Plan and Book TV Advertising

Despite the clear advantages, the market still faces some prejudices:

• “This is too complicated.” Incorrect. Booking Advanced TV campaigns is now standardised and is implemented simply and efficiently by experts such as Goldbach.
• “The Reach is too low.” Myth. The use of CTV is growing rapidly. According to the Goldbach Advanced TV study, CTV is already firmly established in households and achieves significant Reach, especially in attractive target groups.
• “This is only for large budgets.” Not applicable. Thanks to precise targeting and the avoidance of wastage, Advanced TV campaigns are often more efficient and also suitable for smaller budgets.

The Advanced TV market is on an unstoppable growth path. The use of streaming services and Internet-enabled devices will continue to increase, and with it the relevance of Advertising in this environment.

• Programmatic Everywhere: The Programmatic, i.e. automated, buying and selling of Advertising is becoming the standard and enables even more efficient and data-driven campaigns in real time.
• Shoppable TV: The direct linking of Advertising and e-commerce will increase. Imagine a viewer being able to place the product shown in the spot directly into their shopping cart using the remote control.
• Artificial Intelligence (AI): AI will revolutionize campaign optimization by predicting in real time which advertising material will have the greatest impact on which Target group.
• Convergence of Linear and Digital: The boundaries between classic and digital TV will continue to blur. Future measurement standards will enable a holistic view across all channels.

To unlock the full potential of Advanced TV, we recommend that you consider the following:

• Define clear goals: What do you want to achieve? Brand awareness, leads, or direct sales? Your goals determine the strategy, targeting, and measurement of success.
• Optimize your creatives: Create high-quality spots that are optimized for the streaming environment. A strong visual Botschaft in the first few seconds is crucial, and a clear call-to-action (CTA) encourages interaction.
• Use data intelligently: Rely on a well-thought-out targeting mix. Use existing data and test different target audience segments to achieve the greatest efficiency.
• Think holistically: Do not view Advanced TV in isolation, but as an integral part of your overall marketing strategy. Coordinate the messages across all channels.
• Test and learn: Take advantage of the measurability of Advanced TV. Run A/B tests with different creatives or target audiences and continuously optimize your campaign based on the insights gained.
• Rely on expertise: Work with experienced partners such as Goldbach. We support you from strategic planning and precise implementation to detailed reporting to ensure the success of your campaign.

Audience targeting on Connected TV (CTV) is improved through continuous refinement of the database and the use of intelligent technologies. Automated Content Recognition (ACR) on Smart TVs, for example, provides valuable, anonymized insights into viewing behavior that can be used for even more accurate targeting.

• Video Completion Rate (VCR): What percentage of viewers watched your Video ad to the end?
• Click-Through-Rate (CTR): How many users interacted with an interactive element in the Video ad?
• Website/App Visits: How many people visited your website or app after seeing the Video ad?
• Conversion Rate: How many of the target actions (purchases, registrations) can be directly attributed to the campaign?