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Alpha Automotive Appreciation

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Alpha Media wants to show our appreciation of local automotive dealers. When our hometown auto dealers are doing well, the positive benefits are felt throughout our entire communities! In fact, last year alone, car dealers had an economic impact of over $3.8 trillion in Alpha Media markets alone. And they created over 7 million jobs in our local communities!  A thriving auto dealer brings more customers to our shops, restaurants, and service industries. With new car and truck inventory now back on the lots, we are all driving in the right direction! With all of this in mind, Alpha Media salutes the many local car dealers across our great states!

As part of our Alpha Auto Appreciation, our Fredericksburg market collaborated with Texas Roadhouse of Fredericksburg to show love and our appreciation for everything Shirlie Slack Mitsubishi does for our local community. From their involvement with St. Jude Children’s Research Hospital, Toys for Tots and The Faith and family Foundation. Alpha Media Fredericksburg treated the ENTIRE staff to lunch from Texas Roadhouse of Fredericksburg.

The Effectiveness of Multi-Channel Engagement

Initiatives like our Auto Appreciation are an example of the importance of combining radio personalities with digital advertising to create a powerful marketing approach that maximizes the benefits of both mediums. Creating content that is shared across multiple platforms ensures that the message reaches audiences. Repetition enhances brand recall and message retention.This integrated strategy leverages the strengths of radio personalities’ local influence and digital advertising’s reach, targeting, and engagement. Radio personalities can create engaging content that resonates with the local audience. Digital advertising amplifies this content, extending its reach beyond the airwaves and enabling sharing and interaction.

Chat with a Digital Consultant to Learn More

To learn more about collaborating with our local talent and how to amplify your content, contact us for a conversation with a Digital Consultant.

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Retailers are Using Data in Their Marketing

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Retailers are increasingly recognizing the value of data as a strategic asset in their marketing efforts. By harnessing the power of customer data, retailers can gain valuable insights into consumer behavior, preferences, and purchasing patterns.

Here are some ways retailers are monetizing data for their marketing:

Personalized Marketing Campaigns:

Companies utilize customer data to create highly targeted and personalized marketing campaigns. By analyzing customer demographics, purchase history, and browsing behavior, these businesses can deliver tailored messages and offers to specific segments of their customer base. This level of personalization enhances customer engagement, increases conversion rates, and fosters brand loyalty.

Cross-Selling and Upselling Opportunities:

Data enables businesses to identify cross-selling and upselling opportunities. By analyzing purchase patterns and customer preferences, companies can recommend complementary products or suggest higher-priced alternatives to customers. This data-driven approach helps maximize the value of each transaction and boosts revenue.

Loyalty Programs and Customer Retention:

Data-driven loyalty programs are an effective way for businesses to monetize customer data. By capturing and analyzing data from loyalty program members, companies gain insights into individual customer preferences, purchase frequency, and average spend. This data allows businesses to create personalized offers, rewards, and incentives that encourage repeat purchases and foster long-term customer loyalty.

Targeted Advertising and Partnerships:

Businesses can leverage customer data to inform their targeted advertising strategies. By understanding the interests, behaviors, and preferences of their customers, companies can create more effective and efficient advertising campaigns. Furthermore, businesses can collaborate with complementary brands or advertisers to monetize their customer data through targeted partnerships, sponsorships, or co-branded promotions.

Customer Segmentation and New Market Opportunities:

Through data analysis, businesses can segment their customer base into distinct groups based on various attributes such as demographics, purchasing behavior, and psychographics. This segmentation allows organizations to identify untapped market opportunities, develop targeted marketing strategies for each segment, and tailor product offerings to meet specific customer needs. By expanding their reach to new markets, companies can unlock new revenue streams.

Product Development and Inventory Optimization:

Data insights can guide businesses in product development and inventory optimization efforts. By analyzing customer feedback, purchase patterns, and market trends, companies can identify product gaps, optimize their product mix, and introduce new offerings that align with customer preferences. This data-driven approach minimizes inventory costs and ensures that businesses offer products that resonate with their target audience.

