need a YouTube CTV Advertising Agency appeared first on Strike Social.

What Are the CTV Advertising Rates and Benchmarks?

To help you get started, we’ve compiled data from our social media advertising campaigns that successfully incorporated YouTube TV and Google TV ads. This information will provide benchmarks for CTV advertising costs, allowing you to plan your future campaigns better.

Average CPM for Connected TV Ads

The CPM for CTV ads falls within the median range of our 2023 YouTube campaign benchmarks ($5.70 to $12.36). This suggests that the CPM for Connected TV advertising should align closely with the costs you’ve already planned for your existing ad strategy, making the transition to CTV more manageable.

The outcome of campaigns fluctuates based on various factors like targeting, budget, creatives, etc., which impact overall performance.

What is a Good CPM for CTV?

The average CPM for CTV ads can vary significantly across different states, especially during high-stakes periods like the U.S. presidential election. Political ad spending can drive up costs, particularly in swing states where campaigns heavily invest in influencing outcomes. Monitoring CPM rates closely is essential for your campaigns to avoid overspending while maintaining competitive bids.

Here are some state-specific CPM benchmarks to consider:

The outcome of campaigns fluctuates based on various factors like targeting, budget, creatives, etc., which impact overall performance.

Average CTV Ads Cost-Per-View (CPV)

Given that CTV ads can be both non-skippable and skippable, a reliable way to determine the average CPV is by examining completed views from TrueView InStream Skippable Campaigns. Here are the CTV advertising rates in terms of cost-per-view for your 2024 campaigns:

Reflecting on our 2023 YouTube CPV benchmarks, the typical range was between $0.010 to $0.027 per view. In comparison, the 2024 Connected TV benchmarks indicate an average of $0.012 to $0.020 per view.

Several factors can influence CTV advertising costs, including peak advertising seasons like Prime Day and the 4th of July. As the data suggests, CPV rates tend to be slightly lower in Q1, following major holidays like Thanksgiving and Christmas. Rates then rise slightly in Q2, driven by events like Mother’s Day, the third-largest retail holiday of the year.

Average Viewability Rates for Advertising on CTV

Focusing on skippable ads helps establish benchmarks you can rely on when assessing viewability rates for CTV ads. Non-skippable ads on Connected TV devices are almost always viewed to completion, with YouTube TV typically achieving view rates above 90%, as shown by our TrueView InStream Non-Skippable Google TV and YouTube TV campaigns:

The outcome of campaigns fluctuates based on various factors like targeting, budget, creatives, etc., which impact overall performance.

The data for VVC and Skippable Campaigns reveals that 30-second ad creatives tend to achieve higher video completion rates (VCR) than shorter formats. This indicates that Connected TV audiences are more receptive to ads that unfold a narrative, leading to higher engagement. 

While longer ads may be better for storytelling, shorter ads can still be effective, especially if the goal is to make a strong impression right from the start.

The outcome of campaigns fluctuates based on various factors like targeting, budget, creatives, etc., which impact overall performance.

Comparing CTV Ads Costs and Performance with Social Media Advertising

Now that you know the benchmarks for CTV advertising costs, your next question is probably: Is it cheaper to advertise on social media or TV? 

As you plan your budget for platforms like Google TV and YouTube Connected TV, it’s crucial to understand how CTV advertising rates compare to those for mobile, desktop, and tablet devices.

What is the Average CPM for CTV Ads vs. Social Media Campaigns?

Based on our 2024 YouTube campaigns that included CTV advertising, the current CPM for CTV ads ranges from $8.72 to $10.01. Here’s how this compares with CPM rates for other devices:

The data shows that while overall CPM rates increased in Q2 2024, CTV advertising rates remained at or below $10. In fact, the average CPM for CTV ads decreased by 3% from Q1 to Q2, in contrast to other devices, which saw a rate increase.

How Much Do CTV Ads Cost in Terms of CPV?

For brands focusing on maximizing views, the CPV is a key metric. To assess the competitive edge of Connected TV advertising, we compared the CPV of skippable CTV ads with those of mobile and desktop ads. See the image on how CTV measures up.

The average CPV for CTV ads falls within the YouTube CPV benchmarks, with Connected TVs and tablets decreasing from Q1 to Q2. Conversely, CPV costs for mobiles and computers increased by 4-5% but remained comparable across all device placements.

With these benchmarks for CTV advertising rates in mind, you now understand your potential costs and how to budget effectively for CTV ads. The data shows that Connected TV can often be more cost-effective compared to other devices, although there may be times when costs are slightly higher. Overall, CTV advertising should fit comfortably within your budget and can offer valuable benefits without disrupting your overall media plan.

Should You Integrate CTV Ads or Focus Solely on CTV?

It’s tempting to prioritize CTV ads simply because they might offer lower costs and potentially higher views or impressions within your budget. However, it’s important not to abandon your existing social media strategy. 

If your social media advertising has already established a strong presence, complementing CTV ads with your strategy can enhance your overall results. The benefits of combining CTV with social media advertising generally outweigh the costs, making it a worthwhile investment in amplifying your brand’s reach and impact.

---

Case Study:

One of our clients in the financial sector demonstrates the value of integrating Connected TV (CTV) ads with existing social media campaigns to enhance overall performance.

After incorporating YouTube TV and Google TV ads into their strategy in Q1 2024, they achieved a 3.42% reduction in overall CPV for YouTube TrueView In-stream Skippable campaigns from Q1 to Q2 2024.

