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A telecommunications company boosted its brand awareness and app installs within the Hispanic community by leveraging programmatic video, display and social resulting in 1,160 new customers.
Our client, a telecommunications company, has been empowering its customers with free phone service technology for over a decade. Before working with Basis Technologies, the telecommunications company focused solely on lower-funnel campaigns with Google Universal App Campaigns (UAC) and other platforms that focused on driving app downloads. For 2021, the client's goal was to expand their efforts and reach a wider audience, specifically the Hispanic community.
The customer evaluated a variety of solutions, ultimately selecting Basis Technologies due to its unique blend of digital media services and owned and operated technology, Basis. The client utilized Basis Technologies' Media Strategy and Activations team to deliver front-to-end support and drive their first-ever full-funnel digital media strategy that incorporated programmatic video pre-roll, display, and social. The campaign ran for three months and focused on the top five Hispanic metropolitan areas, including Los Angeles, New York, Miami, Houston, and Chicago. The campaign also provided the opportunity to test different audience segments within the Hispanic community and ad creative elements such as language, emotion, and cultural nuances needed to mirror and authentically reflect bilingual individuals' experiences.
Programmatic
Video pre-roll was a great compliment to the display campaign that drove awareness and supplemental app installs. Video pre-roll achieved a high 65% VCR (video completion rate), exceeding the goal of 60%. It was noted that Basis DSP campaigns achieved a 138% increase in impressions and a 36% increase in app installs vs. Meta (formerly Facebook).
Audience Targeting
The team implemented various targeting tactics such as demographic, behavioral, contextual, and retargeting while leveraging data partnerships with Adstra and Cuebiq to efficiently reach the Hispanic community. For further audience segmentation, the team layered in targets to reach consumers that were identified as mobile device users (Android and iOS), young adults, searching for phone services, small business owners, and low income to see which audiences engaged the most.
The campaign helped establish the telecommunications app as a young, fun brand and attracted new customers who then went on to install and use the app. Between June - August 2021, the ad campaign achieved:
Over the past several years, connected TV (CTV) advertising has skyrocketed. Though linear TV still takes up the majority of ad spend in the US, CTV is making significant gains: from 2017 to 2021, US CTV advertising grew from $4.7B to $14.19B, and it’s projected to hit $38.83B by 2026!
Networks and platforms are embracing this digital evolution, with premium platforms like Disney+ and Netflix making plans to join other streaming giants like Hulu and Roku in offering in-video advertising opportunities.
Amidst all the excitement, you probably have some (very understandable!) questions. Things like: What exactly is CTV? What are all these weird acronyms I keep seeing? Why is this CTV advertising surge happening? And what does it mean for marketers? Read on to find out!
CTV, OTT, ACR—oh my! The world of digital video streaming sure has evolved (and that’s putting it lightly!) What just a decade ago seemed like an overwhelming and unattainable piece of a digital marketing portfolio has become a must-have in every brand’s digital repertoire.
In recent years, connected TV has emerged as one critical aspect of that landscape as viewers and advertisers alike move beyond traditional linear TV or streaming video on laptop or mobile devices.
So what actually is connected TV? Simply put, a connected TV is a TV that is connected to the internet. CTVs include Smart TVs; TVs used in tandem with devices like Roku, Apple TV and Chromecast; and TVs hooked up to gaming consoles with build-in streaming capabilities like PlayStation. And CTV ads? Well, they’re those that run on CTV devices.
“Wait, hold up,” you might say. “What the heck is over-the-top (OTT) then? And how does it relate to CTV? Are all these different from linear TV? And didn’t you say something about ACR? Seriously, what is with all these acronyms?”
These are all fair questions! The evolution of digital video has been accompanied by a plethora of terms and acronyms, many of which are closely connected:
Advertising on CTV devices gives marketers the ability to scale beyond traditional TV commercials and reach audiences who are watching content on their TV, but via the internet instead of cable. Next, we’ll dive into the great CTV boom—from both a consumer and advertiser perspective.
