Why CTV advertising should be on media plans
Why CTV advertising should be on media plans
Connected TV (CTV) advertising, which combines the sight, sound and motion of TV advertising with the targeting of digital, has to be seriously considered as part of brands’ media plans, according to the just-released WARC Guide to Connected TV.
Why it matters
Most TV viewers are now spending substantial amounts of time watching TV on a variety of streaming platforms. This means that marketers are increasingly unlikely to reach targets using just linear TV – brands that use CTV as well can take advantage of enhanced targeting and minimize waste.
Takeaways
- In the US, CTV spending is set to reach $21bn by the end of 2022, according to research from the IAB; that figure is just short of the amount of 2022 spending expected in other forms of online video (excluding social).
- As viewership shifts toward CTV, some brands are pursuing a “video-on-demand first” strategy.
- Ad inventory in CTV comes from a variety of sources, including streaming services and Smart TV companies.
- CTV advertising runs primarily on first-party data – streaming platforms inherently require a log-in, as does opting in to a Smart TV or device, as does having a cable or satellite subscription. Because of first-party data, CTV also sidesteps many privacy concerns.
- CTV’s internet connectivity makes it possible for advertising to be transactional; brands can take advantage of tactics such as using a QR code to exploit second-screening behavior.
The big idea
Brands, agencies and media owners will need to become fluent in CTV as viewing habits shift and enhanced targeting in TV becomes easier to achieve.
Reliance aims to become a house of brands
Reliance aims to become a house of brands
India’s Reliance conglomerate is reported to be poised to move aggressively into the FMCG space, with plans to build a portfolio of up to 60 grocery, household and personal care brands within six months.
That’s according to Reuters, as reported in The Hindu, which cites a source saying “Reliance will become a house of brands. This is an inorganic play.”
What we know
- Reliance already operates a network of grocery outlets and is expanding its JioMart e-commerce operations.
- Reuters’ sources explain that a new business unit, Reliance Retail Consumer Brands, will house the various niche and regional consumer brands the company is currently negotiating to acquire or form joint ventures with.
- An “army” of distributors is being recruited to take those brands to both kirana stores and modern retail outlets.
- Reliance is said to be targeting Rs 500bn ($6.5bn) of annual sales within five years.
Why it matters
If confirmed, Reliance would be throwing down the gauntlet to the multinationals that currently dominate this space. Its private-label products already compete for space with big-name brands in its supermarkets.
Key quote
“If inorganic is the route for Reliance, they will be able to scale up much faster. But they’ll need to get the pricing and distribution right to compete with bigger rivals” – Alok Shah, consumer analyst at Ambit Capital.
Sourced from The Hindu BusinessLine
Mastercard’s three pillars of marketing effectiveness
Mastercard’s three pillars of marketing effectiveness
Mastercard, the payments company, judges marketing effectiveness through the lenses of building and protecting its brand, driving business growth, and obtaining competitive advantage through differentiation.
Raja Rajamannar, Mastercard’s chief marketing and communications officer, discussed this subject in a LIONS Marketers Series event held by LIONS, which, like WARC, is owned by Ascential.
Why it matters
Effectiveness often lacks a shared definition, as marketers adopt their own criteria surrounding what this term means. It is, however, vital for brand teams to have a clear, shared perspective of this notion to guide their strategies and help track performance.
Mastercard’s effectiveness model
In aiming to “forget all the fluffy stuff” relating to effectiveness, Rajamannar explained that Mastercard has focused on three parameters:
- The first is “how do we build, nurture and protect the brand, because marketing folks are the brand stewards,” he said.
- “Second, how do you fuel the business? How do you become a real driver of the business or an enabler of the business, depending on the organization?”
- “The third is: How do you set up platforms that will differentiate and distinguish your company and your brand ahead of competition, so you're creating some kind of competitive advantage?”
The big idea
“If you look at these three [pillars], and anything that you're doing, and you're trying to measure the effectiveness of, against these three pillars, that's when you'll start making a lot of sense.” – Raja Rajamannar, chief marketing and communications officer, Mastercard.
Sourced from LIONS
Mediabrands taps automation to advantage
Mediabrands taps automation to advantage
Mediabrands Australia has launched an automation program it claims is a first within the media agency sector and one it hopes will deliver it a competitive advantage in the coming months.
What’s it doing?
Over the past 20 months Mediabrands has worked with partners UI Path and Cognizant to automate repetitive internal tasks in its media agencies, from inputting data to campaign tracking.
Why it matters
The media industry hasn’t altered the way it works for 20 years or more, points out Mediabrands’ CEO Mark Coad, but the world has utterly changed in that time. He sees two primary benefits from automation: i) better media performance as staff are able to spend more time discussing strategy with media owners and clients; and ii) better staff retention as new recruits are relieved of the need to “spend two or three years doing some kind of administrative apprenticeship”.
Takeaways
- Since launching, the network has automated almost 13,000 tasks and saved over 3,300 hours.
- Over the next 12 months the program is set to save more than 25,000 hours in total.
Key quote
“(This) transformation unburdens our people of the time-consuming and tedious tasks of day-to-day operations and frees them up to do intelligent, creative work that drives growth” – Mark Coad, CEO, IPG Mediabrands Australia, as reported by Campaign Asia.
Sourced from Campaign Asia, Australian Financial Review [Image: Getty]
Ways to avoid ad fraud in connected TV
Connected TV (CTV) is not protected from ad fraud, but, even though fraud detection on the platform has a way to go, there are common-sense ways to avoid it.
Why it matters
New, high-demand advertising platforms such as CTV almost inevitably lead to advertising fraud, so brands need to remain vigilant, and practical, to steer clear of it.
Takeaways
