insight
insight
announcement
press
Author:
Carmen Spencer
Apple’s restrictions on ad tracking. Facebook’s constant shift of ad metrics. The impending deprecation of Google’s third-party cookies in 2024. These may send some into a gloom and doom spiral. For others, it leaves space to seize opportunities - if you know where to look.
How you access customer data, what you do with it and where you spend your digital advertising dollars matter more than ever.
Australia’s top 20 social media advertisers invested close to 90% of their digital advertising spend on Meta in H2 2022. If customers need eight touchpoints before engaging with your brand, is social media advertising really a one-stop shop? With Facebook ad reach reportedly capturing only 41% of all internet users globally and 57.9% of the Australian population, businesses should be wary of putting all their eggs in the Meta advertising basket.
The new frontier of digital advertising is on the platforms that create a more personalised experience for your customer. Broadening your strategy will allow your brand to reach new audiences and build cross-channel ad frequency. In short, targeted ads seen more often = more memorable = greater customer retention = more sales.
Last month Bloomberg news reported that the days of Meta and Google’s digital advertising duopoly are over. The two big players now control less than half of the advertising market, with Digital TV now recognised as the third big-scale channel.
TV boasts the strongest retention rate of any media and contributes to twice the sales uplift relative to media spend than Google Search. You can’t argue with that.
So, does your strategy have all the digital advertising channels covered? Diversification remains key to strengthening your brand and gaining the attention of new wallets into 2023.
Digital TV advertising is paid branded content that appears on any household device connected to the internet, from smart TVs to gaming consoles. It offers the credibility of traditional TV advertising combined with the niche targeting previously reserved for Google and Meta.
This means your product or service can show up alongside the following:
• Free catch-up programming or live streaming on Broadcast Video On Demand (BVOD) services such as 7plus
• Binge-worthy shows on Subscription Video On Demand (SVOD) services like Netflix
• YouTube plus more.
It doesn’t stop there. In late 2023, viewers of 7plus will be able to interact with live and on-demand streaming thanks to next-generation technology. Think different video angles, live social feeds and statistics, free-to-play games and eCommerce integration without losing the primary feed. This immersive platform will be a playground for advertisers, and we’re chomping at the bit to gain first access.
Nerds like us will appreciate some further clarification on how the ads are shown.
• Over The Top (OTT) advertising can appear on all devices, including mobile and desktop.
• Connected TV (CTV) advertising is only shown on a smart TV or set-top box such as a gaming console.
For simplicity's sake, both are types of Digital TV advertising so let’s move on.
With YouTube’s ad reach equivalent to 82.2% of the Australian population and the recent launch of ads on Australian streaming services, getting on board with digital TV is a no brainer.
78% of Australians are open to advertising and branded content when watching a personally relevant video, and Digital TV is your ticket to getting in front of them.
Without the data roadblocks faced by other platforms, Digital TV compiles your audience’s watching and engagement behaviour to understand their unique interests. Advertisers can target customers down to their postcode, age, gender, spending habits, advertising they’ve seen and more.
So, let’s say you’re about to launch a range of dehydrated vegan meals for Gen Z hiking enthusiasts living in South East Queensland. Digital TV advertising will have your brand in front of that niche audience quicker than you can say, “is it organic?”.
To drill deeper, each type of data and targeting used by advertisers offer different ways to reengage existing customers or reach prospective audiences. Buckle up; there are a few key terms to be aware of.
First-party data is an audience that has directly engaged with an advertiser or publisher. For example, an advertiser’s customer database, past purchase information, website traffic or mobile app usage, or a publisher’s subscriber profiles or behavioural data. Because it’s real customers or, at minimum, qualified interested audiences, first-party data can also be leveraged to retarget those who have engaged with a brand on other channels.
Second-party data. While some brands protect their first-party data with Gollum-like security, others will on-sell it for the right price. Leveraging second-party data from an aligned brand for your digital ads means the audience is more likely to be interested in what you offer.
Third-party data is gained or purchased from other reliable sources, such as market research companies. It’s just as valuable as the other two data types and can help brands reach new audiences when paired with the right targeting.
To go a step further, each type of customer data caters to different targeting options. For example, an ad for gardening products could be shown alongside general gardening content (contextual targeting) or in specific content such as ABC’s Gardening Australia (preferred placement). Advertisers can also build lists with similar behavioural signals to your first-party data with lookalike targeting.
The possibilities seem endless, and with numerous new ways emerging, it’s a full-time job to keep up with it all (quite literally here for our team at April Ford).
The punch line here is that Digital TV advertising is still affordable. While big brands have used programmatic advertising for what seems like eons, there is space for businesses of any size to get involved with Digital TV.
The Pay Per Completed View (PPCV) model means you only pay when viewers watch your entire advertisement. This performance metric leads to a more meaningful impression and greater impact, making Digital TV campaigns efficient and cost-effective.