Strategic Partnerships and Data Licensing:

Companies can explore strategic partnerships and data licensing agreements to monetize their customer data. By anonymizing and aggregating customer data, organizations can provide valuable insights to third-party companies, such as market research firms or advertising agencies. Data licensing agreements allow businesses to generate additional revenue streams while maintaining data privacy and compliance.

It’s important for retailers to prioritize data privacy and security while monetizing customer data. By being transparent about data collection practices, obtaining appropriate consent, and complying with relevant data protection regulations, retailers can maintain consumer trust and ensure ethical data usage in their marketing strategies.

At AlphaDigital, we take data privacy and security seriously. Let’s chat about your marketing goals and how we can help you achieve them.

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Digital and Radio for Marketing Impact

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What if we told you that combining the power of digital and radio can create a synergy that amplifies marketing efforts? Marketers in today’s world are always exploring new ways to reach their target audience. While digital advertising has gained significant prominence over the past decade, traditional mediums like radio continue to hold their ground. 

Let’s explore the synergy of digital advertising and radio in marketing and how this combination can yield remarkable results.

Expanding Reach and Targeting

Digital advertising offers unparalleled reach, allowing businesses to connect with global audiences. Radio can help brands reach more people and target specific audiences. Radio’s localized nature enables hyper-targeted advertising, ensuring that your message reaches the right people in the right locations.

Amplifying Brand Awareness

Digital advertising excels in building brand awareness through online platforms, while radio has a unique ability to engage listeners through sound. Radio ads can make digital campaigns more memorable. The combination of visually captivating digital content and memorable audio ads can significantly enhance brand recall and recognition.

Enhanced Frequency and Reinforcement

Digital advertising allows for precise ad placement and retargeting capabilities. By leveraging radio alongside digital campaigns, marketers can reinforce their message and increase frequency. When a consumer hears a radio ad that complements an existing digital ad they’ve seen, it strengthens the overall impact and increases the chances of conversion. The combined reach and frequency across different channels create a holistic brand experience.

Cross-Channel Integration

You can seamlessly integrate the two mediums to drive cross-channel engagement. For example, radio ads can direct listeners to specific landing pages, social media profiles, or exclusive online offers. Meanwhile, digital ads can encourage audiences to tune in to a radio station for exclusive promotions or events. This synergy allows brands to leverage the strengths of each medium and create a cohesive customer journey.

Cost-Effective Advertising Mix

Radio advertising often proves to be a cost-effective option compared to other traditional media. By combining it with digital advertising, which offers cost-efficient targeting and ad optimization, marketers can achieve a powerful and cost-effective marketing mix. Allocating budgets strategically across these two mediums enables brands to maximize their return on investment and reach a wider audience while staying within their budgetary constraints.

Leveraging Analytics and Insights

One of the key advantages of digital advertising is the availability of real-time data and analytics. Marketers can leverage these insights to optimize campaigns, track performance, and make data-driven decisions. Integrating radio with digital campaigns allows for a more comprehensive analysis of marketing efforts. By correlating digital and radio metrics, marketers can gain a deeper understanding of the customer journey and refine their strategies accordingly.

Combining digital advertising and radio in marketing presents a compelling opportunity for brands to amplify their reach, enhance brand awareness, and create a cohesive customer experience. By leveraging the strengths of both mediums, marketers can harness the power of digital precision and radio’s emotional connection to engage their target audience effectively. As the marketing landscape continues to evolve, integrating digital advertising and radio will remain a potent strategy for businesses looking to make a lasting impact in the hearts and minds of consumers.

Alpha Media is a diverse, multimedia company with the capabilities to share your brand messaging across a wide array of media platforms. Our Integrated Media Consultants will work closely with clients to help increase their brand recognition, decrease cost per lead and increase your return on investment. Contact us today to learn how we can help you!

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Some tips on how to market to Gen Z

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To effectively market to Gen Z, which refers to individuals born between the mid-1990s and the early 2010s, it’s important to understand their characteristics and preferences.

