The age-old maxim of “think globally, act locally” isn’t just embraced by marketers for local mom-and-pop businesses. Today, massive multi-location brands and franchises are taking a local-first approach to their performance marketing strategies, helping them better resonate with their target audience.

As customer spending and viewing habits change and the demand for more unique and personalized experiences skyrockets, advertisers are responding by steering their budgets toward regional markets.

For regional marketing managers, whose success is inherently tied to the performance of the stores within their territories, embracing a local-first strategy has never been more crucial..

The Local Ad Landscape

US Local Ad Revenue

Source: BIA Advisory Services

Based on BIA Advisory Services’ 2023 Total Local U.S. Ad Revenue report findings, key sub-sectors, like automotive, are poised for local growth as we close out the year.

BIA also revises upward its projections for Tier 3—new car dealers and automotive repair services. Other sectors seeing an optimistic adjustment in advertising expectations include financial institutions, loan services, plumbing and HVAC services, and real estate agencies. While political advertising is projected to be a major category in 2024, BIA projects initial spending to kick off in late 2023.

According to eMarketer, local television stations will likely gain from a rebound in automotive advertising as vehicle stock levels rise.

connected tv

Source: eMarketer

Pre-pandemic, local TV derived approximately 20% to 25% of its advertising revenue from the automotive industry.

There is room for improvement. In February 2023, the automotive industry saw a steep 66.8% drop in the U.S. TV advertising expenditure, attributed mainly to fewer car companies buying high-priced ads for the Big Game than in the previous year, 2022.

The Benefits of Local Marketing

There’s no one-size-fits-all approach to regional advertising, but the perks apply to just about any industry and brand—startup shop or national corporation.

When you harness the power of local advertising, you benefit your bottom line through:

Political advertisers especially benefit from local advertising. By investing in local campaigns, they’re able to deliver messaging by region and specific voter districts to achieve targeted impact, drive issue-specific campaigns, and mobilize grassroots support more effectively.

Similarly, national advertisers often opting to buy the most populous markets can reach untapped ones and close any gaps through 100% designated market area (DMA) coverage.

Unlocking the Power of Local With Performance TV

Connected TV (CTV) brings together two key digital agency solutions—the reach of traditional TV and the pinpoint accuracy of streaming—making it an ideal tool for local advertising.

The pillars of its effectiveness lie in its targeting capabilities, creative approaches, and chosen inventory.

The Targeting

The most successful local CTV campaigns use a 360-degree targeting strategy to reach the audiences that perform. These campaign components encompass a mix of tactics, including:

Geo-fencing is ideal for:

Among many other industries, quick-service restaurants (QSRs) reap the many rewards of localized targeting. No matter what they’re whipping up in the kitchen, these eateries can communicate new menu items and promotions available within the region.

The Creative

If you’re already prioritizing local marketing in your CTV strategy, how well is your creative performing?

The success of your campaign will only be as good as your creative ingenuity.

One particularly effective method is the use of interactive ad formats. Not your run-of-the-mill commercials, these ads invite your audience to engage directly with the content, transforming passive viewers into active participants.

For example, QR codes can be integrated into your CTV ads to bridge the gap between the TV screen and the viewer’s mobile device. A simple scan of the code could take the viewer to a landing page, promotional site, or even a digital shopping cart—encouraging immediate action.

Similarly, dynamic creative allows you to automatically tailor the content based on real-time data. This could mean adjusting the ad’s messaging or visuals depending on factors like the viewer’s location, time of day, or even the current weather conditions.

These creative methods are personalization at its finest, serving up a hyper-relevant experience for each individual viewer.

The Inventory

In the CTV advertising ecosystem, inventory isn’t just a list of available slots—it’s your stage, your platform, and your battleground.

Choosing premium OTT publishers places your brand in elite company, aligning your message with high-quality content that your audience already trusts and enjoys, like live sporting events.

With inventory software, you can leverage premium video ad supply and share your message both:

Plus, take advantage of real-time customization capabilities to adapt and fine-tune your messaging for maximum impact.

Digital Agency Solutions With Digital Remedy

With Digital Remedy, you can optimize your regional CTV advertising strategies and gain a better understanding of your local audiences across the board.

Our digital media solutions support the unique goals of all our local partners—retailers, venues, dealers, franchisees, agents, and more—whether it’s to boost brand awareness or drive store/dealership traffic. To give you a holistic overview of your performance, we can also execute a foot traffic study to examine how your digital media channels are contributing to your on-site visits.

From national to proximity-based targeting, we have the power to get as granular as your brand needs. With our innovative media solutions, premium inventory access, and a regional sales team as your performance media partner, we’ll help you leverage these granular insights into your customers with greater levels of measurability to help you better understand what is and isn’t working. We have vast experience optimizing towards the full scope of your KPIs and have successfully executed everything from branding and engagement, down to site visits and ROAS.

