Working Media: Make Every Advertising Dollar Count in CTV

Welcome back to our “9 Days of CTV” series! In the first post of the series, let’s focus on how to make your ad dollars work harder in the world of connected TV (CTV). In our previous post, we explored the big picture of CTV advertising–where it’s headed and what’s changing. Now, we’re zooming in on a crucial aspect: ensuring your budget is spent wisely. It’s not just about getting your ads on screens; it’s about making sure those ads are reaching the right viewers and truly making an impact.

In any advertising campaign, working media is a portion of your budget that directly translates to showing ads to your audience. Our goal today is to help you maximize this portion. We’ll discuss challenges that can deplete your budget and share practical strategies to get the most value from your investment.

Understanding the Core Strategies for CTV Efficiency

In the realm of CTV advertising, achieving true cost-effectiveness means going beyond simple reach. It requires employing key strategies that directly impact ad delivery, viewer experience, and campaign results. These strategies leverage the unique capabilities of CTV to optimize ad spend and drive better outcomes.

#1 Holistic Frequency Capping

• ‍Challenge: Over-exposure of ads to viewers can lead to ad fatigue and wasted impressions, while under-exposure may not deliver the desired message impact, leading to ineffective campaigns. Striking the right balance is crucial.‍
• Strategy: Implement holistic frequency capping across all CTV platforms and devices. This approach ensures that viewers see your ad enough times to remember it but not so often that it becomes annoying. By managing frequency across your holistic TV buy, you prevent saturation and optimize your budget for maximum efficiency.‍
• Benefit: Reduces ad fatigue, improves viewer engagement, ensures efficient use of budget, and optimizes reach by minimizing wasted impressions.
  

#2 Leveraging Linear Suppression Data

• ‍Challenge: Serving CTV ads to viewers who have already seen the same ad on traditional linear TV can become redundant and inefficient. This leads to wasted spend and missed opportunities to reach new audiences.‍
• Strategy: Suppressing exposed linear audiences allows advertisers to exclude viewers already reached via linear tv. For advertisers looking to extend their net new reach, this approach will allow for more unique reach and the ability to maximize ad recall and effectiveness. ‍
• Benefit: Prevents wasted impressions, enhances targeting accuracy, expands reach to new viewers, and improves the cost-effectiveness of your campaign.
  

#3 Enhanced Addressability

• ‍Challenge: Achieving granular targeting and accurate measurement across the fragmented CTV landscape is difficult. This often results in broad targeting and wasted spend on viewers who are not part of the target audience.‍
• Strategy: Enhance addressability by leveraging advanced identification solutions. These solutions create a unified view of audiences across multiple devices and platforms, allowing you to target specific demographics and interests with greater precision.‍
• Benefit: Improves targeting accuracy, delivers more relevant ads to viewers, enhances measurement of campaign effectiveness, and ensures a more efficient and impactful ad spend.
  

Strategies to Implement These Key Approaches

Now, let's discuss actionable strategies for implementing these key approaches in your CTV campaigns.

Tips for Holistic Frequency Capping:

• Set Clear Frequency Goals: Establish optimal frequency caps based on campaign objectives and audience behavior.
• Use Cross-Device Tracking: Ensure that frequency caps are consistently applied across all devices to prevent ad fatigue.
• Monitor and Adjust: Continuously track frequency metrics and adjust capping settings based on campaign performance and viewer response.

Tips for Leveraging Linear TV Data:

• Integrate Linear TV Data: Work with data providers to integrate linear TV viewing data.
• Retarget or Suppress: Ensure that your advertising platform can retarget exposed linear audiences or suppress them based on your goals.

Tips for Enhanced Addressability:

• Utilize Advanced Identification Solutions: Employ robust identification solutions that provide a unified view of audiences across platforms.
• Segment Audiences Effectively: Create granular audience segments based on demographics, interests, and behaviors for precise targeting.
• Analyze Performance Data Regularly: Continuously analyze campaign data to refine targeting and maximize reach and engagement.

How Yahoo DSP Ensures Efficient Working Media in CTV

Yahoo DSP offers comprehensive tools and features that enable you to implement these essential strategies effectively, maximizing the efficiency of your CTV campaigns.

Advanced Frequency Capping Tools

Yahoo DSP provides advanced frequency capping capabilities with cross-device and cross-platform settings. This holistic approach allows precise control over ad exposure, preventing ad fatigue and ensuring efficient use of budget. You can tailor frequency settings to match specific campaign objectives and target audience profiles.

Seamless Integration of Linear Suppression Data

Our platform facilitates the seamless integration of linear TV data, allowing you to easily exclude viewers who have already been exposed to your ads on traditional TV or retarget those viewers to increase frequency. This simplifies the targeting process and maximizes your CTV budget..

Enhanced Addressability with ConnectID

Yahoo DSP integrates ConnectID, an advanced identity solution that provides a unified view of audiences across multiple devices and platforms. This enhances addressability, enabling precise targeting and improved audience insights. ConnectID allows for granular segmentation and more effective measurement, ensuring your ads reach the right viewers and drive better results.

Maximize Your CTV Investment with Strategic Approaches

To maximize your investment in CTV, focus on the core strategies of holistic frequency capping, leveraging linear TV data (for retargeting or suppression), and enhanced addressability. These strategies ensure efficiency, prevent wasted impressions or duplication, and improve campaign performance. Yahoo DSP provides the robust tools and solutions needed to implement these strategies effectively, allowing you to achieve optimal results and make the most of your CTV budget. In our next post, we’ll explore how to measure the effectiveness of your CTV campaigns.