Wurl, a prominent player in the connected TV (CTV) industry, has recently released a comprehensive report titled „A Full-Funnel Approach to CTV Marketing 2024.“ Developed in collaboration with parent company AppLovin and measurement and analytics company Adjust, this report delves into the evolving landscape of CTV and its increasing impact on brand and performance marketing strategies.
The CTV industry is currently experiencing a surge in growth, with ad spend on the medium steadily rising. Not only are existing advertisers increasing their CTV budgets, but new marketers are also exploring and finding success on the channel. According to data from Adjust, mobile marketers have significantly ramped up the number of ads served on CTV devices to promote mobile apps, with impressions soaring by over 300% in the first half of this year alone.
Ron Gutman, CEO of Wurl, emphasized the unique potential of CTV as a channel that can drive tangible outcomes at every stage of the marketing cycle. With Wurl’s position in the CTV ecosystem, combined with Adjust’s insights into down-funnel metrics and AppLovin’s cross-device performance capabilities, there is a prime opportunity to assist brand and performance marketers in leveraging CTV’s effectiveness throughout the entire buying process.
In light of the increasing allocation of advertising budgets towards the primary screen in households, understanding how to develop and execute marketing strategies across both upper and lower-funnel metrics is crucial for maximizing the impact of CTV campaigns. The report offers practical insights for each stage of the marketing cycle, including techniques for boosting positive attention and impact during the awareness stage, strategies for maintaining brand visibility through innovative ad formats and enhanced targeting during the consideration stage, and tactics for driving conversions by leveraging CTV’s unique capabilities for performance marketing during the decision stage.
In addition to sharing advertising best practices and tips, the report also presents quantitative insights to assist brand and performance marketers in crafting their full-funnel CTV strategies. Wurl’s data revealed that during a typical ad break, 8% of viewers are lost, but showing emotionally and contextually relevant ads can reduce this user loss by up to 60%. This underscores the importance of delivering positive ad experiences to enhance viewer engagement and retention.
Overall, Wurl’s latest report offers a comprehensive guide for navigating the evolving CTV landscape and harnessing the power of CTV for effective brand and performance marketing strategies. By understanding the nuances of each stage of the marketing cycle and leveraging data-driven insights, marketers can optimize their CTV campaigns to drive meaningful results and connect with audiences in a meaningful way.