Ready to get the most out of your regional marketing efforts? Let’s talk.

As society shifts back to a new normal, travel and tourism are back stronger than ever. Travel demand shows no sign of slowing, with 55% of U.S. consumers saying leisure travel spending will be a top priority in 2023. The days of lockdowns and restrictions are over, and consumers are taking to the streets, airways, and open waters for business and pleasure.

Learn how to maximize your travel and tourism campaign performance by exploring key trends, understanding the current market, and, most importantly, who your customer is and how to reach them along their journey with these five tips:

1. Timing is everything. Segment your ideal consumer and when they are most likely to make their purchase. Could this be 6, 12, or 24 months out? It’s crucial to understand the unique customer journey and the impact on consumer behavior and their purchasing decisions.

2. Don’t underestimate the value of a holistic media strategy. From targeting to activations, every aspect is important to ensure maximum performance and outcomes. This includes understanding the key performance indicators specific to your brand, or your client and their campaign. By leveraging a full-funnel approach, you can work from awareness to consideration, then to intent, purchase, foot traffic, and finally, loyalty.

3. Leverage low-funnel attribution insights to make strategic, real-time optimizations against your specific KPIs based on conversion data. By utilizing this valuable data, you can pinpoint where to retarget audiences to re-engage them through video and display formats, delivering brand messaging in the right place, at the right time, and in the right mindset.

4. Creative matters! Cut through the noise and leverage high-engagement creatives to be seen by the right audience at the right time.

5. A performance-driven and connected approach is key. Marry strategy and activation, creative solutions to measurement, and derive insights to put the best foot forward for your brand or clients’ goals.

The State of the Travel Industry

Where U.S. Adults Intend to Travel Summer in 2023 (Source):

Travel Marketing Key Trends

1. Sustainability – We are seeing growth in ethical trips, supporting local businesses, and eco-friendly accommodations.

2. Authentic experiences – Travelers are distancing themselves from mainstream tourism, instead opting for unique, once-in-a-lifetime experiences. (Source)

3. “Workations” are now a thing – Remote workers are now blending business and leisure travel with destinations catering to their needs.

4. Solo traveling is on the rise – Statistics show a significant increase in the number of people traveling solo versus pre-pandemic.

Tour and Travel Marketing Strategy FAQs

How Does Digital Marketing Technology Help a Travel and Tourism Agency?

Digital marketing technology, like Digital Remedy’s digital media solutions, can simplify your workflow by centralizing every aspect of your travel marketing campaign.

Our omnichannel platform allows you to run high-performing campaigns specifically optimized for your audience. This gives you the flexibility to reach a college student making spring break plans with customized OTT advertising campaigns or honeymooners searching for the best European getaways on mobile.

And with 24/7 campaign monitoring, you can pivot when your campaign isn’t yielding your desired results.

Why Is OTT/CTV Advertising Essential for My Travel Marketing Strategy?

Simply put, connected TV is where consumers live.

From binge-watching the latest Hulu special to tuning into Thursday Night Football on Amazon Prime, the people you want to reach with your tourism advertising campaign are using connected TV.

In fact, 80% of consumers planning a trip abroad or domestically within the next year watch ad-supported OTT, according to MRI-Simmons’ November 2022 Cord Evolution study.

Digital Remedy’s performance CTV platform allows you to target, buy, optimize, and measure your travel OTT campaigns with precision, all on one simple-to-use dashboard. Our state-of-the-art solutions can inform exactly what creative and which publishers are driving performance for your travel marketing campaign.

What Are the 7Ps of Tourism Marketing?

When creating your travel advertising strategy, you’ll want to start by understanding the basic components of tourism marketing, which helps you craft an informed campaign. Developed by professors at Comilla University and Stamford University Bangladesh, the 7Ps of tourism marketing are:

Elevate Your Travel & Tourism Advertising Campaign With Digital Remedy

With Travel through Digital Remedy, our point-to-point travel solutions drive sales, monitor variants in foot traffic patterns, and identify audience trends that best impact geo-centric sales results.

Our team of experts understands the market, having launched 100+ successful campaigns across 80 travel and tourism advertisers. We recognize that each type of advertiser is unique but can propel our experience in this category with (but not limited to):

We also have extensive experience with the customer journey and its impact on consumer behavior and purchasing decisions.

We apply a full-funnel approach to our strategies, including key outcomes such as:

Our Performance-Driven Approach

Our dedicated team tailors strategies depending on your goals:

Contact a member of our team to learn more about how our digital marketing platforms can take your tourism advertising campaign to the next level.

In recent years, QR code ads have been getting lots of buzz in marketing circles—with most conversations centering around using them in performance TV campaigns to drive outcomes.

The evolution of QR code formats in recent years has led some marketers to seek a refresher course on the subject.

So, what are QR code ads, and what’s the best way to use them in your digital advertising campaign?