Here are some strategies to help you market to Gen Z effectively:

  • Be authentic. This group of young people is savvy to marketing ploys, so they can spot a fake from a mile away. Be genuine in your brand messaging and marketing materials.
  • Keep it short and sweet. Gen Z has a short attention span, so your marketing messages need to be concise and to the point. Use visuals and videos to grab their attention, and keep your text clear and easy to read.
  • Use social media. Gen Z is highly active on social media, so this is a great way to reach them. Create engaging content that will make them want to interact with your brand.
  • Partner with influencers. These young people trust influencers, so partnering with them is a great way to build brand awareness and credibility.
  • Focus on values. This generation cares about social responsibility, so make sure your brand aligns with their values. This could mean supporting sustainable practices, donating to charity, or promoting diversity and inclusion.
  • Be inclusive. Gen Z is diverse, so make sure your marketing materials are inclusive of all races, genders, and sexual orientations.
  • Be transparent. Gen Z is skeptical of brands, so be transparent about your business practices. This includes being clear about your pricing, your ingredients, and your manufacturing process.

Here are some additional tips that you may find helpful:

  • Use humor. This generation loves to laugh, so use humor in your marketing materials to make them smile.
  • Be creative. Gen Z is bored with traditional marketing, so get creative with your approach. Use unexpected visuals, tell stories, or create interactive experiences.
  • Be personal. Gen Z wants to feel like they know you, so personalize your marketing messages as much as possible. Use their names, address their interests, and make them feel like they’re part of a community.

By following these tips, you can create marketing campaigns that will resonate with Gen Z and help you reach your target audience. At AlphaDigital, we use an audience first approach and every campaign we build is custom to ensure we meet your goals and do it efficiently. Contact us today to speak with a Digital Consultant about your marketing goals and how we may be able to help you reach them.

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Social Media Tips For Higher Education Institutions

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It’s no wonder that higher education is using YouTube and other social channels to market themselves. This is because more and more students are using these channels to research schools. In fact, a recent study found that 80% of students use YouTube to learn about colleges.

Here are some of the ways that higher education institutions are using YouTube and other social channels to market themselves

  • Creating video content. Colleges are creating video content that showcases their campuses, programs, and students. This content can be used to attract prospective students and give them a better sense of what it’s like to attend the school.
  • Running social media campaigns. Colleges are running social media campaigns to promote their schools. These campaigns often use contests, giveaways, and other interactive elements to engage with prospective students.
  • Using influencers. Colleges are using influencers to promote their schools. Influencers are people who have a large following on social media. By partnering with influencers, colleges can reach a wider audience and get their message in front of more prospective students.

The use of YouTube and other social channels by colleges is a growing trend. As more and more students turn to these channels to research schools, colleges will need to continue to invest in their social media presence.

Tips for colleges that are looking to use YouTube and other social channels to market themselves

  • Create high-quality content. The content that you create should be high-quality and engaging. This will help you attract and retain viewers.
  • Be consistent. You should post new content on a regular basis. This will help you keep your audience engaged.
  • Use relevant keywords. When you create content, be sure to use relevant keywords. This will help people find your content when they are searching for information about colleges.
  • Track your results. It’s important to track your results so you can see what’s working and what’s not. This will help you make informed decisions about your marketing strategy.

Targeting your audience is key

Be clear about your target audience: Who are you trying to reach with your marketing efforts? Once you know who your target audience is, you can tailor your marketing messages to appeal to them. With AlphaEDU we provide Access to a pre-built Database of High School Juniors and Seniors at EVERY High School in the Country! Contact us today to create actual audience models based on hundreds of thousands of High School students in your geography. There are several ways to effectively market colleges and universities, once we curate your target, we build a custom multi-channel campaign, including social media messaging.

