With viewers ditching traditional cable in favor of streaming services, advertisers are flocking to CTV to capture a captive and engaged audience. According to Insider Intelligence, US CTV ad spending is expected to reach $16.36 billion in 2023, accounting for 21.1% of all TV ad spending.

And this isn’t just a fleeting trend. CTV has officially surpassed traditional “linear” TV, leaving it in the dust. In fact, the number of CTV households is set to skyrocket, exceeding 115 million by 2024, more than double the number of linear TV homes.

What’s driving this shift? For advertisers, the answer is simple: CTV is a gold mine. Ad spending on linear TV is steadily declining, while CTV continues to soar, projected to increase by 21.2% year-on-year. And the numbers don’t lie – viewers are more likely to act on CTV ads, with a 23% higher purchase intent compared to linear ads.

However, with increased competition comes a new challenge: ad fatigue. Seeing the same ad repeatedly can lead to viewer apathy and a decline in engagement. To combat this, advertisers need to create dynamic and engaging CTV ad creatives that resonate with viewers

What is Consumer Fatigue?

Even in the captivating world of CTV, viewers can develop ad fatigue. This occurs when they’re repeatedly exposed to the same ad, leading to decreased attention and engagement.

Ad fatigue can seriously hinder the effectiveness of your CTV campaigns. It can lead to:

• Decreased brand recall: If viewers are constantly bombarded with the same ad, they’re less likely to remember your brand or message.
• Lower engagement: Viewer apathy towards repetitive ads translates to decreased interaction with your call to action.
• Negative brand perception: Constant exposure to the same ad can actually create a negative association with your brand in viewers’ minds. 

To avoid these pitfalls, it’s crucial to diversify your ad creative and ensure viewers see fresh content regularly. Explore different formats, and messaging approaches, and even target specific audiences with tailored ad variations. By keeping your CTV advertising engaging, you can maintain viewer interest and maximize campaign impact.

Why does it matter?

With the continuous expansion of ad-supported streaming services in the connected TV, the available advertising inventory is on the rise. However, gaining clear insight into the CTV ad supply chain remains a challenge, complicating efforts to implement effective frequency capping.

• According to insider intelligence projections, by 2024, the number of viewers for free ad-supported streaming TV (FAST) is expected to reach 104.4 million, with ad-supported video-on-demand (AVOD) viewers reaching 180.2 million.
• Aluma Insights reports that 40% of US adults have increased their time spent on FASTs in the past year.
• The simultaneous growth of viewership and ad loads on both FAST and AVOD services has the potential to exacerbate ad fatigue. 

1. Creative Variations

A) Interactive Media: Play around with CTV Ads is an effective way to capture user attention & drive engagement with interactive video elements like attaching QR codes, in video texts.
B) Edit the Order of Footage: Re-sequence your existing footage to create a new narrative flow, highlighting different aspects of your product or service. This simple switch can offer a fresh perspective and enhance audience engagement.
C) Refocus Your Scenes: Shift the spotlight to specific scenes within your existing material. This allows you to explore alternative storytelling angles and emphasize different benefits for the viewers.
D) Tweak Your Call to Action: Encourage viewers to take action & utilize generative AI  to get actionable CTA that resonates most effectively with your target audience.
E) Refresh Your Voiceover: Give your ad a new voice by changing the voiceover artist or adjusting the script’s tone and language. This can significantly impact the overall feel and message of the ad, potentially attracting new audiences.

2. Target Your Ads Precisely with frequency capping

By setting a frequency cap on your CTV ads, you can ensure that they are not shown to the same viewer too often. This will help prevent ad fatigue and ensure that your ads remain engaging and effective.
Contextual relevance is key to engaging viewers and avoiding ad fatigue. This means tailoring your ads to the specific context in which it is being shown. This includes factors such as the:

• Channel: What type of content is typically shown on this channel?
• Program: What is the program about? What are the viewers likely to be interested in?
  

3. Keep it Fresh with Regular Rotation

For advertisers aiming for an “evergreen presence,” simply creating several variations and running them on repeat won’t suffice. You need to strike a delicate balance between delivering consistent, memorable messaging while constantly innovating to stay fresh and prevent viewer fatigue.

This might involve subtle tweaks to visuals, messaging, or even the overall tone of your ads to keep them engaging even throughout a year-long campaign.

Highlight the power of seasonality to create timely and relevant messaging that resonates with viewers. Aligning your ads with key holidays, events, or cultural moments allows you to capitalize on existing trends and conversations.

4. Use Diverse formats with different ad lengths

Not all viewers have the same attention span, so it’s important to test different ad lengths to see which ones perform best. This can help you find the sweet spot for your ads, ensuring that they are not too long or too short to be effective.

Ads can grab attention and tell a compelling story, while interactive ads offer a more engaging experience. Branded content allows you to subtly weave your brand message into existing content, creating a less intrusive and more natural experience.

Also Read: Unveiling the Real Potential of CTV for Marketers: Moving Beyond the Hype

CTV: The Future of Television and Avoiding Ad Fatigue

In conclusion, as Connected TV (CTV) continues to dominate the advertising industry, steering clear of ad fatigue emerges as a pivotal strategy for advertisers seeking optimal results.

By implementing dynamic and diverse ad creative strategies, such as interactive elements, strategic sequencing, and refreshed voiceovers, advertisers can combat viewer apathy and maintain high engagement levels. Precision targeting with frequency capping, adapting to contextual relevance, and utilizing diverse ad formats further enhance advertisers to get better results  & high user interaction.

Video advertising has emerged as a pivotal element in the domain of content marketing strategy. Whether it’s a concise 30-second ad, an interactive campaign, or captivating live footage, integrated videos within your content stand out as a highly favored and efficacious means to captivate your audience.

Remarkably, video content is the preferred choice for 80% of individuals compared to traditional written text, and an impressive 87% of businesses are already using it as a potent marketing tool.