The Rise of QR Codes

QR codes were created by Denso Wave, a Toyota subsidiary, in 1994 as a way to track vehicles and their parts during the manufacturing process more accurately. While Denso Wave’s creation certainly wasn’t dormant in the years following, QR codes didn’t see widespread adoption until the 2020 COVID-19 pandemic, when contactless mobile payment became necessary—leading to the widespread acceptance of QR codes globally.

This, along with the rise of smartphone usage and streaming content consumption during the pandemic, created an opportunity for marketers to pivot to using QR codes in their connected TV campaigns.

QR codes deliver an innovative, immersive, and intent-driven consumer ad experience that matches perfectly with the eye-grabbing nature of television ads.

Pair this with the fact that 70% of consumers use mobile devices while watching TV, according to Marketing Dive, and you have the perfect opportunity for QR code ads to thrive.

For example, in their 2022 spot for The Big Game, crypto tycoon Coinbase created the most talked about ad of the year by displaying a simple color-changing QR code that bounced around viewers’ screens for 30 seconds.

YouTube video

Scanning the code led users to their crypto exchange platform, where they were given $15 of Bitcoin to create an account.

Crypto and tech companies aren’t the only ones using QR codes in their connected TV campaigns. Legacy brands like Burger King and Lacoste are also getting in on the action—proving the simple, efficient, results-driven nature of QR code advertising is here to stay.

How Do QR Codes Work?

QR code stands for “Quick Response Code,” which is probably the simplest definition of what this 2D barcode does.

Similar to barcodes you find at grocery stores, QR codes are made up of black squares and tiny dots representing different pieces of information. Once scanned by your smartphone, these unique patterns translate into human-readable data such as menus, landing pages, and websites.

Types of QR Codes

There are two types of QR codes you should be aware of while developing your ads strategy.

Static QR Codes

Static QR codes are permanent and cannot be modified once they go live—making it even more important to be sure you eliminate all typos. Because these codes never expire, they are ideal for storing fixed information.

You can use static QR codes for email addresses, texts, WiFi passwords, social media links, and much more.

The three main features of static QR codes are:

Dynamic QR Codes

Dynamic QR codes can be modified and store more data after posting.

This type of QR code is ideal for those looking for more access to monitoring real-time scans and the location of where people are scanning.

Some, but not all, of the features of dynamic QR codes, include:

The Benefits of QR Codes in Advertising

Next-Generation QR Technology for CTV Campaigns

The days of static CTV ads are over, and QR codes are leading the way. Including a QR code in your CTV ad on platforms like YouTube TV gives your audience an easy way to visit your landing page and engage with your product. Plus, the ability to measure the traffic from your CTV ad means you can optimize your campaign in real time.

But QR codes aren’t just a novelty—they can significantly impact your bottom line. With the right call-to-action, your QR code can drive highly-targeted audiences to product pages and checkout screens, boosting conversions and increasing revenue. Marketers serious about meeting their lower-funnel KPIs should pay attention to QR codes’ power and other interactive ad formats.

TV Best Practices

If used correctly, QR codes can spike the curiosity of your customers and prospects alike.

Here are some tips for maximizing campaign performance:

  1. Full Screen 
  2. Half Screen
  3. Split Screen

Get Started With Digital Remedy

Regardless of your digital campaign objectives, finding a partner that can seamlessly optimize your strategy is essential. With Digital Remedy, you can leverage dynamic creative video, including adding and optimizing QR codes for CTV and inserting a QR code add-on to a raw asset CTV file. This helps to further engage with users in a CTV environment and prove your conversion was because of direct interaction with an ad.

With our always-on ad serving, personalization, and measurement, we can help you choose the best QR code campaign to maximize your ROAS.

Digital Remedy partners with a leading offline-to-online (O2O) tech platform powered by next-generation QR codes. Decide on custom designs; we’ll help you decide on the best place to send consumers after they scan and optimize for maximum scannability. Data dashboards and reports can be customized based on your KPIs. Reporting includes variables to test, data insights, and overall learnings. We provide real-time analytics, geo-location data, and attribution across screens.

Ready to take your CTV campaigns to the next level with QR codes? Speak with a member of our team to learn more.

Through sophisticated measurement capabilities, marketers can now understand the CTV exposure-to-outcome impact of their ads. Given the significant investment in this media channel, attribution—the process of assigning credit for conversions to various marketing touchpoints along the customers’ journey—has become a must-have for growth and performance marketers. This information is critical to creating more effective ad campaigns and boosting revenue. In measuring conversions following ad exposure for CTV, it’s important to understand which exposure caused the conversion to take place.

Through incrementality analysis, we can evaluate all the conversions that wouldn’t have happened without our media. But in many instances, other media channels had an influence. In fact, every touchpoint your audience has with your campaign influences a conversion—no matter the partner or channel.

