News & Updates – Kochava https://s34035.pcdn.co Kochava Mon, 20 Jan 2025 19:18:10 +0000 en-US hourly 1 https://wordpress.org/?v=6.7.1 https://s34035.pcdn.co/wp-content/uploads/2016/03/favicon-icon.png News & Updates – Kochava https://s34035.pcdn.co 32 32 Advanced Marketing Analytics Will Transform the Gaming Industry in 2025 https://s34035.pcdn.co/blog/advanced-marketing-analytics-will-transform-the-gaming-industry-in-2025/ Mon, 20 Jan 2025 19:18:10 +0000 https://www.kochava.com/?p=55628 The post Advanced Marketing Analytics Will Transform the Gaming Industry in 2025 appeared first on Kochava.

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Level Up ROAS: Get Your Gaming Growth Guide for 2025 and Beyond https://www.kochava.com/blog/level-up-roas-get-your-gaming-growth-guide-for-2025-and-beyond-2/ Thu, 16 Jan 2025 19:00:31 +0000 https://www.kochava.com/?p=55623 The post Level Up ROAS: Get Your Gaming Growth Guide for 2025 and Beyond appeared first on Kochava.

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App Development Predictions for 2025 https://www.kochava.com/blog/app-development-predictions-for-2025/ Thu, 02 Jan 2025 16:33:27 +0000 https://www.kochava.com/?p=55518 The post App Development Predictions for 2025 appeared first on Kochava.

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Optimizing CTV Performance With LG Ad Solutions and Kochava https://www.kochava.com/blog/optimizing-ctv-performance-with-lg-ad-solutions-and-kochava/ Tue, 17 Dec 2024 17:29:27 +0000 https://www.kochava.com/?p=55420 The post Optimizing CTV Performance With LG Ad Solutions and Kochava appeared first on Kochava.

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A winning combination for marketers

Are you exploring connected TV (CTV) for performance marketing? LG Ad Solutions, one of the world’s largest smart TV platforms, is revolutionizing CTV advertising with outcomes-based measurement powered by Kochava. With this partnership, brands can move beyond brand awareness to measure the tangible impacts of their campaigns, making LG Ad Solutions the ultimate choice for performance-driven marketers.

Leveraging LG Ad Solutions’ Unique Reach and Scale

LG Ad Solutions boasts a vast footprint, with 40 million LG Smart TVs in the U.S. alone and 165 million globally. Its reach spans key regions including North America, EMEA, and LATAM, giving brands access to a unique and engaged audience not available through other CTV platforms. For performance-focused advertisers, this presents an invaluable opportunity to tap into LG’s scale and drive measurable outcomes.

LG AdSolutions

Performance Marketing Meets CTV With Kochava Outcomes Measurement

Through LG Ad Solutions’ collaboration with Kochava, advertisers gain access to robust performance metrics across LG’s proprietary inventory. For brands in verticals such as quick service restaurants (QSR), fintech, travel, and hospitality, CTV advertising with LG Ad Solutions offers the ability to drive actions like mobile app installs, in-app purchases, and website visits.

Kochava’s measurement tools support a variety of ad types on LG Ad Solutions, including:

  • CTV Video Ads
  • LG Smart TV Native Ads
  • Cross-Device Video Ads

Advertisers already using Kochava as their mobile measurement partner (MMP) can seamlessly integrate CTV campaigns to measure and track all relevant conversions. Whether your goal is driving mobile app installs, in-app actions, or website visits, Kochava’s outcomes measurement platform ensures comprehensive tracking and precise attribution across devices and screens.

Best Practices for Maximizing Campaign Success With LG Ad Solutions and Kochava

1. Consult With LG Ad Solutions on Campaign Goals

Align with LG Ad Solutions’ team early on to define your objectives, metrics, and expected outcomes. By working closely with the experts at LG and Kochava, you can set up accurate measurement configurations tailored to your goals.

2. Optimize Audience Targeting

Utilize LG’s proprietary ACR data and first-party targeting capabilities to reach highly relevant audiences. Leveraging advanced audience segmentation allows you to deliver ads that resonate deeply with viewers.

3. Enhance Cross-Device Integration

To drive engagement across multiple devices, incorporate a cross-device strategy that extends CTV campaigns to mobile, web, and other digital touchpoints. This cohesive approach reinforces messaging and captures audience attention beyond the TV screen.

4. Track All Conversion Touchpoints

Measure conversions across all possible channels—LG TV apps, mobile apps, and websites. With Kochava’s SDK, advertisers can track same-screen conversions from CTV ads and cross-screen conversions on mobile and web. This enables advertisers to capture the full impact of CTV campaigns and accurately calculate return on investment (ROI).

5. Adjust Attribution Settings for CTV

Given the longer engagement window often associated with CTV ads, consider extending the impression lookback period beyond 24 hours. For reengagement campaigns, enabling impression-based reengagement can further improve tracking of post-install events. These adjustments, available through Kochava, help ensure optimal performance measurement.

