If you want to advertise your brand to a large audience, you probably already want Connected TV (CTV) your media mix, and for good reason: a recent study by the Video Advertising Bureau (VAB) found that CTV DOOH media might seem unrelated to CTV, but they actually have quite a bit in common! So: Why Do CTV and DOOH Pair So Well? Both CTV and DOOH dynamically adapt to real-time changes : CTV adjusts ads based on user behavior, while

Data privacy regulation on CTV advertising is tightening; brands must be prepared. The seismic shift from linear TV to CTV presents a golden opportunity for brands to target audiences through CTV advertising. CTV platforms are beholden to these regulations, and brands must comply, too.   Frame your CTV ads as a valuable exchange for viewers' attention.  

Exverus VP of performance marketing discusses omnichannel commerce with Stephanie Paterik, editor in chief of The Current by The Trade Desk Photo Credit: The Current  by The Trade Desk Unpopular opinion: Hillary Kupferberg wants AI to take her job! She says passing off tedious and mundane tasks like billing to an AI assistant would free us all up to focus on more creative ideating, the fun part of the ad business. Watch what else our performance marketing expert had to say about: the rise of retail media & e-commerce social media becoming increasingly shoppable, and full-funnel campaign measurement below! To speak with Hillary or another one of our media buying experts, send queries to: Michelle Andrade Senior Manager, PR & Communications michelle.andrade@exverus.com And for more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Why are retail media and CTV platforms joining? CTV has the reach, Retail has purchase data Shoppable CTV is a Win-Win for CPG Brands Enhanced Targeting Why are retail media networks and CTV platforms joining? A few reasons include: CTV has the reach, Retail has purchase data CTV ad spend doubled  from $9 billion How can brand marketers benefit from CTV and retail media partnerships?

If predictions hold, 2024 will be the year CTV video ad spend in the US breaks $30 Billion, and you can Sophisticated media buyers are looking at ways of measuring sales conversions from those CTV investments Shoppable CTV ads may be the solution. What is a shoppable CTV ad? or a voice-activated command to a smart speaker; or even check out right from the TV Are shoppable CTV What are the benefits of shoppable CTV ads?

Experts from the biggest names in streaming gathered in downtown LA to discuss the future of CTV advertising top advertising executives to Downtown Los Angeles this week to discuss the future of Connected TV (CTV ) Advertising at CTV Ad Days LA 2024 , presented by Dataxis. Advertisers love them because they collect consumer data and measure CTV's impact on sales, turning CTV Omnichannel media planning is key to actualizing the full potential of CTV advertising.

Benefits of advertising on free ad-supported streamers: More efficient & higher impressions than other CTV While social media platforms  face increasing scrutiny and Connected TV (CTV) advertising  commands premium

influx of ad-supported streaming as a whole will give media buyers a big-picture sense of how their CTV A Lucrative Intersection: CTV and Advertisers For streamers, the surge in ad-supported subscriptions The expansion of premium, targetable inventory on Connected TV (CTV) heralds a significant breakthrough influx of ad-supported streaming as a whole will give media buyers a big-picture sense of how their CTV We're keeping a close eye on all the latest developments in CTV and programmatic advertising , so subscribe

Programmatic digital out-of-home media is getting more precise and more measurable thanks to advances in AI-powered ad placements. We know artificial intelligence (AI) has become a standard tool in the process of buying digital media channels like search marketing , data modeling , and programmatic advertising , but its growing influence in out-of-home (OOH) media deserves greater attention. Outdoor advertising is so much more than billboards -- the space is undergoing a profound transformation, with Digital Out-of-Home (DOOH) media projected to represent 42% of total OOH revenue globally by 2025. This evolution is largely driven by AI innovations that enhance targeting capabilities, measurement precision, and creative possibilities. Photo Credit: Marcus Herzberg Benefits of AI-powered digital OOH media buying The integration of AI into digital OOH advertising has created significant advantages for marketers seeking impact beyond crowded digital channels. Real-time responsive adjustments According to the OAAA's 2023 OOH Tech Showcase report, AI-powered solutions are helping advertisers deploy more relevant content by analyzing real-time data feeds and adjusting creative elements accordingly.   AI algorithms can analyze environmental factors such as weather, traffic patterns, and time of day to dynamically switch out creative assets, transforming what was once a static medium into a hyperresponsive digital channel. Efficient audience targeting AI-powered bidding platforms use up-to-date information on consumer behavior, location, and environmental conditions to deliver hyper-relevant ads, ensuring the right message reaches the right audience without wasting ad spend . Improved measurement Advances in measurement have addressed one of OOH media's historical challenges. According to a 2022 study by the Digital Place Based Advertising Association (DPAA), 64% of surveyed media planners and brands cite improved measurement capabilities as a key factor in increasing their DOOH investments. What gets measured gets managed, as they say. Omnichannel media plan integration With programmatic buying platforms, AI technology easily connects digital OOH media activations with other advertising channels, making it a key component of a unified media strategy . Programmatic DOOH campaign examples We recently used DOOH to take over Times Square  in NYC with portraits of smash TV hit The Chosen , shot by famed photographer Annie Leibovitz! The client saw financial contributions spike instantly. We also knocked out a Times Square DOOH activation for Premier Boxing Champions (PBC), leading to expanded awareness and pay-per-view clicks. Photo Credit: NPRP Media Meanwhile, major brands like Spanx are getting astute with their OOH activations, like appearing next to the Oscars red carpet in Los Angeles to remind everyone they were the real  most popular designer. Photo Credit: Milkmoney Current Limitations and Future Challenges Despite impressive advances, AI-powered digital OOH still faces certain limitations. Privacy considerations represent a significant challenge as more sophisticated audience measurement techniques emerge. A 2023 report by the Interactive Advertising Bureau (IAB) highlights that while 72% of advertisers want more detailed audience data from DOOH networks, only 47% believe current privacy frameworks adequately address consumer protection concerns. AI-driven OOH will require careful navigation of data ethics and consumer trust. Technical infrastructure presents another hurdle. According to Insider Intelligence's Digital Out-of-Home Advertising 2022 report , while programmatic DOOH spending is growing, implementation costs for advanced AI systems and the uneven distribution of digital inventory limit campaign reach in certain geographic areas. Measurement standardization continues to evolve but still lacks the universal acceptance found in online channels. The Media Rating Council (MRC) has documented the challenges of creating consistent impression methodology across diverse DOOH environments in their 2022 Digital Place-Based Audience Measurement Standards report. Brands and their media teams will need to determine case by case which marketing metrics and KPIs truly drive the business outcomes they want to see. As the technology continues to mature, these challenges will likely diminish. Investment in infrastructure, development of privacy-compliant measurement approaches, and industry standardization efforts will all enhance the effectiveness and accountability of digital OOH media buying. OOH is no longer just about broad scale; it’s about precision, personalization , and performance. AI is taking it there faster than ever.   Break out of that small screen, and get ready to make a big impact your audience won't forget.  For more advertising news and tips, join our free, weekly Paid Media Insights  newsletter.