If a Digital Remedy campaign played a part in a conversion that involved other media exposures, clients want to understand how the exposure to Digital Remedy played a role in improving the efficacy of the media. In this case, the OTT campaign influenced the conversion, but the second partner’s attribution modeling wouldn’t take that into account, and it would get full credit for the conversion. 

All media works together. None of your advertising works in a vacuum. Conversion reporting/attribution is only one of several ways to analyze whether specific media is working for you. With halo effect analysis, clients can understand the campaign boost Digital Remedy is providing. If we played a part in a conversion that involved some other media, we’re essentially improving the efficacy of that media type with our own media.

What Is Halo Effect?

Incremental channel lift, or halo effect, is a way to measure the boost in performance of your search, social, and affiliate channels provided by your CTV campaigns. In other words, the halo effect shows how much more likely someone is to convert if they see CTV ads AND any of your search, social, or affiliate ads versus ONLY seeing ads on those other channels.

Halo effect analysis takes a more holistic approach to attribution, focusing on incremental conversions across media channels and campaigns. With this analysis, you can connect your CTV spend and see just how much of a boost these campaigns are providing for all of the other media you’re running.

How Does It Work?

Rather than having to take credit for the direct performance of our media, we are able to assign that credit and take indirect credit instead through halo effect analysis. Search lift, social lift, affiliate lift, native lift; you name it, all of this can be done through this same process. 

Benefits of Halo Effect with Digital Remedy

Leveraging halo effect analysis through Digital Remedy, advertisers can measure the true incrementality of their marketing initiatives and refine their campaign mix to deliver a better ad experience for their customers (and better results for their business). Benefits include:

Speak to a member of our team to learn more.

A Look Back

The ad tech industry is an ever-changing, increasingly-competitive, fragmented space, full of acronyms, complex tools, ad networks, and lots of data. With the ever-changing nature of the industry, it’s important to remain one step ahead.

2022 brought a lot of growth to the ad tech space, showing no signs of slowing down heading into the new year. The ongoing digitization trend and the rise in spending to improve workflow and productivity of employees is expected to fuel the market growth in the coming years.

The increasing investments into the flourishing advertising industry are further expected to influence the market demand.1 While 2023 will bring even more growth, advertisers will be looking for more capabilities around measurement and optimization and ROI generation.

Ad Spend Forecast

Looking back at the industry this past year, advertising revenue grew by 6.5%.2 Despite the economic downturn, large ad spend declines were limited to certain markets and are not reflective of the overall industry’s health. It seems that through 2022, large advertisers are still growing revenue, unemployment remains low, new business opportunities remain steady and digital media is still growing.

As we head into 2023, a notable trend emerging is the forecasted growth of connected TV—which should see double-digit increases next year and account for one-third of total TV spend by 2027,2 as it continues to steal dollars previously allocated to linear investments. TV advertising as a whole will grow by 1 to 3%2 over the next five years, reflecting how much certain traditional investments pull down the category as a whole.

With ad spend predicted to have positive growth, it’s vital to make sure your ad dollars are being allocated correctly. Working with an experienced media partner to optimize and measure ad performance in real time should be an investment brands are willing to make going into 2023.

What should advertisers and agencies expect in 2023? Here are some predictions from the Digital Remedy Team:

A Look Ahead

1. There Will Be More Focus on Data-Driven Strategies

As streaming continues to grow in popularity, so too has “subscription fatigue,” the sense of being overwhelmed by the amount of content available. Audience media consumption will continue to shift, which will not only be a challenge in the CTV space next year as consumers rotate through streaming services but also across all media platforms. Due to this shift, brands need to be agile with their strategies, which should be powered by data such as audience insights and campaign performance.

Data is at the heart of the business, and advertisers and agencies that are not leveraging it will be at a disadvantage. OTT platforms have access to owned audience data on what is being watched within their networks, as well as when and how they’re watching. And while there’s a lot of room for more detailed audience insights, the data they have now can allow streaming platforms to utilize data-powered content strategies that are more likely to resonate well with audiences.3

2. CTV will be the Fastest-Growing Performance Channel

The rise of ad-supported streaming on CTV is an opportunity to deliver real, measurable outcomes and will continue to become a focus for marketers in 2023. Streaming giants such as Netflix have announced ad-supported subscription tiers with favorable pricing in exchange for advertising within content. This year, ad-supported streaming will generate $19.1b and by 2024,2 marketers will spend $29.5b on CTV advertising. With all of the new inventory, the streaming space is becoming increasingly competitive. Advertisers have more ways to reach consumers than ever before, leveraging targeting and performance reporting is key to ensuring ad dollars are being utilized.

While brand awareness is critical, many marketers focus on driving (and measuring) bottom-funnel actions, such as website visits, in-store visits, and purchases. Improvements in measurement for upper-funnel media are coming fast and furious. These improvements are showing that lower-funnel media can have branding impacts, and upper-funnel media can have performance impacts that will be highlighted heading into 2023.

For more on Performance TV, check out our report.

