Why Connected TV is the next channel you should be testing

Welcome to Pinpoint, a weekly digest for marketers and leaders. In every issue you’ll find timely industry news, perspectives from experts, actionable marketing strategies, and links to other resources that can help you grow your business.?

?In this week’s issue:

• 5 reasons why performance marketers should be testing CTV
• Google Ads makes it even easier to create video ads
• Books worth reading: the growth & strategy edition

Strategy of the Week ???

CTV is the next big advertising channel.

?That’s a direct quote from Bryan Karas, founder of GrowTal and Playbook Media. Bryan recently?shared a great list of reasons?why every performance marketer should be testing Connected TV as soon as possible.?

?Here’s the list:

1. TV is a highly effective form of advertising.

Grabbing 15-30 seconds of your audience's undivided attention is very difficult from any other medium. There is a reason why so many businesses invest millions and millions of dollars into TV, even when alternative channels exist.

?2. Consumers are spending more time with CTV every year.

In fact, last year was the first year where 18-43-year-olds spent more time on CTV than linear.

3. Connected TV is opening the gates for all advertisers to participate.

Bryan shares that the Playbook Media team have launched test campaigns with as little as $5K. Previously advertisers had to pay huge dollars in up-fronts or commit large sums through 3rd parties to secure loosely targeted remnant inventory on late-night TV.

4. CTV is bringing the power of digital to the living room.

With better identity graphs, improved consumer data, and accurate DR measurement advertisers can now buy on CTV like they would on any other channel. This is immensely more powerful than the 'spray and pray' approach of linear television.

?5. Digital channels are getting expensive.

CPM's are rising on Facebook/Instagram, Apple has thrown a wrench into data sharing, and consumer attention is increasingly fragmented. Gone are the days when everyone spends lots of time on Facebook with open data informing ad algorithms of the perfect prospect for your product.

?The main takeaway:?

?CTV is a largely greenfield opportunity for advertisers to jump on now. Like search in the 2000's and social in the 2010's, brands who figure this out today will have a huge advantage for years to come.

Want help testing the waters? Reply to this email or?reach out to the Playbook Media team?today.

Links We Love???

Each week we ask our team to help us curate five newsworthy articles or events that you might have missed. This week’s top picks:

• Instagram’s new ‘Boost’ feature lets businesses?turn Reels into ads
• TikTok launches?Inventory Filters?for safe ad placements
• Spotify ad revenue reaches an 'all-time high' at $360 Million
• Hulu to begin accepting?political issue ads
• New Google Ads features include a?video ad creation tool

Image Source:?Google

Books Worth Reading ???

Every few weeks we re-introduce a section of the newsletter that offers book recommendations around a particular topic we know you’ve been thinking about.?

?This week we’re giving you titles that will help you think more about growth and strategy:

• Playing to Win: How Strategy Really Works?by A.G. Lafley
• The Cold Start Problem: How to Start and Scale Network Effects?by Andrew Chen
• Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success?by Sean Ellis
• MOVE: The 4-question Go-to-Market Framework?by Sangram Vajre

Happy reading!

Until Next Time???

As always, let us leave you with a quote from one of the greats:

?“Beating the competition is relatively easy. Beating yourself is a never-ending commitment.” ― Phil Knight