I think 2020 is the year conversational marketing will become the industry standard across the digital marketing spectrum. Conversational marketing is the practice of engaging with customers in real time, rather than requiring them to wait for a response. This is most commonly seen in phone and live chat support.
2. Voice Search Optimization
Voice search is on the rise and users are using voice search assistants like Google Assistant, Siri, Alexa and Bixby to answer their questions. No matter which industry you are in, optimizing your website for voice search in 2020 will be critical.
3. Over-The-Top Advertising
I believe 2020 will be the year that over-the-top (OTT) advertising starts to dramatically accelerate, as more brands realize that the hypertargeting and ability to integrate connected TV into their overall digital strategy can supplant more of the traditional ad buys. Adding on the fact that OTT campaign attribution versus traditional TV will provide a much clearer ROI, will mark 2020 as the beginning of a dramatic shift.
4. Intent Data
Intent data will rise in importance, offering marketers the ability to reach the right prospect with the right message at exactly the right time in the buying journey. We see great potential in combining intent data with high-quality, targeted business contact data to empower marketers to truly take their data-based marketing campaigns to the next level and drive stronger impact and ROI.
5. Increased Accessibility Across Channels
Across multiple channels, brands must optimize their touch points to be accessible for all. This can be subtle but essential — one cannot assume everyone accesses their content in the same way. This is now table stakes versus an upgraded best practice for any modern marketer.
In an ever growing market of CTV and OTT, it’s become easier for advertisers to get distracted
As we closed out the decade and reflect upon 2019, the transition to Connected TV (CTV) and over-the-top (OTT) viewing is transforming the TV industry faster than ever. There’s one universal truth — shift happens. The dramatic shift in viewership to streaming shows no signs of abating with eMarketer revising its 2019 US CTV forecast from 190.0 million monthly viewers to 195.1 million.
Moreover, the Interactive Advertising Bureau (IAB) reports 73% of streamers are now watching ad-supported OTT as more advertisers embrace the medium. eMarketer estimates CTV ad spend will top $10 billion by 2021 and reach $14 billion by 2023. Amid this growth, there’s still significant opportunity to close the gap between CTV/OTT viewership and advertising spend.
For advertisers, reaching target audiences has never been more complicated. Managing and reporting on traditional metrics, like reach and frequency, are anything but simple and straightforward as a constellation of media owners, ad tech companies, and hardware vendors have yet to align on uniform currencies.
As the saying goes: “If you don’t stand for something, you’ll fall for anything.” In an environment rich with competitors and new entrants, it’s easy for advertisers to get distracted by shiny objects. As such, marketers must do their homework and get back to the fundamentals in an ever-crowded, fast-changing and fragmented marketplace.
As we head into 2020, let’s talk ‘the fundamentals’ to best equip advertisers with the insights to navigate, buy and measure the true value of CTV/OTT advertising:
Leveraging New Audience Targeting Innovations
Addressability in CTV/OTT allows marketers to leverage richer datasets to target audiences by location, income, education level and many other interest categories at scale. However, it’s important to dig deeper to understand the technology capabilities used by providers to connect data for audience targeting, such as: where is the data coming from, how accurate is the viewer profile, and how often is the data refreshed?
New targeting innovations allow advertisers to analyze content and match it to channel, program and ad placement data to better understand what types of viewers are watching each type of programming and what is triggering their purchase decisions.
The emergence of artificial intelligence (AI) and machine learning (ML) technologies are also bringing new decisioning capabilities to the table, which allows CTV advertisers to connect rich data sets with CTV device graphs for precision targeting. For instance, some providers have the ability to map households to multiple premium data and platform partners in order to enrich and augment a device profile with corresponding household profiles. This allows for granular targeting across first, second, and third-party data.
Bringing Transparency to Measurement & Attribution
While our industry has yet to bring standardization to CTV/OTT buying and measurement, advertisers expect accountability and transparency. As such, it’s important to ask: What standards are in place for ad delivery and reporting? What types of conversion attribution do you offer?
Today, with CTV/OTT attribution, we can provide the insights to prove the efficacy of campaign performance in driving outcomes, whether its website or in-store footfall traffic. For instance, website attribution measurement can be done through placing a pixel in campaign creative to analyze the IP address correlation of viewers that were served an ad with website visitors who took action after seeing the ad. For footfall attribution, there are third-party vendors that measure the impact of ad exposure to store visits.