Flashy ads don't always translate to strong marketing messages

Creative Advertising Trends in 2023

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The advertising industry is constantly evolving, and creative advertising is no exception. In order to stand out from the competition and capture the attention of consumers, brands are increasingly using innovative and engaging ad formats. Here are some of the top creative advertising trends to watch in 2023:

  • Personalized ads. Consumers are bombarded with ads all day long, so it’s more important than ever for brands to create ads that are relevant to their target audience. Personalized ads can be more effective at capturing attention and driving engagement, as they speak directly to the interests and needs of the viewer.
  • Interactive ads. Interactive ads allow consumers to engage with the ad in a more meaningful way, which can lead to a deeper connection with the brand. For example, interactive ads can be used to play games, answer questions, or even create content.
  • Emotional ads. Emotional ads are more likely to stick with consumers and make a lasting impression. By tapping into emotions such as joy, sadness, anger, or fear, brands can create ads that are more memorable and persuasive.
  • Humorous ads. Humor is a great way to break through the clutter and get consumers’ attention. When done right, humorous ads can be both entertaining and effective at promoting a brand.
  • Authenticity. Consumers are increasingly looking for brands that are authentic and relatable. This means that brands need to be careful not to come across as too salesy or inauthentic in their advertising. Instead, they should focus on creating ads that are honest and genuine.

These are just a few of the top creative advertising trends to watch in 2023. By staying ahead of the curve and incorporating these trends into their advertising campaigns, brands can ensure that their ads are more effective and engaging than ever before.

Here are some additional tips for creating creative advertising:

  • Use storytelling. People love stories, so using storytelling in your advertising can be a great way to connect with consumers on an emotional level.
  • Be visually appealing. People are more likely to pay attention to visually appealing ads. Use high-quality images and videos to make your ads stand out.
  • Be creative. Don’t hesitate to think outside the box when it comes to your advertising. Being creative is key to capturing attention. So, let your imagination run wild! 
  • Test and measure. Once you’ve created your ad, it’s important to test and measure its effectiveness. This will help you determine what’s working and what’s not, so you can make necessary adjustments.

By following these tips, you can create creative advertising that will help you reach your target audience and achieve your marketing goals. We would love to learn about your marketing goals and how we can help achieve those goals. Talking to audiences is what we do every day, all day, let us help you identify the best way to talk to your audiences. 

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What Are Free Ad Supported TV (FAST) Services?

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Learn why more performance marketers are paying attention to free ad supported tv services (FAST services).

The future of TV is free, and that’s great news for advertisers.

Between 2019 and 2022, 39.9 million households in the US cut cable.  Many of these households were hoping to save by switching to streaming services. Now they’re finding that all those individual subscriptions add up fast. The average American spent $114 a month on streaming fees in 2021. To combat the rising costs, many are turning to free ad supported TV services (also called FAST services). Viewers want free TV back, ads and all. But they don’t want to stop streaming, and free ad supported TV fits that slot perfectly. For performance marketers, this trend is opening a world of unprecedented opportunities. Let’s take a closer look at how FAST services work and how they can benefit advertisers. 

What Are Free Ad Supported TV Services?

Free ad supported (FAST) services are no-cost streaming platforms offering both licensed and original content. People who use FAST services get to watch their favorite films and TV shows for free. And in turn, the platform generates income by running ads. 

FAST services often offer both on-demand and live programming, such as news, sports, and children’s entertainment. Unlike subscription video-on-demand (SVOD) services, there are no pricing tiers; the service remains free for all viewers across the board.

Why Are FAST Services Becoming More Popular?

Fifty-three percent of TV viewers reported using a FAST service at the end of 2021, and free ad supported TV is the fastest-growing tier in the streaming industry. The reasons for this FAST takeoff are varied. In part, viewers are growing weary of paying for different subscriptions, and the free model has an incredibly low barrier to entry. There is no need to add a credit card, and some services, like Pluto TV, don’t even require an account. 

Platforms offering live programming also provide an experience that’s more familiar for viewers accustomed to linear television. Free ad supported TV services also tend to have more classic shows and children’s programming, making them popular with families and anyone looking for comfort TV. In other words, viewers get access to convenient, free streaming with zero strings attached, all in return for watching some ads (26% of users report that they actually don’t mind the targeted ads on streaming services). 

FAST Services and Performance Marketing 

Traditionally, TV ads were broadcast to a wide audience, were prohibitively expensive, and the results were impossible to measure. The advent of streaming and over-the-top (OTT) content changed the game. Ads on connected TVs (CTVs) can be targeted, improved, and measured with the same precision as a search or social campaign, and scheduling advertising programmatically eliminates the need for lengthy contract negotiations with networks. 

