Answer
Dec 24, 2020 - 08:10 PM
Connected TV Ads, also known as OTT (Over The Top) ads are definitely worth exploring. While we have not run any campaigns yet, we are looking to learn how to start small. Here is some useful information I've found so far.
First, here's a comprehensive guide on what you need to know to get started:
https://www.acquisio.com/blog/agency/...
Next, article explains the advantages of Connected TV ads vs cable and more traditional paid acquisition ads via Google or Facebook:
https://www.nexttv.com/blogs/dtc-doub...
This one gives an overview of the Connected TV landscape, the key terms you need to understand and how to get started. Unfortunately it gets super technical really quickly so it doesn't seem like there is an easy way for the little guy to get started despite promises of "democratizing TV ads"
https://choozle.com/blog/connected-tv...
A big word of caution though: There is a lot of fraud in the space as is often the case with new advertising mediums. Oracle uncovered the infamous "StreamScam" recently where advertisers lost $14.5 million in fake impressions that were not actually seen by viewers. According to the Wall Street Journal:
“StreamScam,” took advantage of flaws in streaming-TV ad-serving technology and the supply chain to fool marketers into paying for ads that were never actually seen by viewers on real devices and apps, the company said.
Based on an estimated average cost of $20 to deliver a thousand consumer impressions in connected TV viewing, the swindlers likely stole $14.5 million over the last four months, according to Derek Wise, chief product officer of Oracle Data Cloud.
https://www.wsj.com/articles/new-ad-f...
First, here's a comprehensive guide on what you need to know to get started:
https://www.acquisio.com/blog/agency/...
Next, article explains the advantages of Connected TV ads vs cable and more traditional paid acquisition ads via Google or Facebook:
https://www.nexttv.com/blogs/dtc-doub...
This one gives an overview of the Connected TV landscape, the key terms you need to understand and how to get started. Unfortunately it gets super technical really quickly so it doesn't seem like there is an easy way for the little guy to get started despite promises of "democratizing TV ads"
https://choozle.com/blog/connected-tv...
A big word of caution though: There is a lot of fraud in the space as is often the case with new advertising mediums. Oracle uncovered the infamous "StreamScam" recently where advertisers lost $14.5 million in fake impressions that were not actually seen by viewers. According to the Wall Street Journal:
“StreamScam,” took advantage of flaws in streaming-TV ad-serving technology and the supply chain to fool marketers into paying for ads that were never actually seen by viewers on real devices and apps, the company said.
Based on an estimated average cost of $20 to deliver a thousand consumer impressions in connected TV viewing, the swindlers likely stole $14.5 million over the last four months, according to Derek Wise, chief product officer of Oracle Data Cloud.
Spoofing, the most common and troublesome version of fraud in streaming TV, requires the exploitation of not just flaws within the server-side ad technology but also a lack of visibility for advertisers buying inventory on open ad exchanges, said Tal Chalozin, chief technology officer of ad-tech firm Innovid Inc.
“That is the core part of all of this,” he said. “They take advantage of there being no direct connection between the merchant and the buyer by inserting themselves into the middle.”
You can read more here:https://www.wsj.com/articles/new-ad-f...
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