Are you sure you’re not making these CTV advertising mistakes?
It’s a fact that 2022 is a big year for connected TV (CTV). A factor driving its growth is the audience’s strong desire to remain connected to the internet even while consuming the usual content on their screens. In short, TV still has a stronghold on audiences. For the same reason, many brands are willing to bet their money on CTV advertising.
But, not everyone who spends good money on this channel can get their money’s worth. Often, advertisers’ overzealousness gets the better of them. Ultimately, this will lead them to commit CTV advertising mistakes, which waste valuable resources without the expected returns. Proprietary research revealed that most brands allocate more than half of their ad budget on CTV and yet reach only a mere 10% of the total available audience. This means ad budget is wasted because of poor CTV advertising mistakes and ad planning.
Common CTV Advertising Mistakes
Here are some of the most common CTV advertising mistakes you should avoid:
1. Not exploring other platforms
Agreed, Roku is one of the most popular CTV ad platforms. Based on the latest CTV trends by Pixelate, Roku dominates CTV devices in North America, with an estimated reach of 56% from August 2021 to March 2022. However, it’s also notable that Roku isn’t the only platform out there, so they’re not the only option for CTV. If you’re still in the testing phase of your CTV campaigns, it’s best to explore other platforms. Don’t put all your eggs on Roku just yet.
Why? Simple. Spreading your ad spending across several partners allows you to have the same reach but with a more diversified audience. This may mean better conversion and compelling return on ad spend (ROAS).
2. Failing to measure actively
Not knowing what, when, and how to measure is another common CTV advertising mistake that most brands make. Far too often, advertisers limit the actual scope of what they need to measure, notably only including unique reach and completion rates. However, this doesn’t paint the whole picture of how well your ads perform. That’s why it’s critical to do active measurement and know the appropriate key performance indicators (KPIs) that relate to your messaging and desired goals.
3. Absence of quality inventory
If you’re investing in CTV, keep an eye on your inventory. If you believe quantity over quality is more important, you’re making a CTV advertising mistake. The best practice is to work with a mix of quality publishers and audience-targeting as they perform far better. Remember, more people are willing to spend money if they believe they get their money’s worth.
4. Not reviewing messaging
Another CTV advertising mistake that can cost your organization thousands of wasted resources is poor messaging. Always review your message. Never over-saturate your target audience with the same ads. Check how frequently you send them your messaging. Remember, it’s annoying for consumers to view irrelevant ads several times while watching their favorite shows. As much as possible, do a device-level frequency so you can adequately space out your messaging and effectively reach more consumers.
5. Relying on free ads
Those beginning their CTV ad strategy may think it would be best to take advantage of free ads in the meantime while they’re yet to gain good ground. However, not every publisher who offers to give you free ads discloses the fine print. In the end, it might even hurt your ad campaign. When you fail and abandon the idea of using CTV ads, you might end up losing more. When you receive a free ad, ask for transparency. Get the full disclosure, such as price points, inventory quality, data, and platform. This will help you determine if the offer is fraudulent or not.
Avoid CTV Advertising Mistakes
CTV advertising may be daunting to the uninitiated. But once you get the hang of it, the only worry you’ll ever have would be the brands you partner with. The key is to have a reliable partner to help you realize your advertising goals.
Connect with us to know how AlgoriX can help you maximize your ads and get your message effectively across to your target audience.