Realizing the Full Potential of CTV With LG Ad Solutions and Kochava

With CTV advertising on the rise, brands can leverage LG Ad Solutions and Kochava to unlock unprecedented value from their campaigns. Kochava’s advanced measurement capabilities combined with LG’s extensive reach enable advertisers to achieve outcomes that go beyond impressions—driving tangible business growth and ROI.

By aligning your campaign objectives with best practices and integrating Kochava’s comprehensive measurement tools, your CTV campaigns with LG Ad Solutions can become a powerful driver of performance. Explore the potential of LG Ad Solutions and Kochava today to bring your brand’s vision to life across connected screens. Contact us to start the discussion.

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How Streaming Apps Are Measuring Performance Amid Ongoing Streaming Wars https://www.kochava.com/blog/how-streaming-apps-are-measuring-performance-amid-ongoing-streaming-wars/ Thu, 12 Dec 2024 20:22:02 +0000 https://www.kochava.com/?p=55427 The post How Streaming Apps Are Measuring Performance Amid Ongoing Streaming Wars appeared first on Kochava.

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Lift Off to Holiday Success With 2024 Streaming Apps Guide https://www.kochava.com/blog/lift-off-to-holiday-success-with-2024-streaming-apps-guide/ Tue, 26 Nov 2024 21:00:45 +0000 https://www.kochava.com/?p=55272 The post Lift Off to Holiday Success With 2024 Streaming Apps Guide appeared first on Kochava.

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Insights from Liftoff + Kochava

’Tis the season for streaming! As viewers cozy up for holiday binge-watching, streaming app marketers face a unique set of challenges and opportunities. Enter the 2024 Streaming Apps Mobile Marketing Guide from industry leaders Liftoff and Kochava, a valuable resource for navigating this dynamic landscape. This strategic playbook is designed to achieve holiday streaming success in a competitive market—when consumer behavior shifts faster than you can say “Jingle Bells.”

Market Context

Streaming services have become as essential to U.S. households as holiday decor, with a staggering 99% subscribing to at least one service. However, this widespread adoption comes with challenges. Rising subscription costs and fierce competition have led to high churn rates—45% have canceled a streaming subscription in the past year (Forbes). This is likely to increase following the holiday season, when consumers tighten their belts and become more selective.

Amid this dynamic market, streaming services must walk a tightrope, offering compelling content while keeping subscription costs in check. The key is strategic marketing initiatives that serve up personalized content recommendations, exclusive releases, and targeted promotion to retain user bases and attract new subscribers.

Guide Overview

The 2024 Streaming Apps Mobile Marketing Guide offers a roadmap for conquering the competitive world of streaming. The guide emphasizes performance marketing, balancing user acquisition and retention with a focus on value, not just volume. It encourages leveraging extensive user data through advanced tools like Liftoff’s Cortex platform, which blends first-party data with proprietary insights for razor-sharp targeting. This comprehensive approach ensures that streaming apps not only survive but also thrive, enjoying holiday streaming success during the competitive festive season and beyond.

Key Insights From the Guide

Streaming app marketers can unwrap these golden nuggets of streaming wisdom:

Leveraging First-Party Data

Use first-party data to create ad creatives that resonate with consumer preferences. This allows for more personalized and impactful advertising campaigns tailored to specific audience behaviors—including incorporating holiday wishlists.

Programmatic Advertising

Expand reach beyond the usual suspects (Google, Meta) to zero in on high-quality users through programmatic advertising. By accessing a network of over five million apps worldwide, streaming services can efficiently connect with new audiences via targeted, real-time bidding.

Optimizing for Value

Focus on attracting higher-intent viewers who are more likely to stick around after the holiday decorations come down, optimizing the pathway from impression to paid subscription or sustained engagement. Quality over quantity.

Seamless Onboarding

Make signing up for a service smooth by offering frictionless registration and streamlined onboarding processes, particularly during the hectic holiday season. A seamless journey from install to play enables new users to dive into their desired content quickly—making them less inclined to ghost you after the holiday spirit fades.

Incrementality Testing

Measure the true impact of campaigns with incrementality testing to accurately assess campaign effectiveness and help understand the true impact of advertising efforts. Then optimize accordingly.

Holiday Marketing Implications

Deloitte’s forecast predicts a 16% increase in spending on experiences rather than goods this holiday season. For streaming apps, this is like finding an extra present under the tree.

