CRAFTSMAN+’s Post

✅🖥️ Mediapost (6/14): “The company’s new ads come in the form of “advergames,” which Power says pair “the interactivity of streaming with the premium nature of content.” Hulu and ESPN users will now encounter Quiz Show and Beat the Clock, two interactive ads designed by adtech firm Brightline that invite viewers to answer trivia questions and land golf balls into specific targets using their remote. Both games are branded, with Quiz Show showcasing various brands while you play, and Beat the Clock featuring the entertainment venue known as Topgolf. In addition to engaging viewers in new ways when encountering an unskippable ad, the advergames may also help advertisers gain a new understanding of how much consumers are interacting with their content. As reported by Adweek, the games are customizable by brand, but to streamline the creation process, BrightLine bases each experience on a handful of basic templates that can be attributed to different advertising categories and trending events like March Madness or major holidays.” ⬇️ #streamingtv #ctv #adtech #interactivectv #avod #ott https://lnkd.in/e557hnHq

You likely know Drax from Guardians of the Galaxy, but do you know DRAX? While not a new character in Disney's Marvel Universe, it is still something to be excited about! Disney’s Real-time Ad Exchange (DRAX) has just integrated with Google’s Display & Video 360 making it much easier to access Disney's networks like ESPN, Hulu, and Disney+. What does this mean? 👨👩👧👦 Reach relevant audiences across Disney's properties 📺 Maximize reach and ROI with Disney, YouTube, and more 📊 Reach the ideal audience with Disney-powered insights 👩💻 Execute campaigns faster If you'd like to see how DRAX may fit into your next campaign or how DV360 can help you, let me know! #GoogleMarketingPlatform #DisplayVideo360 #DisneyAdvertising #CTVPerformance #DigitalMarketing #TheMoreYouLoKnow

U.S. viewer attention to connected TV (CTV) ads 𝗴𝗿𝗲𝘄 𝘁𝗼 𝟱𝟭.𝟱% during Q1 of 2024. What makes CTV advertising so strong? CTV lets users stream and play digital content online. The flexible on-demand viewing experience has attracted users while opening new avenues for advertising. And The Walt Disney Company is jumping on the opportunity with a new marketing strategy: advergaming. Advergaming enables brands to promote their product/service through created or sponsored video games. The benefits for Disney include: 📺 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗯𝗿𝗮𝗻𝗱 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 Advergames allow players to engage with Disney characters and storylines interactively 📺 𝗖𝗿𝗼𝘀𝘀-𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 Advergames can be used to promote upcoming movies, TV shows or theme park attractions. 📺 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 In-app purchases, advertisements and sponsorship deals provide additional revenue while enhancing brand presence. As a First Media client, Disney’s expanded CTV strategy and advergaming ad formats will turn streaming into a more profitable enterprise. Looking to achieve the same for your brand? We drive real-world action with an omnichannel approach to performance marketing and shoppable content. Drop by first.media and reach your audience at every stage! #strategy #advertising #advergaming #marketing Sources: The Verge and Marketing Dive

Peter Adams of Marketing Dive: Disney deepens CTV strategy with new shoppable formats, ‘advergaming.' Disney is trying to level up its connected TV (CTV) strategy with new ad formats that integrate games and shoppable features. The gamified offerings, or “advergaming” formats, are coming exclusively to Hulu and ESPN as part of a partnership with BrightLine. A trivia game and beat-the-clock challenge are available at launch, with Topgolf acting as charter advertiser of the latter. Disney also worked with artificial intelligence firm Kerv on three formats, called Sync, L-Bar and Impulse, that use a mix of QR codes, graphics and product carousels to drive transactions via CTV. Target and Nespresso tested Impulse for campaigns running earlier in the spring. https://buff.ly/3VkiDQW via @marketingdive

In the search for #CTV best practices that drive performance and satisfy audiences, Integral Ad Science partnered with Neuro-Insight to develop a first-of-its-kind neurostudy on how tone, context, and frequency influence CTV ad effectiveness. Discover how to enhance brand impact and forge the future of CTV advertising here: https://lnkd.in/eF3P3Acj #Streaming #AVOD #Advertising

