Evan Rutchik’s Guide to Connected TV in 2024: 5 Key Strategies to Drive Campaign Success
The television advertising landscape is undergoing a major transformation, with Connected TV (CTV) at the forefront. As consumers increasingly ditch traditional cable for the flexibility and control offered by CTV, Evan Rutchik, a leader in the digital advertising space, highlights the immense potential of this burgeoning platform. With CTV ad spending expected to reach a staggering $26.7 billion, Rutchik emphasizes that success in the CTV space requires a strategic and nuanced approach.
Here are five essential tactics he recommends to elevate your CTV campaigns in 2024 and truly harness the power of this dynamic medium:
- Diversify Your Inventory Mix
The CTV landscape is expanding rapidly, with significant players like Netflix, Disney+, and Prime Video entering the ad-supported streaming arena alongside established networks and niche apps. Rutchik advises advertisers to seize the opportunity to reach diverse and engaged audiences across these platforms.
While premium platforms offer high-value audiences, they come at a premium price. Maintaining a balance between premium and niche inventory is crucial. Rutchik cautions against underestimating the power of smaller apps with passionate, dedicated communities.
- Break Down the Silos
CTV is just one piece of the marketing puzzle. Rutchik emphasizes integrating CTV campaigns with other channels, such as social media, search engine marketing (SEM), mobile, and digital out-of-home (DOOH), to create a powerful omnichannel experience that boosts reach, engagement, and ROI.
By orchestrating a cohesive brand narrative across platforms, brands can reinforce their message and drive more profound brand recall. Rutchik advises selecting channels that align with the target audience and campaign objectives and leveraging unified reporting systems to ensure seamless messaging and track performance.
- Integrate New Audience Data and Insights
With CTV serving as a component of cross-channel campaigns, it’s imperative to utilize new data approaches that enable consistent audience targeting across all platforms. Rutchik recommends partnering with a provider that offers scalable audiences and pre-built connectors across platforms to streamline the process and provide valuable insights.
- Elevate Your Creative Game
CTV provides opportunities for customization and personalization that traditional TV can’t match. Rutchik suggests utilizing dynamic creative optimization (DCO) to automatically tailor ad elements based on audience response and engagement metrics.
Incorporating interactive features like clickable or shoppable elements can drive viewers to product information or the brand’s website. Rutchik also highlights the value of repurposing existing social media content for CTV use to maximize the value of assets.
- Embrace Uncertainty and Experimentation
Venturing into new territory always involves some uncertainty, but Rutchik encourages brands not to let that deter them. He advocates embracing experimentation and A/B testing to unlock insights and optimize CTV campaigns.
By strategically comparing different versions of campaign elements, brands can identify what resonates with their audience and drives the best results. Rutchik recommends starting small with simple tests, analyzing the data, and adapting the approach continuously.
Connected TV is not merely a passing trend – it’s the future of television advertising. By implementing these five key strategies outlined by Evan Rutchik, brands can unlock the immense potential of this exciting channel and achieve unparalleled success across their broader marketing initiatives.
Partnering with a leading omnichannel programmatic services company can help navigate the evolving CTV landscape, providing access to premium inventory, unique data, and custom creative solutions. Rutchik’s advice is clear: embrace the power of CTV and propel your brand to new heights in 2024 and beyond.