Let’s take a quick walk down memory lane (we promise we won’t stay there too long). It’s March 2020, and the world is in the throes of unknown waters: the COVID-19 pandemic. The uncertainty, fear, and anxiety are all real, heightened by quarantines and stay-at-home protocols.
You, along with 64 million other households, turn to the latest Netflix craze for a much-needed escape: Tiger King. Maybe you watch it over the course of several days, or perhaps you binge all the episodes at once (no judgment here).
This is just one example of how streaming video services have exploded over the past few years. During the pandemic, online video subscriptions soared 26%, with revenues exceeding $1B worldwide. And though subscriber growth has since slowed, streaming has surpassed traditional TV as consumers’ video viewing method of choice.
It makes sense, then, that connected TV advertising would follow suit. Brands want to ensure they’re reaching consumers where they are spending the most time. And with 41.6% of the US population using ad-supported video-on-demand services (not to mention that the average time spent watching CTV is approaching 2 hours a day), CTV is a crucial part of any omnichannel marketing strategy.
Now that we’ve tackled what a connected TV device is and how CTV has grown, let’s dive into the nitty gritty of how CTV ads work.
Once a user is streaming video on a CTV device, content distributors such as Hulu, YouTube TV, Roku, and other apps can then serve advertisements, similar to traditional TV commercials. These ads can be placed at the start of streaming (pre-roll), during ad breaks in the middle of the content (mid-roll), or once the video has finished (post-roll).
Depending on their method of purchasing CTV ads, marketers can target audiences based on a variety of factors. When purchased programmatically through a DSP, advertisers can leverage both first-party data available through the CTV vendor, as well as any third-party data that’s accessible through the DSP. This gives marketers more control over precisely who they are targeting, as well as the ability to retarget effectively.
CTV advertising can take a variety of forms and lengths. The most common connected TV ads run anywhere from 15 to 30 seconds, but they can be as quick as 10 or as long as 60 seconds. CTV ads also lend themselves to interactive content, such as those where a user selects their “ad experience” from a selection of two or three options—helping empower the user and giving the advertiser additional insights for use in both A/B testing and retargeting purposes. The length and format of the specific video commercial is up to the brand that is placing the advertisement, and marketers can make adjustments based on strategic priorities for their brand or product.
Connected TV advertising partners like Hulu, YouTube, Sling TV, and Roku have offered CTV ad inventory for a while, and other major streaming players like Netflix and Disney+ have announced they’ll be rolling out new ad-supported tiers as well. For advertisers, this means increased ad inventory available though their CTV advertising platforms and the opportunity to reach more consumers where they are viewing video.
Stay tuned (oof, we’re really dating ourselves with this pun…) for updates on what these new offerings will look like, and how advertisers can gain access to this premium inventory!
As is the case with all digital marketing channels, staying ahead of the changes and progress in CTV capabilities is an ongoing task. Basis Technologies has all the tools and resources necessary to place and execute sophisticated CTV advertising campaigns, from basic content to complex targeting parameters.
As is the case with all digital marketing channels, staying on top of all the changes and progress in connected TV capabilities is an ongoing task. That said, as a channel that’s currently booming, more and more advertisers are turning to CTV ads as part of their omnichannel strategies and seeking out platforms that help them make the most of the CTV opportunity.
Interested in learning more about CTV—including how advertisers can plan an effective CTV campaign, protect their campaigns against ad fraud, and leverage PMPs to effectively target consumers? Check out our guide for an even deeper dive on all things connected TV.
Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 7/22/22 - 7/28/22 to stay ahead of the curve:
Google has once again announced it will delay third-party cookie deprecation, giving digital advertisers some additional time to test and explore cookie alternatives. What it doesn’t mean for advertisers: that privacy is no longer an urgent priority for our industry.
Hut, hut...hike! In an effort to expand their streaming audiences, Apple, Amazon, and Google are competing for the rights to NFL Sunday Ticket (with Apple the current frontrunner). See what Big Tech’s dominance of live sports could mean for media companies, leagues, and streamers.
This election cycle is going to be a doozy. To help digital advertisers from all industries plan for the inevitable rise in ad spend ahead, we break down when election dollars will be spent, and where the key battleground geographies are located.
