Though we’ve been talking about cord-cutting since the first Roku player and Apple TV hit the market over a decade ago, we saw more people part ways with traditional TV than ever before in 2020. Given that we likely won’t see a reversal of the cord-cutting trend, brands have been looking to connected TV (CTV) for more advertising opportunity and flexibility. While the need to embrace CTV is clear, figuring out how to reach audiences across multiple platforms presents more of a challenge.
I recently sat down (virtually) with Ian Faison, host of the Marketing Trends Podcast, to discuss the evolution of the TV landscape and how brands should harness this new digitized version of TV to reach more consumers while being more specific and targeted in doing so. We explored as much as we could of the TV advertising universe in a single episode, including:
- How television consumption moving to streaming environments has created greater access and opportunity for all brands, including smaller niche brands who, for example, might want to limit their audience to music lovers.
- The importance of being able to connect the dots between all of the new CTV marketplaces that are popping up and of finding a universal currency for analyzing and measuring all digital ads.
- Why agility has been a top focus for brands, and how marketers can leverage advanced creative capabilities to swap messaging and calls-to-action in real time, as quickly as the world changes.
- How technology powers creative efficiency, and why personalization doesn’t have to be that hard!
Consumers are getting used to interacting with TV screens, and there’s a huge opportunity for brands to provide immersive experiences that will drive engagement and loyalty. Check out our full conversation on advertising trends and best practices, or contact our team to learn about how Innovid’s omni-channel solutions, designed with TV at the center, can help you take advertising to the next level.