Using Video & CTV to Drive Full-Funnel Results

The evolution of video advertising is truly astounding. Think about how far we’ve come since YouTube’s founding back in 2005! Video ad spending increased by 45% in 2021 alone and is expected to grow an additional $10B by the end of this year.?

Many growth brands are seeing the benefits of incorporating this highly engaging medium in their marketing mix. So, why aren’t more brands taking advantage of video in their marketing strategies?

Video Advertising - A Full Funnel Tactic?

There is still a common misconception that video is valuable for showing a brand’s personality, but less impactful in driving sales and ROI. However, that’s just not the case. According to Hubspot, 81% of marketers report video has had a direct impact on their brand’s bottom line.?

Watch this video with Coegi’s Director of Marketing, Elise Stieferman, to learn why you are likely missing out if you’re not incorporating video into your marketing mix:

How can you start making video work for your brand? Keep it short and sweet, place it where your core audiences are most engaged, and begin testing. Video doesn’t have to be a multi-million dollar undertaking. In fact, user-generated videos can sometimes outperform? highly produced videos, especially if you’re considering platforms like TikTok.?

Level Up Your Video Strategy With Connected TV

Now, connected TV is not the place to try out amateur video. But it is a highly impactful medium that has exploded over the past couple of years as more people cut the cord and spend time streaming. These placements offer targeted reach in an environment where consumers tend to watch 90%+ of the video ad to completion.?

So why aren’t all brands jumping on board? Let’s explore the primary pros and cons of connected TV advertising:?

CTV Benefits:?

• Placement on the largest screen in the household
• Media buying and activation flexibility
• Incremental reach beyond linear TV?
• Audience addressability
• High impact creative shown alongside trusted content?

CTV Drawbacks:

• Higher CPMs than many other digital mediums?
• Concerns about ad frequency and oversaturation
• Need to invest time and money for higher quality production?

Yes, CTV is an investment, but the impact of having branded content run alongside highly recognizable content elevates trust, creates excitement, and helps boost brands to become household names. In the end, the benefits outweigh the cons more often than not. The long-term return on investment you can expect from quality connected TV campaigns will justify the investment when executed properly.?

On Coegi’s The Loop Marketing Podcast, I shared some of my favorite tips for ‘stopping the mute’ and engaging CTV viewers during ad breaks. Check out that clip here:?

For a more in-depth discussion on CTV, you can also listen to Coegi’s full podcast: The Future of TV.

Is your brand or agency using video advertising? Let me know why or why not in the comments below.?

Sean