You don’t need us to tell you the benefits of advertising on CTV.  decision-making process, we’re zeroing in on a major player in the programmatic advertising space that buys CTV Hulu, Disney, Tubi, Peacock, and YouTube, advertisers using DV360 can reach 93% of all ad-supported CTV In addition to display, video, and CTV ads , DV360 can be used to buy homepage takeovers, audio ads , On top of that tremendous reach, frequency management across YouTube and other CTV apps means brands

Live sports advertising was already on fire thanks to CTV streaming the NFL and NBA, but Women's March have long understood that the sports fan is engaged and deeply loyal - so having access to them via CTV CTV Enables Mix of Ad Creative Formats: Live sports streaming on OTT platforms enables advertisers to Shoppable CTV elements like QR codes or text codes can get viewers engaged right from their couch. For CTV advertising, KPIs like average viewership and unique viewers are most relevant.

It's not just backpacks and paper; any CPG brand can tap into back-to-school spending. It's almost time for the kids to head BTS (back to school)! * Hold for applause* Beyond being the "most wonderful time of the year" for parents, it presents an incredible opportunity for a pre-holiday revenue bump for brands. The National Retail Federation (NRF) reports that 85% of back-to-class shoppers say they will take advantage of Prime Day and other retailer sales in July to buy classroom staples and other school necessities! Historically, most BTS shopping took place in brick-and-mortar stores. But in 2024, NRF says the most popular destinations for back-to-school shopping are online (57%), department stores (50%), discount stores (47%), clothing stores (42%) and electronics stores (23%), so an omnichannel marketing approach is imperative. So, how do you craft a back-to-school marketing strategy that converts? Here are a few tips for leveraging digital tactics to give your BTS marketing an A+: 1 . Tailor Your Message to Parents 2. L ook Beyond Discounts 3. Don't Forget About the Kids 4. Leverage Data & Retail Sites 5. Start Early and Keep Going Tailor Your Message to Parents' Needs Put yourself in the shoes of your audience. Consider parents' challenges and concerns when sending their kids back to school. Tailor your message to meet their needs and create engaging content that builds excitement for the upcoming school year. After all, kids aren't the only ones with new schedules in the fall! Parents and caregivers adjust their weekday routines, too , so your messaging should reflect this. New solutions to save time or energy will surely be appreciated. For food and beverage brands, parents need on-the-go convenience for chaotic breakfasts, packable lunches, dinner between practices, and snacks. Brands that offer prepared or pre-cooked meals, ingredients that speed up or simplify the feeding process can capitalize on parents' needs through their messaging. Back to School Values > Discounts Though everyone is trying to save money amid inflation, offering discounts alone won't set your brand apart. The strong sales reports coming out of this year's Prime Day indicate that people are willing to spend right now! Instead, focus on a specific value that's important to your ideal buyers. For example, clothing brands could highlight their commitment to sustainable fashion or ethically-sourced materials. Or a food brand could boast "allergy-free" or "nontoxic", something important for most children. Highlight something unique that your competitors don't have. Don't Forget About the Kids! Over half of millennial parents say their kids influence their back-to-school purchases (relatable content right there). While much of your content should center on explaining to parents why your product should be their go-to, don't forget about co-viewing media opportunities like Connected TV and YouTube, so the kids know it, too. A mix of channels that speak to both parents and children will go a long way toward your success. Leverage Data & Retail Media CPG brands should focus their marketing budgets on retail media networks like Amazon, Walmart, and Target with sponsored search marketing . Adding back-to-school-related keywords to your search mix can boost visibility and drive sales. For example, a granola bar company could add long-tail keywords like "granola bars for school lunches", or "healthy after-school snacks" to their current bidding strategy. Start Early and Keep Going The back-to-school is a quick flash in the pan. Many consumers decide on purchases weeks before school actually starts, so don't wait too long to launch your campaigns. But don't cut it short, either! Different states start school in different months. And some families wait to get teacher supply lists or class schedules to buy supplies, so last-minute deals are a key component of the season. Stay active through September! Let us know in the comments how your brand or agency aces back-to-school season. This article originally appeared in our weekly Paid Media Insights newsletter. For the most up-to-date news and tips to improve your media strategy, subscribe for free here .