Advertisers also have greater control over where and how ads are seen. Non-skippable ads plus frequency management all work to spare viewers from ad fatigue and drive conversions.
In the last quarter of 2022, 49% of all video-based ad spend in Australia was on Digital TV alone. While Google and Facebook advertising is here to stay, they are not the be-all and end-all. Adding Digital TV to your marketing mix fills in the data gaps and will provide your brand with the cut-through other channels can’t compete with.
The clients our digital marketing agency have worked with for Digital TV ads have never looked back. While brand awareness ad campaigns are the biggest focus across the board, we have seen Digital TV campaigns lead to significant conversions. The secret sauce is making sure the message and ad creative stand out to the audience.
The data may be back in your hands, but your ads are only ever as effective as the message within them. No matter the platform, understanding the problem you are solving and communicating your solution is essential.
“Successful marketers… focus on simplification: landing their story clearly, getting to the heart of how they help their communities, and creating content that communicates that value." - Ryan Kutscher, founder of Circus Maximum.
In an age where digital advertising presents a plethora of branding opportunities, personalising your customer experience is non-negotiable. To take a leaf out of the book of Samsung, “start the customer journey with the customer, not the product – place them right at the centre of the conversation”. Listening to what your customers say, both directly and indirectly through their data, is the only way to connect with your audience in a meaningful way.
Understanding your customer and their data is a never-ending exercise for brands of any size. It’s what you do next that makes the difference between digital advertising that falls flat and campaigns that knock the competition out of the park.
Need help with your digital TV advertising? Enquire here for a confidential chat.
Apple’s restrictions on ad tracking. Facebook’s constant shift of ad metrics. The impending deprecation of Google’s third-party cookies in 2024. These may send some into a gloom and doom spiral. For others, it leaves space to seize opportunities - if you know where to look.
How you access customer data, what you do with it and where you spend your digital advertising dollars matter more than ever.
Australia’s top 20 social media advertisers invested close to 90% of their digital advertising spend on Meta in H2 2022. If customers need eight touchpoints before engaging with your brand, is social media advertising really a one-stop shop? With Facebook ad reach reportedly capturing only 41% of all internet users globally and 57.9% of the Australian population, businesses should be wary of putting all their eggs in the Meta advertising basket.
The new frontier of digital advertising is on the platforms that create a more personalised experience for your customer. Broadening your strategy will allow your brand to reach new audiences and build cross-channel ad frequency. In short, targeted ads seen more often = more memorable = greater customer retention = more sales.
Last month Bloomberg news reported that the days of Meta and Google’s digital advertising duopoly are over. The two big players now control less than half of the advertising market, with Digital TV now recognised as the third big-scale channel.
TV boasts the strongest retention rate of any media and contributes to twice the sales uplift relative to media spend than Google Search. You can’t argue with that.
So, does your strategy have all the digital advertising channels covered? Diversification remains key to strengthening your brand and gaining the attention of new wallets into 2023.
Digital TV advertising is paid branded content that appears on any household device connected to the internet, from smart TVs to gaming consoles. It offers the credibility of traditional TV advertising combined with the niche targeting previously reserved for Google and Meta.
This means your product or service can show up alongside the following:
• Free catch-up programming or live streaming on Broadcast Video On Demand (BVOD) services such as 7plus
• Binge-worthy shows on Subscription Video On Demand (SVOD) services like Netflix
• YouTube plus more.
It doesn’t stop there. In late 2023, viewers of 7plus will be able to interact with live and on-demand streaming thanks to next-generation technology. Think different video angles, live social feeds and statistics, free-to-play games and eCommerce integration without losing the primary feed. This immersive platform will be a playground for advertisers, and we’re chomping at the bit to gain first access.
Nerds like us will appreciate some further clarification on how the ads are shown.
• Over The Top (OTT) advertising can appear on all devices, including mobile and desktop.
• Connected TV (CTV) advertising is only shown on a smart TV or set-top box such as a gaming console.
For simplicity's sake, both are types of Digital TV advertising so let’s move on.
With YouTube’s ad reach equivalent to 82.2% of the Australian population and the recent launch of ads on Australian streaming services, getting on board with digital TV is a no brainer.
78% of Australians are open to advertising and branded content when watching a personally relevant video, and Digital TV is your ticket to getting in front of them.
Without the data roadblocks faced by other platforms, Digital TV compiles your audience’s watching and engagement behaviour to understand their unique interests. Advertisers can target customers down to their postcode, age, gender, spending habits, advertising they’ve seen and more.
So, let’s say you’re about to launch a range of dehydrated vegan meals for Gen Z hiking enthusiasts living in South East Queensland. Digital TV advertising will have your brand in front of that niche audience quicker than you can say, “is it organic?”.
