MNTN：2023年非传统广告报告

STATEOFNON-

TRADITIONALADVERTISING

DigitalOOH&CTVTakeCenterStage

NGEN·

REPORT

SPONSOREDBY

INTRODUCTION

Intheeraofoversaturatednewsfeedsandstuffedinboxes,B2Bbuyersareinfamouslyhardto

engage.Toconnectwithmoreprospectsandcustomers,practitionersaretakingcuesfromtheirB2Ccounterpartsandincorporatingnewadvertisingtechniques—suchasdigitalout-of-home

(OOH)andconnectedTV(CTV)—intotheirmarketingfold.

“Intoday’sworld,convertingyourcustomersisextremelydifferent,”saidDavidMorris,an

ExperientialConsultantforfull-service3Dcapturestudio

NYCAP3D,

inhis

#B2BMX

session.“Ifyouwantyourcustomerstobuyyourproductsorsolution,you’llhavetoaddsomethingnewtoyourmarketingmix,becausecustomershavealreadyseenwhatyourplaybookis.”

StateOfNon-TraditionalAdvertising2

Formarketerslookingtoadoptnewadvertisingstrategiesorexpandingexistingones,thepowerofdigital

OOHandCTVisclear:Asurveyconductedbythe

OutOfHomeAdvertisingAssociationofAmerica

foundthatTVadvertisingresonatesmoststronglywithB2Bdecision-makers,followedbydigitalOOH.Withthatinmind,marketersarerepurposingonlinebanneradsandroadsidebillboardsintointeractive,digitalassets

thatengagebuyersatallpointsthroughouttheirday,whetherthey’rerunningerrandsorbinge-watchingtheirfavoriteshow.

However,leveragingthesetechniquesintheB2Bmarketplaceisn’tasstraightforwardaspurelyconsumeradvertising;instead,practitionersneedtobestrategicaboutplacementstoensurethecontentand

messagingisrelevantwhilealsotargetingspecificaudiences.

“Modernadvertisingisnolonger‘sprayandpray;’instead,it’sastraight-shotapproachtogettinginfrontofthepeoplethataregoingtomakeadifferenceforyourbusiness,”explainedJeanneHopkins,Sr.StrategistandCMOCommunityLeadfor

ThePedowitzGroup,

arevenuemarketingconsultancy.“Youprobablyhave75typesof‘reallife’advertising,whichcouldbeanythingfrombannersflyingoverthebeach,brandedjetskisinMiamiorvariousbillboards.Butthoseareallpointsolutions,andweallknowthosearedifficult:

What’savailable?Howmuchwillitcost?What’sthereach?HowwillIgetthecreativedone?”

Aspractitionersworktofoldnon-traditionaladvertisingmediumsintotheirmarketingmix,thisspecial

reportwilluncoverwhatmarketersneedtosucceedwiththeseuniqueadvertisingmediumsbyfocusingon:

•WhattotakeunderconsiderationwhenplacingdigitalOOHandCTVadstomaximizeeffectiveness;

•Thebeststrategiesformeasuringresultsfromnon-traditionaladvertising,suchastheuseofQRcodes;

•Howtogeneratethedataneededtodeterminetargetaudiences,messagingandmore;

•ExamplesofcreativeCTVadvertisementsthatarelessformalandintrusiveinpeople’scasualviewing;and

•Howpractitionersareusingtheseadvertisingformatsasthestartingpointtocreateinteractive,interconnectedbrandexperiences.

StateOfNon-TraditionalAdvertising3

DETERMININGADPLACEMENTTHROUGH

ADATA-DRIVENAPPROACH

OneofthemoreintimidatingelementsofdigitalOOHandCTVadvertisingishowwide-reaching

theadvertisingsetsare:Accordingto

Forresterresearch,

50%ofB2Bbuyerswanttoseebusiness

adsintheirpersonaltime,meaningit’softheutmostimportancetodeterminethetargetaudience—andthat’swhereastrongdatastrategycomesintoplay.

“Determiningadplacementisallresearch-based,andthereareatonofdifferentdatapartnersthat

cangiveyoumobileadIDsforphonesandotherswhoestimatethenumberofdifferentpersonasinaspecificarea,”saidHopkins.“Wecanbreakitoutbysaying,‘Ifthispersongoeshere,theirbestpercentageislikelytogotoWholeFoodsandthemall.’So,ifyou’retryingtoreach34-to49-year-oldmotherswithtwokids,datacompaniescanidentifythepathsthey’retakingthroughmetricssuchasfoottrafficreports.”

OntheCTVside,thedataismuchmoreprecise—accordingtotheexperts,itprovidesthesamelevelofgranularinsightsasanyotherdigitalmarketingstrategy.Thismeansthatpractitionerscantapintotheirexistingdatapoolsandcuratetheiraudiencesasneeded.