FAST services are uniquely positioned to serve performance marketers since their business model is built around generating revenue from ads. Running ad campaigns on free ad supported TV services offers many benefits to performance marketers:

  • Diverse Audience: Ad-supported TV attracts more diverse audiences than premium video-on-demand services. For example, Black audiences account for 36% of all minutes watched on Pluto TV and 39% of minutes watched on Tubi. In contrast, the percentages for SVOD services like Disney+ and Netflix are 10% and 15% respectively.
  • Engaged Viewers: Streaming audiences are more engaged with the content they watch and are thus more likely to finish and remember an ad. In fact, video completion rate was as high as 97% in 2021.
  • Clear Attribution: Ads run via FAST services can be analyzed to give you a clear picture of when and how a conversion as a result of the ad takes place. 
  • Advanced Targeting: Precision targeting via CTV ads allows you to send intentional ads to a specific device or household.
  • Measurable ROAS: Performance marketers using a CTV advertising platform can analyze campaign performance in as much detail as they would for paid search.

In a recent survey, advertisers reported that they saw 22% higher conversion rates for paid search and 9% for paid social after a CTV ad. If you’re a performance marketer looking for more ways to improve brand recall and expand your reach without increasing costs, you may find this primer on CTV marketing a useful resource. 

FAST Services with the Most Audience Reach

The number of FAST channels is growing, but established players attract the biggest audiences — and are therefore the most valuable as advertising platforms. Here are some of the most watched free ad supported TV channels.

Roku Channel

In addition to an OTT device that allows users to stream other services, Roku offers the Roku Channel, with a vast live and on-demand video library, including original content. Viewers can watch live news, classic TV shows, and feature films. Roku also offers extensive children’s programming and family-friendly movies. As of January 2022, Roku had 70 million active accounts and a 33% market share in the OTT space. 

Tubi 

Tubi, which is owned by Fox, is the second most popular FAST service after Roku, with 64 million active users. It offers a large film catalog spanning all genres from sci-fi to horror to romantic comedies to action thrillers. Viewers also have access to live TV streaming, including Fox Sports, plus a broad selection of international movies and shows.  

Peacock

A freemium, ad-supported streaming service, Peacock (from NBC) features binge-able heavy-hitters like The Office and Parks and Recreation. The free tier also offers a number of live streaming options, like sports and reality TV, along with a handful of feature films. At 20 million subscribers, Peacock still has some growing to do before it can catch up to Roku and Tubi. However, NBC is investing in original series (including the hits Poker Face and Bel-Air) to attract new audiences.

Amazon Freevee

Previously known as IMDb Freedive and IMDb TV,  Freevee is Amazon’s FAST service with hundreds of TV shows, including exclusive and original series and programs. Viewers without an Amazon Prime subscription can stream high-quality on-demand content. The tech giant hasn’t released specific data on the number of Freevee users, but combined with Twitch, live sports, and other streaming channels, Amazon has 120 million monthly active users.

Pluto TV

Pluto TV is Paramount’s answer to FAST services, with a wide selection of classic shows, children’s programming, reality TV, and even some music channels. Paramount reported that Pluto TV had almost 79 million active monthly users at the end of 2022, which would put it at the top of the FAST services food chain, but, compared to other services on the list, the content offerings on Pluto TV are not as robust — at least for now. 

Simplify and Automate CTV Ad Buying

AlphaDigital makes creating, optimizing, targeting, and buying CTV ads easy for all businesses. Our platform allows advertisers to test and analyze their creative to ensure the highest ROAS, and because we help you buy ads programmatically, you’ll never have to negotiate contracts with streaming services. Want to learn about what we do? Reach out to schedule a demo.

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5 Iconic Connected TV Ads We Love

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Learn from the best connected TV ads to inspire your next advertising campaign. And find out what makes them work so well.

The big screen long stood as the major leagues of advertising. The performance marketing possibilities of mobile kicked linear TV back to the minors. Still, nothing else could replicate the commanding presence and unparalleled engagement of the big screen at the center of the home. But now that nearly nine in 10 US households own at least one CTV device, connected TV ads have reclaimed TV’s place in the majors.

