With Netflix recently joining the CTV party, the premium channel piece of the digital marketing mix has been getting a lot of buzz. It’s not news to us that these channels let you achieve greater scale and wow your pipeline with highly-engaging content. Simply put: there is no BIGGER way to impact your audience.
That said, the recent Netflix announcement has been met with tapered excitement. With marketers needing to show tangible results, the Netflix platform will be untested—and reportedly expensive—in the market and will take some time to grow their base.
Stick to What Works While Netflix Builds Up Its Ad-Supported Base
Whether via CTV or audio ads, Terminus customers can diversify their creative assets and advertising channels, reach customers watching and listening to ad-supported streaming platforms, and boost brand awareness and revenue.
Our success with Connected TV and Audio advertising is proven. CTV will not only give you access to more than 150 million households that are streaming television, but will work to deliver your ads across top news, lifestyle and live sports events with targeting and precise frequency. And leveraging our audio options lets you scale your message to over 200 million households with non-skippable content that can increase your search performance by up to 500%.
Our partners at Spotify tell us that three out of four Americans are listening to digital audio for more than 90 minutes per day. And with over 126 million podcasts being produced, one in three Americans spend 50 minutes a day consuming them. “Audio consumption overall is on the rise since the pandemic,” says Maribel Malit, Spotify’s Research Manager for Insights and Activation. “Digital audio is now being relied on to combat screen fatigue.” And because Spotify listeners trust the advertisers that partner with them, they’ve seen 19% more brand breakthroughs than all other media.
Delivering the Right Message to the Right People at the Right Time
As an example, Terminus customer, Skai, has been using Connected TV to test and experiment to get more touch points with consistent messaging. “Our focus is to optimize and target prospects with highlighted personalized ads,” says Lily Rotter, Senior Director of Demand Generation. With $3.4M in net new pipeline and $9.4M in existing pipeline, their efforts are paying off. “It’s trackable and we know what’s working,” Rotter says.
Tomas Rodriguez, Director of Emerging Channels with Terminus partner, The Trade Desk, points out that the internet allows everyone to participate and has changed the barrier to entry. “Connected advertising lets marketers focus on decision makers and influencers instead of casting wide nets like Super Bowl ads.” Tomas also points out that incorporating these connected experiences as part of a multi-channel marketing effort lets marketers avoid over saturating and leverage cost efficiency to their advantage.
Now Is the Time to Humanize Your Brand
Misconceptions tied to connected experiences being cost prohibitive and difficult to create can create hesitation for marketers, and while it’s traditionally been a B2C play, it’s actually a really strong B2B strategy. “Audio is an incredible way to develop brand equity,” says Terminus Senior Digital Media Manager, Riley Gilstrap. “It lets you humanize your brand.”
“At the end of the day, B2B and B2C buyers are the same people,” says Tenisha Griggs, Terminus Vice President and Head of Global Media. “Using Connected TV and Audio to diversify your advertising to target the people who make business decisions will only serve to drive more demand.”
You can position CTV and Audio advertising as an opportunity to:
- Easily diversify both your arsenal of creative assets and advertising channels and advertise at scale. You’ll be able to reach customers within your target accounts while they’re watching Hulu or other ad supported streaming platforms.
- Drive engagement with visually stunning video in the right place and time, especially with advertising inventory that viewers cannot skip.
- Maintain brand awareness, educate, or upsell/cross sell. CTV and Audio ads are the perfect complement to traditional display campaigns.
How Do I Learn More?
To book and demo and learn more about how connected experiences can make a big impact on your ROI, click here. To learn more about how Terminus is helping marketers do more big things with first-party data, intent and multi-channel experiences, our Resource Hub will help get you started.