“Creatingadatasetofpeoplewillmakeyourbusinessprepareforthefuture,”explainedMorris.

“Ifyouwanttopositionyourbrandasamonumentalleaderincustomerexperience,youhaveto

startworkingonbuildingyourdatasettoday,becauseit’sextremelyinvaluable.Developaplanandunderstandhowyou’regoingtostorethatdata,processitandultimatelycontinuetoutilizethat

dataforfuturecampaigns.”

StateOfNon-TraditionalAdvertising4

LEVERAGINGEXISTINGDATASETS&STRATEGIES

TOMEASURE&TRACKADSUCCESS

Dataisalsothebackboneofmeasuringandtrackingthesenontraditionaladvertisingformats.

Despite

Forresterresearch

findingthat67%ofB2Bbuyerswantmorerelevantads,thecohortis

notoriousforwantingprivacyandanonymity.Forpractitioners,thiscreatesadelicatebalanceto

strike:Marketersneedinsightsabouttheirbuyers’preferencessotheycantailor,trackandmeasureadspendaccordingly.

However,“B2Bstruggleswithabrokenmeasurementconstruct,”saidJohnArnold,PrincipalAnalystatForrester,inhis

#B2BSMX

session.“Everybodythatadvertisesstruggleswithmeasurement

tosomedegree,andit’sabrokensystemthatneedstobefixed.Ifyou’renotabletofixyour

measurementconstraints,youcan’tjustifyyouradvertising—andifyou’reunabletojustifyyouradvertising,you’renotgoingtohaveenoughbudget.”

Tothatend,EricHatzenbuhler,Sr.DigitalMarketingManagerforCTVadvertisingperformance

platform

MNTN

,explainedthatCTVmovesbeyondtheconstraintsoflinearTVbyaddingprecisiontothemeasurementandtrackingprocesses.Inhis#B2BMXsession,hesharedthatCTVputsad

measurementrightatmarketers’fingertips.

“WhenwethinkaboutprecisiontargetingforB2Baudiences,welooktotargetadsbasedonfactorssuchasjobtitle,functionality,senioritylevel,companyrevenueorcompanysize,”Hatzenbuhler

said.“Andformeasurement,wethinkofitintraditionalmediaandlinearTVas,‘Oh,weranaTVadduringatimewhenwesawsalesslightlyincreased;itmusthavebeenthead.’ButintheCTVspace,youcangeneratethemeasurementanddeepanalyticalcapabilitiesthatyouhavethroughpaid

searchandpaidsocial.

StateOfNon-TraditionalAdvertising5

HOWNATIONALBUSINESSFURNITURE

DROVE>300%MOREINCREMENTALREVENUE

NationalBusinessFurniture

(NBF)isaleaderinofficeandbusinessfurniturethatwaslookingto

shiftitsinvestmentfromdisplayadvertisingtoanewmedium.Thecompanyturnedto

MNTN,

aCTVperformancemarketingplatform,tohelpmakethechange.

TheChallenge

WhileNBFwasearningarespectable4.35Xreturnonadspend(ROAS)fromitsdisplayretargeting

efforts,itwantedtoseeifCTVcouldhelpincreaseitssitetrafficfromB2Bdecision-makersanddrive

morevaluableconversions.ThismeantNBFhadtoshiftitsinvestmentfromdisplayretargetingtoaCTVplatformfocusedongeneratingleadsandconversions,—notjustbroadreach—allwhilepreserving

brandequitybydeliveringadsexclusivelyonpremium,bluechipTVnetworks.

TheSolution

MNTNPerformanceTV

wastheidealplatformtoachievetheteam’sgoals,thankstoitsabilityto

targettherightB2BaudiencesandoptimizeCTVcampaignstowardsconversions.Plus,MNTNofferedNBFtheabilitytomeasurethededuplicatedperformanceofCTVwithunparalleledaccuracy.This

showedNBFthedirectimpactPerformanceTVhadontheefficacyofitsothermarketingchannelsviaMNTN’sintegrationwithGoogleAnalytics.

NBFfirstlaunchedaPerformanceTVprospectingcampaigntodrivequalifiedtraffictoitssiteand

StateOfNon-TraditionalAdvertising6

convertthosevisitsintorevenue.Campaignsetupwaseasy:Thecompanystartedbyselectingits

audiencesusingthefullyintegratedOracleDataCloud,whichofferedcountlessB2Bsegments—allwithoutanydatafees.Next,NBFuploadeditscreativesandsetupitscampaigntooptimizetowardaROASgoal.

WithPerformanceTV,NBFwasabletogobeyonddisplayandleverageacomplete,performance-

optimizednarrativetopersuadeitstargetdecision-makerstotakeaction.First,itservedusersaCTVadtodriveinitialsitevisitationandsales.Next—andonlyaftertheyviewedaCTVad—NBFserveduserscross-devicemessagingtoreminditsaudienceoftheirinitialinterestandincreaseconversions.