3. Cross-Channel Campaigns Will Be Essential

CTV has been increasing in popularity with advertisers, but with the economic downturn, advertisers will focus on channel diversification in 2023 and follow their target audiences more closely wherever they’re watching. Consumers today are using many different screens and devices for streaming media, and advertisers need to make sure they are keeping this in mind. Running cross-channel campaigns can create touch points throughout the customer journey that will keep their brand top of mind.

A successful performance CTV strategy has a lot of moving parts. Utilizing real-time measurement to drive decisions and focus media budgets on the highest-performing channels will be a key CTV strategy to pull into 2023. To be effective, marketers must meet audience expectations for personalization, which means taking a dynamic and agile approach with targeting and execution.

4. Contextual Will Continue to Appeal to Privacy-Focused Advertisers

Contextual targeting, which enables marketers to target users online based on contextual signals rather than third-party data, offers far more privacy for individual web users, and this is critical as we move towards a world without cookies. This means targeting the right user at the right time on the right channel with a personalized contextual message—without third-party data tracking.

First-party data infrastructure will be crucial for effective brand advertising. We see this marketing trend continuing, helping advertisers provide targeted experiences to key consumers through audience segmentation and smart audience management with the help of technologies.4

For more on the privacy-focused future of advertising, check out our talk.

5. Advertisers Can Take Control with Self-Service Platforms

With the goal of optimizing ad spending for ROI, marketers want to save time and money to ensure efficiency. That being said, many differing situations require varying needs when it comes to advertising platforms. Self-service platforms enable advertisers full control, where transparency is right at the tip of their fingers. When advertisers have the freedom to book their own campaigns, not only do they get an intimate, full-control experience, they also have the “natural” space to trial different aspects and elements within their campaign process. This includes budget, targeting, and creative adjustments.

For more on our self-service OTT platform, speak to a member of our team.

How Digital Remedy Can Help

Backed by over 20 years of experience in the ad space, Digital Remedy is a leading digital media partner for advertisers looking to maximize their advertising efforts. We provide unique targeting tactics to extend reach beyond linear, connecting with the right audience, in the right mindset, as well as granular attribution and reporting to understand the true impact of every variable within your campaign.

Digital Remedy offers performance-focused solutions, where brands gain access to a sophisticated reporting dashboard to monitor their campaigns on multiple channels, and real-time insights to optimize towards the KPIs that matter most. In addition to optimization, and granular, transparent bottom-funnel reporting, Digital Remedy provides a new standard in tracking, transparency, and results that will maximize your marketing efforts and optimize your 2023 ad budget.

Ready to turn these trends into actionable concepts for your 2023 media plan? Speak to a member of our team.

Sources

  1. PR Newswire: Worldwide Ad Tech Industry Report to 2027 – Key Drivers and Challenges
  2. Adweek: GroupM’s 2022 Forecast Is Rosier Than Expected, but Not Great
  3. Resonate: 3 Connected TV Developments to Watch in 2023
  4. Adpushup: Ad Tech Trends That We Can Expect in 2022

Evolution of TV Consumption

TV viewership has dramatically changed. With declining linear TV audiences, and an industry shifting its focus towards Over-The-Top (OTT) and Connected TV (CTV) streaming services, advertisers are reallocating budgets to dive into this growing platform. Not only are more people using CTV, but time spent with this medium is also increasing. There have never been more options for what to watch and how to watch it.

Non-pay TV viewers will soon outnumber pay TV viewers. By 2024, 123.8m people will view pay TV, versus 143.6m who will have cut the cord, instead streaming content and watching live TV on distributors like Hulu + Live TV and YouTube TV. These shifts in viewership are opening up different ways for advertisers to target and reach TV watchers.

In this blog, we’ll cover everything advertisers need to know about YouTube TV (if you’re a viewer looking for more info on YouTube TV, go here) and how to leverage YouTube TV ads through Digital Remedy as part of your OTT mix.

What Is YouTube TV?

We’ve all heard of YouTube, but what is YouTube TV? First launched in April 2017, YouTube TV is a subscription streaming service—known to advertisers as a vMPVD (Virtual Multi-Platform Video Distributor)—that provides an alternative to traditional cable. Available nationwide, YouTube TV lets subscribers watch live TV from 100+ broadcast, cable, and regional sports networks (in English and Spanish), in addition to video-on-demand (VOD) shows, YouTube Originals, and trending YouTube videos. Subscribers can upgrade their viewing experience with premium networks, sports, Spanish, and 4K plus add-ons for an additional monthly cost. 

As of July 2022, YouTube TV has more than 5m accounts — making it the U.S.’s biggest internet-based pay TV service. In addition, it’s the fifth-biggest U.S. pay-TV service (after Comcast Xfinity, Charter Spectrum, DirecTV, and Dish). 