Chipotle, an institution that’s tried out-of-the-box marketing strategies ranging from web series to haiku contests, is using cryptocurrency in their latest incentive to increase loyalty program members. Will customers bite?
Data clean rooms have exploded onto the programmatic advertising scene. But despite their rapid adoption, the definition of what a data clean room is—and all the related nuance—is not well understood.
What the heck is up with the economy? Though more and more signs point to a recession, many economists are hesitant to say we’re in one. For marketers wondering how economic upheaval will impact them and their business, check out this thorough breakdown of the situation.
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Here we go again.
In what is starting to feel an awful lot like a Groundhog Day-like phenomenon, Google has once again announced it will be delaying third-party cookie deprecation in its Chrome browser—this time until the second half of 2024. The search and digital advertising giant said it was doing so to provide advertisers, adtech companies, and other stakeholders more time to evaluate and test its proprietary Privacy Sandbox tools.
So: what does this mean for digital advertisers?
In the short term, the new Chrome target date gives individuals in the industry a chance to catch their breath, continue evaluating their options, and (as Google itself noted) test the Privacy Sandbox API before they’re fully cut-off from cookies. Chrome has significant market share (65% worldwide as of June 2022) so this delay likely provides a little breathing room and, for many, a small sense of relief.
What it does not affect, however, is the larger mission of creating a digital ad targeting solution that satisfies all parties and, most importantly, respects consumers.
As we’ve noted in an open letter from our founder and CEO, Shawn Riegsecker, Basis Technologies believes that third-party cookie deprecation is a unique opportunity for the advertising industry to address its consumer privacy shortcomings. Many of the privacy solutions under development are simply exploiting loopholes and circumventing legislation—not targeting the real issue. And since they are not actually respecting the rising calls for increased data privacy, the success of these loophole-solutions will inevitably be short-lived.
But the truth is that, like it or not, the advertising industry will have to wean itself off of third-party cookies. Whether that means embracing Google Topics, tapping contextual targeting more often, or hunting for that as-yet-illusive “magic solution” that will replace cookies while affording more online anonymity, consumers and regulators alike have made it clear that privacy must be an industry priority.
2022 has seen an array of new privacy-focused regulation and legislative proposals, both in the US and abroad. Meanwhile, non-Google browsers like Apple’s Safari, Mozilla’s Firefox, and others have long since given third-party cookies the boot, and a remarkable 86% of consumers say they feel a growing concern about data privacy.
As for what we’re doing, Basis Technologies is proactively adapting to the changing needs of the industry and consumers, and we are prepared for embracing the shift toward a privacy-first future. Our software and services teams are filled with strategic leaders, digital media domain experts, and technical authorities—all well-versed in targeting and identity—and we are committed to implementing real solutions, not just stopgaps.
So, does this latest delay change how marketers should think about (or prepare for) third-party cookie deprecation? Not really. It just means we’ll have an extra year to make sure we get it right.
Unprecedented ad spending in this mid-term election will have broader impact across the advertising ecosystem, increasing demand and driving up rates in multiple areas. However, understanding the timing of when the bulk of election dollars will be spent, and where the key battleground geographies are located, will help provide guidance to non-political advertisers on how to plan for the inevitable rise in ad spend ahead.
Political ad spend has increased massively in each of the last several campaign cycles, and this trend shows no sign of abating in 2022. The 2020 election cycle was the first to exceed $9B in spending, a 244% increase over 2016, and the 2022 cycle is expected to reach these same heights and top $9B again—even without a presidential race at the top of the ticket.
Sure do! Check out our blog post on the challenges and opportunities around targeted political advertising in 2022. Or, if you’re interested in learning how you can best capitalize on all this information, reach out to our award-winning Candidates and Causes team here are Basis Technologies to see how you can make the most of your spend this season.
Wishing you successful campaigns this fall, whether political or not!