Inadditiontoaprospectingcampaign,NBFalsoactivatedaretargetingcampaigntoincrease

conversionsandrevenuedrivenbysitevisitorsusingitsCTVnarrativesandremindermessaging.

Asthecampaignsprogressed,PerformanceTV’sautomatedmediabuyingtechnologyoptimizedaddelivery,frequencyandbiddinginrealtimetoensureeveryadimpressionwasservedeffectivelytodriveperformance.

TheResults

ByleveragingPerformanceTV,NBFdramaticallyoutperformeditspreviousdisplay-focusedefforts.Thecompanydrove18XROASwithPerformanceTValone,whichwasmorethanafour-foldimprovement

overtherevenueNBFgeneratedwithitsdisplayeffortsatthesamebudget.Plus,withPerformanceTV,thecompanybrought309%moreincrementalrevenueand900%moreincrementaltransactionsfromnet-newcustomersthanitsdisplayefforts.

Butthat’snotall:PerformanceTVnotonlyoutperformeddisplayinahead-to-headtest,butitalsohadahaloeffectthathelpedimprovetheperformanceofNBF’sothermarketingchannels.

“We’reatthepointnowwhereCTVisrightuptherewithouraffiliateprogram,ourorganicsearchand

directtraffic,”saidBrianBoduch,PerformanceMarketeratNBF.“Ontopofthis,it’soutperformingsocialandemailmarketing.”

Incomparisontodisplay,PerformanceTVdrove80%moreassistedconversionsforNBF’spaidsocial

channels,resultingin131%morerevenuegeneratedbythoseefforts.Withthesamecomparisoninmind,PerformanceTValsodrove61%moreassistedconversionsforNBF’spaidsearchefforts,resultingin86%morerevenuegenerated.

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BUILDINGTHECUSTOMEREXPERIENCE

THROUGHREPURPOSEDCONTENT

OneofthemostintriguingaspectsofCTVanddigitalOOHadvertisingisthemedium’sabilitytohelporganizationsconnectwithcustomersonadeeperlevel.Whetherit’sahighlytargetedsmart

TVadvertisementthat(literally)speakstoviewersoraQRscannedfromabusstopbanner,the

expertsstressedtheimportanceofcreatingaconnectedbrandandcustomerexperienceacrossallmediumsandchannels.

“Youneedacustomer-focused,multi-dimensionalexperience,whichiswhenyouconsidereveryaspectofthecustomerexperiencewithagenuinefocusonmeetingprospectandbuyers’needsandexpectations,”saidNYCAP3D’sMorris.“Thegoalofthisistoprovideaseamless,integratedexperienceacrossallthetouchpointsyourcustomerhaswithyourbrand.”

EchoingMorris’ssentimentwasArnold,whosharedtheimportanceofcreativeexcellence.He

explainedthatit’snotjustaboutdesigningtheads;it’saboutengagingbuyersandbringinghome

thebrandinavisualorcreativeway.Whiletheindustry’scurrentlyinastateoffinancialupheavalasbudgetsareslashedacrosstheboard,theexpertshighlightedthepowerofre-usingexistingassets.

“WethinkaboutTVadsasbeinghistoricallyveryexpensiveandtime-consumingtoproduce,with

alengthyideationprocess,”saidHaltzenbuhler.“Butnow,youcantakeandrepurposealotofyourexistingvideoassets—especiallyfrompaidsocial—andbringthosetotheTVscreentoshowadsinthelargestscreeninthehousetoyourcoreaudienceandtargetmarket.”

Hecontinuedthatpractitionerscan’tjustbroadcastanadvertisementandexpectittobeperfect;instead,herecommendedthatmarketerscontinuouslyA/Btesttheirvideocreativeandideationprocesstothinkaboutnewwaystoengageaudiencesanddifferentiatebrands.

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CONCLUSION

WhenjourneyingintotheworldofCTVanddigitalOOH,practitionerswillfindthatthelandscapeisn’tdramaticallydifferentthanthemoretraditionalmediumsthey’reusedto.Byleveragingsimilar

datasets,aswellastechnologiesandstrategiesthattheyalreadyknow,they’repoisedtosucceedintheworldofnon-traditionaladvertising.Lookingahead,Arnoldsharedtheformulatosustainingadvertisingsuccess.

“Underneathagreatcampaignandadvertisingstrategy,therearefourcomponents:Adigitallysavvybrand,modernmeasurementmethods,robusttestingandcreativeexcellence,”hesaid.“Andthat’sallwrappedincourage,becausemakingthechangeisabigstepforB2Borganizations.”

StateOfNon-TraditionalAdvertising