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Rachel Dillon, EVP Sales and Marketing at Strategas talks about the latest trends in CTV and how their impact will define advertising through 2023.
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Welcome to this MarTech Series Chat, Rachel, tell us about yourself and your role at Strategas.
I’m Strategus’ EVP of Sales and Marketing. We are a fully programmatic managed service provider specializing in Connected Television (CTV) advertising, partnering directly with the advertiser to act as his CTV resource for campaign strategy and execution.
Clients typically do some CTV but don’t have the resources or time to keep up with the rapidly changing streaming space. Let’s be honest, CTV is complicated. Our job is to help advertisers navigate her CTV by providing the latest solutions for data and targeting. Best practices for execution. and measure.
We see ourselves as an extension of our in-house marketing team, providing expertise and expertise as well as new products and ideas to help our advertising partners maximize their investment in CTV.
weWe would love to hear about the latest innovations from Strategus and how they are helping end users.
We are very excited about our investment in data and visualization. We are investing heavily in this area because we believe that the more data we can extract and display from our campaigns, the better our recommendations will be to help our advertisers succeed.
One of our new innovations is a completely revamped reporting platform launching this month. We recognized the need for a more robust platform that could provide advertisers with campaign insights at a more granular level. In addition, we enabled client data to power our campaigns and invested in our own identity graph that allows us to glean deeper insights into our audience and who is responding to our advertisers’ messages. Our clients continually demand more data and insights, and both of these developments are providing our customers with deeper datasets.
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How is the programmatic CTV market changing today: What key trends will form the basis of the segment in 2023?
AVOD continues to grow, which is exciting for the industry as a whole. It is clear that ad-supported programmatic advertising will take hold and become an important channel for advertisers to reach their intended audiences.
We also believe that company data and how brands enable it will be key trends in 2023, along with performance measurement. We are already seeing big changes as advertisers start to demand more from their advertising investments as a result of the deeper measurement and reporting capabilities that CTV provides.
When it comes to digital advertising today, what can advertisers do better to get the right attention?
We still see many advertisers not leveraging the depth of targeting currently available in digital advertising. We often receive RFPs that target a wide range of age groups and genders, but this is very linear TV-oriented and inconsistent with functionality that exists today. Location data, first party data, viewing habits, shopping habits, and/or any number of other attributes using various data sources.
By using available data sources, you can ensure that your advertising dollars are not wasted on broader audiences that are not connected to your brand message and ultimately do not take action.
Additionally, because programmatic CTV advertising can identify an audience with great accuracy, brands have many opportunities to craft messages that resonate with that specific audience. A lot of advertisers use generic linear spots for his CTV ads, so you might miss it. CTV’s targeting capabilities enable greater personalization, allowing advertisers to focus specific messages on more targeted audiences.
What do you think about the future of ad tech and advertising?
It continues to change rapidly. The ecosystem is very dynamic right now, so it’s our job to keep our partner up to date on what’s happening on her CTV. New data privacy measures, publisher changes, and acquisitions make it difficult for advertisers to keep track of everything. Works in this fast-growing and fast-changing industry.
CTV will continue to be an exciting opportunity for advertisers in 2023. This means more dollars will move away from linear, and targeting and measurement capabilities will bring major advances in fine-tuning TV advertising to ensure the right message is delivered to the right person at the right time on the right device. It’s for
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