In the world of marketing, video content is king. And with the rise of connected TV, brands are finding new and innovative ways to use video to explode sales and drive engagement. But what exactly is connected TV? Essentially, it’s any device that connects to the internet and streams video content to your TV. This includes smart TVs, streaming devices like Roku and Apple TV, and gaming consoles. With more and more people turning to connected TV for their entertainment needs, brands are leveraging this platform to reach consumers in new and exciting ways. In this blog post, we’ll explore how brands are using video and connected TV to drive sales and increase their reach.
Personalized advertising - Connected TV allows for highly targeted advertising, and many brands are taking advantage of this to create personalized ad campaigns. They can now deliver specific ads to different households, based on factors like age, income, and viewing habits. This level of personalization makes ads more relevant to the viewer, which can lead to higher engagement levels. Additionally, brands can use data gathered from connected TV devices to inform future ad campaigns and make them even more effective.
Interactive content - Another way that brands are using connected TV is by creating interactive content. For example, brands may create a choose-your-own-adventure style video, where viewers can decide what happens next. This level of interactivity creates a more engaging experience for the viewer, which can lead to increased sales and customer loyalty.
Extended content - Brands are also using connected TV to create extended content. This means they’re creating longer-form videos, which dive deeper into their products or services. Because connected TV often caters to binge-watching behavior, longer-form videos are a perfect fit. This type of content also helps to build brand loyalty, as consumers become invested in the story and characters presented in these extended videos.
Influencer marketing - Connected TV is also a great platform for influencer marketing. Brands can partner with relevant influencers to create video content designed to engage and appeal to their audience. This type of marketing can be more effective than traditional advertising because it leverages the credibility and trust that influencers have built with their followers.
Measurement and analytics - Last but not least, brands are able to leverage the measurement and analytics capabilities of connected TV to track and optimize their campaigns. Brands can gather data on user engagement, views, and conversions, and use this information to optimize their campaigns for better results. This level of measurement and optimization is a significant advantage over traditional TV advertising.
Video and connected TV are a powerful tool for brands looking to drive sales and increase engagement. With personalized advertising, interactive content, extended videos, influencer marketing, and measurement and analytics capabilities, brands have more opportunities than ever before to reach the right audience with the right message. As consumers continue to adopt connected TV, brands that embrace this platform are likely to see even more success in the years ahead. So, if you’re a CMO, CEO, or VP of Marketing, it’s time to start exploring the exciting potential of video and connected TV for your brand today!
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About the Author
Michael Arking is the President and Co-founder of Social Motion, a leading video agency working with global brands including MARS, Nestle Sciences, and Panasonic. Contact Michael to learn more about how to leverage your video content for maximum impact.