App marketers can leverage this trend for holiday streaming success by

  • Curating and promoting content that resonates with the holiday spirit, such as exclusive holiday movies, series, or live events
  • Implementing early promotions and targeted campaigns to capture the attention of holiday shoppers
  • Offering limited-time promotions or special holiday bundles to provide value to cost-conscious consumers

Adobe’s holiday guide emphasizes the importance of personalization in enhancing the festive viewing experience. By leveraging consumer data, streaming services can tailor content recommendations and marketing messages to individual preferences. Personalized suggestions, whether for holiday movies or winter-themed playlists, can position streaming apps as the preferred destination for festive entertainment, fostering a sense of comfort and joy this holiday season.

Measurement Strategy

In the multi-device world of modern streaming, comprehensive and adaptable measurement across platforms is a must. Kochava offers a unified approach to measure user actions from mobile, CTV, gaming consoles, and more. The secret? Rich metadata and full-funnel event tracking, illuminating the full user journey. During the holiday season, when viewing habits fluctuate and competition intensifies, these measurement strategies become even more foundational for capturing and retaining audience attention.

Identity resolution is key to understanding how users hop among devices like reindeer between rooftops. Kochava’s IdentityLink® helps marketers create comprehensive user profiles, enabling optimized campaigns and personalization strategies across platforms.

The guide emphasizes the need for a clear attribution plan to ensure comprehensive measurement of omnichannel marketing efforts, leading to informed decisions and enhanced user experiences:

  • Align on campaign goals
  • Account for same-screen and cross-screen attribution
  • Stay aware of factors like privacy settings and lookback windows

Are you a streaming app marketer who could use a hand measuring all devices and platforms your users engage with? Kochava offers holistic app measurement & attribution solutions for media & entertainment.

Download the Guide

Ready to unwrap the gift of holiday streaming success this season? Get the 2024 Streaming Apps Mobile Marketing Guide and fill your marketing stocking with expert insights. With proven strategies perfectly suited for the unique challenges of holiday marketing, this guide is your ticket to standing out in the crowded streaming landscape during the most wonderful time of the year. Don’t leave your app out in the cold—download the guide now and embark on your journey to streaming stardom.

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Must-Know Terms in Advanced TV Advertising https://www.kochava.com/blog/must-know-terms-in-the-advanced-tv-space/ Tue, 26 Nov 2024 16:00:59 +0000 https://www.kochava.com/?p=55160 The post Must-Know Terms in Advanced TV Advertising appeared first on Kochava.

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Key over-the-top (OTT) and connected TV (CTV) terminology

The world of television has undergone a dramatic transformation, moving away from traditional broadcast methods to embrace internet-connected devices that deliver streaming content. This paradigm is known as Advanced TV—the evolution of television viewing and advertising beyond traditional linear TV. Advanced TV comprises a range of technologies and platforms, including connected TV (CTV), over-the-top (OTT) streaming services, addressable TV, and programmatic TV. It provides a more flexible and measurable approach to advertising, bridging the gap between digital and traditional TV landscapes. This enables advertisers to deliver more targeted and personalized ads by leveraging data-driven insights, enhancing viewer engagement and improving ad effectiveness.

Advanced TV has given rise to a plethora of new CVA (concepts, vocabulary & acronyms—see what we did there?) that are often bewildering. As you peruse this guide, you will encounter a range of advanced TV advertising terms that define this dynamic space. Our goal is to demystify so much alphabet soup, offering straightforward definitions and illustrative examples to enhance your advanced TV understanding. We aim to convey the knowledge needed to navigate and understand the intricacies of OTT and CTV, empowering you to engage confidently with this exciting field.

At the outset, understanding the foundational concepts of OTT and CTV is crucial for marketers looking to leverage these platforms effectively. It is important to define the key definitions and distinctions between over-the-top (OTT) content delivery and connected TV (CTV) hardware, setting the stage for a deeper exploration of how state-of-the-art advanced TV interfaces with audiences and marketers in innovative ways—and for the parade of words and definitions to follow.

OTT (Over-the-Top)

Over-the-Top, or OTT, describes the method of delivering television and film content directly to viewers, streamed “over the top” of the internet and thus bypassing traditional broadcast, cable, or satellite platforms. OTT content can be accessed from apps or websites via a variety of devices, including connected TVs, desktops or laptops, mobile phones, and tablets. OTT represents the content delivery aspect of the advanced TV ecosystem, offering viewers the flexibility to watch what they want, when they want, on their preferred device.

CTV (Connected TV)

CTV, or connected TV, describes televisions that are either directly internet-enabled, such as smart TVs, or those that use external devices to stream content over the internet. These devices include streaming media players (Roku, Amazon Fire TV, Apple TV, Chromecast with Google TV); smart TV operating systems (Samsung, LG, VIZIO, Roku); and gaming consoles (PlayStation, Xbox). The CTV ecosystem also encompasses various streaming services: subscription-based services (Netflix, Disney+, Max, Amazon Prime Video); hybrid services combining subscription and ad-supported models (Hulu, Peacock, Paramount+); and free ad-supported streaming television (FAST) services (Pluto TV, Tubi, Freevee, Xumo Play, Plex, the Roku Channel). CTV represents the hardware aspect of the advanced TV ecosystem, providing the means to access a wide array of OTT streaming services and content.