CTV ads blend linear TV-like attention-commanding, household-reaching power and digital marketing’s performant precision. It’s easy to understand why brands both big and small are looking for the best connected TV advertising examples to emulate. We’ll get you started with wisdom pulled from some of the best connected TV ads out there. But first, let’s discuss the fundamentals of what makes these ads so enticing, entertaining, and effective.

What Makes for Great Connected TV Ads?

There are as many different ways to make connected TV ads as there are things to advertise. However, the answer to the question of “what is CTV advertising” lays out some clear qualities to look for in a connected TV ad. Here are three important characteristics to keep in mind:

  • Targeted: Linear TV ads need to court the widest audience possible based on overall channel demographics or similarly broad outlines. CTV ads can be narrowly targeted based on household and individual device identifiers. This means an effective CTV ad will be tailored to the exact tastes of the brand’s desired audience.
  • Memorable: TV advertisements get the most attention of any form of advertising. But attention itself is transitory. Effective connected TV ads capitalize on that attention by being as memorable as possible. Unexpected moments of humor, breathtaking visuals, emotional appeals are all great ways to make sure people remember your ad. Long after their program resumes.
  • Interactive: Your advertisement doesn’t have to be a passive experience. CTV ads can encourage viewers to interact with them in some way, whether by choosing their preferred video to view, scanning a QR code, or beyond. This gives people a greater sense of investment in your brand’s messaging.

CTV advertising is opening up the most potent advertising medium in consumers’ daily lives to brands both big and small. If you’d like to learn more about how connected TV has become the new power move for advertisers, reach out to schedule a call with one our digital marketing consultants today.

5 of the Best Connected TV Advertising Examples

Now that we’ve laid out some of the best qualities to look for, here’s a set of five connected TV ads that were built for success.

Fiverr Highlights Small Business Transformations

This ad campaign spotlights small businesses that each punched above their weight during tough economic times. Thanks to Fiverr connecting them with the services they needed to grow. By focusing on the hard work and ingenuity of the people behind the businesses, the ad makes achieving a similar goal feel more attainable for anyone with a business idea.

Key takeaways:

  • Be a storyteller: These ads work because they present compelling stories. Once you’ve had time to get invested, you see and hear about all the different ways Fiverr helped them transform their businesses.
  • Be specific: These advertisements each spotlight different kinds of small businesses. The target audience for Fiverr’s message couldn’t be more clear: people who either already own a small business and want help to make it grow or are thinking of starting one.

Volvo Puts You In the Driver’s Seat

As a premium automotive brand, Volvo knows how to shoot good footage of its cars. A linear TV ad may show a few sweeping shots of a car weaving through city streets and the countryside and call it a day. However, the power of connected TV ads lets viewers take the experience into their own hands through different interactive tabs.

Key takeaways:

  • Invite to interact: Viewers won’t always be in a position to directly engage with your ads. Therefore, interactive elements should never be required to deliver the message. By offering real value through extra information and personalized content, you can be sure more people will be willing to dig out their remote and give it a try.
  • Keep the experience going: This ad invites users to input their phone number to receive info about the XC90 — a relatively high effort task. Fortunately, increased familiarity with QR codes means you can achieve a similar result by simply asking users to point their phones at the screen.

Enbridge Lights Up the Morning

Energy companies face a unique visibility challenge. The only time people tend to be aware of them is when something’s gone wrong. This advertisement from Enbridge uses the whimsical device of a rooster on an early morning journey. And manages to show some of the many ways it’s keeping our world running with a commitment to renewable energy.

Key takeaways:

  • Be unique: Many of us can relate to the experience of witnessing an animal that seems to be on some kind of inscrutable mission. And suddenly the ultimate objective becomes clear. This plucky rooster’s expedition (and the surprised reactions of all who see it) is a cute, fun, and eye-catching draw for the commercial’s message.
  • Feature reactions: Clearly the rooster is the star of the ad. But we get to see most of his journey through the context of the humans around him. Viewers (who are likely also surprised to see a rambling rooster on their TV) will relate to those people and be drawn in deeper by a desire to understand the story.