As we embark on a new decade, advertisers are quickly becoming more sophisticated in planning, buying and measuring CTV/OTT advertising. The winners will be those that bring transparency, performance and innovation in audience targeting, verification and simplification in buying for advertisers. And as a great sales manager had once said to me, “Johnny V, no matter where we go in this business … it always comes down to ‘the fundamentals’!”
Election security is an important topic across the nation and Indiana is no different. With the 2020 presidential election rapidly approaching, we are proud to partner with the Indiana Secretary of State to launch a statewide voter confidence campaign.
In Indiana, they take great care to prepare for each election. The security of our election systems is of the utmost importance, and in addition, to physical and cyber security, information is a powerful defense. In partnership with counties, other states, and the federal government, Indiana is developing new answers to security concerns and election policy.
Crosshair Media Placement, LLC partners with state
broadcasters associations in Indiana, Minnesota, New Jersey and Georgia to help nonprofits and government
agencies deliver their messages effectively and affordably.
The Non Commercial Sustaining Announcement/Public Education
Program, by regulation of the FCC, provides non-profit organizations and
government agencies with a unique opportunity to deliver important educational
messages to citizens across a state, region or the country.
Each month, thousands of NCSA/PEP campaign messages are aired on
radio and TV stations, educating viewers and listeners in large and small
communities, and providing sponsoring organizations with significant returns on
Qualified campaigns can be aired in individual states, or on a regional or nationwide basis. NCSA/PEP programs are operated by every state broadcasters association in the country and the National Alliance of State Broadcasters Associations (NASBA) can help coordinate multi-state or national campaigns. If you are part of state government or a non-profit organization and have important public service messages to share statewide, we can help.
For decades, Nielsen Holdings ’ TV viewing data has
underpinned the vast bulk of transactions between media companies and
advertisers. But recent events, including ComScore’s inroads in local TV and
Nielsen’s ongoing contract dispute with CBS Corp. , point to intensifying competition.
sure, ad buyers want more options, not a switch from one dominant player to
another, and Nielsen won’t be dislodged from the top spot any time soon,
according to industry executives.
But as traditional
audiences scatter, pressure for better metrics is giving media companies—as
well as Comscore, Nielsen’s main rival—new traction against TV’s
Comscore has increased its contracts with
station groups in the U.S. by 20% year-over-year going into 2019, according to
the company, including an increase in exclusive contracts.
Media buyers are broadly hoping for a
rapprochement, as access to Nielsen’s data for both the media buyer and seller
makes it easier for them to choose and purchase TV ads. But the drama has some
buyers wondering whether Comscore’s currency, which they are increasingly using
at the local level, could also serve as an alternative at the national level.
For now, Nielsen
remains the currency of choice in transactions between ad buyers and national
TV networks, and many station groups with Comscore contracts still use Nielsen
in large markets.
“The industry relies on Nielsen’s
accredited measurement to underpin more than $130 billion in advertising that
is transacted each year,” said a Nielsen spokesman in a statement. The
spokesman emphasized that Nielsen measures viewers down to the “persons-level.”
Unlike Nielsen’s, Comscore’s main currency isn’t based on a
panel of individuals who represent chosen demographics. Rather, it has used
data from devices such as set-top boxes to determine what different profiles of
household—households with women aged 18 to 49, for example—are watching on TV.
Comscore’s product is in some cases seen as more appealing for
local stations, in part because its methodology tends to reflect more
positively on their performance, media executives said.
Nielsen is working on an updated currency that uses information
gleaned from set-top boxes and other data as well as its panel. The product has
been introduced in some small markets, but a wider rollout that was planned for
2018 has been delayed, a person familiar with the matter said.
“There’s a lack of confidence in
the [Neilsen’s] new methodology and inconsistency as it reflects on our
markets,” said Bob Smith, chief operating officer of Gray Television. Gray
recently expanded its relationship with Comscore and some of its stations
exclusively use Comscore, but the company still works with Nielsen in some
large markets, Mr. Smith said.
The fight over the measurement pie is intensifying in a period
of transition at both companies. Both Comscore and Nielsen appointed ambitious new CEOs last
year. Comscore is seeking to move past years of accounting irregularities,
while Nielsen has come under investor pressure to sell assets.
For advertisers who want an
improved way of accurately gauging TV and video viewership across platforms, a
key question is which of the two companies will invest faster in new products
“We want competition, and we want
the competition to push both Nielsen and Comscore and potentially others into
getting us the measurement we need,” said Jane Clarke, chief executive at the
Coalition for Innovation in Media Measurement. “You will definitely see some
proposed new currencies in the coming years.”