Additionally, CPV rates for Connected TV and tablet device placements also saw significant reductions, illustrating that integrating CTV into your advertising mix offers cost efficiencies and complements and enhances your existing advertising efforts.

How to Manage Your CTV Advertising Costs Alongside Your Social Media Advertising

Integrating Connected TV (CTV) ads into your media plan may seem like embarking on a new advertising venture. However, with the right approach, it can seamlessly complement your existing social media campaigns. Here’s how to effectively manage CTV advertising costs while keeping your social media efforts on track:

Proper Campaign Pacing

To effectively manage your CTV advertising costs, it’s essential to ensure your budget is evenly distributed across all campaigns and throughout the entire campaign duration. This approach helps maintain cost efficiency and delivers consistent results over time.

When integrating CTV ads, such as those on YouTube TV and Google TV, leverage highly integrated campaigns like Video Reach Campaigns. These campaigns are designed to optimize placements and reach your target demographic with impactful marketing. By allowing these platforms to determine the best ad placements, you maximize your campaign’s effectiveness and prevent overspending.

With the right expertise and optimization, you can achieve steady, high-impact results throughout your campaign. This strategic approach ensures that your CTV ads work harmoniously across various devices, delivering consistent performance without exceeding your budget.

---

Further Reading

Understanding Campaign Pacing in Social Media Advertising

Proper pacing in your social media ad campaigns can make or break the results of your digital advertising efforts. Explore the good, the bad, and the ugly when it comes to ad pacing for your campaigns.

---

Redefine Your Campaign Goals

As CTV advertising gains traction, major social media platforms are rapidly integrating CTV media buys and partnerships to stay competitive. To make the most of this trend, you must align your campaign objectives with the right platforms that offer CTV ads:

• LinkedIn: Recently introduced CTV advertising, ideal for B2B brands looking to extend their reach beyond the LinkedIn platform. Use LinkedIn’s CTV options to boost brand awareness and connect with professionals in a new, engaging format.
• Google TV: Available exclusively for reach campaigns, Google TV taps into a vast audience of 20 million monthly users. It’s an excellent choice for broadening your brand’s visibility and engaging with a large viewer base.
• YouTube TV offers a range of ad formats that provide flexibility for different campaign stages, from awareness to conversion. These diverse options allow you to tailor your approach based on your specific funnel objectives.

Managing CTV Advertising Costs for a Well-Rounded Media Strategy

As social media continues to evolve rapidly, adapting to changes in audience behavior and content consumption, advertisers must keep pace with these advancements. With a clearer understanding of CTV advertising rates, you’re ready to craft a media strategy that integrates Connected TV and expands your brand’s reach.

Do you have any CTV advertising ideas you want to discuss with our team? Contact us, and our team will reach out to prepare you for adding Connected TV advertising to your social media strategy.

The post How Do CTV Advertising Rates Compare to Mobile and Desktop Ads? appeared first on Strike Social.

f you’re still deciding whether to incorporate CTV into your media plan, this article outlines the key benefits and considerations to help you make an informed choice for your next quarter or next year’s media strategy.

How Major Social Media Platforms Have Adapted to CTV Advertising

Advertising on CTV provides extensive capabilities to raise brand awareness and build recognition, prompting these social media platforms to swiftly expand their ad formats to cater to CTV audiences swiftly. But first, let’s take a step back and gather more information on Connected TV and how it has become a new method for advertisers to attract more attention to their ads.

What is CTV Advertising and How Does It Work?

Connected TV (CTV) advertising involves promoting your brand using video ads that are distributed when users stream content on smart TVs or internet-connected TV devices (hence the term “connected TV”). It functions similarly to ads delivered on desktop devices, but since Connected TVs are dedicated to TV distribution, the ads are tailored accordingly.

CTV ads vary across different platforms. For instance, how Connected TV ads appear on Roku may differ from those on Chromecast-connected TVs. Consequently, some CTV advertising formats are specifically tailored for TV distribution and streaming platforms. 

For social media advertisers, the question is whether CTV advertising is suitable, especially if an existing social media advertising strategy is already in place. To assess if CTV advertising is right for you, see how major social media advertising platforms have incorporated CTV ads without disrupting their existing offerings:

YouTube

YouTube was primarily a video platform, initially for uploading video content, and now it is also a major platform for video advertising. With the growing popularity of CTV ads, YouTube has expanded to offer advertisers a new channel beyond the standard YouTube app and onto larger screens. By February 2024, YouTube TV had amassed 8 million paid subscribers, making it one of the largest CTV subscription providers in the U.S.

Utilizing the advanced technology behind Video View Campaigns and Video Reach Campaigns, targeted YouTube TV ads seamlessly integrate with related content, ensuring an uninterrupted viewing experience. In addition, this technology aligns the ads with relevant audiences and content, guaranteeing high-quality views and eligibility.

Google

As YouTube’s parent company, Google quickly expanded into CTV advertising, offering new opportunities through Google TV. As of June 2024, over 125 channels have been added to the Google TV network, offering advertisers new opportunities for reach and awareness in video campaigns. Available through auction buys via Google Ads and DV360, brands can now access up to 20 million monthly active users of Google TV and other Android TV OS devices.

Currently, advertising formats on Google TV are limited compared to YouTube TV, with options available only for “Efficient reach” or “Non-skippable” campaign objectives. This includes 15-second non-skippable in-stream ads or 6-second bumper ads. Despite its limited formats, early campaigns incorporating Google TV ads alongside YouTube and video ad campaigns have demonstrated strong results, with a 4.72% increase in impressions in Q3 2024, following a promising start in Q2 2024.

