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S3 E6: CTV and the Consumer Journey
– With Jessica Hogue
Jake talks with Jessica Hogue, General Manager of Measurement and Industries at Innovid about CTV advertising. What it is today. Where it’s going. Where it can go. And, how advertising innovation can help CTV advertisers model, measure and achieve success in new, compelling ways.
Pre-pandemic, CTV advertising was on the rise, but it really came into its own in the last two years. Everyone was stuck at home looking for ways to fill the time and advertisers needed new ways to connect with isolating consumers. CTV filled the bill and really took the spotlight. CTV advertising grew by 60% just last year. Thanks to COVID, lots of marketers suddenly had a new mantra… Must CTV.
On the surface, ad-supported services look remarkably similar to old-school linear TV. The commercials, the ad pods, the static viewing experience. It’s pretty much the same. Is that what we were after? Is that what CTV is meant to be?
What if new, compelling viewing experiences could bring a different kind of excitement to ad supported streaming services? What if that innovation came in the form of advertising?
Jake’s guest, Jessica Hogue, is an expert in ad measurement and CTV. As GM of Measurement and Industries at Innovid, Jessica spends a lot of her time thinking about how measurement and innovative ad channels, like CTV, can work better for marketers. She is primarily focused on specific verticals, including automotive, consumer packaged goods and financial services.
There is a lot of fascinating ground to cover. But Jake does his best to stay focused on a shortlist of topics. How many items make up a shortlist? Apparently, FIVE…
Jake’s FIVE List:
- CTV vs linear Television. Is CTV simply fulfilling the big ideas that TV thought leaders envisioned back in the day? Or is it shaping up to be something entirely different?
- Perceptions about CTV advertising price and scale: the true and the false
- Recent innovation in CTV and CTV advertising, including evolved dynamic ad creative
- The role of CTV in the consumer journey: Where it fits and how it fits
- Ad metrics, in CTV, but also in advertising in general, especially as the ad industry is wrestling with the loss of device identifiers
“The industry is sitting on a very big opportunity to delight consumers, as opposed to asking them just to tolerate ads in a different environment.”
Host Jake Moskowitz and guest Jessica Hogue talk CTV advertising. Along the way, Jessica shares some compelling examples and case studies, and reveals some fascinating perspectives on ad metrics and CTV experiences. Additionally, Jessica muses about her days at Nielsen, how her work has changed over the years and her personal TV viewing behaviors.
Some other stuff Jessica says during the conversation:
“A couple of years ago, pre-pandemic, CTV was still growing pretty massively, but I think we’ve reached a maturity level.”
“Marketers aren’t necessarily thinking about streaming as being this add-on thing. They’re starting to think about it more when they start to build the campaign brief, start to think about building the media plan.”
“The ability to capture your audience on the biggest screen in the home is still really important. A lot of the content is considered to be 100% viewable, non-skippable, those types of things so it lends itself really well to advertiser needs at the end of the day.”
“Our enumeration of the universe says that there are roughly 95,000,000 households in the us that are capable of receiving ad supported connected TV.”
“You’ve probably spoken to someone who’s watched Hulu or watched some streaming platform and seen the same ad in the same stream. So it has kind of taken on this perception that that is the norm – that there’s way too much frequency and not enough scale. Actually, when we dug way into our research, the bottom line, we see way more scale that could have been achieved. I think there’s this over-correction towards mitigating frequency – kind of using the wrong dials as a measure.”
“It’s absolutely missing the point if you carry over the same type of opening ad pod, however many minutes – 9, twelve, thirteen minutes of content – then we have an interstitial. And if that’s the innovation, we’ve missed the mark – missed the opportunity and the insight around what could be possible in these [CTV] environments.”
“If it’s the consumer journey and the marketer is thinking about trying to reach lots of consumers, we are seeing more and more that they’re starting with streaming first as opposed to having connected TV become an incremental add-on to their television buy.”
Additional episode resources:
- Guest: Jessica Hogue, GM of Measurement and Industries
- The ad serving company she works for: Innovid
- Learn more about Emodo and the Emodo Institute
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