This article was updated on February 3, 2023.
The incredible evolution of digital video has been written and worried about for over a decade now. Advertisers want to know where viewers get their content, if Connected TV ads are really working, and what to do to keep reaching consumers despite their changing video habits. There’s plenty of talk but no real practical guide.
So, we’ve set out to fill the void. Digital video is progressing at a dizzying speed. You — advertisers — deserve simple, concrete solutions to keep up with these changes and reach your target audience. And, if you apply them right, you’ll come out looking like the rock star marketer you are.
But first, there are two essential things you need to know about this “evolution”:
Digital video consumption is reaching new heights across every medium.
The average person in the U.S. spent three hours and 29 minutes a day on their PC, laptop, and tablet. Meaning most of the time spent on their newsfeed, streaming platforms, and apps are in the form of digital video.
The dominant ad experience remains In-Break.
Even though digital media consumption is growing across all mediums, marketers are sticking to what they know — nearly 50% of all digital video ads bought last year were In-Break, meaning in the breaks of video content across Online Video properties and Connected TVs. According to eMarketer, CTV advertising is forecasted to reach over 35 billion dollars in spend in the U.S. by 2023.
Data shows In-Break video ads are effective — consumers have a more positive perception of the brand and are more likely to consider purchasing after exposure. But how can we harness that performance and accelerate it so your ad dollars go even further?
The real, concrete solution you’ve been waiting for…
“Effective Alone. Better Together”. A Digital Video Solution
Think back on this last year and your own digital media habits. You probably streamed at least one video in the past month, most likely within the last day. And either before or after you watched that video online, you were browsing sites to research a product you were thinking about purchasing, catching up on the latest news, or investigating some entertainment gossip. The point is you spent a decent amount of time-consuming content where those In-Break ads can’t reach you, but In-Feed ad experiences can.
Like In-Break video ads, In-Feed video ads are effective alone. They can increase purchase intent among consumers by nine times compared to industry norms and are two times more engaging than the typical banner ad. But they’re even better when an In-Feed video ad is paired with an In-Break video ad. Together In-Feed and In-Break ads see two and a half times higher favorability than In-Feed alone.
Maybe your video viewing method of choice is Connected TV. That isn’t surprising, given 79% of households are spending the same or more time streaming than six months ago. Keep in mind that by next year, it’s believed that half of all internet users will use free streaming services. By 2025, free streamers will outnumber paid television subscribers. Sure, In-Break video ads can effectively reach consumers on CTV, but is that enough to make them sit up and take notice of your brand?
Going Beyond In-Break Advertising
TripleLift is pioneering CTV Integrated Ad Experiences, which include Brand Integrations, Split Screens, and Dynamic Overlay. These formats integrate seamlessly into a show in a non-interruptive way while still attracting attention. When paired with In-Break video ads, these units drive two times higher brand awareness than In-Break alone by either priming the audience for the In-Break ad experience or serving as a reminder of the messaging. Again, both units are effective alone but even better together.
If the past two years have taught us anything, the need for simple, real solutions allow marketers to keep up with changing consumer habits. It also makes programmatic video buying more effective. With streaming on the rise and the next big app in the works, fluidity in buying and options will be key to driving brand success.
Now you know and can explore your options here. Just remember: effective alone, better together.