YouTube TV service currently does not have an ad-free version, so all subscribers see ads. YouTube TV advertising is a form of OTT (over-the-top) advertising. OTT advertising is delivered directly to viewers over the internet through streaming video services or devices. With YouTube TV, advertisers can tap into one of the most premium CTV inventories to reach target audiences at scale, with robust data, optimization, and transparent reporting.

YouTube On TV vs. YouTube TV

Not everyone who watches YouTube on their TV is a subscriber of “YouTube TV.” The YouTube app is already baked into or available for free download across many Smart TVs and streaming devices. The YouTube app enables viewers to watch all their favorite content on the largest screen in their house at no cost, while “YouTube TV” requires a paid subscription.

Ad Formats

YouTube TV currently supports two types of ads:

Audience Targeting

This platform’s most significant advantage over cable TV is its Artificial Intelligence, which recommends content depending on the user’s preferences. Through advanced targeting, users can easily be targeted by:

Topic targeting lets brands reach people interested in content related to their products and services, whether travel, food, music, or something else. Topic targeting applies to non-skippable in-stream ads, and bumper ads served on YouTube TV.

Ad Placements

With YouTube TV, ads can show up in a few different places:

This allows ads to be placed in relevant slots for target consumers as they already engage with the YouTube environment.

The Benefits

YouTube TV has become a valuable channel for advertisers looking to connect with the right audience at the right time and boost awareness among new consumers. YouTube TV advertising: 

For more information, check out our Why YouTube TV video.

Get Started

With YouTube TV, Digital Remedy offers advertisers and agencies of all sizes the ability to play within the walled garden and get the most out of their streaming campaigns. To learn how to get started, speak to a team member today.

Both the wide-ranging brand awareness benefits of traditional broadcast TV advertising and the precise targeting capabilities of digital marketing are known for their mass ability to draw in potential customers.

Performance TV advertising combines the benefits of these two unique marketing tools—creating what many see as the advertising channel of the future.

What Is Performance TV Advertising?

Performance TV is streamed on a connected TV (CTV) and gives marketers the capability to deliver targeted, measurable television ads.

In years past, it was nearly impossible to measure the performance of television ads. Performance TV brings TV ad buying into the future by allowing campaign managers to definitively track campaign conversions and optimize their campaigns away from what doesn’t work to what does.

How Does Performance TV Differ From Traditional TV Advertising?

One difference between performance TV and traditional TV advertising is that traditional TV is programmed, watched, and scheduled through cable or satellite, and performance TV is powered by an Internet connection. This key difference gives performance TV the capability to target and measure audiences. Advertising on traditional TV can sometimes feel like a shot in the dark because there is no definitive way to measure results—so advertisers must rely on broad reach and frequency measures and post-campaign lift studies.

Additionally, traditional TV program viewing is predetermined by the scheduled lineup of shows. Performance TV, on the other hand, allows users to pick and choose what shows they want to watch, when, and where. Performance TV allows marketers to show viewers advertisements specific to their buying behavior and sensibilities. In contrast, traditional TV advertisements are scheduled in advance, much like the programs offered on traditional TV.

Performance TV Examples

Performance TV advertising combines the creative punch of traditional television advertising with the in-depth analysis and measurement of digital marketing. A real-world example of performance TV is Amazon’s latest deal with the NFL to exclusively broadcast Thursday Night Football for the next ten years.

On Amazon’s Prime Video platform, brands can see how their commercials impact buyer habits in the Amazon store.

For example, when an Old Spice commercial plays during Thursday Night Football—Amazon can tell Old Spice how many people saw their ad, the exact demographics of viewership, and how many people searched for Old Spice products in the Amazon store after the commercial aired.

These insights into television commercials give brands a great advantage—allowing them to learn how their creatives are performing in real time.

Advantages of Performance TV

Performance TV is the future of performance marketing. The two main advantages of performance TV advertising are the ability to:

What Is Connected TV?

Performance TV advertising is done through connected TV, which allows marketers to report on their performance in TV campaigns. These devices connect directly to the Internet and support television streaming. CTV is a form of OTT, the delivery method of video/TV content online—typically through on-demand streaming that is “over the top of” traditional television providers.

Connected TV device examples include:

Television is evolving, and one of the catalysts for its evolution is connected TV. Connected TV combines the high-impact brand storytelling of traditional TV with the targeting and analytics capabilities of traditional digital marketing channels.

According to Insider Intelligence, 86% of U.S. households will own a connected TV by 2023, and 88.5% will own one by 2026. This jump in connected TV purchasing proves that streaming isn’t just for younger, cord-cutting viewers.

Advantages of Connected TV Advertising

CTV advertising is on the rise. Connected TV advertising ad spend is expected to increase to $31.77b by 2024, according to Insider Intelligence. This increase in CTV ad spending can be attributed to the many advantages of CTV advertising, including:

Utilizing CTV as a Performance Channel

In recent years, CTV has come into its own as a performance channel because of its ability to engage users, its interactive ad formats, and its effectiveness in measuring campaign performance in near real time.