Research underscores that a compelling 88% of consumers have been swayed by marketing videos to make purchases of products and services. The undeniable power of video highlights the significance of grasping the latest trends in video marketing to maintain a competitive edge in 2024.

This blog aims to comprehend the trends that will shape the video advertising industry in 2024 and beyond. From the ascent of AI-powered advertising to the escalating importance of personalization, these video ads trends are bound to redefine how marketers engage with their audience and orchestrate successful video ad campaigns.

Top Video Advertising Trends for 2024

1. Growing Integration of AI in Video Advertising

The landscape of video advertising is swiftly evolving with the increasing integration of Artificial Intelligence (AI). Anticipate a surge in businesses adopting AI to produce and disseminate video content. With AI’s remarkable capacity to analyze extensive datasets rapidly, advertisers can:

• Enhance their understanding of the audience
• Fine-tune ad delivery

This approach ensures that the right message reaches the appropriate audience at the optimal moment. This, in turn, facilitates the creation of more compelling and pertinent video content that resonates with the target audience.

For instance, generating videos featuring available or customized avatars, where text input is the sole requirement. This proves advantageous for cost-effective video marketing when in need of a character but faced with constraints in time or resources for large-scale video production, employing text-to-speech, or automated voices.

Additionally, AI’s role in programmatic advertising is assuming a pivotal role. Fueled by AI algorithms, automated ad purchasing and placement will restructure the industry through real-time bidding and ad optimization. This results in more efficient ad campaigns with heightened conversion rates. In 2024, Artificial Intelligence is not merely a passing trend but a transformative force poised to reshape the video advertising industry.

2. Augmented Reality & Virtual Reality

The year 2024 will witness a paradigm shift in video ads through the integration of Augmented Reality (AR) and Virtual Reality (VR). AR advertising overlays digital elements in the real world, creating an interactive platform for crafting captivating campaigns.

These ads enable users to seamlessly merge the virtual and physical realms, fostering deeper engagement and memorable brand interactions. Conversely, VR advertising immerses users in entirely digital environments, providing a distinctive storytelling medium suitable for product demonstrations and brand narratives.

The ability to create immersive ad experiences holds the potential to captivate audiences, setting your brand apart from competitors in a landscape where traditional video advertising methods might no longer be as effective.

This innovative approach pledges to deliver campaigns that are not merely viewed but profoundly experienced by consumers. As the future of video advertising veers towards interactivity, the AR and VR advertising wave signals that your business is leading the way in innovation and adopting superior business practices.

3. Contextual Advertising for Enhanced Relevance

Contextual advertising remains a significant tool for marketers in 2024. Global spending on contextual advertising is projected to reach $227.38 billion in U.S. dollars in 2023, and this figure is anticipated to more than double by 2030, reaching an estimated $562.1 billion.

The United States stands as the world’s largest contextual advertising market, with a market value of approximately $65 billion in 2022. This type of advertising places ads based on the surrounding content, resulting in a smoother and less disruptive ad experience.

Amidst rising ad blocking and privacy concerns, contextual advertising offers a solution that respects user preferences while delivering relevant content. As user expectations for personalized advertising increase, marketers can anticipate more of this approach.

To thrive in contextual advertising, marketers must meticulously align their ads with the context to enhance the user experience. This trend strongly emphasizes quality content and strategic placement over sheer volume. This can be achieved by researching and understanding the target audience, as well as identifying the most relevant keywords and phrases to include in the ads.

4. Short-Form Video Content: A Dominating Force

In 2024, short-form video ads are projected to dominate video advertising, accounting for a significant portion of ad spend. Advertisers are likely to capitalize on the format’s effectiveness in conveying concise yet impactful messages. The brevity of these ads aligns seamlessly with the reduced attention spans of today’s audiences, making them a powerful tool for brand communication.

In 2023, programmatic short-form video ad spending is expected to reach a staggering $12 billion, a 50% increase from the previous year. This explosive growth isn’t just a fleeting trend; it’s a fundamental shift in how consumers engage with video.

This shift has profound implications for 2024’s video ad landscape. Expect to see an abundance of short-form video ad formats, optimized for mobile viewing and lightning-fast storytelling. Programmatic platforms will adapt, providing granular targeting and real-time analytics to help brands reach the right audience with the right message at the right micro-moment.

5. Shoppable Ads

Shoppable ads are an innovative format that allows viewers to purchase products directly from video ads. By incorporating eye-catching product imagery alongside video ads, brands can inspire viewers and direct them to specific product pages on their website, creating a seamless path to purchase.

According to Think with Google, brands that utilize product feeds in their video action campaigns achieve over 60% more conversions at a lower cost. Video action campaigns can help scale video ads automatically across various platforms, including the home feed, watch pages, connected TV, and search. They utilize machine learning to drive conversions and provide valuable attribution insights.

To implement shoppable ads, brands can attach a product feed from the Google Merchant Center. This allows viewers to browse products directly within the video ad and seamlessly navigate to the corresponding product pages on the brand’s website for purchase.

Wrap Up

In conclusion, the video advertising industry is up for a significant shift in 2024 and beyond. The integration of AI, AR, and VR will reshape how brands engage with their audience and create captivating ad experiences.

Contextual advertising remains a valuable tool, while short-form video content and shoppable ads will gain prominence. By utilizing these video industry trends, marketers can effectively capture attention, drive conversions, and establish a competitive edge in the ever-evolving world of video advertising.

Navigating the marketing industry can be daunting with its ever-evolving landscape of acronyms and dynamic definitions. The latest puzzle to unravel? Instream video.

To empower marketers, let’s delve into what are Instream video, highlighting recent updates, the pros and cons, aiding in an informed decision tailored to specific marketing goals and target audiences.

What are Instream Video Ads Anyway?