---

Further Reading

YouTube TV vs. Google TV Ads: Differences and Similarities

Google TV offers a wide range of channels through its platform, including live sports, full-length shows, and movies. YouTube TV provides live programming from over 100 channels and an extensive selection of on-demand content. Which placement strategy aligns better with your goals?

---

LinkedIn

LinkedIn is another newcomer to adding Connected TV advertising to its ad placement list, launching this April 2024. This move positions LinkedIn as a significant player in social media advertising for B2B marketers, demonstrating that CTV ads can effectively reach consumers, businesses, and brands.

Like Google TV, LinkedIn’s CTV ads have distinct ad specs and are currently available only for brand awareness campaigns. These ads will be distributed through LinkedIn’s partner networks, including NBCUniversal, Paramount, Roku, and Samsung.

A key advantage of CTV advertising on LinkedIn is its focus on B2B marketing. If your brand operates in the B2B sector, this is an opportunity to expand your market and be among the first to utilize CTV ad buys on this platform. Starting the customer journey with CTV ads on LinkedIn can help brands generate more qualified leads and views as potential customers progress.

What Are the Benefits of CTV Advertising When Integrated with Social Media Campaigns?

Connected TV ads may be relatively new to advertisers, leading to doubts and challenges when updating a long-standing social media strategy. To help you make a more informed decision, we’ve outlined the benefits of CTV advertising and how it can enhance your existing social media advertising strategy for better results:

1. Expansive Audience Reach

93% of U.S. households have Connected TVs, including smart TVs, Chromecast, streaming services, and more. With such widespread adoption, the question is not whether your brand is ready to advertise on CTV but when. With the height of the 2024 political ad spending season approaching, leveraging CTV allows brands to explore additional channels, optimize budget allocation, and identify the most effective avenues for reaching target audiences.

Here’s a snapshot of the reach offered by major social media platforms adapting CTV advertising:

2. High Engagement Rates

CTV ads are generally non-skippable, shown on larger screens, and viewed in a lean-back environment, leading to higher engagement rates than traditional digital ads. This increased viewer attention can enhance brand recall and improve conversion rates.

Yet, even in skippable campaigns, Connected TV ads show impressive engagement and viewer retention. For example, a major US insurance company that recently added Google TV ads to its strategy saw impressive results in Q1 and Q2 of 2024.

As shown in the data, viewer retention from 25% video view to ad completion is notably higher on Connected TV placements despite the skippable format, while other devices saw a higher drop-off in viewers by the end of the ad.

Depending on the length of your video ad, you can evaluate how effective CTV ad placement is for acquiring completed views from audiences:

3. Cost-Efficiency in Larger Screens

While social media provides detailed targeting and flexibility, competition for ad space can increase costs, especially during high-demand retail seasons like back-to-school, particularly for sought-after demographics or platforms. Ad costs can vary rapidly due to bidding wars and auction dynamics. Targeting specific audiences or locations can also drive up costs more than anticipated as you refine your desired viewers.

One of the benefits of CTV advertising is that it allows you to stretch your budget further when combined with existing social media strategies. Pacing your campaigns effectively and using precise audience targeting strategies results in lower ad costs. 

Not only can this achieve lower cost benchmarks, but it can also help reduce overall expenses, as demonstrated by a campaign for a prominent fast-food restaurant chain that incorporated Google TV and YouTube Connected TV ads into their previously YouTube-only strategy.

---

Further Reading

What are the Cost Benchmarks for CTV advertising?

We’ve gathered insights from our campaigns that integrated YouTube TV and Google TV ads, offering key benchmarks for CTV advertising costs to help guide your media planning and optimize future campaigns.

---

4. Integration with Multichannel Strategies

With the advancements in CTV advertising, adding this medium to your social media strategy has become simpler for brands. This integration allows for broader reach without requiring a new platform’s separate budget or media plan. 

CTV ads play a crucial role in the customer funnel, specifically during the brand awareness stage, particularly because CTV viewers are more receptive to ads on larger screens. 36% of viewers report that interactive ads enhance their big-screen viewing experience.

As new CTV ad formats continue to emerge and develop, the viewing experience on Connected TV is evolving, offering a distinct experience compared to personal devices.

Here are additional benefits of CTV advertising that can help you reach more potential customers and further optimize your overall marketing strategy:

• Consistent Messaging and Branding
  • Since your ads will run on the same platform and use the same creative direction, such as in your awareness campaigns, there will be no deviation from your ad’s messaging and how your audiences perceive it.
    
  • For example, as a makeup and cosmetics brand, your CTV ad audiences will see your new collection launch in a 6-second ad. As these viewers move to your traffic campaign on their mobile devices, they can view a longer version of your ad showcasing the products in the new collection. This creates a smooth flow across all your campaigns within the same social media ad platform.
    
• Ability to Use Existing Audience Data
  • With an existing audience list or setup on YouTube or Google Ads, you do not need to create a new setup for your Connected TV audience. You can use the same audience data or leverage successful audience data for your CTV ad campaigns.
    
  • The same applies to retargeting customers for your lower funnel campaigns. The data from your CTV ads will serve as benchmarks to improve results throughout the customer journey.