Key performance indicators (KPIs) can vary depending on your CTV strategy. Performance CTV gives marketers the ability to deliver messaging to targeted TV audiences and measure lower-funnel metrics—attributing the results of their campaigns—such as:

Performance TV FAQ

Who Benefits From Performance TV?

Growth-focused advertisers benefit most from performance TV because it gives them freedom and more capabilities in their marketing campaigns. While it might come as a surprise to some, customers benefit from performance TV as well. Being shown ads that are specifically marketed to their interests makes it easier for customers to purchase products or services that are actually useful to them—instead of sitting through ads they don’t care about.

How Effective Is Performance TV Advertising?

Performance TV advertising’s data-driven results have proven to be effective. According to Insider Intelligence, CTV ad spending is expected to reach $43.59b by 2026. If the money spent is any indicator of the platform’s success, then this is proof it’s thriving. According to a study by The Trade Desk, 87% of marketers believe that CTV advertising is at least as effective, if not more effective, than traditional TV advertising.

Digital Remedy Is Your CTV Partner

Performance TV can be a powerful tool if used correctly. However, it is not the best option for every brand. Digital Remedy works with growth-focused marketers to leverage performance TV to effectively drive real-world results and maximize ad spend/campaign performance.

Our digital marketing platforms centralize each aspect of the media management and activation process—allowing you to track all of your metrics with ease.

With Digital Remedy, marketers can take advantage of:

How to Get Started

Check out our presentation at GROW NY or speak to a member of our team to learn more.

The Balancing Act: Awareness vs. Performance Marketing

Performance marketing has grown in popularity over the last decade, as marketing budgets have been slashed to maximize return on investment. While brand awareness is important, many marketers are focused on driving (and measuring) bottom-funnel actions, such as website visits, in-store visits, and purchases. Improvements in measurement for once-considered upper-funnel media are coming fast and furious. These improvements show that lower-funnel media can have branding impacts, and upper-funnel media can have performance impacts.

What is Performance TV?

In short, more measurable real-world results and more granular reporting for marketers. Performance TV allows marketers to deliver ads to target audiences, measure campaign performance, and attribute bottom-funnel results. Two main benefits of performance TV are the ability to:

  1. Deterministically or definitively, track conversions from your campaign
  2. Optimize those campaigns away from what doesn’t work toward what does—to drive better performance

Performance TV advertising is done through connected TV (CTV) devices that help to attribute and report on those campaigns. Performance CTV provides a unique opportunity for marketers to reach highly-engaged audiences.

The Rise of CTV

CTV offers the high-impact, brand storytelling power of traditional TV plus the targeting, analytics, and interactivity of digital to provide a compelling environment for audiences to engage with messaging alongside premium content.

“Linear TV and CTV are converging; however, similar to the shifting holiday season, which is promoting earlier shopping each year, that doesn’t mean it has made what to buy, where to buy, and whether or not you have the best deal clear for media buyers (and consumers), which is the case for advanced TV.”

Matt Sotebeer, Chief Strategy Officer, Digital Remedy

For brands looking for new ways to maximize their marketing efforts, CTV is the perfect channel.

“We’re seeing brands start to gear up for Black Friday and Cyber Monday and look toward new channels to leverage. CTV is definitely top-of-mind for these advertisers as long as their investment can be backed up by performance. This makes attribution and optimization on this channel more important than ever.”

– Ben Brenner, VP of Business Development & Strategy, Digital Remedy

CTV’s ability to merge the often-separated performance and brand marketing worlds—including its inherently addressable nature—is redefining the digital ad space and giving marketers a way to take their campaign measurement to the next level.

How Digital Remedy Can Help

Finding the right performance CTV partner can make all the difference in optimizing your media strategy and maximizing ROAS in this fast-growing, highly-profitable market. While many ad tech vendors offer different solutions, not all of them have the full scope of resources to make the most of advertising on this medium. Digital Remedy offers first- and third-party data integrations, direct access to premium OTT publishers, real-time optimization, and granular, transparent bottom-funnel reporting through Flip, our performance OTT stack.

Digital Remedy provides comprehensive campaign performance reporting and data-driven capabilities to help advertisers and agencies connect with target audiences at the best time.With Flip, brands gain access to a sophisticated reporting dashboard to monitor their campaigns and real-time performance insights to optimize towards the KPIs that matter most. Flip provides a new standard in tracking, transparency, and results, including:

With these valuable insights, marketers can make more effective optimizations and investment decisions—to effectively grow their business and drive measurable campaign performance by leveraging the biggest screen in the home to deliver brand messaging.

Download the full report for full insights, including myths surrounding CTV. Interested in learning more? Watch our Digital Dish episode or speak to a member of our team.