To drill deeper, each type of data and targeting used by advertisers offer different ways to reengage existing customers or reach prospective audiences. Buckle up; there are a few key terms to be aware of.
First-party data is an audience that has directly engaged with an advertiser or publisher. For example, an advertiser’s customer database, past purchase information, website traffic or mobile app usage, or a publisher’s subscriber profiles or behavioural data. Because it’s real customers or, at minimum, qualified interested audiences, first-party data can also be leveraged to retarget those who have engaged with a brand on other channels.
Second-party data. While some brands protect their first-party data with Gollum-like security, others will on-sell it for the right price. Leveraging second-party data from an aligned brand for your digital ads means the audience is more likely to be interested in what you offer.
Third-party data is gained or purchased from other reliable sources, such as market research companies. It’s just as valuable as the other two data types and can help brands reach new audiences when paired with the right targeting.
To go a step further, each type of customer data caters to different targeting options. For example, an ad for gardening products could be shown alongside general gardening content (contextual targeting) or in specific content such as ABC’s Gardening Australia (preferred placement). Advertisers can also build lists with similar behavioural signals to your first-party data with lookalike targeting.
The possibilities seem endless, and with numerous new ways emerging, it’s a full-time job to keep up with it all (quite literally here for our team at April Ford).
The punch line here is that Digital TV advertising is still affordable. While big brands have used programmatic advertising for what seems like eons, there is space for businesses of any size to get involved with Digital TV.
The Pay Per Completed View (PPCV) model means you only pay when viewers watch your entire advertisement. This performance metric leads to a more meaningful impression and greater impact, making Digital TV campaigns efficient and cost-effective.
Advertisers also have greater control over where and how ads are seen. Non-skippable ads plus frequency management all work to spare viewers from ad fatigue and drive conversions.
In the last quarter of 2022, 49% of all video-based ad spend in Australia was on Digital TV alone. While Google and Facebook advertising is here to stay, they are not the be-all and end-all. Adding Digital TV to your marketing mix fills in the data gaps and will provide your brand with the cut-through other channels can’t compete with.
The clients our digital marketing agency have worked with for Digital TV ads have never looked back. While brand awareness ad campaigns are the biggest focus across the board, we have seen Digital TV campaigns lead to significant conversions. The secret sauce is making sure the message and ad creative stand out to the audience.
The data may be back in your hands, but your ads are only ever as effective as the message within them. No matter the platform, understanding the problem you are solving and communicating your solution is essential.
“Successful marketers… focus on simplification: landing their story clearly, getting to the heart of how they help their communities, and creating content that communicates that value." - Ryan Kutscher, founder of Circus Maximum.
In an age where digital advertising presents a plethora of branding opportunities, personalising your customer experience is non-negotiable. To take a leaf out of the book of Samsung, “start the customer journey with the customer, not the product – place them right at the centre of the conversation”. Listening to what your customers say, both directly and indirectly through their data, is the only way to connect with your audience in a meaningful way.
Understanding your customer and their data is a never-ending exercise for brands of any size. It’s what you do next that makes the difference between digital advertising that falls flat and campaigns that knock the competition out of the park.
Need help with your digital TV advertising? Enquire here for a confidential chat.
Apple’s restrictions on ad tracking. Facebook’s constant shift of ad metrics. The impending deprecation of Google’s third-party cookies in 2024. These may send some into a gloom and doom spiral. For others, it leaves space to seize opportunities - if you know where to look.
How you access customer data, what you do with it and where you spend your digital advertising dollars matter more than ever.
Australia’s top 20 social media advertisers invested close to 90% of their digital advertising spend on Meta in H2 2022. If customers need eight touchpoints before engaging with your brand, is social media advertising really a one-stop shop? With Facebook ad reach reportedly capturing only 41% of all internet users globally and 57.9% of the Australian population, businesses should be wary of putting all their eggs in the Meta advertising basket.
The new frontier of digital advertising is on the platforms that create a more personalised experience for your customer. Broadening your strategy will allow your brand to reach new audiences and build cross-channel ad frequency. In short, targeted ads seen more often = more memorable = greater customer retention = more sales.
Last month Bloomberg news reported that the days of Meta and Google’s digital advertising duopoly are over. The two big players now control less than half of the advertising market, with Digital TV now recognised as the third big-scale channel.
TV boasts the strongest retention rate of any media and contributes to twice the sales uplift relative to media spend than Google Search. You can’t argue with that.
So, does your strategy have all the digital advertising channels covered? Diversification remains key to strengthening your brand and gaining the attention of new wallets into 2023.
Digital TV advertising is paid branded content that appears on any household device connected to the internet, from smart TVs to gaming consoles. It offers the credibility of traditional TV advertising combined with the niche targeting previously reserved for Google and Meta.