With the stage now set, the rest of the terms appear in alphabetical order. Enjoy!

ACR (Automatic Content Recognition)

ACR is a technology built into smart TVs that identifies in real-time the content playing onscreen, whether from streaming services, gaming consoles, or even traditional cable boxes. This enables more precise audience measurement and ad targeting in the CTV environment. ACR helps advertisers understand what content viewers are watching as well as which ads they are exposed to, making it a cornerstone technology for advanced TV advertising measurement, viewability, and frequency management.

Ad Pods

Ad pods are groups of ads that play back-to-back during a commercial break in a video stream. Advertisers can optimize these pods for efficiency by rotating ads or showing them in specific sequences.

Addressable Advertising

Addressable advertising in the advanced TV ecosystem enables different ads to be shown to different households watching the same program, based on sophisticated targeting capabilities. This technology has evolved far beyond basic demographic targeting (i.e., age and gender) to incorporate multiple layers of audience intelligence. Advertisers can now reach viewers based on affluence, education, and life stage indicators, as well as behavioral patterns such as viewing habits and content preferences. Geographic precision ranges from broad DMA (designated market area) coverage down to specific zip codes or neighborhoods, effecting locally relevant messaging. Addressable advertising also considers interest-based factors, analyzing data about hobbies, purchase intentions, and lifestyle choices to ensure ad relevancy. Brands can create custom audience segments using first-party data or specific brand criteria, with the ability to adjust targeting mid-campaign based on performance metrics. This dynamic approach ensures optimal audience reach and campaign effectiveness in ways traditional TV advertising could never achieve.

Addressable TV

Addressable TV uses programmatic technology to segment audiences automatically to target ads at the household level. These addressable TV advertisements are served to viewers across set-top providers (cable platforms) and VOD (video on demand) inventory in real-time. Addressable TV enables advertisers to target customers and geographies more precisely.

Advanced TV Advertising

Advanced TV advertising refers to the delivery of ads on television sets that are connected to the internet, through streaming devices (Roku, Amazon Fire TV, Apple TV, Chromecast with Google TV), smart TV platforms (Samsung, LG, VIZIO), and gaming consoles. This innovative form of advertising enables brands to serve targeted, often interactive ads to viewers who consume content via CTV platforms and OTT streaming services.

ATSC 3.0

ATSC 3.0 is the latest version of Advanced Television Systems Committee standards for broadcast television, also known as NEXTGEN TV. It combines over-the-air broadcasting with broadband internet, revolutionizing both viewing experiences and advertising capabilities. For viewers, ATSC 3.0 delivers 4K ultra high-definition video quality, theater-like sound, mobile reception, and enhanced emergency alerts. For advertisers, it enables breakthrough capabilities including dynamic ad insertion at the household level, geographic targeting down to neighborhoods, interactive advertising overlays, and real-time ad performance measurement. The standard also supports dialogue replacement that enables broadcasters to customize audio elements of ads for different audiences. This convergence of broadcast and digital creates new opportunities for advertisers to deliver personalized experiences while maintaining the broad reach of traditional television.

AVOD (Advertising-Based Video on Demand)

AVOD is a streaming service model that offers free, ad-supported streaming video (Tubi, Freevee, Pluto TV, Xumo Play, Plex, the Roku Channel). Some hybrid streaming services (Peacock, Paramount+, Hulu) also offer ad-supported tiers alongside their subscription options. Viewers can watch content for free, but advertisements occasionally appear during their view time.

Channel Stores

Channel Stores are app distribution platforms where viewers can launch various streaming channels through a single interface. Major examples include Amazon Channels, the Roku Channel Store, Apple TV Channels, and Samsung TV Plus Video. These aggregation platforms offer viewers a convenient means to access and subscribe to different content providers within the advanced TV ecosystem, often with unified billing and content discovery.

Digital TV

Digital TV transmits television signals across digital media such as desktop, mobile, or tablets rather than traditional linear television delivery.

DAI (Dynamic Ad Insertion)

DAI technology enables advertisers to insert ads into a video stream in real-time based on viewer data, device information, and content context. Unlike traditional linear TV advertising, where the same ads broadcast to all viewers, DAI creates individual decision points within the content stream where customized ads can be inserted. This process happens in two main ways: client-side DAI (CSAI), where the insertion occurs on the viewer’s device, or server-side DAI (SSAI), where ads are stitched into the content stream before delivery. DAI technology considers factors such as viewer demographics, viewing history, geographic location, and even time of day to determine the most relevant ad to serve. This capability is particularly powerful in OTT/CTV environments, combining the high-quality viewing experience of traditional TV with the targeting precision of digital advertising.