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Sources:
2022 Political Video Advertising Projections
Political ad spending for 2022 midterms to reach $7.8 billion
Connected TV Households, US, 2022-2026
Basis internal rate data, 2016-2022
Is programmatic advertising ready for its closeup? Programmatic—broadly defined as advertising that is transacted or fulfilled via automation—now makes up for over 90% of US digital display spending, and it is quickly extending into other channels like digital out-of-home and linear TV.
While programmatic has matured a great deal in the decade and a half since its debut, it has also become increasingly complex. New buying and bidding methods, new ways to target and ensure inventory quality, and new measurement and attribution solutions have all come onto the scene to form a highly fragmented landscape. Add to that the growing importance of privacy, mounting government scrutiny, the fluctuating future of identity, and brands and agencies that are seeking more control over their media buying and adtech stack, and programmatic is starting to look an awful lot like any other tumultuous teenager.
Tune in to this webinar to hear Evelyn Mitchell, eMarketer analyst at Insider Intelligence, and host Ryan Manchee assess the current state of programmatic and explore its place in the future of digital advertising.
What’s new in the realms of paid search and social media? Basis’ Senior Vice President of Paid Search and Social compiles all the latest news, trends, and resources each month for easy access.
eMarketer covers key developments across major social networks in the last quarter, and analyzes what they mean for marketers and advertisers.
Launching in nine countries with more to come soon, Snapchat's new USD$3.99 per month service contains “a collection of exclusive, experimental, and pre-release features” for paying users. This is an interesting update to keep an eye on, as many other social networks continue to consider how paid subscription models might fit into their futures.
According to a recent announcement, Google is testing new glasses that include “in-lens displays, microphones, and cameras” that are designed to help fulfill everyday needs such as translating menus or finding directions to a nearby store. Unlike Snapchat Spectacles, these are not intended to capture photos or videos—Google is instead exploring utilities like translation, transcription and navigation.
eMarketer covers the latest news in Meta’s metaverse plans, including their all-in approach at Cannes and how growth in the global VR headset market is setting them up for the future.
Now available in over 99.5% of households in the US, with more than 100 channels available, its rising popularity means YouTube continues to claim market share of overall entertainment time. Linked in this article are some additional insights on YouTube viewership that help illustrate its popularity.
Shopify merchants will now be able to link stores and showcase product inventory in live streams, videos, and in a new YouTube channel “Store” tab. Users in the US, Brazil, and India will also see a new Shopping experience in the “Explore” tab, making it easier for consumers to find products that appeal to them.
New Pinterest enhancements include an updated API for shopping feeds, the ability to make product pins shoppable, shop tabs on profiles, and more. With the number of users engaging with shopping surfaces on Pinterest growing 215% year over year, eMarketer suspects these are just the first of many announcements around capabilities in this area to come.
Twitter tapped Publicis to run a study of almost 10,000 users across six platforms in several countries to determine whether talking about brands and products actually powers sales. They found that 92% of people seek out comments about brands or products, and 68% say their impression of a brand is changed because of conversations they read on social platforms.
A recent study by Ipsos shows how TikTok users turn to Live streaming as a way to engage with brands and content sponsors. The study includes key findings marketers considering TikTok Live should be aware of—especially when driving shopping behavior is the main goal.
Certainly not all users prefer this route, but Google recently found that 40% of Gen Z’ers aged 18-24 prefer to search on social platforms—specifically TikTok and Instagram. The place these channels hold in culture, and in recommending personal, topical, and visual content for users to engage with, is potentially bleeding over to influence other search behaviors.
Next month, advertisers will be required to update text and banner ads to include a “Paid For By” designation visible at all times. Election Ads may also be eligible to run YouTube Audio ads, if pre-approved.
Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 7/15/22 - 7/21/22 to stay ahead of the curve:
In a market that keeps getting shaken up by current events—think Netflix’s entrance into advertising or the crises unfolding in social media—multi-touch attribution may offer marketers a quicker way to assess and optimize campaign performance. That is, if their data’s in order...
Speaking of things getting shaken up by current events: the 2022 election cycle will be different than any before. To help political marketers keep their wits about them this election cycle, political advertising expert Jackie Etter-Krause breaks down three key trends.