Historically, these ads play within an existing video stream and can be classified as pre-roll, mid-roll, or post-roll ads.

Pre-Roll Instream Ads

Display before a video starts.

Mid-Roll Instream Ads

Interrupt the viewing experience, often in longer content with a high completion rate due to viewer engagement.

Post-Roll Instream Ads

Appear when a video concludes, offering a better user experience but with lower effectiveness.

Furthermore, instream video ads come in two primary formats: non-skippable and skippable, each with distinct viewer interactions. Non-skippable ads demand the audience’s full attention, playing in entirety before granting access to the desired video content. On the flip side, skippable ads offer viewers the flexibility to bypass the advertisement after a set duration, typically around five seconds.

These ads present advertisers with a valuable opportunity to connect with a diverse audience, engaging them during active video consumption. Striking a delicate balance between conveying the message effectively and respecting the viewer’s experience is crucial for advertisers. This equilibrium ensures a positive reception of the ads, enhancing the overall impact of their marketing efforts.

When it comes to video ads, people tend to find pre-roll ads less annoying than others, according to a study. The research showed that 69% of folks could remember a pre-roll ad, while only 41% could recall a mid-roll ad.

Also Read: Video Contextual Advertising: Everything You Need to Know

Pros of Instream Ads

Captivated Audience:

Leveraging instream ads capitalizes on the fact that viewers are already primed for video content, actively seeking and engaging with it. Whether at the beginning, middle, or end of a video, the audience is comfortably tuned in, with audio on, creating an opportune environment for your message.

Motivated Engagement:

Particularly with non-skippable pre-rolls and mid-rolls, viewers have a compelling reason to stay engaged—they want to return to their initial content. This inherent motivation, coupled with sophisticated retargeting, can enhance their viewing experience and increase the likelihood of exploring your product or service further.

Cons of Instream Ads

Limited Placement Options:

An inherent drawback of instream ads lies in the limited array of platforms available for marketing. While major platforms like YouTube and Facebook are prominent choices, businesses targeting B2B clients or demographics less active on social media may find their options constrained.

Perceived Intrusiveness:

Instream ads are encountered by users who have not necessarily chosen to watch them, potentially rendering them as intrusive or bothersome. The lack of explicit user consent may contribute to a sense of interruption, impacting the overall viewer experience.

Next Steps

Given video’s effectiveness, staying informed is crucial. Adapting to the new classification system is paramount, and Crafters is here to help.

To discover how we can support you in navigating this evolving landscape and achieving your business goals, reach out to us.

As someone who creates a bunch of ads, both traditional ones and some really out-there experimental ones, you’ve always had this nagging question in your head. It’s like, are your efforts actually hitting the mark, or are they just disappearing into the online void?

According to a report of Digital Media Wastage by Next&Co’s, a staggering $5.6 billion of digital ad spend was wasted in 2022, constituting 41% of the total digital ad spend. Specifically, in the realm of connected TV, LG Ads discovered that brands often allocate 50% of their campaign budget to target just 10% of the available audience.

Against the backdrop of current economic uncertainty, the urgency to address media wastage becomes even more apparent. It is crucial to invest each dollar intelligently, ensuring that it delivers maximum value.

What does “media wastage” actually mean?

To put it simply, media wastage means utilizing your marketing budget to reach consumers who aren’t your intended audience. It’s like buying winter coats for people living in a tropical climate – not the most efficient use of your resources, right? Media wastage can mess up any digital campaign, whether it’s a pay-per-click or a video ad, so everyone needs to watch out for it.

And it’s not just about the money. Ads placed alongside misaligned content can actually make consumers less likely to buy, whereas matching ads with the right context can boost the likelihood of purchase by 8%.

Now, I can almost hear you asking: “If my ad ends up reaching folks who aren’t really interested in my product, how much damage could it really do?” In the world of marketing, every cent matters. Especially, when we are talking about billions of dollars going down the drain every year, it’s not just a small problem. It’s like a big wave that’s sweeping away potential returns – your potential returns.

How to Maximize Impact and Reduce Media Wastage from your Advertising Campaigns?

It’s not only about showcasing your creative skills or staying in sync with the newest trends; it’s also about effectively managing your resources. As mentioned earlier, every dollar wasted in media inefficiency could have been used for a more targeted and influential campaign. That money could have gone into improving your product or elevating the overall customer experience.

Beyond One Size Fits All: Mastering Audience Reach with Custom Creatives

Effectively connecting with audiences through personalized creative content is crucial. According to a study by Barraza, contextually aligned ads were 93 percent more memorable than misaligned ads. Thus, it clearly depicts that aligning ads with congruent content, rather than simply placing ads where there are larger audiences, ensures a higher return on investment.

By utilizing top-notch brand suitability and contextual targeting technologies like Silverpush, brands and advertisers can be confident that their purchased impressions match with the most fitting content. This strategic approach ensures that every dollar spent yields the maximum number of positive impressions through brand suitability and contextual targeting.

It’s essential for brands to recognize that the era of niche targeting is here. Campaigns now focus on delivering custom-made creativity to smaller, niche audiences through brand suitability, contextual targeting, and inclusion lists. Audiences respond more positively to advertising content that resonates with their interests, while a broad approach only results in wasteful spending.

Inclusive Precision: The Path to Sustainable Advertising and Waste Reduction

In an era of careful advertising, some brands and advertisers have avoided addressing crucial topics such as race, gender, and religion by using block lists. Unfortunately, this approach also results in creators focusing on these issues, mainly from diverse communities, being blocked, leading to the exclusion of their content from reaching diverse audiences.

The significance of diverse audiences cannot be overstated. Overly cautious block lists have, for too long, prevented these potential audiences from engaging with brands’ content. According to a new survey from Top Design Firms, nearly two-thirds of consumers (64%) are at least somewhat likely to purchase a product immediately after seeing it advertised if the brand embodies diversity and inclusion.

