Linear TV advertising (traditional advertising) has always been an imperfect science.

Linear TV advertising (traditional advertising) has always been an imperfect science. Brands have to keep their ads broad to address a large audience, but this can mean that the ads don't appeal to anyone in particular. If your brand is niche, it usually doesn't make sense to spend a lot of money on network advertising.

Now, thanks to the advancements of connected TV (CTV) and its numerous apps, streamers and capabilities, advertisers have more opportunities to reach their intended audiences. Coupled with the right strategy and platform, CTV can offer more precise targeting, which allows brands to cater their messages directly to viewers they want to attract.

We know that the audience is there for CTV. A lot of people who watch streaming videos see ads and then learn about new products. People also have a good experience if the ads are relevant to them. Because of this, brands now have the opportunity to break free from linear buying and use CTV to reach more people with their ads.

The challenges with traditional TV advertising

In the past, it has been very difficult and expensive to produce creative content for linear TV. This has led to the following challenges:

Costly and labor-intensive refreshes 

Brands need to keep their advertising fresh. Research has shown that if the same ads are shown too often, people will stop paying attention. TV ads have traditionally been developed for specific branding initiatives, like seasonal offerings or yearly sales. Producing these spots is expensive and time-consuming, so brands can't create many of them.

The difficulty of managing various campaigns

Advertising on traditional TV can be difficult. A brand has to go directly to the channel or network in order to do it. This makes advertising on multiple channels very taxing because there are a lot of things that need to be done, like managing creative, creating media plans and budgets, and measuring the results.

Limited data that’s only available after the campaign ends

Having timely and abundant data is important when trying to understand the impact of an advertisement. However, with linear TV ads, real-time results are not available. This means that advertisers are not able to optimize their ad budgets as efficiently as possible.

How CTV helps to solve problems with TV ads

With connected TV, many of these problems can be fixed. You just need the right advertising technology that can measure things accurately. Advertisers can fix problems with their ads by looking at real-time data and making changes based on that information.

These innovative solutions also allow brands to create multiple versions of their ads to speak to specific audiences on CTV. For example, with MNTN’s Creative-as-a-Subscription (CaaS) model, advertisers receive a quarterly refresh of their creative, often with several versions that target different audiences or take different tactics. The creative is included in the price of media, thus bundling the two together and allowing advertisers to invest their entire budget into driving actual business-impacting results. And once the creative is ready, brands can quickly upload, manage and measure their campaigns all in one place.

Here is an example: Replacements, the world's largest retailer of china, crystal and silverware, used CaaS to improve their process for advertising on TV. They used to only refresh their ads around the holiday season, but with CaaS they are now able to refresh their creative quarterly and target users who have already viewed products on their site. As a result, Replacements' month-to-month return on ad spend (ROAS) soared by 417%, and revenue improved by 240% compared with the year prior.

MNTN's Performance TV platform also makes uploading new content very simple. Once you have created your campaign, the system will automatically optimize it to meet your goals and get the best performance outcomes. This happens without any manual lift or time-consuming management on your part. The system looks at dozens of variables from audience data (like geography and demographics), ad inventory data (day-parting, pricing) and campaign data (performance metrics, frequency) thousands of times each day to maximize performance.

The optimizations that Rumpl made helped it see great returns from CTV—64% higher than its goal. This prompted the company to sign up for CaaS. With CaaS, Rumpl doesn't need to create any new creatives. It can invest its entire budget into driving performance.

TVs that are connected to the internet can show more targeted advertising. This means that the advertiser can get better insights about what people want and need. They also have more time to plan their advertising campaigns.

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