Meineke Makes a Telling Joke

Getting your car serviced is something people tend to put off whenever possible. The brand created a humorous ad campaign that shows another situation where it pays to be proactive. Encouraging drivers to get out ahead of their car service needs with a visit to their local Meineke Car Care Center.

Key takeaways:

  • Be funny: Comedy is all about the unexpected. By presenting a familiar scene — a marriage proposal. This ad creates a winning comedic moment by turning it on its head. Better still, it’s a quick visual gag that doesn’t overstay its welcome. And likely to prompt a chuckle even if it isn’t the first time a viewer’s seen the ad.
  • Be direct: With the joke made, Meineke makes its point. Waiting for your car to be paid off before you give it necessary repairs doesn’t make a whole lot of sense. The solution is equally simple — head into Meineke and use its financing options to keep your car running better without the wait.

Modern Fertility Makes a Sensitive Topic Approachable

Fertility is a subject that can be uncomfortable to address. This makes makes advertising a fertility testing service a unique challenge. Modern Fertility tackled the issue with a bright, friendly, and frank advertising campaign. And demonstrates its value proposition, especially compared to traditional testing alternatives. And leaves no room for the shame or embarrassment sometimes associated with reproductive health.

  • Show your product: This ad features both the physical testing kit as well as the type of report you can look forward to receiving once it’s processed. By the end of the 30 seconds, you have a clear idea of how Modern Fertility’s process works. And how it will help you make better-informed decisions for years to come.
  • Be approachable: Fertility testing is a complex science. And that’s evidenced by the stark and confusing traditional report briefly pictured in the ad. Modern Fertility uses that opportunity to present the clearly explained sections of its report. And pairs it with easy-to-understand narration from its co-founder.

If you’re ready to bring your brand’s message to audiences in a more measurable and impactful way, it’s time to get started with connected TV ads. And we’re ready to help. AlphaDigital has the most sophisticated performance advertising platform built for CTV advertising. We connect brands both large and small with access to over 95% of premium CTV inventory. And we streamline media buying and enable sophisticated measurement.

Set up a demo with AlphaDigital today to find out how we can help you achieve your customer acquisition goals.

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How Connected TV Puts Television Back in the Marketing Playbook

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Connected TV empowers advertisers with the targeting, attribution, and measurement capabilities they rely on for performance campaigns.

Throughout history, television has been about as far away from the performance advertiser’s playbook as possible. Linear TV relies on broad audience demographics. And to this day remains almost entirely removed from the performance metrics that digital channels like social media and search engines can offer. Enter connected TV (CTV), a channel that most consumers are already extremely comfortable with but that many advertisers haven’t yet considered, to their own detriment.

In this article, we’ll explore the ways that connected TV turns television into a viable — and lucrative — option. An option that can carry any company’s performance TV advertising strategy.

What Is Performance TV Advertising?

Performance TV advertising is the ability to deliver ads to targeted television audiences. And to be able to measure and attribute the results of those campaigns. Traditionally, it was incredibly difficult to decipher the results of TV advertising efforts. For many brands, investing in a new ad channel requires a positive calculation of return on ad spend. ROAS is virtually impossible to predict when the results of a campaign can’t be measured. Performance TV advertising combines the predominance of television today with the targeting, measurement, and attribution capabilities that advertisers have grown accustomed to with other digital channels.

How Does Connected TV Advertising Work As a Performance Channel?

Historically, linear TV advertising has been the domain of major corporate brands with the resources to invest in slow-burn brand awareness campaigns distributed to the masses. When it comes to performance advertising — which seeks to drive sales in the short-term — pouring investment into an unproven and untrackable ad channel just doesn’t seem wise. Imagine what happens after a consumer sees a linear television ad that captures their attention; they open a web browser to search for the brand or product. In the end, Google receives attribution for that website click even though it should actually be attributed to the television ad.