Developing customized and well-researched inclusion lists enables brands and advertisers to support diverse creators and audiences. Investing in diverse audiences through inclusion lists not only aligns with the principles of inclusion and diversity but also proves financially beneficial by reducing media wastage.

Aligning Your Message with Consumer Preferences

While progress has been made in addressing underrepresentation in video advertising content, the issue of media wastage extends beyond mere representation. It’s time for brands and advertisers to adopt diverse and conscious strategies in every aspect of their campaigns, from building and ideation to targeting and brand suitability methodologies.

For multicultural marketers, being able to rely on high quality ad tech that can help you identify and target your chosen audience is a must. This means looking for partners that not only have firsthand experience and expertise working with the audiences you’re trying to attract but also have a sophisticated platform that will enable you to reach them at scale.

Mirrors’s cutting-edge AI-powered technology uses a combination of contextual signals to reach your most relevant consumers at the right moment/context. The cutting-edge visual intelligence identify multicultural triggers that can work wonders for your ad campaign:

Faces of micro-influencers – Due to their ability to connect with niche communities and engage with their followers on a more personal level, brands can leverage Mirrors hyper contextual targeting solution to identify key contexts like celebrities of micro-influencers for a high level of engagement.

Logos of minority communities-owned brands – By identifying key contexts like brands of minority community-owned brands, channels & other relatives in your advertising demonstrate a commitment to representation and inclusivity. It sends a strong message that your brand supports and values diversity, which can resonate positively with multicultural audiences.

Language – Recognizing the linguistic diversity within multicultural communities is important and audiences seek out brands that localize their content to give it a more personal touch. Language-specific advertising demonstrates respect for cultural diversity and enhances the overall impact of the campaign.

Regional channels – Regional channels often create content that is specific to the local culture, language, and interests of their audience. By advertising on these channels, brands can align their messaging with the cultural context and create content that resonates with the viewers. This relevance enhances the effectiveness of the advertising campaign and fosters a stronger connection with the target multicultural audience.

These considerations go beyond words and contribute to the impactful social messages brands convey, all while maximizing the ROI for campaigns.

Media wastage is a widespread industry challenge, but addressing it requires a reassessment of advertising practices. An essential step is ensuring a brand’s content resonates with the correct audiences through high-standard brand suitability and contextual advertising. Brands and advertisers should break free from the constraints of cautious advertising by embracing more rewarding inclusion lists. Taking a conscious and holistic approach to advertising is crucial for reducing media wastage and fostering a positive advertising ecosystem for everyone involved.

Want to cut down on media waste and boost your ad campaigns’ ROI? Reach out to us to get started!

As consumers increasingly shift from traditional linear television to streaming services, marketers are recognizing the significant potential of addressable advertising in Connected TV (CTV). This shift allows for the delivery of tailored ads to different streaming viewers based on their audience persona, leading to more effective results in specific segments and facilitating advanced attribution.

Despite the growing enthusiasm for CTV advertising, it remains a relatively new channel for marketers. Understanding how inventory is bought, sold, and tracked on this platform is crucial. The deals in the CTV space that are most favorable to buyers need to be identified. Additionally, exploring the current state of CTV CPMs (cost per thousand impressions) is essential for marketers to make informed decisions.

To navigate the landscape of CTV ad inventory effectively, it’s crucial to delve into the factors influencing pricing in the channel. By gaining insights into attribution goals and challenges associated with CTV, marketers can strategically position their brands to capitalize on the emerging opportunities in this format. In the coming year, attention should be focused on key aspects of the CTV landscape to maximize the benefits for marketers.

Predicted growth of Connected TV Ad Spend in 2024

As we approach 2024, “Connected TV ad spend” has become the buzzword in the advertising realm, and for good reason. Anticipated trends suggest a significant surge in Connected TV ad spend, reshaping the landscape for advertisers and businesses.

Consider the following insights:

Prediction 1: According to a recent forecast by eMarketer, the projection for CTV ad spend in 2024 is an impressive $14.12 billion, marking a substantial increase from the $9.36 billion recorded in 2021.

Prediction 2: The same report indicates that the share of CTV ad spend in total TV ad spend is expected to climb to 44.6% by 2024. This signifies a notable shift in advertising strategies, with businesses increasingly favoring Connected TV advertising over traditional TV advertising.

The driving force behind this surge lies in evolving consumer behavior. The prevalence of over-the-top (OTT) media services such as Netflix and Hulu has led more consumers to transition from traditional TV to Connected TV. This shift creates a plethora of opportunities for advertisers to connect with a broader and more engaged audience, contributing to the predicted uptick in connected TV ad spend in 2024.

However, it’s crucial to emphasize that, with this newfound power, advertisers must wield it responsibly. While the rise in CTV ad spend is exciting, the focus should not merely be on spending but on spending wisely, adapting strategies to align with the evolving landscape.

How Advertisers can Leverage the CTV Surge?

Preparing for the surge in Connected TV (CTV) ad spend requires strategic planning. Here’s a guide to help advertisers capitalize on this opportunity:

Know Your Audience:

Start by understanding your target audience. Identify their interests, preferences, and viewing habits. This knowledge will serve as the foundation for your ad strategy, ensuring that your advertisements effectively resonate with your intended viewers.

Personalize Your Ads:

Harness the potential of CTV by creating personalized ads that cater to individual users. Tailor your content to speak directly to your audience, emphasizing the importance of relevance in your advertising efforts.

Leverage Data:

Utilize data from past campaigns to inform your future strategies. Analyze what worked well and what didn’t. By learning from both successes and mistakes, you can refine your approach and optimize your advertising efforts.

Test and Learn:

Given that CTV advertising is still in its early stages, there’s ample room for experimentation. Be bold in trying out different approaches to see what resonates best with your audience. Embrace a test-and-learn mentality to refine your strategies over time.

