Connected TV Advertising Essentials to Prosper During Holiday Season
Pandemic made us live another life. Online became the new way of everything – from entertainment and shopping to learning and working from home. This turned out to be the real challenge for most of the companies since not every business was ready for such an eventuality. Some entrepreneurs lost their money, some lost the whole companies, and only those who learned how to survive during the times of pandemic started adjusting to quite new rules. Nowadays another challenge is waiting for all the businesses – the holiday season is closing fast.
It’s the time to redeem, to earn, and to implement new approaches and tools. In holiday ecommerce is more relevant than ever. Holiday season sales will be radically different and promise to be immense since there are still limitations to offline activity and shopping. Therefore, digital marketing not only overshadows traditional promotion methods but becomes the leader of all sales. This is the finest hour to take online marketing solutions to the new level.
CTV becomes the king
Staying at home is both a must and a new trend, but it doesn’t mean people won’t spend their money. The point is that consumers want to buy everything online and have fun using the Internet and digital solutions, and it is the responsibility of every brand to give their customers such an opportunity.
What is specific about advertising during the holiday season?
This season a big emphasis in holiday advertising is put on targeting. One of the reasons it becomes essential is that supply chains are going to be overloaded. UPS and FedEx have delivered 20% more items quarterly than the last year, and the volume is only going to increase by 70%. Everyone wants to get all the necessary items and gifts in time, and more precisely before the holidays, in order to have time to deliver the presents to friends and family. Taking it into account traditional holiday shopping is about to begin earlier, therefore all the marketers should think over the renewed advertising campaign right now.
The relevance of targeted advertising is also explained by another phenomenon that gains momentum nowadays. We are talking about BOPIS – “buy online, pick up in-store”. Either to avoid crowded stores or not willing to wait for the delivery and pay the shipping fees, customers prefer “click and collect”, i.e. buy online in a few clicks and pick up the purchase on their own in the nearest outlet. According to eMarketer research, the BOPIS option will grow by 60% at the end of the year. Consumers value this option a lot, so bear it in mind while developing your brand marketing strategy.
Even though most of the customers do not plan to host guests like they used to, they nevertheless plan to decorate their houses and send gifts to their beloved people. On top of that, as large gatherings are not an option people have to think over the way they will have fun at home within the family. Thus, the entertainment industry becomes one of the leading ones this season, and for all those reasons, it is the high time to adjust CTV ads. For example, there is a minimum 50% increase in video gaming industry in the US, and the immense growth occurs in multiplayer games; Overall OTT video consumption rose by 38%.
Benefits of CTV advertising
What is the fastest and the most effective way to deliver messages to customers during the quarantine? There’s hardly a better tool than connected television which popularity during the pandemic has raised significantly.
What makes Connected TV advertising stand out?
- CTV viewing time increases and the number of monthly active users on CTV is growing especially during the pandemic allowing more customers to see the advertisement
- ads are targeted with maximum precision and thus are always relevant
- the advertising campaign may be adjusted on the go because you can get all the metrics in a real-time
This is what you can do to make your video advertising campaign effective during holidays:
– focus on personalization and local targeting narrowing it to states and even cities
– offer more benefits including discounts and freebies (gifts, free shipping) as well as BOGO option (“buy one, get one free”)
– stick to segmentation and data analysis to seize the moment when the consumer is close to making a purchase
It is better to start as early as possible to improve brand awareness and to give your customers time to select, order, and receive the necessary items (take into account supplies volumes predictions). Don’t forget to put a special emphasis on catchy CTAs to make the customer take action.
The takeaways
Holiday season is about online shopping and indoor entertainment. Though lots of companies can’t make as much profit offline as they did before, they can still win a fortune if they implement a clever marketing strategy using all the benefits of CTV advertising. More customer involvement, better targeting, high completion rates – these are only a few advantages Connected TV advertising offers on the way to bigger revenues and brand popularity.
