Advertisers are celebrating access to the TV screen — big and small — but they are also scrambling to create the ads they need to show up and compete for audience attention.

In a recent Digiday virtual forum, MNTN discussed how marketing teams are reframing their CTV creative management, media buying and measurement tactics. The following sections highlight some of the key takeaways from that conversation.

Breaking down production cycles

CTV is a space that continues to evolve and is ready for another generational leap. As marketers are buzzing about making CTV data contextually dynamic, boosting engagement across other channels and optimizing creative strategies by device type, they’re unlocking CTV’s true potential. 

“The concept of the video production process is very different from the production process for rich media display ads,” said Marwan Soghaier, Chief Product Officer at MNTN. “TV ads often have very elegant voiceovers, background music, original scores and acting talent. And video involves delivering a storyline, message and a vision to the audience that pulls at those heartstrings to connect the brand to the viewer. That TV cycle is not the same as it is for display.”

Because of this difference in production cycles, many marketers have not been able to engage with television ads. But, some technologies hope to change this for brands of all sizes.  

“If you look at the shelf life of a video ad, most people get into video production realizing that the premium video ads they’ve just produced for their brand may only have a shelf life of about 45 to 60 days — 90 days at best if it’s a branded ad that gets shown over and over again,” Soghaier said. “With the advent of AI, now we have engines that can monitor metadata sources, the TV programming itself, determine the viewership and viewer behavior, and make suggestions and recommendations on what types of stock video, music and language could be applied to a video ad. With technologies coming full circle and making ads contextual, you can now take an existing branding ad and turn that into something that has more shelf life. 

“There’s also the advent of crowdsourcing video production, which emulates the concept of Uber,” added Soghaier. “There are organizations that allow you to go from conceptual and ideation type mode into video production mode very quickly so you can get your creative faster.”

Many brands need a way to do this at a more affordable price, and by leaning on crowdsourcing and AI capabilities, smaller advertisers can play in the TV advertising arena which was previously unavailable to them.

Investing in up-to-date CTV strategies

While these technologies allow marketers to push forward and produce the volume of creative necessary to succeed in television advertising, it’s still early days for most of these platforms.

“Right now, CTV ads are being produced by individuals using video editing tools who compile …read more

Source:: Digiday

Author: Aaron