Stay Nimble:

The landscape of CTV advertising is evolving rapidly. Stay attuned to industry trends and be ready to adapt your strategies accordingly. Being nimble and responsive to changes will position your advertising efforts for continued success.

Also read: How Silverpush Ensures Brand Safety in CTV Advertising?

In conclusion, the anticipated increase in CTV ad spend presents a unique opportunity for advertisers. To make the most of this golden opportunity, it’s essential to stay informed, remain flexible, and always prioritize understanding and connecting with your audience. Are you ready to seize the moment? Contact us to get started with CTV advertising.

Weather has the most profound impact on the consumer. Every buying decision depends on the temperature. If the temperature drops it changes a person’s decision about what they wear, what they will eat, the places to visit, and even the mode of transport. According to a study by the British Retail Consortium (BRC), consumer behavior is notably influenced by weather as the second most significant factor, following the economic conditions.

Interestingly, advertisers are aware of this impact and are finding every possible way to make the most out of this impact. The weather-forecasting has become a multi-billion dollar business. A temperature rise of 15 degrees Celsius within a week corresponds to a 24% surge in the sales of air conditioners and an 11% increase in suncare product sales. Conversely, a 15-degree Celsius temperature drop over the same period results in a 15% uptick in the sales of portable heaters.

Weather is the driving force behind a consumer’s decision! So, whether you’re a small local shop or a multinational corporation, reaching your audience effectively to make the most out of this fall season becomes more important than ever.

Significance of Weather Targeting in Sales Strategies

Weather is a crucial yet often underestimated factor in the sales process. Here are some compelling reasons why advertisers should integrate weather-based advertising into their strategies:

Impact on Buying Patterns:

Consideration of seasonal triggers is vital for effective advertising. For instance, in June, sales of items like beer, suntan lotion, and deodorant see a notable increase. Adjusting media budgets during such periods allows companies to capitalize on these changing shopping behaviors. Conversely, businesses focusing on products like baking mixes, warm apparel, or batteries should enhance advertising efforts from November onward, anticipating an uptick in sales during this time.

Mood Influence:

Weather significantly affects consumer moods at the onset of each new season. Generally, consumers exhibit a sense of optimism, leading to increased spending. Notably, 21% of surveyed individuals express excitement about updating their wardrobe with the arrival of fall, with Gen Z showing an even higher percentage at 39%. (Source: IBM)

Impact on Shopping Preferences:

Weather plays a crucial role in determining how consumers choose to engage with brands. For instance, on hot summer days, shoppers may prefer going to air-conditioned malls for purchases. Conversely, snowy winter days might prompt consumers to opt for online shopping to avoid inclement weather. Advertisers can align their strategies accordingly to boost sales, whether in-person or online.

Small Temperature Changes, Big Results:

Even slight weather variations can have a substantial impact on sales. A minor temperature drop can prompt people to reach for coats and indulge in hot cocoa. Conversely, in certain regions, a 60-degree day after a long winter may feel warm, leading to increased sales of items like ice cream in anticipation of spring.

Understanding and leveraging these weather-related nuances can significantly enhance the effectiveness of advertising strategies.

When Should your Brand Launch Fall Campaigns?

Rather than relying solely on calendars or historical data, leveraging weather forecasts becomes a valuable predictor for anticipating the onset of fall buying behaviors. According to a survey, 65% of individuals make seasonal adjustments based on the perceived weather conditions, presenting a crucial marketing touchpoint when consumers are most receptive to influence.

Identifying the commencement of autumn is complex, influenced by regional disparities and evolving global weather patterns. As 65 degrees feels distinct in Miami compared to Minneapolis, capturing the moment when individuals embrace fall attire becomes challenging.

Implementing a robust predictive and real-time weather strategy allows savvy brands to enter the market precisely when consumers embrace fall-like temperatures. Here are three essential weather strategies for brands this fall:

1. Timing is Everything

Weather significantly influences consumption habits, especially during seasons featuring distinctive and fleeting flavors like apple, cinnamon, and pumpkin spice. A study found that 53% of people are more likely to choose a product when its campaign aligns with local weather conditions. A global coffeehouse brand effectively utilized fall weather vibes, dynamically aligning its seasonal pumpkin-spiced beverage with real-time weather conditions. The campaign employed weather triggers such as the onset of fall, outdoor activities, and cold, sunny weather, resulting in increased brand preference by 13% and purchase intent by 8% among key audiences.

2. Be the Antidote to Seasonal Allergies

Approximately 70% of consumers check the weather forecast weekly to manage their health, with a significant focus on seasonal allergies. Recognizing that weather patterns affect allergy sufferers whose symptoms start earlier and last longer, an allergy brand employed high-impact dynamic creative and Weather Targeting. The creative was strategically served when optimal conditions for exacerbated symptoms were present, leading to an 11.2% increase in aided awareness, an 11.4% rise in favorability, a 50% increase in click-through rate (CTR), and a 9.5% boost in purchase intent.

3. Turn Party Goers into Patrons

With fall being a season of gatherings due to back-to-school, sports events, and holidays, there’s a prime opportunity to build customer preference.

In summary, incorporating these weather-driven strategies can enhance brand visibility, relevance, and consumer engagement during the fall season.

Put Fall Weather Strategies to Your Advantage

As the fall season progresses, brands must adopt a dynamic weather strategy that aligns with shifting consumer preferences, enabling the creation of compelling advertising campaigns tailored to the autumn ambiance. Forward-thinking companies are collaborating with Mirrors by Silverpush to identify relevant moments, forecast consumer sentiments, preferences, and purchasing behaviors.

Explore our comprehensive range of solutions and Contact us to get a brief on our complete portfolio of offerings.

