According to eMarketer, Connected TV users will increase to 204 million viewers by 2022, representing 60% of the U.S. population. That’s a lot of eyeballs to reach. But you have to find them first.
To help you prepare for - and make sense of - all the opportunities this represents for marketers, the MMA brought together forward-thinking experts including advertisers (Pepsico, Cadillac, Frito Lay), entertainment providers (Roku, Vizio, Discovery+), digital media providers (Kochava, PadSquad), and more, for a day dedicated to Connected TV Unplugged 2021.
Here are the key takeaways from Connected TV Unplugged 2021:
Kate Brady, Head of Media Innovation and Partnership Development for PepsiCo (Quaker Oats) is leveraging Connected TV to reach incremental buyers, drive sales, and attract a younger and growing audience base. For oatmeal! See how she did it.
Key Takeaways Include:
Everyone is talking about personalization at scale. But does anyone really know how to achieve it? According to Rajkumar Venkatesan, Professor of Business Administration, Darden Business School at the University of Virginia, brands can leverage the deep consumer insights of streaming services to develop relevant and personalized marketing campaigns.
Marceline Perez, Associate Director of Cross Channel Strategy & Activation at Cadillac, shared a case study on how the brand is using Connected TV to “flip the funnel,” expanding their 1:1 customer approach over time, and what success looks like today and moving forward.
Four panelists talked about what the future holds for Over-The-Top (OTT) media services offered via the Internet, and Connected TV’s (CTV).
Chris Bruss, Head of Roku’s Brand Studio, sat down with Jessica Spaulding, Head of Marketing for Cheetos (Frito Lay) to unpack how the brand is leveraging immersive ad formats to create a memorable moment for streamers, pushing the envelope on the future of consumer engagement.
Key Takeaways Include:
By 2022, more than half of Americans are estimated to cut the cord to their cable providers, driving tremendous growth to OTT media services accessed through the internet. Are we at a tipping point? Or past it? Jessica Reif Ehrlich, Senior Media and Entertainment Analyst at BofA Securities, Inc. Global Research, shared the state of OTT now, predictions on where it’s headed in the next few years, and the implications for marketers.
The original broadcast TV spot aired 80 years ago. Time for a refresh? Lance Wolder, Head of Client Strategy and Marketing for PadSquad shared how brands can evolve and reimagine their video creative with Interactive CTV. He showed an example of advertising from Bulova, from 1941 and what it could look like today. (See the Bulova “reimagined” spot for today in the on-demand recording for “Reimagining Video Creative For CTV”)
Things are moving at breakneck speed in the world of OTT and CTV. Stay with the MMA to keep you informed on where things are headed and what every marketer needs to know to reach audiences where and how they’re viewing video media.
View one or all of our on-demand recorded sessions from Connected TV Unplugged 2021!