How Strike Social Simplifies CTV Ad Integration

If you’re facing challenges in scaling your advertising strategies while expanding into Connected TV advertising, having a team to help merge your efforts can be the solution. Strike Social provides a comprehensive solution for brands that integrate CTV marketing with existing social media strategies. Here’s how Strike Social makes this process easier:

Unified Dashboard

Strike Social’s unified dashboard is designed to simplify the management of multiple ad platforms and formats. Our media buyers can oversee CTV ad campaigns alongside social media and other digital efforts with a single interface. This centralization eliminates the need for multiple logins and platforms, making launching, monitoring, and optimizing your campaigns easier.

For instance, the dashboard displays different YouTube campaigns for the brand’s customer funnel journey. It eliminates the need to switch between windows, saving time and providing a clear view of which campaigns perform well and which require further optimization.

Our dashboard also aggregates performance metrics for Connected TV and social media campaigns in one place, facilitating better analysis and optimization of overall marketing efforts. This holistic approach helps identify the most effective channels and where adjustments may be needed. For example, our media buyers can see the budget allocation and share of views by device during the current campaign flight.

Campaign Optimization

With over a decade of experience running successful social media campaigns globally, Strike Social combines advanced technology with expert media buying. Our team monitors campaigns 24/7, making real-time adjustments to ensure continuous optimization and optimal results.

Our Pacing Dashboard lets us view how the campaign runs compared to the expected results. In this campaign, we can see that while we may be slightly overpacing, we are still on track to deliver the required CPV and the budget will be consistently distributed towards the end of the campaign.

CTV Advertising Wins

Strike Social has a proven track record of facilitating successful CTV ad integrations with ongoing social media advertising campaigns, as demonstrated by our work with clients.

We recently released our benchmark report on YouTube TrueView Instream Skippable Campaigns for Q2 2024, highlighting trends in campaigns integrated with Connected TV ads and showing how these integrations have led to improved results and more efficient costs:

Download our Q2 2024 YouTube Benchmark Report

With Strike Social’s proprietary AI tool, we examined YouTube campaigns from April to June 2024, providing you with up-to-date insights on the latest trends in YouTube advertising. Explore the evolving patterns and key metrics from Q2 2024.

Download the report

Making CTV Ads a Part of Your Social Media Strategy Is Easier Than You Think

While it’s not without its complexities, integrating CTV ads should enhance rather than complicate your existing strategy. As highlighted throughout this blog, CTV advertisers who have adopted this strategy have experienced increased reach, higher engagement rates, and cost efficiency. 

Adding Connected TV to your ad placements offers greater brand visibility in an engaging environment, improving brand recall and reaching a broader audience without significantly increasing your budget. The key is to augment CTV advertising with your current social media strategy, amplifying your results while preserving the effectiveness of your current approach.

Connect with our team to discover how Strike Social can seamlessly integrate CTV ads into your current campaigns and drive even greater results for your brand.

The post Benefits of CTV Advertising for Social Media Advertisers appeared first on Strike Social.

With 87% of U.S. households owning at least one Connected TV (CTV) device, such as Chromecast, Roku, Fire Stick, or Apple TV, advertisers face an enticing question: Should you explore Google TV advertising options?

Should You Choose Google TV Advertising Options for Your YouTube Campaigns?

Given that Google TV is relatively new, it’s natural to question whether your brand or client should opt-in to Google TV advertising options. Before you decide, consider these key advantages of expanding your advertising mix to include Connected TV, specifically the Google TV network.

1. Achieve Massive Reach with Connected TV Viewers on Google TV

If you’re already advertising within the Google Ads network, you’re aware of its extensive reach, thanks to Google’s 92% share in the search market. Here’s the current reach in the U.S. advertising market for the Google network:

In addition to the expansive advertising reach, incorporating Google TV advertising opportunities into your lineup presents access to over 125 built-in channels on the CTV ad platform. These channels include live sporting events, full-length television shows, and feature films, providing a diverse range of content for your advertising campaigns.

Case Study:

One of our clients, a major US insurance company, recently expanded its advertising strategy to include Google TV ads. Previously, their media buying mix consisted solely of YouTube and YouTube TV placements. With the addition of Google TV ads, their month-on-month results showed a 1.34% increase in impression share.

This demonstrates that CTV advertising effectively enhances brand awareness by leveraging the Google TV ads inventory. Additionally, we achieved a 14.09% reduction in CPM, reinforcing Strike Social’s commitment to delivering results while reducing costs.

2. Ad Formats Available on the Google TV Network

Despite limited Google TV advertising formats, CTV advertising boasts impressive view completion rates (VCR) of up to 96%, as proven by our Quick-Service Restaurant (QSR) Case Study.

Google TV ad placements serve the following ad formats:

• 15-second non-skippable in-stream ads
• 6-second bumper ads
• Masthead ads

By default, Google Ads supports ads on Google TV for new “Efficient reach” or “Non-skippable” campaign subtypes. 

By placing ads within Google’s advertising network, you gain access to not only CTV (Connected TV) but also YouTube and YouTube TV. These platforms offer a broader range of ad formats and more versatile campaigns, allowing you to maximize your Google Ads reach beyond its Connected TV capabilities. This opens up opportunities for you to explore the video advertising niche powered by Google.

---

Further Reading

Growing Your Reach Through CTV Advertising

Connected TV (CTV) opens up powerful opportunities for boosting brand awareness and recognition. With its expanding audience, major social media platforms are quickly adapting their ad formats to tap into this channel. Discover why CTV has emerged as a valuable approach for advertisers to capture more attention and engagement with their ads.

