The Full Package: How Kargo Helps Brands Win on CTV With Creative Science
CTV is a major opportunity for advertisers to reach audiences and increase performance. It brings together the brand opportunities of TV with the addressable opportunities of digital, and as more consumers collapse the purchase funnel — discovering brands and making a purchase in real-time — in theory, advertisers can achieve all of their goals with a single CTV campaign.
Advertisers Face CTV Challenges
Reaching the promise of CTV requires advertisers to navigate some challenges as they test it and decide how much of their budget they should dedicate to this growth channel. The problem isn’t moving the budget, it’s getting the reach, performance and insight that they need to justify it.
As exciting as CTV is, it has its share of growing pains:
- Fragmentation – EMARKETER reports that the No. 1 issue facing advertisers on CTV is a fragmented landscape. Finding audiences across many partners is time consuming and creates a risk of over or under exposure to ad messages.
- Sub-par Creative – High-quality commercials made for linear TV might look nice on CTV, but they don’t tap into the many digital and addressable elements that CTV offers, including dynamic and personalized creative, unique ad formats, interactivity and commerce.
- Poor Measurement – Brands also face a black box when they try to get campaign insights on CTV. In addition to a lack of measurement standards that makes comparing campaigns across partners difficult, many partners don’t have the right measurement technologies in place to give brands the metrics they need to understand true performance.
Advertisers should not have to cobble together a CTV strategy with incomplete data, poor visibility and underperformance. They should be able to unlock the potential of CTV now, and they can with Kargo.
Kargo Delivers Creative Excellence and Transparent Performance at Scale
Kargo understands advertiser goals and has built a CTV solution that speaks directly to the current challenges in the market. With major CTV partnerships, innovative creative technology and a suite of integrated measurement options, Kargo delivers everything advertisers are looking for on CTV.
Audience Reach
Advertisers and media companies are experiencing shifting audiences in real time. Local media saw a 13% decline in NBA TV viewership this season, which created a major under-delivery issue for their advertisers. This is mostly due to audiences moving to streaming, but local media doesn’t necessarily have the sales processes or ad sales rights in place to work with advertisers looking for their lost audience. This is where programmatic comes in.
As TV audiences accelerate away from traditional TV channels, chasing them across fragmented direct media relationships simply isn’t possible. Advertisers need a partner like Kargo, which has a highly scaled audience on CTV. Kargo can ensure that advertisers are able to reach their audiences adjacent to high-quality content while controlling frequency and exposure.
Creative Innovation
CTV offers a fully digital opportunity for brands that really is the next evolution of advertising. Kargo delivers incredible creative innovation that enables brands to align creative design with show context at a deep level. Advertisers can also personalize creative, add commerce elements and develop visuals from the ground-up using AI, without any existing video content.
We work with leading brands such as American Eagle Outfitters, Saks, Mondelez and Sierra Nevada to create incredible campaigns using all of the digital elements of CTV. American Eagle Outfitters tapped into audience data and Kargo’s dynamic product ad technology to personalize CTV creative. Mondelez incorporated commerce elements such as QR codes into their CTV creative to drive purchase action, while Sierra Nevada leveraged Kargo’s Narrative technology, using AI to build beautiful creative without any existing video assets.
Performance Measurement
Advertisers can’t invest in CTV without the ability to measure outcomes, especially in an uncertain economy that means added pressure from executives. Kargo has partnered with leading CTV measurement companies to give advertisers full-funnel measurement options that work with their unique needs and KPIs.
Kargo gives advertisers commerce-driven measurement on their CTV campaigns and makes it easy for brands to measure CTV audiences with accuracy through partnerships with Attain and TVision. Foot traffic partners such as EDO and Upwave provide retailers with the data they need to connect outcomes to media spend across the entire funnel.
Kargo Delivers Outcomes on CTV
In addition to reaching audiences at scale with a single partner, advertisers get the innovation, transparency and performance they need to tap into CTV’s full power. With Kargo, brands can be confident that they’ll achieve outcomes on CTV. In a test through Upwave, Kargo performed 2-3x above the benchmark on KPIs including brand preference and purchase intent lift.
Kargo is committed to delivering the very best for advertisers and audiences on CTV and has the results to prove it.
Author
Francesca Bacardi,
Director, PR and Communications
Kargo