5 Extremely Useful Digital Marketing Stats: April 2017

Trying to understand the importance of Connected TV advertising for a digital ad strategy can be a challenge because the technology is complex and varied.

That’s why this month we’re honing in on exactly what Connected TV is and why it matters for brands – supported by five extremely useful digital marketing stats.

To start, let’s review a few abbreviated definitions from the IAB:

Addressable TV: Technology that lets you show different ads to different audience segments watching the same TV program based on the desired targeting data parameters.

Advanced TV: Any television content that has evolved beyond traditional, linear television delivery models – including Interactive, Connected, and Smart TV. (e.g. Netflix, Hulu, Spotify, YouTube)

Connected TV (CTV): A television connected to the Internet via an additional device or with built-in capabilities that can access a variety of web-based content.

Over the Top (OTT) Device: Technology connected to or within a TV that enables the delivery of Internet-based video content (i.e., streaming boxes, media streaming devices, Smart TV’s and gaming consoles).

Smart TV: A type of Connected TV that often includes a computing component.

Got all that? Let’s dive in!

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.1:

Connected TV (CTV) viewing overall jumped 65 percent over the past year and now accounts for 8.1 percent of total TV viewing for adults (18-49) in the U.S. (Pivotal Research)

Why does this matter?

Traditional TV viewing behavior is changing. People are not only jumping to new devices, but they are spending less time with traditional television year over year. However, Pivotal found overall TV use rose 2.6 percent in households with Connected TVs.

While cord-cutting is expected to increase by 23 percent in the next year, it does not mean advertisers are losing their options to connect with TV viewers. They just need to take into consideration the different way consumers are watching television.

Just like with the advent of mobile, the growth of CTV is a call to action for marketers to start thinking differently about what good TV ads look like, what type of messages they build, and where and how their content is delivered.

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.2:

Average playtime minutes (length of a viewing session) for the connected TV are 40 percent more than the tablet, and double that for the PC and smartphone. (Conviva/nScreenMedia)

Why does this matter?

Not only are CTV owners a growing population that is watching more television, but they’re watching television for longer periods of time. That is, they’re more engaged than video viewers on other devices.

As Conviva says, this finding should not minimize the importance of mobile devices as a video platform. However, advertisers should not ignore the value of CTV audiences if they are going to spend money on video advertising.

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.3:

At 95 percent, Connected TV ads resulted in the highest completion rates compared to ads on mobile and desktop devices. (SpotX)

Why does this matter?

In short, Connected TV ads work because consumers still trust ads they see on TV – at least more than those they encounter on mobile and desktop devices.

There are plenty of reasons for this – the quality of the ads, the quality of the advertisers, and just the fact that TV has been around longer than digital advertising. In fact, 80 percent of consumers will trust the information they receive via a TV spot.

Advanced TV advertising of any kind – served via CTVs or other devices – piggybacks on this long-established trustworthiness. And, according to Brightline IQ, Advanced TV commands a 2.5 percent click-through rate, as compared to desktop rich media at 0.10 percent and traditional instream video at 0.46 percent. This includes CTV advertising.

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.4:

The top three attributes consumers use to describe Connected TVs were Useful (41 percent), Convenient (38 percent) and Innovative (36 percent). (IAB)

Why does this matter?

If consumers use their CTVs because they give them more choice, advertisers must align their ad experiences to new device expectations. They cannot stick with an interruptive model that does not enrich the consumer.

Per the same IAB study, more than half of consumers (55 percent) are willing to receive ads on their connected devices in exchange for coupons/discounts, extra features, or access to exclusive games. These are all perfect examples of “enriching” content that reward or inform, rather than disrupt.

For example, Office Depot recently ran Connected TV ads that integrated price and item content into the side banner of a standard broadcast ad unit. This interactive feature for CTV users allowed consumers to browse what was on sale in their area at the same time as they watched a commercial about back-to-school shopping.

EXTREMELY USEFUL DIGITAL MARKETING STAT NO.5:

Marketing professionals rate their ability to measure the impact of regular TV at 2.68 and digital advertising at a 4 on a sale of 1-5, with 1 being “not able to measure at all” and 5 being “able to measure completely.” (emarketer)

Why does this matter?

Marketers know digital works, but they are hesitating to act on the reach, scalability, and cost-effective nature of connected TV advertising. It’s true that there are still some gray areas that, but they are not insurmountable or anything new to seasoned marketers.

Jonathan Bokor, SVP and Director of Advanced Media and Mediavest/Spark, told eMarketer that in addition to completion rate, marketers need to do brand lift studies that can tell them about “recall, intent and favorability.”

Additionally, the positive impact of Connected TV ads has been measurable as far back as 2015 when an AOL study found ads served on Connected TVs drove two times the increase in purchase intent among the advertiser’s target audience.

Much more recently, Toyota saw success with Connected TV advertising in a summer event campaign. AdAge shared, “the campaign results showed that the ads drove 19 percent more Toyota dealership visits from those targeted compared with the control group.” Accomplishing both an awareness and sales goal, this campaign is a great example of how Connected TV can work for brands willing to dive in and integrate it into their digital strategy.