The Super Bowl, a pinnacle event in American sports culture, is more than just a championship game; it’s an advertising extravaganza that captivates millions of viewers. According to recent statistics, the 2023 Super Bowl garnered a viewership of over 120 million people, solidifying its position as one of the most-watched television events in the United States. The estimated ad cost for this year’s event has surged to a staggering $6 million for a 30-second spot, showcasing the monumental significance of advertising during this broadcast.

For brands and advertisers, the Super Bowl represents an unparalleled opportunity to make a lasting impact and amplify their message to a massive and engaged audience.

Online video is changing what it means to be a Sports fan

Being a sports fan isn’t just about watching the game live on TV anymore. There are three trends related to sports content on YouTube, showing that today’s sports fans are becoming even more passionate thanks to online videos.

There is more to the game for sports fandom

• 50%+ growth in watchtime of “funny” sports videos on Youtube
• 60%+ growth in watchtime of sports “interview” videos on Youtube.

Reach Sports fans where they are watching on their terms

• 70 out of the top 100 sports videos on Youtube have titles like “great”, “greatest”, or “best”.
• 90+ growth in searches for football “highlight” videos on Youtube.

Sports fans are hungry for the good stuff

• 80% of sports fans says they use a computer or smartphone while watching live sports on TV.
• 30% of sports fans say they prefer to watch live sports on their smartphone or table

Mirrors – Silverpush’s Advanced Contextual Solutions For The Big Game

In the ever-evolving landscape of digital advertising, Silverpush stands at the forefront, providing advanced contextual solutions tailored to the grandeur of the Super Bowl. With its pioneering Mirrors offering, Silverpush introduces a paradigm shift in the industry of video context-driven precise targeting.

Complete brand safety and suitability are ensured, accompanied by data-driven ad performance that empowers brands to align their advertisements with relevant and high-performing content. The result? Enhanced engagement and amplified brand recall, a winning formula for any advertiser looking to make their mark during the Super Bowl frenzy.

Leveraging precise targeting, Silverpush’s technology correlates engagement metrics with contextual relevance, ensuring that high-performing and relevant videos are exclusively targeted. Moreover, the platform draws the strengths of:
1. Multivariate testing to decipher audience preferences and refine advertising strategies accordingly.
2. Dynamic campaign delivery that automates and optimizes campaigns in real-time, mitigating ad wastage and maximizing impact.

Building a Super Bowl Targeting Profile With Mirrors Generative AI

In the quest to capitalize on the vast potential of the Super Bowl audience, advertisers often encounter the challenge of reaching untapped or overlooked demographics. This is where Silverpush’s Mirrors Gen AI steps in, reforming the way advertisers approach audience targeting during the Super Bowl.

By understanding the intricacies of audience behavior and content consumption, Mirrors Gen AI unlocks a treasure trove of insights, enabling advertisers to tap into previously uncharted territories.

Tap Into The Overlooked & Untapped Audience – The Process

Every time a consumer navigates the online sphere, they leave behind a trail of digital footprints, revealing their intent and preferences. From the articles they pursue to the devices they utilize, these subtle cues serve as valuable indicators for advertisers seeking to connect with their target audience.

Mirrors Generative AI comprehensively maps these nuanced patterns by employing a two-pronged approach:
identifying key contexts across the Internet: By meticulously scrutinizing webpages, surveys, and a myriad of Openweb content, the technology delves deep into the nuances of consumer behavior, surpassing surface-level understanding to unearth invaluable insights.

Analyzing historical data: Leveraging the power of predictive AI, Mirrors Gen AI extrapolates future outcomes based on historical data patterns and campaign-specific information, enabling advertisers to make informed decisions tailored to the Super Bowl audience’s preferences.

In essence, Silverpush’s Mirrors Gen AI identifies correlations between audience personas and contextual factors, enabling advertisers to strike the perfect balance between scale and propensity to act, all while aligning with the specific KPIs of their advertising campaigns.

Make Your Mark At The Super Bowl: Explore Mirrors Gen AI – Book A Demo Today!

What do you think your audience does during commercial breaks? Maybe grab their phone, get some snacks, or check on their kids. What they are not doing is definitely paying attention to the TV. But once in a while, there’s a commercial that grabs their interest. As an advertiser, you know when a brand gets it right with its content and targeting.

Keeping the audience engaged is a challenge and it’s even hard to get them to take action. With regular TV, commercials just play, end, and hope they leave an impression. However, interactive content on CTV has a significant edge over traditional ads. But take note that just because viewers can interact, doesn’t mean they will. Brands must create engaging, personalized ads and provide viewers with a good reason to act.

Understanding the value of engaging content

Most CTV ads can’t be skipped, yet that doesn’t guarantee that people are truly paying attention to them. On average, you only have about eight seconds to grab a viewer’s focus.

CTV users may not be big fans of advertising, but they accept it. Research indicates that 64% of viewers prefer watching commercials over paying more for a subscription. However, with the incorporation of interactive features, advertisers can move beyond mere acceptance and foster engagement.

While interactivity in advertising is not unique to CTV, the results it generates are outstanding. Interactive CTV ads achieve engagement rates of over 5%, which is more than five times the engagement seen on PC or mobile platforms.

Personalization is a Stepping Stone to Good ROI

Half of successful engagement hinges on finding the right audience. For marketers and media buyers, this increasingly means highly precise targeting and tailored messaging. According to research from McKinsey & Company, a whopping 80% of consumers crave personalization from brands.

There is no question that untargeted ads might initially bring in leads, but we all know they often result in burning through ad budgets when retargeted to low-quality prospects or chasing segments that never convert. In order to maintain a good return on investment (ROI), personalization is the key.

Why Interactive CTV?

CTV has increasingly become a full-funnel solution for advertisers to build a brand amongst their target audience and maximize reach. Adding an additional layer of interactivity to CTV ad formats will bring you much closer to achieving your business goals.