The advent of connected television has simultaneously brought more viewers to their screens and unlocked critical measurement and attribution functions. The expectation in 2022 was for more than 204 million Americans — over 60% of the US population — to use connected TV apps. With the plethora of connected, streaming, and smart TV options available today, it’s no surprise that 81% of viewers say they would prefer to watch ad-supported television over paying for yet another subscription service. Taken together, statistics like these show that connected TV is incredibly popular. And also that consumers are primed to expect — and even appreciate — the ads that come with it.

How Does It Work?

With that audience in mind, we can look at how connected TV advertising leverages data to more accurately attribute campaign results on a household basis. First, an ad is delivered to a connected TV advertising platform. Then the device’s IP address is stored in an exposure file. When additional devices in the household connect to the same IP address, they are also added to the exposure file. At some point, someone in the household uses one of those connected devices to make a purchase. Or download an app, visit a website, or otherwise complete the action that the initial ad intended. Data about that action, otherwise known as the outcome event, is stored in an outcome file. The information stored in exposure files is compared to the information in outcome files, and any IP matches are attributed and recorded.

Connected TV advertising (like smart TV advertising, for example), is an unambiguous one-to-one model. However, linear TV ads are purchased and measured using panels, indexes, and samples. The ability to attribute campaign results is just one of the elements that makes connected TV such a powerful performance channel. Other benefits of performance TV advertising include:

  • Expanded reach: Connected TV’s per-household approach means that each ad is likely to be seen by more than one person, without additional investment.
  • Precision targeting: Linear TV relied on the broadest possible demographics. Connected TV enables first- and third-party data collection, and even retargeting options.
  • Increased engagement: Connected TV’s video completion rate is about 15% higher than other platforms. And consumers find CTV ads to be more memorable and more relevant.

Introducing a Performance Advertising Platform for Connected TV

Today’s marketers must open their eyes to the possibilities of television as a performance channel. Connected TV empowers advertisers with the targeting, attribution and measurement capabilities that linear television lacks. Because it doesn’t rely on cookies or IDFA data, the connected TV ecosystem is also still strong and healthy. Even in light of privacy updates from companies like Apple and Google. That’s why tvScientific created one of the first performance TV advertising platforms.

We empower advertisers with fully integrated data and targeting options. This allows you to activate first-party audiences. And build third-party data segments. As well as retarget visitors from the web back to their connected TV. Our premium inventory unlocks access to connected TV devices, native apps and platforms. Plus the premium streaming services that users know and love. We give you access to powerful attribution capabilities that match connected TV ad exposure to specific outcomes. Additionally, we provide real-time reporting. As well as built-in, always-on testing to monitor and measure the incremental value of your connected TV advertising efforts.

Ready to learn more about how Alpha Media and our tvScientific platform can put television back in your performance advertising playbook? Get in touch today.

Quality control certification, checked guarantee of standard

What should be the big goal to set in the next year?

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What is one goal that comes to mind when establishing a digital goal set? I would say, increasing video. In the next few posts, I will be going over some ways we could possibly increase video through social media. But first let’s do some homework.

How do we get there?

Going from 0 to 100 is pretty hard when we aren’t assessing ourselves. This is something you should be taking into consideration when building a foundation for your goals.
Let’s start by assessing your current social media reach and engagement. We need to first audit what you post presently vs. what you have posted in the past which will tell you what you should be doing in the future.

Facebook First:

In your Facebook (Meta) business suite, you will want to look for the insights tab. This will show you everything you need to know to get started.
 

The audit:

At the top right corner, you can click your date range. Go back 90 days then click on content. This is where you can see your most engaged posts. Click on sort descending to see which posts had the most reach, you can also find out the posts that had the most likes and reactions.

Quality:

Take the 10 posts with the highest reach, likes, and comments. What were they? What was the subject matter? Did those posts tie the audience back to the website?
If not, what could you have done to tie the posts back to the website?

Engagement:

What about the posts that made your audience engage? What category is the content in? Was it locally driven? Did you respond to the audience? Did you engage in meaningful conversation?
With this ammunition, you can start to have an idea of what you could be posting to your audience to gain the most engagement. Also, if those posts didn’t have any tie-back to your websites, what can you do to include it next time? Let’s talk about this and other insights, we can help. If you would like to go over this or any other strategy, regarding social media or anything else digital, please reach out!

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