FAST (Free Ad Supported TV)

FAST refers to a growing category of streaming services that offer content for free, supported by advertisements. This model is similar to AVOD (advertising-based video on demand), but differs from it in that FAST services are often pre-programmed channels, similar to linear TV. Examples include Pluto TV, Tubi, Freevee, Xumo Play, Plex, and channels from connected TV OEMs such as the Roku Channel, Samsung TV Plus, LG Channels, and VIZIO WatchFree+.

Frequency Capping

Frequency capping in CTV refers to the practice of limiting how often a specific household sees the same advertisement across different streaming platforms and services. This is particularly important in the CTV space where multiple family members might be watching through different apps on the same device or the same content might be accessed through different CTV devices in the home. Effective frequency capping helps optimize campaign spending and prevent ad fatigue.

GRP (Gross Rating Point)

GRP is a standard measure in advertising used to quantify the exposure of an ad by measuring impressions as a percentage of the target population. GRP refers to the total exposure as a percentage of the target audience.

HbbTV (Hybrid Broadcast Broadband TV)

HbbTV is a global initiative aimed at harmonizing broadcast TV and broadband delivery of entertainment services to consumers, allowing connected TVs, set-top boxes, and multiscreen devices to access additional online services and content alongside traditional broadcasts.

Household Graph

A household graph is a data structure that maps the relationship between CTV devices, viewers, and households, enabling advertisers to understand and reach specific audiences at the household level. This technology helps solve one of the unique challenges of CTV advertising: multiple viewers using the same device or multiple devices in the same household. Household graphs enable more precise targeting and measurement while respecting viewer privacy, making them essential for advanced TV advertising campaigns.

HVOD (Hybrid Video on Demand)

HVOD combines elements of SVOD and AVOD, offering a hybrid of subscription-based and ad-supported content. Subscribers have the option to pay a higher subscription rate for an ad-free experience or a lower rate for an experience that includes ads. In recent years, SVOD streaming services such as Netflix and Disney+, which previously offered only ad-free subscriptions, have introduced subscription tiers with ad-supported content at a lower price point.

iTV (Interactive TV)

iTV refers to television services that enable viewers to interact with the content they are watching, such as voting, shopping, or accessing additional information, making TV a more interactive medium.

Linear TV

Linear TV is the traditional television form factor in which networks broadcast content that is displayed via a satellite or cable box and watched live at a scheduled time on a specific channel.

MVPD (Multichannel Video Program Distributor)

A MVPD (Comcast, Spectrum, DISH Network) distributes or serves multiple television channels to viewers via cable, satellite, or other distribution technologies. They typically offer bundled packages of channels, typically on a subscription basis, and may also offer video-on-demand.

Programmatic Advertising

Programmatic advertising is the automated process of buying and selling digital advertising using software algorithms rather than traditional human negotiations and manual insertion orders. In the CTV/OTT space, programmatic advertising has seen explosive growth, with market statistics showing that programmatic CTV ad spend reached $19 billion in 2023 and is projected to exceed $25 billion in 2025. This growth is driven by improved targeting capabilities atop the shift in viewer behavior toward streaming platforms. Programmatic technology enables advertisers to purchase individual impressions in real-time while optimizing for specific audience segments, content types, and viewing contexts. Success rates show that programmatic CTV campaigns typically achieve up to 80% completion rates, significantly higher than traditional digital video advertising. This efficiency, combined with the precision of audience targeting, has made programmatic the preferred method for most advanced TV advertising campaigns.

Programmatic TV

Programmatic TV is the automated process of buying, selling, and delivering television ads using data-driven software and real-time bidding technologies. Unlike traditional TV ad buying, which relies on broad demographic data and manual insertion orders, programmatic TV leverages viewing data from set-top boxes (STBs) and smart TVs to identify and reach specific audience segments. The process works through several key components: demand-side platforms (DSPs) that enable buyers to manage campaigns across multiple inventory sources, supply-side platforms (SSPs) that help publishers optimize ad inventory, and data management platforms (DMPs) that organize and activate audience data. In CTV environments, programmatic TV factors in variables such as content genre, viewing time, device type, and household characteristics to make near real-time decisions about which ads to serve. This technology enables advertisers to move beyond traditional age and gender targeting to reach audiences based on behaviors, interests, and purchase intent, while maintaining the brand-safe environment of television.

PVOD (Premium Video on Demand)

PVOD enables consumers to purchase early access to content prior to, simultaneously with, or shortly after its theatrical release. Users can pay a one-time fee in addition to their monthly subscription to access new content before it’s available on other platforms. PVOD is often used for highly anticipated/high-budget films or unreleased movies. PVOD provides an alternative to movie theaters, enabling studios to monetize their films outside of traditional theatrical releases.