How to Create Compelling Interactive CTV Ads?

Engagement is just the beginning, the real battle starts as you want users to take action on these ads too. Traditional TV often stumbles here, as viewers need to disengage from the TV to make a call or visit a website. This is where CTV excels as it reduces friction points.

By seamlessly integrating interactions, advertisers can minimize drop-offs and guide more consumers through the conversion funnel. Here are two ways to enhance user engagement:

1. Meeting Audience Needs and Desires in their High-Intent moments

The average American has around five hours of daily free time, with over 100 minutes devoted to connected TV like Roku, Apple TV, or Amazon Fire TV. Everyday activities like shopping and cooking are necessary but eat into leisure time.

Interactive CTV ads make it easy for brands to encourage viewers to take action with minimal effort. For instance, Roku has achieved success with partnerships that integrate daily activities into online promotions:

• Teaming up with Walmart, Roku enables viewers to make purchases directly on their CTV in just two clicks.
• Their partnership with DoorDash directs users to the delivery service and allows restaurants to offer targeted promotions.

Such broad applications illustrate how brands can streamline the customer journey. Targeting specific audiences to deliver contextually relevant ads opens up numerous possibilities. For instance, an online gaming company can:

• Segment prospective and retargeting audiences based on demographics and existing users.
• Create a creative with QR codes for app downloads for new users or promo displays for returning customers.
• Place media buys programmatically on sports-related content.
• Use appropriate customer intelligence platform to analyze customer journey and optimize campaign in real-time.

2. Deliver not just ads, but an Experience to your viewers

While most CTV viewers might not think twice about ordering dinner from an interactive commercial, asking them to buy a car or book a vacation in the same way may not be as successful. A transactional approach can fall short, whereas offering an experiential interaction can pique user interest. For example, a global car brand interactive CTV ad did this masterfully, allowing viewers to explore the car and connect with a dealership.

Numerous industries can leverage the flexibility of interactive CTV, but entertainment and media have a unique advantage. Imagine setting up a campaign to promote a pop star’s new album and tour. Existing music video footage serves as an excellent creative base for various promotions:

• Scan the QR code to stream the album.
• Collect viewer phone numbers to send ticket information for nearby tour dates.
• Offer interactive behind-the-scenes footage to maximize engagement.

As CTV continues to evolve, advertisers will have access to more detailed analytics, and streaming platforms will enhance interactive features. Brands that combine engaging and innovative content with customer intelligence are positioned to excel in CTV advertising. Contact us today to see how Silverpush’s innovative AI solution – Crafters with its enhanced ad formats on CTV can help you achieve greater audience engagement.

In the ever-evolving world of digital advertising, one trend has become increasingly evident – the shift from offline to online. Customers are no longer just browsing, they’re actively engaging with brands and products.

It’s easy to overlook the fact that the convergence of ad viewing and product purchasing on a single device is a recent development ushered in by the digital age. Today, individuals have the ability to discover, research, and buy products all within a single device.

In the past, consumers would become aware of a product through billboards, magazines, or television commercials. To make a purchase, they had to rely on the product’s availability in their area and physically visit a store. Now, products can be purchased within minutes of first encountering them online, requiring only a few simple clicks.

The report by KervInteractive revealed that half of the 90 million Kerv and/or SmartCommerce users (over 40% of U.S. digital buyers) exposed to video ads with commerce or interactive capabilities engaged with video ads served from its platform within six months. Further, the results showed that the most engaging content categories included style and fashion, food and beverage, and home and garden.

Boosting Sales with Diverse Shoppable Ad Formats

Shoppable ads have emerged as a powerful tool for marketers to tap into this trend, offering an interactive and engaging way to showcase products and services. This type of interactive ad format allows users to go from discovery to purchase in an instant, leading to greater profits for brands.

These ads are tailored to eliminate the lengthy sales journey by providing interactive content. They create a shortcut and simplify the purchasing journey, enhancing the overall user experience. While shoppable ads have been around for some time, their relevance has surged in recent times. This is because consumers are not only increasing their online shopping, but they are also actively seeking the most convenient means of buying products.

Powerful Reasons Why Shoppable Moments Create A Wow Factor For Your Brand

If you’re looking to elevate your marketing strategies and deliver impactful messages, exploring shoppable ads is a crucial step. Here are five compelling reasons why:

Shorten your user’s purchase journey

Today’s shoppers want quick and hassle-free online shopping, and that’s exactly what shoppable ads offer.

What makes shoppable ads stand out is their ability to lead shoppers directly to the brand’s checkout page when they want to buy something. In simple terms, it moves customers from discovering a product to buying it in an instant. 

Enrich your audience’s experience with interactive and personalized rich media creatives

Understand your target audience, their content consumption patterns, interests, etc to kickstart the process of delivering personalized ads. This personalized touch to shoppable ads is a game-changer, as it allows brands to suggest products based on the content consumers have previously shown interest in, keeping them engaged and influencing their purchase decisions.

In addition to this, the high-impact rich media creatives within shoppable ads yield superior metrics compared to traditional ads. Instead of merely conveying messages through plain text or static images, these immersive and interactive media content establish a powerful connection with your audience. What’s more, shoppable ads offer consumers fresh and exciting ways to interact with your brand or product, ultimately resulting in higher conversion rates, engagement rate, click-through rates, and view rates.

Capture your audience’s attention with a seamless interactive digital shopping experience

Traditional methods, such as repeatedly exposing consumers to your brand’s ads before they even begin to consider a purchase, not only entail a lengthy process but also have limited success rates when it comes to conversions. In contrast, an engaging & interactive shopping experience that keeps consumers on the same platform can significantly improve the likelihood of driving purchases, surpassing the effectiveness of traditional advertising methods.

