The present and future of TV advertising is no longer the same. As television continues to be disrupted by changing viewing preferences and outdated media measurement being unable to keep up, now is the time for marketers to reconsider and create new marketing tactics in the era of Connected TV advertising.
CTV/OTT advertising is still in its early stages. Still, it has already demonstrated the ability to solve some of the most significant issues marketers have with digital advertising: transparency and validation.
When it comes to measuring the success of a campaign, TV has always been the gold standard. Advertisers know how many people saw their ad and can measure its impact on brand awareness or sales. But as TV viewing habits have shifted from live linear to time-shifted and on-demand content, advertisers have lost that visibility and measurement precision.
CTV/OTT advertising solves that problem by providing complete transparency into where ads are being seen and by whom. Advertisers also get detailed information about each ad impression, including age, gender, and location. This allows them to fine-tune their campaigns for maximum impact and measure ROI with the same precision they’re used to with TV.
CTV/OTT also provides a level of brand safety and fraud protection that is unparalleled in digital advertising. Because ads are served through premium publishers and networks, advertisers can be confident that humans will only see their ads in safe environments.
As CTV/OTT advertising continues to grow and evolve, it is well on its way to becoming the new gold standard for TV advertising.
The opportunity for businesses to rethink and develop new strategies in the new world of Connected TV advertising is now, as television continues to be disrupted by runaway consumption choices and failing old media measurement.
Blockboard, for example, is the first full-service video accountability company providing marketers with advertising distribution with the proven security of blockchain technology. BLOCKBOARD is the first full-service video accountability company providing marketers with advertising distribution with the proven security of blockchain technology. They are a team of industry veterans with a shared belief that the digital video advertising ecosystem needs greater transparency, security, and control.
The Blockboard Platform offers a better way to buy and sell digital video advertising. We’ve built an application suite that allows marketers to plan, buy, track, and measure their CTV/OTT ad campaigns with the same precision they’re used to with TV.
Blockboard is also committed to providing the industry with the highest brand safety and fraud protection. We work with premium publishers and networks to ensure that ads are only served in safe environments and to humans.
Marketing Technology News: MarTech Interview With Tal Jacobson, General Manager at CodeFuel
Why the shift from media metrics to performance metrics is the key to success in CTV/OTT
As mentioned earlier, one of the critical advantages of CTV/OTT advertising is the ability to measure campaign success with the same precision as TV. However, this is only possible if advertisers shift their focus from media metrics to performance metrics.
Media metrics, such as reach and frequency, are essential, but they don’t paint the whole picture. To truly understand the impact of a campaign, advertisers need to look at performance metrics like sales lift or brand awareness.
This shift will be critical for success in CTV/OTT advertising because it will allow marketers to fine-tune their campaigns for maximum impact and ROI.
As mentioned earlier, BLOCKBOARD provides proven results to advertisers who demand accountability and assurance in media efficiency spending for their business needs.
Built on blockchain technology, the BLOCKBOARD platform provides transparency and validation to each impression in a cookie-less world. Advertisers can trust that their media is delivered as planned, with complete viewability and clarity on every impression.
With BLOCKBOARD, advertisers can see exactly where their ads are being seen and by whom. They also get detailed information about each ad impression, including age, gender, and location. This allows them to fine-tune their campaigns for maximum impact and measure ROI with the same precision they’re used to with TV.
BLOCKBOARD also provides a level of brand safety and fraud protection that is unparalleled in digital advertising. Because ads are served through premium publishers and networks, advertisers can be confident that humans will only see their ads in safe environments.
Why blockchain is the future of advertising
Blockchain is the perfect solution for the issues that plague digital advertising, such as ad fraud and a lack of transparency.
With blockchain, each ad impression is logged on a decentralized ledger. This creates a permanent record of where an ad has been seen, by whom, and when. This information is then verified by all parties in the chain, ensuring that it is accurate and tamper-proof.
This level of transparency and verification is not possible with traditional advertising systems. As a result, blockchain offers advertisers a level of assurance and trust that is simply not possible with other methods.
In addition, blockchain provides several other advantages, such as improved security, lower costs, and faster transaction times.
For these reasons, we believe that blockchain is the future of advertising.
Blockchain companies are leading the way in this new era of digital advertising. To complete the solutions offering, BLOCKBOARD Studios develops custom video content for brand advertisers who seek bespoke creations to engage with their customers directly. This is a new way to produce and deliver video at scale, with creativity that is intimate, emotional, and speaks to the customers’ needs.
Marketing Technology News: When Your Customers Have Customers: How B2B Marketers Can Support Small Businesses
With blockchain adoption growing, it’s only a matter of time before this technology becomes the new standard for digital advertising. Key advantages pushing for the future of advertising include:
Transparency and trust: Blockchain provides a level of transparency and assurance that is not possible with other methods.
Improved security: Blockchain technology is much more secure than traditional methods, making it ideal for sensitive information.
Lower costs: With blockchain, no middlemen or third parties are involved. This dramatically reduces costs.
Faster transaction times: Blockchain transactions are processed much faster than traditional methods.
Better data quality: Blockchain technology allows for the verifiable and immutable recording of data. This ensures that data is of the highest quality.
Blockchain will become increasingly important as the world moves towards a more digital future. Companies adopting this technology early will be well-positioned to take advantage of its many benefits.
