At a time when digital innovations are changing our everyday lives, it is essential to integrate these changes into the world of marketing. Connected TV (CTV) and programmatic advertising in particular are opening up exciting new opportunities to reach customers on the big screen - customers who were previously excluded for budget reasons or due to specific requirements.
Review: The digital revolution in the advertising market
Digital and programmatic booking options are expanding the opportunities for advertisers to reach their target groups on the big screens. Those who were previously excluded from the traditional TV market - whether due to specific target groups, regional restrictions or limited overall media budgets - are now finding their place in the CTV world. This development opens up a new dimension of possibilities for advertisers and represents both a challenge and an opportunity for the entire marketing industry.
Based on this, the following are what we consider to be the most promising criteria of a new business for a digital-only impact as well as the possible characteristics of the criteria.
1. No TV campaigns to date: Companies that have not yet carried out any TV campaigns are ideal candidates for entering CTV.
2. Regional focus: Brands with a strong focus on regional markets can benefit from targeted CTV campaigns and strengthen their local presence.
3. Low monthly spend: Companies with limited media budgets can benefit from the efficiency and reach of CTV advertising, especially if the monthly spend is less than €100,000.
4. Independence from large agencies: working with a flexible and agile media agency that is not tied to the structures of large agency giants enables customised solutions and individual support.
5. Specific target groups: Brands with a narrowly defined target group, whether due to product specifics or other particularities, can particularly benefit from the precision and targeting of CTV campaigns.
Conclusions and outlook
The integration of CTV and programmatic advertising into companies' marketing strategies represents a milestone in the advertising landscape. These technologies enable advertisers to reach their target audiences more efficiently and realise their marketing goals.
With this in mind, we invite you to contact us to find out more about the possibilities of CTV Programmatic. We will accompany you on your journey into the future of digital marketing!
Further information on this topic can be found here: https://www.adzine.de/2024/05/programmatic-und-keine-grenzen-des-wachstums/
Author: Katharina Pech
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