In conclusion, when executed with a well-crafted strategy that encapsulates your entire brand narrative in a single ad unit, “shoppable ads” offer a multitude of appealing advantages.

Introducing Crafters Shoppable Ads– Cutting-edge AI Solution that creates shoppable moments while enabling commerce at the speed of wow

Crafters Shoppable Ads create captivating and interactive shopping moments, capturing your audience’s attention and fostering meaningful connections through a seamless and engaging viewing experience.

Our innovative AI-led solution shortens your customers’ sales journey and introduces innovative methods to simplify the purchasing process. By doing so, we help your business efficiently reach consumers who are ready to make a purchase.

Our Shoppable ads feature high-impact immersive creatives, enhancing your conversion rates and encouraging immediate click-to-buy actions. These ads go beyond showcasing products, utilizing interactive content and compelling narratives to effectively convey your brand’s story.

Crafters is designed to optimize dynamic product ads within online video ads. What sets us apart is its ability to empower advertisers with data-led interactive elements seamlessly integrated into their existing video assets.

Are you ready to eliminate lengthy purchase processes with interactive content and revolutionize your business? Schedule a demo with us today to enhance your digital commerce experience. Simply complete the form to get started.

The advertising industry, particularly Connected TV (CTV), has witnessed remarkable growth in 2023, poised to exceed the global revenue milestone of $25 billion. This surge can be attributed to several key factors:

Firstly, the surging popularity of Connected TV has been remarkable. Recent studies indicate a 20% increase in CTV consumption among U.S. households, totaling a staggering 11.5 billion hours from May 2022 to May 2023.

Secondly, CTV advertising offers unparalleled targeting capabilities. Brands can now tailor their advertisements to particular audiences, leveraging demographic, interest, and behavior-based targeting. This precision sets CTV advertising apart from traditional TV advertising, which often reaches a more generalized audience.

Lastly, CTV advertising proves to be cost-effective. Advertisers benefit from the ability to precisely target their desired audience and measure the results with greater accuracy.

As we approach 2024, the future of CTV advertising trends holds great promise. To echo the sentiment, Ernest Hemingway once said, “New Year – A new beginning. And things will be better than ever before, you’ll see.”

Trends that will rule the Connected TV landscape in 2024

1. Uninterrupted Rise: CTV Viewership Continues to Surge

According to a renowned market research company, CTV households will be more than double the households with linear TV. 87 percent of American households with televisions had a device that can connect to the internet. This includes smart TVs, streaming devices like Roku and Amazon Fire TV, video game systems, and Blu-ray players3. Furthermore, the number of CTV users among generations is constantly increasing.  

2. Precision Targeting Fuels Programmatic CTV Advertising Spend Surge

In 2023, it was anticipated that connected TV advertising spending in the U.S. would reach approximately $25.09 billion. It is evident that CTV ad expenditure is on track to expand to approximately $29.29 billion by 2024 and a substantial $36.86 billion by 2026. The primary driving force behind this remarkable surge can be attributed to the widespread adoption of streaming services by users.

3. Enhanced Targeting on CTV Takes Center Stage

Connected TV (CTV) advertising offers advertisers a powerful tool for tailoring their ads to specific audience segments. This precision allows advertisers to deliver highly relevant ads to viewers, significantly boosting the likelihood of engagement and conversions. A survey done by the IAB found that 84 percent of advertisers think that CTV offers better targeting options in comparison to regular TV.

In 2024, brands can expect more sophisticated audience segmentation to deliver highly personalized and relevant ads. 

4. Elevated Engagement: Shoppable CTV Ads and Enhanced Interactivity

Shoppable ads are becoming increasingly popular as more and more consumers shop online, according to the latest CTV shopping trends. They offer a number of benefits for both consumers and businesses. For consumers, it shortens the consumer journey as they are able to make direct purchases for the products they are interested in. For businesses, shoppable ads can help to increase sales and brand awareness. They can also help businesses to learn more about consumer behavior. 

Some formats that advertisers can leverage are:

1. Product showcases: Highlight the relevant elements/features of the product that users can access with a tap. 
2. QR codes:  Nothing beats the curiosity to know something and QR codes are the best curiosity generators. Advertisers can include QR codes or short links in ads, allowing viewers to scan or click for immediate access to the product page or a special promotion. 
3. Voice-activated purchases: Due to the growing use of voice-activated gadgets, advertisers can utilize voice commands in ads that allow viewers to make purchases or add products to their shopping lists using voice assistants, making shopping easier. 

5. Integration of CTV with Cross-Channel Campaigns

CTV will increasingly become a central component of cross-channel advertising strategies. According to a study conducted by Digiday, respondents found one of the appealing aspects of CTV advertising to be its ability to integrate into an existing omnichannel strategy seamlessly.

The integration of CTV with cross-channel campaigns is a powerful way for advertisers to reach their target audiences more effectively and to measure the effectiveness of their campaigns across all channels.

Here are some of the benefits of integrating CTV with cross-channel campaigns:

• Increased reach: This will allow advertisers to reach their target audiences on a variety of devices, including smart TVs, streaming sticks, and gaming consoles.
• Improved relevance: Advertisers will be able to target their ads based on demographics, interests, and behaviors, which can help to improve the relevance of their ads to viewers.
• Greater efficiency: CTV integration can help advertisers reach their target audiences more efficiently, which can lead to lower costs and higher ROI.
• Better measurement: CTV integration allows advertisers to measure the results of their campaigns more accurately, which can help them improve their performance over time.

Conclusion

In light of the gradual decline in linear TV advertising, CTV advertising trends research indicates that within the next four years, there will be a substantial decrease of $4.48 billion in US linear ad spending, while CTV is projected to witness a significant increase of $15.81 billion.

With advanced targeting capabilities and seamless integration with other platforms, predictions paint a promising and prosperous future for CTV ads. As such, advertisers would be wise to explore this platform’s full potential.