I’m not making a tall claim with the above title. You take a platform that has been static for generations and add fully interactive capability, deep tracking and intense data capture and you drastically disrupt the landscape of TV and subsequently television advertising. It’s also upon us right now. If this is a new subject for you, my firm CTV advertising has an introductory article that can be found here
This article however, is about knowing what changes brand marketers should expect so that they can adapt. The “outlook reports” and research studies getting pushed out are plentiful, but there is a lack of strategic philosophy being given to brands. Hopefully this article sets a small precedent for some further topics to think about.
Change #1: Learning to embrace a change in the terminology and philosophy.
There are a plethora of unique questions one can ask upon embarking on a journey into connected TV marketing. This for instance might include whether advertisers should classify the platform on the broadcast side or as digital? It’s a major question to figure out as it affects marketing approach strategy on numerous levels. The answer is both, which creates novelty as well as further complications.
We’ve been telling agencies to think of it’s benefits in terms of digital, but many elements (for now) will still have a broadcast basis. To plan accordingly one has to keep in mind that no matter how it’s classified there is a need for new terminology. The lingo will be specific to the platform. Lets take an easy example- Ad buys. People aren’t buying connected TV ads on a spot basis, per se, but they also aren’t buying directly on a strict CPM basis. What they will be buying for Connected TV video ad formats needs a new term. (CPM doesn’t work due to an unknown amount of people. TV is based on a group setting the big screen provides) We’re advocating the widespread usage of the term TCPM, but this is neither here nor there. The point is that there is a world of new terms this new system will create. LEARN THEM. In the next few months I plan on creating a glossary. Stay tuned.
Aside from a new lingo, there is a HUGE new scope of advertising and marketing philosophies. From long form content creation and branding, to new interactive ad units, App strategy, interactive entertainment methodology, app-vertising, the list goes marching on and on. We’ll continue to keep you as educated as possible, but it’s a vast new landscape and you won’t be prepared unless you start learning now. It’s time to start investigating and conceptualizing.
Adaptation Advice: Plan for major changes. Connected TV falls between two worlds and thus creates a brand new one with new phrasing, terminology, philosophy and execution on all things marketing and advertising. Don’t be behind the curve. Educate yourself. (Contact me for information on the Connected TV Marketing Association- which might be a fantastic resource)
Change #2 A change in the players: A rise in faux Connected TV marketing consultants:
There will be some incredibly smart innovators coming out in the field, and with that some amazing new marketers. These rising stars will be vastly influential, but they will also be the minority.
You’ve seen it before, but each time it’s just as difficult to deal with. When a new technology or platform successfully arises so do a whole bunch of marketing chop shops. Folks that smell money and blood in the water and do what it takes to get their piece of it while providing little benefit. I imagine we will see a vast amount of terrible App developers, sham media strategists, poor content producers and repugnant ad programs make their way to the surface. They’ll be capitalizing on naive brands by utilizing industry buzzwords and playing off of what valid companies come out with.
Adaptation advice: Really research who you do business with and don’t take anyone at face value or based on a sales job. Ask others throughout the industry if someone is trust-able and has a history. The industry at the moment is small and a lot of us know each other quite well. We’re the same historically proven faces you’ll see putting out the fires that the faux connected TV marketers create. Be careful who you use and watch for scammers.
Change #3- There will be major changes in television content.
There are so many new formats for broad reaching content on Connected TV that it could make your head spin. The evolution and growth of the platform will exponentially increase potential and possibilities. Content producers and broadcaster need to be cognizant that this will be the case. I could speak for the next thirty hours straight and not cover half of the possibilities out there, but for the terms and purposes of this article… Start imagining, and start understanding how a shift to interactivity will change television content in numerous ways.
I’ll address #3 in a very near future article where we can talk about content and it’s Connected TV future. So for now, stay tuned!
Author: Zachary Weiner- CEO of Connected TV advertising and marketing firm CTV Advertising.