This means your product or service can show up alongside the following:
• Free catch-up programming or live streaming on Broadcast Video On Demand (BVOD) services such as 7plus
• Binge-worthy shows on Subscription Video On Demand (SVOD) services like Netflix
• YouTube plus more.
It doesn’t stop there. In late 2023, viewers of 7plus will be able to interact with live and on-demand streaming thanks to next-generation technology. Think different video angles, live social feeds and statistics, free-to-play games and eCommerce integration without losing the primary feed. This immersive platform will be a playground for advertisers, and we’re chomping at the bit to gain first access.
Nerds like us will appreciate some further clarification on how the ads are shown.
• Over The Top (OTT) advertising can appear on all devices, including mobile and desktop.
• Connected TV (CTV) advertising is only shown on a smart TV or set-top box such as a gaming console.
For simplicity's sake, both are types of Digital TV advertising so let’s move on.
With YouTube’s ad reach equivalent to 82.2% of the Australian population and the recent launch of ads on Australian streaming services, getting on board with digital TV is a no brainer.
78% of Australians are open to advertising and branded content when watching a personally relevant video, and Digital TV is your ticket to getting in front of them.
Without the data roadblocks faced by other platforms, Digital TV compiles your audience’s watching and engagement behaviour to understand their unique interests. Advertisers can target customers down to their postcode, age, gender, spending habits, advertising they’ve seen and more.
So, let’s say you’re about to launch a range of dehydrated vegan meals for Gen Z hiking enthusiasts living in South East Queensland. Digital TV advertising will have your brand in front of that niche audience quicker than you can say, “is it organic?”.
To drill deeper, each type of data and targeting used by advertisers offer different ways to reengage existing customers or reach prospective audiences. Buckle up; there are a few key terms to be aware of.
First-party data is an audience that has directly engaged with an advertiser or publisher. For example, an advertiser’s customer database, past purchase information, website traffic or mobile app usage, or a publisher’s subscriber profiles or behavioural data. Because it’s real customers or, at minimum, qualified interested audiences, first-party data can also be leveraged to retarget those who have engaged with a brand on other channels.
Second-party data. While some brands protect their first-party data with Gollum-like security, others will on-sell it for the right price. Leveraging second-party data from an aligned brand for your digital ads means the audience is more likely to be interested in what you offer.
Third-party data is gained or purchased from other reliable sources, such as market research companies. It’s just as valuable as the other two data types and can help brands reach new audiences when paired with the right targeting.
To go a step further, each type of customer data caters to different targeting options. For example, an ad for gardening products could be shown alongside general gardening content (contextual targeting) or in specific content such as ABC’s Gardening Australia (preferred placement). Advertisers can also build lists with similar behavioural signals to your first-party data with lookalike targeting.
The possibilities seem endless, and with numerous new ways emerging, it’s a full-time job to keep up with it all (quite literally here for our team at April Ford).
The punch line here is that Digital TV advertising is still affordable. While big brands have used programmatic advertising for what seems like eons, there is space for businesses of any size to get involved with Digital TV.
The Pay Per Completed View (PPCV) model means you only pay when viewers watch your entire advertisement. This performance metric leads to a more meaningful impression and greater impact, making Digital TV campaigns efficient and cost-effective.
Advertisers also have greater control over where and how ads are seen. Non-skippable ads plus frequency management all work to spare viewers from ad fatigue and drive conversions.
In the last quarter of 2022, 49% of all video-based ad spend in Australia was on Digital TV alone. While Google and Facebook advertising is here to stay, they are not the be-all and end-all. Adding Digital TV to your marketing mix fills in the data gaps and will provide your brand with the cut-through other channels can’t compete with.
The clients our digital marketing agency have worked with for Digital TV ads have never looked back. While brand awareness ad campaigns are the biggest focus across the board, we have seen Digital TV campaigns lead to significant conversions. The secret sauce is making sure the message and ad creative stand out to the audience.
The data may be back in your hands, but your ads are only ever as effective as the message within them. No matter the platform, understanding the problem you are solving and communicating your solution is essential.
“Successful marketers… focus on simplification: landing their story clearly, getting to the heart of how they help their communities, and creating content that communicates that value." - Ryan Kutscher, founder of Circus Maximum.
In an age where digital advertising presents a plethora of branding opportunities, personalising your customer experience is non-negotiable. To take a leaf out of the book of Samsung, “start the customer journey with the customer, not the product – place them right at the centre of the conversation”. Listening to what your customers say, both directly and indirectly through their data, is the only way to connect with your audience in a meaningful way.
Understanding your customer and their data is a never-ending exercise for brands of any size. It’s what you do next that makes the difference between digital advertising that falls flat and campaigns that knock the competition out of the park.
Need help with your digital TV advertising? Enquire here for a confidential chat.