In the past decade, newspaper ad revenue has dropped by an astonishing 50% as advertisers shifted their dollars to the internet. This Q&A explores some of the novel proposals aimed at propping up the news industry—including a “journalism tax” on digital ads.
Is it just us, or have increasing media complexity and data privacy changes from Apple and Google made it harder than ever to understand the consumer journey? MER, or Marketing Efficiency Ratio, may help marketers capture a more holistic picture of how effectively they’re allocating campaign dollars.
After a bit of a false start before COVID-19 hit, DOOH is back, with ad spend expected to rise 34% over the next year. Here, a panel of industry experts weighs in with thoughts on the channel’s benefits and challenges, plus predictions as to how it will develop.
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If you thought midterm ad spending was high in 2018, meet 2022: Campaign ad spend for this year’s midterms blew past $2 billion by July— before many of the primaries had even wrapped—and shows no signs of slowing.
A cocktail of factors, including the Supreme Court’s recent rulings, inflation, presidential popularity ratings, and a chaotic social media landscape, will make this election cycle different than any before.
To help political marketers keep their wits about them in this churning environment, we’ve identified three key trends to be aware of this year. Let’s dig in:
Of the many changes COVID thrust upon the political landscape in 2020, the expansion of mail-in voting and other early voting options is one that’s likely to endure. In 2020, 43% of voters utilized mail-in voting—a more than 105% jump from 2016. And while contactless and early voting options were especially important in pre-vaccine 2020, many who experienced the convenience of avoiding long lines on Election Day have no intention of turning back.
While many restrictive voting laws were enacted in 2021, legislators in a handful of states have worked towards expanding mail-in voting options: Kentucky, for example, has codified mail-in voting, while Nevada and Vermont will now automatically mail out ballots to registered voters before each election.
What does it all mean for political advertisers? Mainly that spending cycles will be longer than in pre-COVID years. That’s not to say there won’t be an election week spending bonanza, but given the number of Americans who are likely to vote early, candidates and causes advertisers will need to spread their dollars out over the weeks (or even months) prior to Election Day to reach early voters. And in the context of inflation and political polarization—which we’ll get to in a moment—political advertisers will need to spend and target efficiently, removing people who have already voted from their targeting lists (don’t worry, we’ll get to that too!)
Political marketer or not, you’re likely familiar with the degree of political division in the U.S. And while it’s become the norm of daily life for many Americans, it’s critical for political advertisers to understand how that polarization is impacting the advertising landscape in order to best prepare for this year’s midterms.
The Supreme Court’s overturning of Roe v. Wade, in particular, will have far-reaching impacts. We predict this event will cause voters to turn out in higher-than-usual numbers this election cycle, making it even more critical for marketers to spend and market efficiently.
Beyond that, the sweeping legal change itself may impact the advertising industry in unexpected ways. For instance, people seeking information about abortions may choose to use search engines with reputations for privacy, such as DuckDuckGo and Startpage. If this does come to pass, the decrease in traffic on major sites like Google and Bing could have significant impacts on the keywords that marketers choose to/are able to bid on in auctions.
All in all, it’s too soon to tell exactly how the overturning of Roe v. Wade will impact the advertising landscape, but the fact that it will make an impact is hard to refute.
Even more, the issue of mis- and dis-information, particularly around politically polarizing topics, hasn’t subsided since 2020. Brands that have unwittingly placed advertisements on sites that peddle COVID-19 or abortion-related misinformation, for example, have reaped public backlash and wasted spend on placements that did more harm than good for brand reputation.
There’s also a strong case that advertisers actually have a moral responsibility to avoid placing media on sites characterized by mis- and dis-information, as their ad spend is actually funding the spread of that harmful content. And from a revenue perspective, avoiding low-quality sites is just good business: One 2021 report found that 85% of UK consumers surveyed would reduce their purchases of a certain brand if is appeared alongside misinformation.
Pat yourself on the back—you’ve made it to the fun part of the post, where we get to discuss all the ways digital advertising innovations can help candidates and causes spend, target, and place ads more effectively in this rapidly changing landscape.
