Why Your Streaming TV Strategy Might Be Failing, And How to Fix It

Each year, streaming claims a larger portion of TV viewership. Today, 4 in 5 US households have a video subscription service. Over half have a smart TV they use regularly. And 39% of total TV viewing time takes place on streaming TV.

So it's no surprise that 84% of global marketers said they planned to include streaming in their media mix in 2023. Or that CTV ad spend will reach an impressive $25 billion in ad revenue by the end of the year.

But there's a problem. Hidden tech fees, inaccurate targeting, and unstandardized measurement practices make driving performance results on the channel a challenge. The good news? Marketers can fix these problems by:

1. Adopting an 'everything works at zero' approach. Low-cost media inventory has far greater potential to drive performance. Reduce your upfront cost by taking a strategic media buying approach.
   
   
2. Targeting, but not hypertargeting. One-to-one IP targeting isn't streaming advertisers' only option. Explore alternatives like contextual and device targeting for greater impact at less cost.
   
   
3. Augmenting people with technology. The TV landscape is more complex than it's ever been, meaning technology plays an increasingly crucial role.
   
   
4. Verifying results with multiple measurement models. Don't rely on one metric to determine success. Embrace a multifaceted attribution approach to gauge a campaign's impact.

 

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