Insider tip: This is the kind of creation that seduces the advanced viewers

"TV" has a new meaning. The public no longer only watches linear television. Instead, they are working with content on devices and channels, and an increasing number are using satellite television (OTT) and connected television (CTV) in addition to or replacing linear television.

According to eMarketer, 57.2% of the US population will watch CTV in 2019, up from 51.7% in 2017. Audiences devoting more time to the media create new opportunities for the media. brands. US advertisers are expected to spend $ 3.8 billion in OTT this year and $ 5 billion in 2020.

But some brands and agencies do not realize that you can not broadcast the same TV commercial as the one that you had toured six months ago. call it a day. When it comes to developing creations for advanced TV environments, you need to understand what formats and ad features will generate the most commitments and conversations, as well as towards which direction is heading.

The first step to creating an effective creation. recognizes the technical capabilities available. In the area of ‚Äč‚ÄčAdvanced Television, advertisers should consider the following:

Custom Video in CTV Streaming Environments

Here are the commercials that are most reminiscent of traditional TV commercials. But, unlike traditional TV advertising, you can use advanced digital targeting features to deliver ads to a very specific audience, as well as to implement creative features such as custom overlays and end cards for users to react more easily.


Trademarks may also advertise on CTV screens with high traffic screens. This is a great way to raise awareness and is especially popular with entertainment brands promoting programming. That said, other sectors can also use this tactic, especially if they can create a smart link with popular content.

Advertisements redirected to second screens using Automatic Content Recognition Technology (1945)

[19459001)] Automatic Content Recognition technology allows you to target users of your content. Mobile devices depending on what they watch or have watched on the big screen. These ads can refer to your brand and the programming the audience is watching in their living room. Use this tactic to strengthen your television advertising or as part of a conquest strategy.

Verticals that go beyond entertainment also use this tactic. For example, fast service restaurant (QSR) brands can target users viewing a competing television ad with mobile ads that tout their brand differentiators and promote online orders or pedestrian traffic with exclusive coupons.

Advanced television creations are (and must not)

United States. Cable cutters will grow from 33 million in 2018 to 55 million in 2022, making advanced television a necessity for a growing number of advertisers. The same goes for the linear environment: OTT / CTV viewers are both relaxed and enthusiastic for a good story. But by combining the power of the big screen, audience targeting and emerging interactive capabilities, brands can create superior advertising experiences.

That said, the stakes are high. Uninspired ads are turning the big screen upside down, especially when audiences are watching quality movie content. Here's what you need to do.

Think about the behavior of the viewer and the nuances of the medium. Do not always assume that your "television ads" will be shown on television screens. CTV ads have the advantage of playing with the same landscape in which the original ads were shot, but OTT-connected devices may also include laptops and mobile devices. So be sure to follow best practices for all screens. Get the viewer's attention by first loading your value proposition and considering larger plans or larger word processors. Think creatively and look into entertainment trends. Consider the content that resonates with your audience, as well as whether and how your brand is related. For example, if I were running marketing for Eggo Waffles, I would benefit from connecting to "Stranger Things". The character Eleven is obsessed. and for the fans, they have become an icon of the show. Eggo could line up a smart TV menu offering with the premiere of next season. It would be an insolent way to make the brand known while creating new links with the public. Avoid user fatigue with creative refreshments . I can not tell you how many times have I seen the same ad multiple times on a CTV platform. At the fifth time, I'm bored and bored – probably not the emotions that the announcer was hoping to spark. So, refresh your creation. In a perfect world, that means you have to film a few versions of your ad. But if this is not possible, you can always tell a sequential story by dividing your video ad into smaller clips or making simple edits, such as adding overlays or end cards that evolve over time or coincide with current events. The new specifications bode well for the future of advanced television creation . As viewer behavior converges between devices and media, an increasing number of brands and agencies become screen independent. TV and digital teams are strategizing together to find ways to integrate mobile, desktop and CTV technologies. Technically, it's still the Wild West. But the changes are imminent. The IAB has recently introduced a new specification replacing the definition of broadcast interface announcements for video players by the definition of secure interactive multimedia interface. This format is designed to provide interactive advertising experiences on mobile devices, server-side and OTT advertising insertion, without the need to maintain a software development kit. The IAB expects that SIMID will be adopted at the industry level by 2020. In doing so, it should level the technological challenges facing creative creative producers. have been confronted in the past in order to be able to create personalized interactive experiences for all screens.

Advanced television is the new frontier of brand narration, but many brands only touch what is possible. By understanding technical possibilities and creative best practices, as well as perspectives, you'll create advertising experiences that reflect viewer behavior and marry the best of both TV and digital worlds.

The opinions expressed in this article are as follows: those of the guest author and not necessarily Marketing Land. Associated authors are listed here.

About the Author

As Creative Director, Les Seifer directs Tremor Video's in-house creative studio DSP. His team brings creative video intelligence to media campaigns, combining advanced advanced creation with unique data and information. His creative roots are deep in the office. As a painter, his works have been exhibited in galleries and museums across the country.

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