Traditionally, political spend has picked up after Labor Day, with the most spend happening in the week leading up to Election Day. In 2020, we saw those trends move up by 1 to 2 weeks, depending on each state’s early voting laws. The need to advertise over a longer period of time, coupled with the added pressure of inflation and high demand, means political advertisers should keep efficiency at the forefront of their minds.
Many political advertisers have already caught on to the scale and precision offered by programmatic—in fact, in 2020, it was the most popular buying tactic for U.S. election campaigns. Programmatic delivers what political marketers need: speed in launching campaigns, optimization on the fly, and precise audience reach wherever voters consume media. Programmatic isn’t going anywhere, and the market will become more competitive as more and more campaigns tap into programmatic solutions—so it will grow increasingly important to tap into optimizations such as bid shading, which provides both cost- and time- efficiencies.
Speaking of spending efficiently, this year it will be critical for advertisers to exclude people (or at least attempt to exclude people) who have already voted from their campaigns, since many will vote early. And while you may not technically have to deal with third-party cookie loss until 2023, candidates and causes advertisers can avoid public backlash from privacy-related blunders by leveraging privacy-friendly audience targeting solutions. Plus, learning how to implement them this cycle will only benefit marketers next year, when third-party cookies aren’t an option.
Contextual targeting, which identifies the digital spaces certain groups are most likely to visit based on page-based keywords and topics, is one tried-and-true alternative that avoids user data entirely. Hyperlocal geo-targeting is another powerful automated solution for marketers to have in their toolkits. Traditionally, marketers have had to manually identify the zip codes they want to target for certain State and local legislative districts, then upload that location data into a programmatic platform before utilizing it. A new first-of-its-kind feature in Basis automates the delivery of that voter data, quickening the selection and exemption of districts to target.
Choosing the right partners to get privacy-compliant targeting data from will also be key. For example, Basis DSP has integrations with specialized political data partners like L2, TargetSmart, i360, and DeepRoot, who provide regularly updated political data throughout the election cycle to give users the ability to target easily and efficiently.
Digital advertising also offers solutions to protect candidates and causes from the dangers of placing media alongside misinformation. Basis DSP has partnered with NOBL, an automated solution that uses natural language processing and machine learning to categorize sites as high- or low-quality. When users activate the optimization, Basis automatically blocklists low-quality sites. By utilizing a responsible advertising partner like NOBL, political marketers can tap into the scale offered by programmatic without worrying about their media showing up in unexpected and unsavory places.
Finally, advertisers should branch out into the digital channels that maximize their impact and efficiency this election cycle. Many political marketers are focused on old-school political advertising, but gone are the days of only a handful of cable channels: the fragmentation of linear TV means that it doesn’t offer the same mass-reach that it used to. As such, a well-rounded, multi-channel approach is the best way for political advertisers to reach their audiences in 2022.
Connected TV is catching on big time—in fact, CTV share in programmatic political advertising grew a whopping 280% from 2018 to 2020. And while CTV will come with a higher price tag leading up to Election Day—Basis’ Spring 2020 survey of political marketing organizations showed that eCPMs for CTV averaged 3.5X that of other platforms and devices—political marketers have determined that the emotional impact, targetability, and unskippability of CTV ads make it well worth the investment.
A channel that political advertisers aren’t tapping into, but probably should be? Digital audio. It was barely used in political ads in 2020 (in part due to platform-based limitations), but in 2022 it’s the fastest-growing category in digital advertising as a whole. Political marketers should consider the high-quality audiences offered by audio: long-time podcast listeners who have trusted relationships with hosts, for example, or Spotify—which now allows political ads, by the way—listeners who are completely engaged with audio entertainment as they commute or take care of household chores.
With early voting, political polarization, and a churning digital ad market on the menu, political advertisers will have their hands full this election cycle. Now is the time when turning to trusted advertising partners can make all the difference.
Basis Technologies is home to the largest and longest-term politically focused advertising team in the ad tech space. Our political marketers have done this work for over 16 years, and our tech is constantly improving to meet the specific needs of our political advertising partners.
Curious to learn more? Connect with us!