SSAI (Server-Side Ad Insertion)

SSAI, also known as dynamic ad stitching, is a technology that seamlessly integrates ads into streaming content at the server level before it reaches the viewer’s device. Unlike client-side ad insertion, SSAI provides a smoother viewing experience that mimics traditional TV. This technology is crucial for OTT and CTV platforms, as it helps ensure reliable ad delivery and reduces buffering between content and advertisements.

SVOD (Subscription Video on Demand)

SVOD describes streaming services (Netflix, Disney+, Max, Amazon Prime Video, Apple TV+) that require viewers to pay a subscription fee, usually at a monthly rate. Viewers can then watch shows from a library of content whenever they choose. While traditionally SVOD services were ad-free, some services now offer both ad-free premium tiers and lower-priced ad-supported options (Hulu, Peacock, Paramount+, Netflix).

t-Commerce (Television Commerce)

t-Commerce involves purchasing products directly through TV platforms. Advanced TV technologies have facilitated commercial interactions as an evolving way that viewers interact with TV content.

Target Rating Point (TRP)

TRP is a standard metric in advertising used to quantify ad exposure, focusing on a specific demographic or target audience. Similar to GRP.

Traditional TV

Traditional TV is the OG means of ad buying in which ad spots are purchased based on viewer data such as gender, age, and other demographics, then served on specific TV ad programs. This type of ad buying reaches a wide range of viewers across linear TV ad spots.

TV Buying

TV buying is the process of purchasing ad space and time on a platform or service to target specific audiences for increasing a customer base. TV buying has evolved over the years: Traditionally, ads were purchased and displayed on cable/satellite television, reaching broad audiences. Now, ad space can be bought and sold automatically, served to specific viewers across many programs and devices.

TV Content

TV content refers to how television can be made available to viewers. Instead of paying for cable or satellite services and watching content available only on the channels provided, viewers can decide what content they want to view and pay for that content in various ways. Advertisers can also determine what type of TV content they serve ads on depending on the audiences they want to target.

There are many types of TV content, and each platform can have a combination of features. For example, Hulu is both an SVOD and AVOD streaming service and provides viewers with the option to buy add-ons that fall under the TVOD category. On the other hand, Netflix operates under the HVOD umbrella because it offers premium ad-free subscriptions and lower-cost limited ads tiers. The following LumaScape shows the multitude of TV content and how it fits into the entire ecosystem. Advertisers choosing where to serve ads need to examine the different platforms, what they offer, and how they display ads to ensure that they are reaching their desired audiences.

Convergent TV Lumascape

TV Formats

TV formats are ways that television is served to viewers. As with TV ad buying, TV formats have significantly changed over time. The evolution of how viewers can watch, where they watch, and when they watch television has provided advertisers with many more data points, allowing them to target their audiences more effectively.

TVE (TV Everywhere)

TVE refers to content that can be streamed on any device. Viewers can log in to their chosen platform to view content and pay for their service within the platform.

TVOD (Transactional Video on Demand)

TVOD is a model where viewers purchase download or viewing rights to individual pieces of content—such as a particular film, TV show, or TV episode—on a transactional basis for a one-time fee, allowing them to pay for only the content they want to watch.

vMVPD (Virtual Multichannel Video Program Distributor)

A vMVPD is similar to an MVPD, but distributes and serves channels across digital OTT platforms (YouTube TV, Hulu + Live TV, Sling TV, fuboTV). vMVPDs deliver multiple TV channels to their subscribers with flexible options for cable-like channel bundles that are cheaper than traditional cable. These streaming services typically offer options to watch TV live or on demand.

VOD (Video on Demand)

VOD allows viewers to watch television content when they choose instead of watching programs at a scheduled time.

We hope that this guide clarifies some of the terms in and around advanced TV. If you want to learn more about advanced TV, download our Marketer’s Guide to Over-the-Top (OTT) and Connected TV (CTV), which explores the OTT and CTV ecosystem, the benefits of advertising on these platforms, and how to get started.

For more information on Kochava solutions for CTV, visit our website or reach out to us at support@kochava.com.

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Holiday Marketing Magic Unwrapped https://www.kochava.com/blog/holiday-marketing-magic-unwrapped/ Wed, 13 Nov 2024 21:10:50 +0000 https://www.kochava.com/?p=55069 The post Holiday Marketing Magic Unwrapped appeared first on Kochava.

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Orchestrating digital excellence for the 2024 season

Picture yourself in a bustling retail core as the holiday season approaches, marveling at the intricate interplay of digital displays and human movement, each pixel and person weaving the elaborate choreography of modern holiday commerce. With holiday 2024 retail sales poised to approach $1 trillion according to the National Retail Federation (NRF), the science of holiday marketing strategies has evolved far beyond the quaint calendar-based campaigns of yesterday. Today’s holiday marketing strategies must encompass holistic channel integration, strategic timing, and privacy-first measurement, informed by the human element, all flowing through an ever-expanding universe of digital and physical touchpoints.

