As we get deeper into the fiscal year, it has become an undeniable fact that brands are increasingly looking to become more performance-oriented, with a particular focus on Connected TV (CTV).
Here is why.
As consumer viewing habits evolve and traditional TV consumption continues to decline, Connected TV offers a unique opportunity for brands to achieve measurable, performance-driven results. With more consumers shifting to streaming platforms and internet-connected devices, brands are turning to CTV as a key channel for reaching their audiences with precision and accountability.
The rise of CTV has been fueled by the growing adoption of smart TVs and streaming services, providing brands with access to a highly engaged, tech-savvy audience. What makes CTV particularly appealing is its ability to combine the impact of traditional TV advertising with the precision of digital marketing. Through advanced targeting capabilities, new methods being developed in the realm of Dynamic Creative Optimization (DCO) and real-time performance tracking, brands can now measure everything from viewership to conversions, optimizing their campaigns for maximum efficiency and ROI.
As you can see in this recent Origin Case Study for a global CPG client, brands are increasingly adopting a data-driven approach to their CTV strategies with a new focus on ROI/ROAS. With the ability to track key performance indicators (KPIs) such as engagement, brand recall, site visits, and in the case with the CPG brand - store visits, marketers can now make data-backed decisions and adjust campaigns on the fly. This flexibility is crucial in a landscape where consumer preferences and behaviors are constantly shifting.
Moreover, CTV allows brands to integrate interactive and personalized experiences, enhancing the overall effectiveness of their campaigns. By combining dynamic creative techniques such as those offered by Origin, with advanced analytics and audience segmentation, brands can create hyper-targeted ads that resonate with specific consumer groups, driving greater engagement and higher conversion rates.
As the fiscal year progresses and fueled by ongoing economic uncertainty during a new and turbulent administration, it’s clear that Connected TV will play a pivotal role in brands’ performance-oriented strategies.
With the right tools and insights, brands can leverage CTV to reach their audiences more effectively, while delivering measurable results that align with their broader business objectives.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv
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