CTV viewership has exploded. To take advantage of the channel’s surging audience, e-commerce and retail brands are making CTV a key part of their advertising strategy. CTV allows brands to apply an audience-first, data-driven approach to TV similar to other digital channels. However, as ad strategies continue to become more CTV-reliant, brands need greater clarity on performance and ROI. Our proprietary performance CTV platform, Flip, provides that clarity to e-commerce and retail advertisers.

Tying CTV ad impressions to app installs, site traffic, in-store visits, cart amounts, and more

Flip connects mobile location data with CTV ad impressions to help brands granularly understand campaign performance, attribution, and Return on Ad Spend (ROAS). Flip helps advertisers and agencies accurately and granularly measure CTV campaign effectiveness. The platform provides an easy-to-use dashboard that shows CTV buyers exactly which campaigns are working across which devices, publishers, demographics, and more – all in real time. Using proprietary software, Flip can tie ad impressions to app installs, cart amounts, and site visits. The platform can even match a CTV impression to an in-store visit when that device shows up in a physical store, uniquely tying digital impressions to physical actions. With its full-funnel attribution capabilities, Flip traces every CTV impression to a conversion and sheds light on ROAS as CTV investments grow.

“With Flip, we’re able to connect real-world sales events to CTV impressions to let retailers know, definitively, that someone was exposed to their CTV ad, and then visited their site or made a purchase. We’ve set our sights on elevating CTV to a fully accountable performance media channel — driving real-world results for our clients by allowing them to activate against their data or third-party data to maximize return on ad spend. Flip has answered the call for a new benchmark for measuring campaign success, even on platforms that don’t have a lot of transparent reporting, and we’re thrilled to extend it to e-commerce and retail brands.”

Head of Activation at Agency Partner

Flip is the cornerstone of our full CTV/OTT offering, helping digital ad buyers optimize targeting, tracking, and campaign management across multiple platforms and devices. Now, e-commerce and retail clients can leverage and unlock real-time insights, measure the true impact of campaigns and optimize to drive results. With Flip, e-commerce and retail marketers can:

“As the industry aims to keep pace with consumer demand for personalized experiences in an economic environment where every dollar counts, measurement and performance have become critical metrics for retail advertisers. We’re ecstatic to extend Flip’s capabilities in the retail and e-commerce sector and remain committed to providing a holistic solution by which advertisers can unlock and optimize real-time insights, measure campaign effectiveness, and drive valuable results.”

– Matt Sotebeer, Chief Strategy Officer at Digital Remedy

To learn more about Flip, visit www.digitalremedy.com/flip or speak to one of our team members to book a demo and see the platform in action.

The CTV/OTT space presents many advantages for B2B marketers, including clear targets, ideal buyer profiles, and precise targeting strategies. However, B2B marketers are feeling increased pressure to prove the value of CTV/OTT in reaching their target audience and without the right digital attribution, it can be tough to prove success and maximize return on ad spending (ROAS).

TJ Sullivan, SVP of Sales at Digital Remedy was recently featured in MarketingProfs, where he discussed digital attribution in the OTT/CTV space. Specifically, TJ outlined five ways to succeed with CTV/OTT, improve ROAS, and boost your bottom line:

Use multi-touch attribution

Multi-touch attribution for CTV/OTT gives you the ability to see the customer journey beyond just first- and last-touch—which is especially crucial for B2B marketers looking to understand the full customer journey.

Factor in incrementality

CTV/OTT metrics let you dive into the details to understand which tactics moved the needle with the right people in the right way. Factoring in incrementality lets you see the real picture by taking all attributed conversions and filtering out ones that the campaign didn’t directly drive.

Match strategy to sales insights

Good B2B marketers know how to recognize buy signals—those actions and behaviors that indicate a prospect is ready to buy. Being able to recognize those “telling” signals and match them to the strategy—optimizing creative, targeting, and placement to drive those signals—is a key advantage in CTV/OTT advertising when it’s done right.

Use actionable CRM data to segment and target

The beauty of CTV is that it enables real-time optimization of ad buys in comparison with Linear, which means you are able to move your budget toward the publishers, creatives, dayparts, audiences, and geographies that are working to drive the most action to fully maximize your spend.

Use real-time feedback to target in real time

When you combine multi-touch attribution with real-time performance metrics, it creates a powerful platform to fully optimize targeting and content delivery.

Work with a trusted partner to achieve success 

While it may be relatively new to some marketers, multi-touch attribution must become a top priority, as it allows you to not only identify the specific touchpoints throughout the consumer journey that triggered the desired action, but also leverage valuable performance insights to optimize future campaigns. With the Flip OTT performance platform, Digital Remedy is making it accessible and simple for brands and marketers at all levels to win in the OTT/CTV space. To learn how you can leverage alternative attribution methodologies within our award-winning CTV platform, visit www.digitalremedy.com/flip.

Check out TJ’s full insights on MarketingProfs and be sure to follow Digital Remedy on LinkedIn and Twitter for the latest updates.