What the DTC Marketing Playbook Will Bring to CTV Advertising
DTC品牌通过在社交平台上的直接回应活动，以高效营销而闻名, especially Facebook. They were laser-focused on performance, identifying the channels that drove success, A/B testing creative and targeting, and evolving swiftly to generate measurable results.
However many other brands discovered the direct-response playbook, and while social channels have become saturated and decreased in efficiency, a new digital channel has emerged: CTV. Ironically enough, given TV’s history as a branding channel, CTV is becoming the new testing ground for the fast-moving, data-driven methodology of direct response. And DTC brands will lead the way.
As expert digital marketers, DTC品牌推广的三个原则现在将成为数字广告最热门的渠道:快速做出数据驱动的决策, taking an audience-centric approach, and experimenting with new technologies. 以下是这些原则所包含的内容以及营销人员可以从中学到的东西.
Respond quickly to data
With the robust real-time marketing data CTV puts at their disposal, brands can capitalize on the channel’s resulting flexibility to make quick, informed decisions.
For instance, just as DTC brands have long done on social, CTV广告客户可以根据实时数据迅速调整创意资产，以解决表现差距——理想情况下，无需等待合作伙伴为他们做出广告活动更改.
实时CTV数据也为尝试诸如日分等战术提供了机会. 例如，卡斯珀(Casper)根据这些数据，实施了一项“日分”策略，以实现其盈利 innovative campaigns even more compelling. 这个床垫和床上用品品牌在凌晨1点到5点播放广告，以吸引那些可能难以入睡的深夜观众. 电视的数字化提供了在飞行中探索像这样的直观想法的机会, 而在过去的电视广告时代，可能需要数周的时间来改变策略, test their effectiveness, and iterate.
数字原生品牌通常通过付费和有机两种渠道进行营销, 因此，他们可以使用的另一种策略是利用这些努力之间的协同作用来提高薪酬绩效. For example, if an organic video performs well on social media, 品牌也可以在付费频道上使用它，并在社交和CTV上推广它.
AI will further boost this ability to make quick data-driven decisions. The technology provides the opportunity to learn and respond at scale, often without human marketers even pulling any levers themselves. 当其他人继续依赖人工决策时，快速采用人工智能将获得优势.
Put your audience first
TV has historically been a content-first channel. 广告商根据广告投放的节目来购买媒体, making assumptions about whom the ad would reach and how it would perform. But with CTV, 有远见的品牌可以利用新的交付机制来关注受众，无论他们身在何处, not primarily the content against which their ads will appear. 这是DTC绩效营销剧本的精髓，该剧本最近在电视上播出.
For example, a brand like HelloFresh could leverage contextual targeting 将其CTV广告与跨流媒体平台的烹饪和食品相关内容结合起来，而不仅仅是那些严格专注于烹饪的频道或节目. That way, DTC送餐品牌将能够像营销人员利用关键字进行展示广告一样瞄准受众.
In addition to delivering CTV ads to viewers based on context, savvy brands can customize their messaging for specific audiences, achieving a level of granularity traditional TV could never offer. Imagine a beauty brand that wanted to resonate with various audience segments, each with different hair concerns and preferences. With the demographic data CTV offers, the brand would be able to tailor its ads to viewers of different backgrounds, 展示特定的产品配方，以满足每个细分市场独特的头发需求.
Experiment with new technologies
To drive the data-driven measurement that generates more effective advertising, 创新品牌将利用新技术，这些新技术不仅能提高转化率，还能让广告活动更容易被追踪.
One technology DTC brands are already leaning into is shoppable advertising. 可购物广告允许观众通过点击遥控器，无缝地通过CTV广告购买产品, and they’ve proven to be effective at enticing CTV viewers. 高达55%的智能电视观众记得看到过购物广告，50%的人曾与广告互动, according to a Samsung Ads and Kerv Interactive survey. 像True Classic、Ergatta和Olly这样的DTC品牌正在测试这种格式(通过Roku的) partnership 以缩短产品发现和转化之间的时间，并更好地衡量两者之间的联系.
Along with exploring ways to innovate within a CTV ad spot, brands will take advantage of evolving smart TV hardware like Telly’s free 55-inch 4K TV. 这家初创公司的免费电视在主屏幕下方有一个单独的面板，作为一个永远在线的广告空间，不会干扰核心电视观看体验, making for prime opportunities for brands to measurably engage with audiences.
在社交渠道的鼎盛时期，DTC品牌成为了直接响应营销的化身. Expect them to bring the same principles to CTV as real-time data, audience-based buying, 新技术将银幕重新定位为数字优先的广告渠道. 每个营销人员都可以借鉴DTC的做法，因为数字广告创新不再只是数字原生品牌的专利.
[Editor's note: This is a contributed article from AdLib. Streaming Media accepts vendor bylines based solely on their value to our readers.]
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