---

3. Increasing Popularity of CTV Viewership

As linear television audiences transition to Connected TV, cord-cutting becomes increasingly prevalent. TV streaming services replace traditional cable subscriptions, with an estimated 80 million US households expected to make the switch by 2026. This trend makes exploring Google TV advertising options essential to capitalize on the changing viewer demographics.

Additionally, research suggests incorporating Connected TV mediums like Google TV into paid social media advertising campaigns can yield optimal results.

The transition has been significantly influenced by a growing affinity for blending social media and Connected TV advertising. The driving forces behind this trend include:

• Ability to retarget audiences and drive them through a funnel
  • With a significantly high video completion rate for connected TV (CTV) ads, you can effectively raise brand awareness by crafting a captivating narrative and capturing viewers’ attention within a brief timeframe. This enhances the likelihood that when you target audiences through Google TV ads, they will recognize your brand.
  • Engagements, such as those resulting from YouTube ads, can guide potential customers further down the advertising funnel, ultimately leading them toward your sales funnel.

• Lower costs and higher efficiency
  • As demonstrated in our QSR case study, we highlighted the combined potential of YouTube’s Skippable TrueView In-Stream ads and Connected TV for increasing brand awareness. This strategy resulted in a 28% decrease in CPM and a 25% improvement in efficiency. Notably, Connected TV emerged as the more impactful medium in this campaign, proving its effectiveness in capturing audiences.
  • Strike Social’s team achieved this through strategic campaign pacing and daily optimization efforts. With 10+ years of experience in data science, we utilized our proprietary tool, Campaign Lab, to leverage powerful data science tools, ensuring optimal campaign performance.

Case Study:

A prominent fast-food restaurant chain advertising on CTV through YouTube TV recently added Google TV to its advertising strategy.

Despite being a new ad format for the brand, including Google TV ads, it successfully increases visibility and captures more audience attention on larger screens.

4. Utilize Google’s Advanced Targeting Capabilities

In addition to its vast reach, Google’s advertising capabilities stand out for its comprehensive scope, making it another compelling reason to incorporate Google TV advertising options into your media buying strategy.

Because advertisers can utilize this carefully selected targeting, Connected TV ad viewers are 7% more likely to seek out related content. Furthermore, compared to linear TV ads, where the advertisements may be irrelevant to the viewer’s demographics and instead determined by the highest bid within a specific time slot, viewers are 8% more likely to take subsequent action related to the CTV ads they see.

5. Simplified Campaign Management with Google Ads and DV360

Google TV advertising options can be managed within the familiar platforms of Google Ads and DV360, eliminating the need to learn new ad managers and tools.

This allows you to effortlessly manage your Google TV campaigns alongside your Google and YouTube Ads, and if you’re also using DV360 for your campaigns, Google TV ads can be managed within these platforms as well.

Since Google TV ads are set up through the Google Ads platform, you have real-time access to their performance, just like your Google and YouTube ads. Reporting for Google TV ads is available at the channel level in Google Ads and DV360. This allows you to monitor and measure the effectiveness of your Google TV ads in real time, helping you make informed decisions to optimize your campaigns.

Additionally, Google has integrated its Google TV inventory directly with DV360, allowing advertisers to conveniently access and manage their Google TV ad campaigns through the unified DV360 platform. Advertisers now have the flexibility to buy and oversee guaranteed and biddable CTV deals across various publishers, including Google TV, within the intuitive DV360 interface.

Furthermore, major channels are also becoming accessible through Google TV advertising options. In March, Google established a direct connection between DV360 and DRAX, Disney’s real-time ad exchange. This integration creates direct pathways to Disney’s streaming inventory, offering advertisers even more opportunities for expanded reach. 

Considering these advantages, the signs point to a ‘yes’ to expanding your CTV advertising to include Google TV.

Having a Trusted Google TV Advertising Partner

One potential concern when considering Google TV ads is not having a knowledgeable team to optimize and manage these campaigns effectively. Aside from being a certified Google Partner, Strike Social leverages over 10 years of historical data insights and successful ad campaigns through our proprietary tool, Campaign Lab. Using machine learning, Campaign Lab utilizes historical data to effectively target your intended audience through granular targeting while continuously optimizing campaigns 24/7. This comprehensive approach enhances the performance and success of your Google TV ad campaigns.

Here’s how we do it:

In-Flight Optimizations: Besides assisting with Google TV ad campaign targeting before launch, our dedicated teams monitor and optimize campaigns 24/7. Through careful pacing of Google TV advertising, we can ensure sustained desired results throughout the campaign’s duration.

Automated Reports: Our media buying team provides weekly and monthly reports to inform brands and clients about their campaign performance. These reports detail the actions our team takes to achieve the targeted margins.

Our client service team facilitates direct access to campaign dashboards for clients who request it through a Dashboard Request. Our tech team then develops a link for external access, allowing clients to monitor their campaigns in real-time.

Hypergranular Targeting: In addition to the client-provided targeting strategy, we offer recommendations to ensure the achievement of target KPIs and metrics. Our Campaign Lab optimizer tool enables media buying teams to assess ongoing campaign performance quickly.

This tool provides insights that guide optimizations and recommendations, helping the team make informed decisions to maintain or improve campaign performance.

Capture Watchful Eyes with Google TV Ads

With Google TV advertising emerging as a significant player in the marketing landscape, brands have a unique opportunity to effectively leverage Connected TV (CTV) advertising. As the popularity of CTV advertising continues to surge, advertisers must act swiftly to stay competitive.