Skip, block, or pay up – viewers go to great lengths to avoid advertisements. Disney recently announced 𝐀𝐝𝐯𝐞𝐫𝐠𝐚𝐦𝐞𝐬 on Hulu and ESPN, featuring formats like branded quiz shows and beat-the-clock quizzes. These interactive ads are designed for play with remote control, creating a seamless experience for connected TV audiences. Advergames are a nascent category, with early experiments from Spotify, Uber, and Lego. Games are inherently engaging. Netflix, YouTube, and LinkedIn are now promoting gaming to keep users active and engaged on their platforms for longer. Disney's recently launched Advergames are an interesting experiment in making advertising enjoyable. Will this playful format go mainstream? I think it's got a good shot. #marketing #advertising #digital

Google + Disney = CTV advertising powerhouse? 🤔 While the Display & Video 360 and DRAX integration promises big benefits, it raises concerns about market consolidation and privacy. 😕 Could this partnership lead to higher ad prices and limited choices for advertisers? 💸 And what about viewer privacy with increased data targeting? 🔒 As the industry evolves, ensuring a balanced, competitive, and privacy-conscious ecosystem is crucial. 🎯 What do you think? #CTVadvertising #IndustryConsolidation #PrivacyMatters

CTV and OTT monetization models Now that we've looked at the prospects for CTV and OTT advertising, let's talk in more detail about money. There are four main monetization models that you should be aware of if you want to work effectively with these formats. 1 – Subscription to Video on Demand (SVOD) The most common model, video on demand subscription, requires users to pay a monthly or annual subscription fee for unlimited access to content. This is exactly the model used by Netflix, Amazon Prime and Disney+ today. To create a loyal audience base, OTT providers must regularly update exclusive content. 2 – Promotional Video on Demand (AVOD) This model uses strategic advertising in a pre-roll, mid-roll, or post-roll embedded in video content. Publishers can also use banner ads, sponsorship, and paid ads to monetize, instead of relying on a recurring subscription fee. Xumo and Crackle are two platforms that currently use the AVOD model. 3 – Transactional Video on Demand (TVOD) This new and evolving monetization model aims to generate revenue from single content by charging for individual episodes, movies, or pay-per-view events. Instead of relying on building a loyal audience, the TVOD model focuses on delivering premium and hyperexclusive content that is not available anywhere else. 4 – Hybrid model Streaming services of all shapes and sizes are experimenting with a large number of monetization models, and many use a hybrid model that is a combination of two or more models. For example, Hulu offers an ad-supported basic plan, an ad-free plan, and a package that includes Disney+, ESPN+, and Live TV. The CTV-to-mobile cross-device transition is also worth mentioning, when mobile marketers buy media on CTV to drive growth and engagement in their mobile applications. Regardless of whether integration is done using the SDK or API, MMP is responsible for accurately measuring installations and post-installation events. For example, using CTV-to-Mobile attribution, marketers can understand that a mobile application installed after viewing an advertisement on a CTV device should be attributed to CTV As we have already mentioned, the number of CTV viewers is growing rapidly, which makes Connected TV an ideal solution for attracting users. Programmatic engagement allows you to use your own and third-party data very accurately to reach the vast majority of audiences. #programmatic #programmaticadvertising #digitaladvertising #digitalmarketing #ctv #ott #adtech

Do you know how to best reach your audiences? Let’s get into the future of advertising uncovered by the 2024 Upfronts to see how the latest technology can more efficiently reach engaged audiences! Our latest blog explains how ad tech is going to advance the industry and how we can take advantage of it. Read the full blog here! #AdTech #Advertising #Streaming #2024Upfronts #MediaBuyingAgency #WhereToBuy https://lnkd.in/eWuXHNPu

OTT platforms have emerged as a powerful medium for advertisers to engage with audiences.  Explore the potential of OTT advertising through Disney+ Hotstar's playbook - Winning in the OTT Era.  Dive into insights, strategies, and expert advice in this article on brand building on Disney+ Hotstar. Read more here: https://lnkd.in/dZwVc7B5 #DisneyPlusHotstar #BrandBuilding #MarketingMastery  Hotstar Marketing Platform | ET BrandEquity