Wurl, a prominent player in the Connected TV (CTV) industry and a subsidiary of AppLovin (NASDAQ: APP), has recently released a comprehensive report titled ‚A Full-Funnel Approach to CTV Marketing 2024‘ in collaboration with Adjust. This report delves into the expanding CTV landscape and its impact on brand and performance marketing strategies. The key highlights of the report shed light on the following crucial aspects:
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Rising CTV Ad Spend: The report highlights the increasing trend of ad spend on CTV, with mobile marketers witnessing a substantial 300% growth in CTV ad impressions for mobile app promotion in the first half of 2023.
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Guidance for Marketers: The report offers valuable guidance for marketers to enhance the effectiveness of their CTV campaigns across different stages of the marketing funnel, including awareness, consideration, and decision-making.
- Viewer Engagement: Data from Wurl indicates that during typical ad breaks, approximately 8% of viewers are lost. However, by showcasing relevant and emotionally engaging ads, this viewer loss can be reduced by up to 60%.
The report aims to assist advertisers in leveraging the unique capabilities of CTV for implementing full-funnel marketing strategies in the rapidly evolving digital advertising landscape.
As the CTV industry continues to witness significant growth, with both existing and new marketers investing in the channel, understanding how to develop and execute marketing strategies across various stages of the marketing cycle becomes crucial. Wurl’s report emphasizes the importance of optimizing CTV campaigns to maximize effectiveness and drive real outcomes at every stage of the marketing process.
The report provides practical insights and tangible considerations for marketers at each stage of the marketing cycle:
- Awareness Stage: Techniques for capturing positive attention and creating an impact through CTV advertising.
- Consideration Stage: Strategies to maintain brand visibility with innovative ad formats and precise targeting.
- Decision Stage: Tactics to drive conversions by leveraging CTV’s unique capabilities for performance marketing.
In addition to offering strategic guidance, the report also presents quantitative insights to help marketers craft their full-funnel CTV strategies effectively. By focusing on delivering positive ad experiences and engaging content, advertisers can reduce viewer loss during ad breaks and enhance the overall effectiveness of their CTV campaigns.
Overall, Wurl’s ‚A Full-Funnel Approach to CTV Marketing 2024‘ report serves as a valuable resource for brand and performance marketers looking to capitalize on the growing influence of CTV in the digital advertising landscape. By understanding and implementing the recommendations outlined in the report, advertisers can optimize their CTV campaigns for maximum impact and success.