Did we miss anything? Let us know on social or in the comments below!

Why Running For Office Could Be The Career Booster Millennials Need

Before the outcome of the 2016 U.S. presidential election, most American millennials weren’t interested in running for public office.

Rutgers University assistant professor of political science Shauna Shames conducted research about millennials’ disinterest in running for public office in 2014, and found that while they had a wide range of reasons, from the time it would take away from their career to the intense media scrutiny many candidates endure, the vast majority didn’t want to enter politics.

Similarly, while doing research for their book, Running from Office: Why Young Americans Are Turned Off from Politics, authors Jennifer Lawless and Richard Fox found that 89% of millennials never wanted their name on a ballot.

But since Donald Trump was elected president, Shames says there has been a sea change in millennials’ attitudes about running for office. The group Run for Something was launched in January 2017 to encourage young people to run. The organization signed up more than 8,000 members who are interested in launching campaigns.

Suddenly, millennials are looking past the significant financial, time, and other investments. Shames, the author of Out of the Running: Why Millennials Reject Political Careers and Why it Matters, says some are concerned that running for and holding office could take away time from their career development. In addition, they’re overcoming what Shames calls the “ick factor”—heavy scrutiny, opposition research, and possible smear campaigns—to make a difference.

But for those who do see through their goals and run for office, they’re getting a master class in how to be a better business leader, says Linda Goldstein, president of Linda Goldstein Consulting, LLC. She was the first woman mayor of Clayton, Missouri, and held the office for 14 years, working in commercial construction before she dipped her toe into politics. She says the education she got in defining a campaign strategy, communicating with various audiences quickly, and fending off competitors was similar to business demands, but often in a more intensive and fast-paced way. Running for office can build a number of important skills that will make you a better business leader.

Sell Yourself

Whether you’re trying to win a political office or a promotion, you’ve got to convince people to invest something in you. You may be asking for their vote or donation during a campaign. You need those same skills to convince a supervisor that you’re ready for a bigger role or to land a power mentor who can help your career.

“Politics is really a popularity contest,” says Amanda Litman, founder of Run for Something. “Being able to convince people to like you, to then trust you, to have credibility with them, will help you get things done for the voters and for your constituents.”

Recognize The Value Prop

As a candidate, you’ve got to discuss the value of what you want to do—the “what’s in it for me” factor that your constituents want to know. It’s the same way you would sell a big project or proposal, Shames says. “To be forced to think about the strategy of appealing to people and their incentive and their motivations, all of that is really similar [to the business world]. The more that you are forced to do that, the better for young people, especially,” she says.

Speak Up

When you enter the political arena, there are people who are going to immediately dislike you, says Andrew Shecktor, a longtime politician who is running for one of Pennsylvania’s Senate seats in 2018. For people who may not have thick skin, this can be particularly distressing.

Shecktor says that dynamic has helped him speak his mind more boldly since he doesn’t have to worry about pleasing everyone. “You’re never gonna please everybody,” he says.

Motivate And Delegate

As a candidate, your time is one of your most precious resources—you simply can’t do everything yourself, says Litman. That means you need to convince people to do things for you, often on a volunteer basis. Then, you need to delegate tasks to them and trust them to get the job done, she says. Delegation is tough for many people who get nervous about handing off responsibility. In a campaign, you have no choice. It teaches you to become a pro at motivating people to do things for you.

Open New Opportunities

While Goldstein was meticulous in not mixing her business with her office while she held it, the skill set she gained ultimately paid off in other ways. Because she knows about the inner workings of local government, she launched a consulting firm that helps businesses and government offices run more effectively. It also let her stay connected to the local government about which she feels so passionately.

“You can make a real difference in local government,” she says.

Southwest Airlines Debuts New “Wanna Get Away” Moment

Southwest Airlines just released its latest Wanna Get Away spot, “Noblest Lady,” which once again has consumers cringing. The spot starts with a handsome nobleman walking into a ball and spotting a beautiful woman sitting on the other side of the room. Everyone’s watching the handsome nobleman, wondering where he’ll go next. He approaches the beautiful blonde woman from behind and taps her on the shoulder. The beautiful blond turns around—the woman is actually an Afghan Hound. Wanna Get Away? Oh yes we do.

McDonald’s Promotes ‘More Ways to Win’ with Dynamic DOOH

McDonald’s launched a nationwide Digital OOH campaign to support its much loved McDonald’s Monopoly game which gives consumers the opportunity to win millions of prizes.

The extensive DOOH campaign ran on digital 6-sheets across roadside, the underground, shopping malls, and city centre locations across the UK. Produced by Grand Visual, the dynamic DOOH campaign, which provides real-time updates on the number of prizes collected alongside geo-targeted calls to action such as “Birmingham could you be lucky?”. The campaign was delivered through OpenLoop to JCDecaux, Clear Channel & Signature Outdoor Networks.

The DOOH campaign forms part of a wider multi-media activity comprising of TV, press, radio, and in-store activity. It was created by Leo Burnett and produced by Grand Visual with planning and buying through OMD UK and Talon.

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