The projected increase in US CTV ad spending, reaching $33.06 billion by 2025 and an additional 11% growth in 2026, indicates the growing interest among advertisers. To capitalize on this trend, brands must explore Google TV advertising options now.

Contact our team of experts today to learn more about Google TV advertising and how to integrate it with your existing paid social media strategies. We can help you develop a customized advertising plan that maximizes results and drives brand growth.

The post 5 Reasons Why Google TV Ads Should Be Part of Your YouTube Ads Strategy appeared first on Strike Social.

In a strategic move to amplify brand awareness across over 50+ branches in the United States, a leading QSR (Quick-Service Restaurant) chain harnessed the power of YouTube’s Skippable TrueView In-Stream ads and Connected TV. The campaign targeted a diverse audience with varying weekly budgets and Limited Time Offers (LTOs).

Driven by an Always-On approach and dynamic creative rotations, Strike Social leveraged data science tools for daily optimization. This meticulous YouTube ads strategy reached the most cost-effective and relevant targets, focusing on Connected TV viewers.

The campaign’s success highlights the achievement of brand awareness at a minimal cost through targeting specific devices, timely swaps, and real-time optimizations.

Request for more YouTube Advertising case study

If you want a similar social campaign solution, our team is ready to discuss strategies tailored to your requirements.

Please enable JavaScript in your browser to complete this form.

Multiple Choice *

• Receive your YouTube Ads case study and a personalized info pack from our sales team.

Name *

First

Last

Business Email *

Company Name *

Job Title *

Country *United StatesAfghanistanAlbaniaAlgeriaAndorraAngolaAntigua & DepsArgentinaArmeniaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBhutanBoliviaBosnia HerzegovinaBotswanaBrazilBruneiBulgariaBurkinaBurundiCambodiaCameroonCanadaCape VerdeCentral African RepChadChileChinaColombiaComorosCongoCongo {Democratic Rep}Costa RicaCroatiaCubaCyprusCzech RepublicDenmarkDjiboutiDominicaDominican RepublicEast TimorEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEthiopiaFijiFinlandFranceGabonGambiaGeorgiaGermanyGhanaGreeceGrenadaGuatemalaGuineaGuinea-BissauGuyanaHaitiHondurasHungaryIcelandIndiaIndonesiaIranIraqIreland {Republic}IsraelItalyIvory CoastJamaicaJapanJordanKazakhstanKenyaKiribatiKorea NorthKorea SouthKosovoKuwaitKyrgyzstanLaosLatviaLebanonLesothoLiberiaLibyaLiechtensteinLithuaniaLuxembourgMacedoniaMadagascarMalawiMalaysiaMaldivesMaliMaltaMarshall IslandsMauritaniaMauritiusMexicoMicronesiaMoldovaMonacoMongoliaMontenegroMoroccoMozambiqueMyanmar, {Burma}NamibiaNauruNepalNetherlandsNew ZealandNicaraguaNigerNigeriaNorwayOmanPakistanPalauPanamaPapua New GuineaParaguayPeruPhilippinesPolandPortugalQatarRomaniaRussian FederationRwandaSt Kitts & NevisSt LuciaSaint Vincent & the GrenadinesSamoaSan MarinoSao Tome & PrincipeSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth SudanSpainSri LankaSudanSurinameSwazilandSwedenSwitzerlandSyriaTaiwanTajikistanTanzaniaThailandTogoTongaTrinidad & TobagoTunisiaTurkeyTurkmenistanTuvaluUgandaUkraineUnited Arab EmiratesUnited KingdomUruguayUzbekistanVanuatuVatican CityVenezuelaVietnamYemenZambiaZimbabwe

Are you spending at least US$10,000 per month on paid social media advertising? *

• Yes
• No

What social media platforms are you interested in advertising on? *

• Facebook
• Instagram
• Google
• YouTube
• TikTok
• Other

What specific objectives are you looking to achieve through social media advertising?

• Awareness
• Sales
• Engagement
• Traffic
• Leads
• Other

Tell us more about your social media advertising needs:

GDPR Agreement *

• I agree to receive communications from Strike Social via email. *

Submit

The post QSR YouTube Case Study appeared first on Strike Social.

Modern market movers in this digital era are the growing boys and girls sitting in their homes. Young consumers might not have the ability to purchase for themselves, but they have the power to convince their parents to acquire it for them. 

Pester power has been working for kids for many generations. As long as parents allow young children and the youth market to spend most of their time online, kids become educated on things they want. So instead of nagging, these excited little consumers are enlightening their parents about why they should have it. In addition, with Connected TV becoming a hot commodity in the television market, advertisers have a channel to deliver their advertising messages directly to parents and children.

The following verticals are the top kids’ influenced product categories: Gaming, Retail, Travel, and Quick Service Restaurant. On average, campaign ads targeting parents and delivered through Connected TV have 12% lower CPM and 9% lower CPV than mobile devices. At the same time, CTV provides more efficient performance in these mentioned verticals other than the retail industry. Marketers expect more optimized results in the future as more households continue to gain access to OTT content.

Rise of Tablets: The Effect in Co-Viewing  

Besides CTVs, tablet devices are the best alternative to a co-viewing experience. Statista.com reported that more than 200 million tablets are in US homes, and 50% of adults own at least one Tablet. For the big screen, 80% of US households have at least one CTV device. 