Holiday Marketing Magic Unwrapped

The Compressed 2024 Holiday Window

A fundamental, unavoidable truth looms over this year’s festivities: the compressed 27-day window from Thanksgiving (the latest possible date on which the holiday falls) to Christmas—and its implications for holiday marketing strategies. Negotiating this reality necessitates deft timing and precision. Where traditional wisdom once suggested flooding channels with holiday messages early, today’s data reveals a more nuanced reality. With 75% of consumers planning to shop early-season promotional events in 2024 (according to Deloitte), the key lies in strategic deployment across an elongated season that retail studies show actually commenced well before the autumnal equinox.

The shorter window necessitates precise execution. Begin as soon as possible before peak season by establishing your measurement infrastructure—the foundation upon which holiday marketing strategies and insights can build. A couple months out, activate your loyalty program initiatives, focusing on first-party data collection and enrichment. The weeks before Thanksgiving signal the launch of early-season engagement campaigns, setting the stage for full cross-channel holiday programming activation during the crucial 27-day holiday window. Let’s unpack this in more detail.

Beyond Channels: The Multi-Touchpoint Reality

Thriving within this compressed window depends on mastering the complex interplay of channels. The mathematics of golden holiday marketing derives from an axiom both timeless and evolving: the need to deeply apprehend your customers’ journey across every touchpoint. Traditional attribution models in no way capture the complexity of today’s shopping odyssey. Sophisticated measurement partners are needed to parse intricate webs of data spanning web, app, connected TV (CTV), digital out-of-home (DOOH), and physical retail environments. A holistic view reveals patterns invisible to siloed analytics, illuminating the complex interplay of media defining the contemporary marketplace—and the holiday shopping experience.

finance apps user journey

While mobile commerce continues its meteoric rise, it represents one facet of an increasingly complex story. Today’s holiday shopping journey spans myriad channels and touchpoints. This complexity is reflected in current shopping patterns, as 82% of consumers shop both in-store and online, and the same percentage report using their mobile devices to compare prices in-store. The modern shopper expects to move nimbly and seamlessly among mobile, social, web, and physical retail environments—demonstrating how single-channel strategies have given way to diverse multi-channel journeys.

A record 53% of online holiday purchases will transact on mobile devices.

Adept cross-channel integration is essential for holiday marketing strategies in today’s retail landscape. Mobile commerce stands poised to surge past $128 billion in the US this season per Adobe’s holiday data, with mobile devices driving 53% of online spending. Beneath these eye-popping statistics lies a deeper transformation, challenging marketers to navigate a complex ecosystem while building meaningful connections across increasingly fragmented customer journeys beyond simply reaching audiences.

Success lies in seamlessly synchronizing DOOH displays, mobile engagement, and CTV exposure while adapting creative messaging in real-time based on factors like time of day, local conditions, and inventory levels. With a sizeable majority of online consumers actively engaging with promotional events across channels, this strategic integration—properly measured and optimized—directly impacts both store visits and conversion rates.

The Privacy-First Imperative

Skillful channel integration becomes even more critical in today’s privacy-first environment. In a landscape where nearly half of iOS users opt out of tracking, building meaningful customer relationships while respecting privacy boundaries is essential. Best Buy’s 2023 holiday strategy demonstrates how innovative retailers adapt to this reality. Their campaigns including You Found Perfect resulted in effective channel integration, with their mobile app driving a significant portion of online sales, upwards of half of which were picked up in-store or curbside. Their membership program My Best Buy reached 7 million paid members by year’s end, leaning into first-party data strategies as key in a privacy-first world.

The evolving landscape presents three must-do holiday marketing strategies. First and foremost, establish your measurement foundation—the complex reality of today’s holiday journey demands robust tracking infrastructure well before seasonal acceleration begins. Next, architect your targeting strategy around verified customer patterns. In a season anticipated to be more value-focused, strengthening loyalty programs with their valuable first-party data can form the bedrock of privacy-compliant personalization. Then, develop your channel orchestration plan, keeping the compressed holiday window as your strategic centerpiece, carefully managing channel presence as well as precise activation timing.

Channel Integration Excellence

These holiday marketing strategies take on particular relevance in holiday 2024’s economic landscape. Cyber Week alone is projected to account for 1417% of the entire holiday season’s online revenue, with both Thanksgiving Thursday and Friday showing accelerated growth. While NRF projects a year-over-year spend increase between 2.5% and 3.5% during the 2024 holiday season, the distribution of this growth illuminates the evolution of consumer behavior: Adobe forecasts online spend to increase 8.4% over 2023.

