In the rapidly evolving world of digital advertising, businesses are constantly seeking innovative ways to engage audiences across multiple channels. While Teads is a recent entrant in the Connected TV (CTV) space, we understand the unique challenges facing advertisers in this arena and the limitations of building a strategy focused solely on CTV. However, when combined with other channels, CTV’s effectiveness becomes apparent. So, how can brands incorporate CTV advertising into their existing multi-screen marketing strategy and develop a truly omnichannel approach? Read on to find out.
Maximizing Reach and Engagement:
While CTV advertising offers a unique and immersive viewing experience, limiting campaigns to this channel alone can restrict reach. By incorporating other screens and channels into the mix, marketers can expand their audience and engage with consumers across various touchpoints. According to studies, the combination of CTV and mobile advertising can significantly lift unaided recall by 67%, showcasing the power of a multiscreen approach in enhancing brand recognition and recall.
Enhanced Customer Connections:
Focusing solely on CTV advertising may also limit the level of customer engagement and connection due to the less interactive nature of television as a medium. However, by embracing an omnichannel strategy, marketers can tailor their messaging to different markets and target specific audience segments more effectively. Research reveals that 49% of consumers are likely to engage with enhanced ads, demonstrating the value of incorporating interactive elements and innovative formats across multiple screens. Furthermore, 82% of consumers have a positive overall impression of enhanced ads, reinforcing the effectiveness of an omnichannel approach in establishing stronger customer connections and fostering brand affinity.
Boosting Brand Equity:
Tailoring ads across different channels within the same campaign is also proven to increase brand equity. By leveraging an omnichannel strategy, marketers can ensure a consistent brand experience that resonates more effectively with their target audience. In fact, our research has proven that different, tailored ads within the same campaign can outperform separate campaigns, resulting in improved brand equity and enhanced brand perception.
The Power of Optimized Creative:
But tailored ads, audience segmentation, and maximized reach mean nothing without compelling creative to back it all up. By utilizing Teads Studio to optimize creative assets for each channel, marketers can deliver attention-grabbing ads that drive impact across screens. Our data has revealed that Teads’ optimized display formats achieve a ROMS of 5.63, outperforming the average ROMS across all channels, which stands at 2.31, underscoring the value of creative optimization in delivering a stronger return on investment.
Unlocking the Full Potential:
Focusing solely on CTV advertising can limit the reach, engagement, and overall success of marketing campaigns. However, by incorporating Teads’ comprehensive omnichannel offering, marketers can leverage the strengths of each channel and amplify their campaigns’ impact beyond the limitations of one medium alone. By incorporating branded skins, overlays, shoppable QR codes, and augmented reality experiences, marketers can provide a personalized and immersive brand journey across ALL screens. Moreover, extending campaigns to every screen enhances brand visibility, amplifies engagement, and ensures consistent messaging across touchpoints.