Shared family screen time is most likely to happen during everyday dinners, where 25.6% of family members in US Homes have their eyes set on tablets or smartphones. Hidden in the campaign reports, kids are accumulating advertising impressions through their parents’ YouTube accounts. 

For some marketers, this is the case: create advertising messages for kids, then serve in parents’ accounts. Instead, advertisers should take advantage of the co-viewing opportunity that allows brand messages to create more impact on families than a 1:1 mobile experience.

Connected TV might be the primary screen in the household, but it also has its limitations, that is, mobility. This restriction made Tablets an excellent second screen for parents and kids to browse or watch online videos. Pediatrics.aappublications.org stated that almost 75% of young children have tablets, and 85% watch YouTube. 

Many consumers are already leaving their tablets, but the 2020 events have brought life to it. The industry saw a surge in sales with 14% growth. But how did the recent tablet craze affect digital ads delivered to parents and kids?

On average, based on Strike Social data, Tablet ad spending has 85% less than on Mobile devices. However, with counterintuitive performance, YouTube ad campaigns targeting parents and kids received 11% lower CPM and performed better against Desktop and Mobile devices. Another notable result was that Quick Service Restaurants video ads served in Tablet devices have at least 90% lower CPC, 13% lower CPM, and above 200% CTR higher than Desktop audience. 

Co-viewing: A Synchronous Ad Experience

As CTV continues to scale, marketers will see this as a highly inexpensive and effective way to influence consumers. Unfortunately, brands have yet to see the full potential due to CTV setbacks, but Google quickly addressed this by making CTV ads more shoppable.  

Advertisers might be using ad campaigns on a Connected TV to drive impressions or reach, but consumers need a second screen as a medium to create site visits, engagements, or conversions. Because of this, brands should create a seamless customer experience for both kids and parents. Modern pester power doesn’t end when kids demand what they want. A study made by NRF shows that almost 85% of the parents include their children in the purchasing journey.  

In the new age of consumerism, running an ad targeting parents can be improved by creating a meaningful brand message that will make this communal activity of co-viewing enjoyable for parents and kids.  

The post The Effect of Co-Viewing: Marketers’ Convincing Power on Kids and Parents appeared first on Strike Social.

As new users flock to streaming platforms that support ads, advertisers increase upfront CTV Video ad spending by almost 50% this year. Jumping to $4.51 billion from $3.02 of last year, and there seems no sign of slowing down. Moreover, as media companies expand globally, there will be more streaming platforms and services in the future.

Marketers have pitfalls to maneuver in this expanding industry. Privacy policies may limit tracking; the use of 1st party data has been limited and perhaps the most noticeable for the industry. Besides targeting concerns, buyers are expecting to have an interesting Q4. As digital video deals have been on the rise, it will create a lack of easily accessible CTV supply for advertisers.

Challenges in Growth

Scaling

Coming into the upfront season, many marketers made or were looking to make CTV upfront commitments to secure inventory. Early data shows that even with these commitments and attempts to control max CPM’s, the frequency when marketers select individual channels and networks is 7-8x. 

More than $4.5B was committed to connected TV (CTV) advertising in the TV Upfronts – an unprecedented sum that continues to grow. Yet, per Frank Sgrizzi’s piece, “if you have watched an ad-supported video recently, you have likely experienced the maddening repetition of a small number of ads.”   

Marketers have constantly been challenged in making non-subjective decisions regarding media buying / choosing specific publisher partners vs. efficiency. Scaling CTV campaigns often ties the hands of marketers due to the current audience size and available inventory. In a previous post, we outlined visibility in the CTV supply. Publishers are charging a premium because of the demand and the loss of linear eyeballs.  

Measurement

Since CTV is a new advertising channel, marketers are scrambling to look for metric standardization, consolidated reporting, and inventory sources across different CTV campaigns. In addition, new OTT providers and OEMs will continue to produce platforms together with the rise in the CTV demand, making measurement more fragmented.

An article in tvtechnology.com shows that 58% see inconsistent measurement as the number one obstacle in CTV advertising. For advertisers to fully understand and measure their ad performance, working with third-party partners or ad tech companies helps them bridge the gap in the CTV ecosystem.

Connected TV Costs Are High

CTV offers the highest Video Completion Rate across all video advertising channels, but this advantage comes with a considerable amount. Comparing the different platforms, the CTV average CPM is at $23-$36, while the average YouTube Ads CPM is $3.53, and Cable TV is at $19.

The underlying premise of high CTV ad cost is the importance of delivering the ad to the target viewer, thus increasing the marketer’s video advertising effectiveness. While audiences are consuming the entire ad, the Cost Per Completed View (CPCV) goes down. 

Expect a CPCV decline together with the maturity of the CTV market. In addition, an increase in view time from the heavy watchers, which are the 55 and above demographics, will also make AVOD more consumable like the traditional TV. Fred Arbel, SVP and Chief Marketing Officer for U.S. Luxury at Coty, mentioned in his interview, “YouTube CTV Ads were a key driver of campaign impact, helping us connect with new audiences beyond the viewers we were already reaching on linear TV and YouTube’s mobile and desktop experiences,” says Arbel. “It also drove the most efficient lifts in purchase consideration and video view-through rate.”

YouTube: Gateway to Effective CTV Advertising

With the increase in CTV viewership, YouTube responded with an update on their CTV ad offering. Currently, the video giant owns 40% of the watch time among ad-supported streaming platforms. With YouTube expanding its space in the CTV world, Strike Social’s proprietary tool will continue to evolve and improve CTV Ad performance and targeting capability.