Innovative retailers like Ulta Beauty demonstrate these guiding principles in action, including leveraging first-party data through savvy retail segmentation. Through their Ultamate Rewards program, which reached 42 million members, the company utilized different tiers of engagement (member, platinum, and diamond) to deliver targeted offers during the 2023 holiday season. Their Q4 results revealed that loyalty members generated a majority of total sales, with diamond and platinum members showing particularly strong retention and higher average transaction values. The company’s approach saw app users engaging with personalized beauty recommendations and targeted promotional content, leading to a marked increase in mobile app engagement.

Strategic Timing and Customer Engagement

Engagement strategies have transcended traditional promotional calendars, and the most successful holiday campaigns build relationships long before the first snowfall. These connections flourish through transparent communication, empathetic understanding of customer needs, and personalized experiences that acknowledge each shopper’s unique set of touchpoints.

The wisdom of timing your holiday marketing strategies investment has never been more crucial. While we have noted the earlier holiday purchasing season, and therefore you may feel behind the eight ball in your holiday messaging, sophisticated brands understand that success often lies in strategic patience. Consider the debt management app that discovered its greatest impact comes not during the holiday shopping frenzy, but in the quieter days of January—when consumers seek solutions for their excessive holiday spending.

The mosaic of insights leads keen companies to develop nuanced ongoing strategies that encompass the complex emotional journey of holiday commerce. This is the true art of modern holiday marketing—not just reaching customers at the right moment, but understanding and conducting the intricate symphony of touchpoints making up the contemporary, year-round shopping experience.

The Innovative Future of Holiday Personalization

While current best practices prove the power of integrated strategies, emerging technologies promise even greater possibilities. While the vast majority of digital consumers now expect personalized offers, few brands have mastered the complexity of real-time personalization at scale and how to measure it effectively. How can real-time creative assembly adapt to individual user signals while maintaining brand consistency?

Let’s present as a brief fictional use case a composite illustration based on current industry trends and technological capabilities in AI-driven retail personalization. Consider an upscale clothing brand we’ll call Noblesse Threads and their groundbreaking holiday marketing strategies. Noblesse Threads leverages AI to analyze real-time purchase patterns and cross-reference them with local events and weather conditions, automatically adjusting creative elements across their digital portfolio. When an unexpected snowstorm hits a major urban center, the system instantly shifts from showcasing evening wear to featuring their winter accessories collection, while simultaneously adjusting bid strategies for their DOOH displays in high-traffic indoor locations. The result? A marked increase in campaign relevance scores and lift in conversion rates during weather events, demonstrating how dynamic personalization can adapt in real-time while maintaining brand consistency.

As we peer into the next frontier of holiday marketing, the convergence of ambient computing and augmented reality promises to blur the lines between physical and digital shopping experiences even further. Imagine holiday campaigns that adapt not only to device signals but also to the full context of a customer’s environment—think digital displays that recognize who’s watching while also understanding the collective mood and social context of their audience. Meanwhile, privacy-enhanced measurement techniques, from advanced clean room implementations to probabilistic attribution models, ensure that precision performance insights don’t come at the cost of consumer trust.

Amid all this technological sophistication, let us remember above all to keep the human element top of mind this holiday season. The 2024 holiday campaigns that absolutely crush it will be those harmonizing data-driven precision with emotional resonance, creating experiences that feel personally relevant and authentically human.

Orchestrating Success: The Kochava Advantage

In this complex landscape of holiday marketing, precise campaign optimization and measurement is golden. As the industry’s premier marketing solutions partner, Kochava provides the calibration and support needed for mastering marketing success. Where advertisers may be overwhelmed by complexity, Kochava creates clarity, transforming the multifaceted holiday marketing landscape into a coherent, actionable strategy.

On the twelfth day of Christmas,
Kochava gave to me…

Twelve ways to measure,
Eleven trends to ponder,
Ten strategies engaging,
Nine past trends insights,
Eight ways to connect,
Seven customer journeys,
Six lookback windows,
Five high-value leads,
Four omnichannel tips,
Three campaign tweaks,
Two audience types,
And a strategy for holiday glee!

Kochava’s omnichannel measurement prowess spans the entire digital ecosystem, from first awareness to final conversion, creating a holistic view of customer journeys. Kochava deftly adapts to your brand’s unique requirements and market dynamics. This allows for real-time campaign adjustments, enabling marketers to respond flexibly to performance signals with precision and confidence. As the holiday season extends beyond traditional boundaries, Kochava’s year-round measurement and optimization capabilities become increasingly vital, ensuring that each season’s learnings inform and enhance the next.

One truth becomes as evident as the glow of festive lights: Success lies not in perfecting any particular channel or technology, but leveraging them all in harmony. Those who accomplish this kaleidoscopic choreography will achieve success not just this holiday season, but also in the evolving marketing landscape of tomorrow.

For brands ready to elevate their holiday marketing strategies, Kochava helps you measure what matters—building the North Pole command center from which to orchestrate your entire holiday season. Reach out to our team to establish your measurement foundation and transform your holiday marketing strategies today.

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