2023年4月7日
By 玫瑰麦戈文 DIRECTV广告公司数字客户成功和运营副总裁
博客

In the Accelerating Shift from Linear to CTV, Advertisers Must Prioritize Progress Over Perfection

与流媒体的收视率最近首次超过了有线电视在美国，CTV正成为广告商的首选. 随着消费者不断改变他们看电视的方式——在电视直播和视频点播之间切换, linear and digital – advertisers must adapt to meet the moment or risk being left behind by the viewers they need to reach.

有了比以往更多的接触消费者的方式, advertisers must make sure that they are creating a truly consumer-first approach and should look no further than the massive shift from desktop to mobile as an example of how to navigate the evolution of consumer habits.

从桌面向移动设备的转变中获得的经验教训

在手机出现之前, 广告商把大部分的钱和注意力都花在了桌面和显示器上. 如今，手机几乎是每个人的主屏幕 2021年，美国人将三分之一的醒着时间花在移动设备上. 尽管消费者很快将注意力转移到了手机上, marketers initially dragged their feet on evolving their strategies and spend to include this new platform.

随着手机的普及, marketers found themselves holding back because they weren’t able to measure holistically or attain attribution through models that were designed for desktop. 针对, 测量, standardization and brand safety were all areas of concern for advertisers who were not quite ready to make the jump. 虽然这些都是现实问题, marketers who waited for ideal 测量 and standardization missed the full audience reach. 我们在线性电视和CTV之间的旅程中再次看到广告商的相同模式.

进步优先于完美

我们知道，今天的消费者流媒体的数量很高，而 CTV广告支出预计将增长14%.今年4%, marketers must learn from recent history and meet their evolving audiences without hesitation. 从广告商的角度来看, the rise of CTV is very similar to the launch of mobile – when advertisers only had impressions to rely on without 测量 or attribution. So while viewers are watching TV in any format – it’s all TV to them – marketers hesitated to invest due to the lack of sophisticated data and insights.

当这些类型的行业发生转变时, 应对之策应该是把进步置于完美之上. 通过等待测量和标准化的完善, advertisers are missing out on major opportunities to reach larger audiences in impactful ways. 如今，行业中有如此多的参与者提供独特的见解和解决方案, 广告商必须确定能够提供见解的战略合作伙伴, data, 以及正确的指标来显示CTV广告的影响.

弥合线性电视与CTV之间的鸿沟

像桌面, 线性电视 still holds value for advertisers even though streaming now holds a large piece of the pie. 根据尼尔森, 线性电视, and ad-supported streaming services actually reach nearly the same amount of people across ages .

当广告跨越线性和数字, addressable can be used as a unifying strategy to reach an audience holistically across multiple channels. 通过结合线性的规模和数字的目标, marketers can hone in on specific audience segments and key demos while improving efficiency and reach. This allows marketers to reach millions more viewers while controlling audience overlap and effectively measuring outcomes. 很明显，传统电视已经改变了, CTV的世界正在迅速发展, 但营销人员不应该拖延时间去满足受众的需求.

成功在于不断进步

随着行业的不断变化, the key for advertisers is to prioritize progress over perfection and take lessons learned from the desktop to mobile shift into their ongoing journey between linear and CTV. 太多的营销人员错过了接触更大的市场, 更多样化的受众，因为他们等待了太长时间才接受未知的手机和CTV.

今天, the most successful advertisers are the ones who prioritize industry progress and are not afraid to embrace new technology and shift their dollars accordingly. 虽然每个品牌的营销策略都是独一无二的, 那些清楚地知道他们的受众在哪里的人——无论是线性的, 流媒体或两者兼而有之——都将从中受益. 如果营销人员重复自己的历史，坚持追求完美, 他们可能会被抛在后面，错过他们需要接触的消费者.

[编者注:这是来自 DIRECTV. 流媒体接受供应商署名完全基于它们对我们读者的价值.]

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