Looking at our data, the average CTV Fraction of our campaigns for 2021 is relatively similar to last year’s performance. Highlighting July and August this year, the CTV fraction improves to at least 10-12%. Even with the increase in demand and lack of CTV supply, costs remain inexpensive for CTV Advertising through YouTube.

Without a doubt, this is the best choice for marketers who want to maximize the cost of their :15 or :30 campaign as it produces the lowest Cost Per View against its competing video ad platform. 

As digital ad spends rebound this year, increasing YouTube ads revenue by $7 Billion, together with the marketer’s demand, the CPV remains relatively the same. Strike Social clients saw an average of 9% reduction in CPV in August 2021 compared to last year. Concerning the clients with non-skippable ads, CPMs are either similar or below 2020 costs.

One of the reasons why YouTube CPVs are stable is the incredibly high supply and unique users consuming Youtube content and the rise of Youtube Connected TV share.

For advertisers who want to capitalize on the growth in CTV, work with a trusted supplier that can aid and scale your campaign, provide key data points, and guarantees results. It’s what we at Strike Social aim to provide for our clients.

The post YouTube: Key to CTV Advertising Setbacks appeared first on Strike Social.

For healthcare marketers to keep up with this massive growth in the CTV supply, they need to be fast, scalable and embrace automation. Adtech companies are now investing in building a legal and compliance team. Che Wijeseinghe, CEO of Cape Privacy, shared an article on forbes.com that legal and compliance teams manage the increasing complexity of data privacy regulations. Unfortunately, time spent managing this extensive process will create a huge bottleneck for businesses to access data.

Due to the heavy regulations in the industry, ad targeting becomes one of the challenges healthcare marketers face. As a result of the recent events, most health care professionals connect digitally either with their patients or with different pharma companies. As a result, marketers are shifting their traditional and personal marketing to digital advertising in many forms such as messaging, email, and, most significantly, CTV advertising. 

YouTube is the portion of the CTV supply where progressive healthcare marketers have seen the most upside and, in some cases, the most hesitations. 

Role of A.I. Marketing in Driving CTV Advertising Growth

CTV viewers are growing, according to the recent Leichtman Research Group study. Nearly 400 million CTV devices are in the U.S. 64% have three or more CTV devices in every household, while 80% own at least one CTV device.

With the boom in digital healthcare marketers, how do we ensure the efficient delivery of brand messages to the target audience? Adtech companies, like Strike Social, developed A.I. marketing tools for YouTube that provide brand safety, enhance the increase of ad reach, and create brand impact in every ad execution.   

Topic and Keyword targeting are, of course, two options. So are HIPAA (Health Insurance Portability and Accountability Act of 1996) compliant In Market audiences and Custom Affinities based on competitive brands and blogs, newsletters, or YouTube content. A typical healthcare media targeting plan on YouTube should have hundreds of inputs.

A.I. marketing tools work beyond human decision-making and capabilities by utilizing the available data and aligning them with platform guidelines and protocols.

At Strike Social, we guarantee results. Our service can provide ultra-granular audience targeting that assures a high percentage of ad deliverability using our proprietary tools. Production, campaign ad set-up, and ad management consume time and workforce and, if overlooked, can cause underperformance of the campaign. Investing in gathering and analyzing data equates to higher investment that sometimes doesn’t translate to the desired result. A.I. marketing is more than just expediting the process. This technology aims to produce a high probability of ROAS.

Despite this powerful technology, advertisers’ are still hesitant to jump in because of these two known issues:  brand safety and brand suitability. In response, Strike Social partnered with OpenSlate, which focuses on reducing risk on brand safety incidents. By producing relevant, engaging, and highly qualified audience segmentation, created by our advanced proprietary tool, combined with safety in ad placement, healthcare marketers can achieve their target result from their campaign less the safety concerns. 

Scalable Opportunities in CTV Advertising

CTV advertising has skyrocketed because of the pandemic. Out of all the digital channels, CTV advertising is considered the fastest in its group. A study made by Insider Intelligence shows that CTV investment in the U.S. will double by the end of their forecast period by 2025.  

Looking at Emarketer’s chart of combined U.S. Linear and CTV Ad spending, 2020 was a pivotal year in terms of Ad Spending. Linear ad spending dropped by 12.51% compared to the previous year. In contrast, CTV ad spending climbs to 40.65%. Based on the forecast, linear ad spending will have a plateau in growth from 2021 to 2025, while CTV advertising will continue to be bullish with an average growth rate of 25.58% during the same period.

During the pandemic outburst, the top ten pharmaceutical brands made a 17% increase in T.V. ad spending. Pharma brands have seen this as an opportunity to reach out and deliver their brand message to the people stuck in their homes. But, unfortunately, the increase in ad spent did not translate to a substantial result in web traffic. 

For healthcare marketers, comparing the trends for Linear and CTV Ad spending and their growth patterns indicates a shift in their paid advertising strategy. Ad Tech Martech companies like Strike Social allow brands to focus on formulating CTV and YouTube marketing plans, amplifying the brand impact, and not worrying about managing paid ad campaigns.

The rise of CTV and YouTube advertising is still in the early stage of massive advancement and opportunities. However, the growth window is fast, and companies that have seen this are taking advantage of the situation.

The post Healthcare Marketers Adjust To Be More Nimble for CTV Advertising and YouTube appeared first on Strike Social.