Advocating for Ahead-of-Time Purchasers in Rapid Advertising Commerce
Heck, yeah! Time to dive into the world of connected TV advertising and free ad-supported streaming television (FAST).
For ages, TV ad wizards have been stuck between a rock and a hard place, balancing reach, brand-building, and performance with targeting. But with the introduction of CTV, they managed to narrow the gap, keeping that glorious big-screen magic while adding in some precision data.
However, it looks like CTV's gotten too focused on short-term wins, favoring quick conversions over long-term brand health. As FAST keeps gaining traction, it's high time to ask: Are marketers chasing the small in-market shopping crowd and ignoring the huge audience of potential future buyers?
The Perils of Chasing In-Market Shoppers
Performance marketing's got its perks, but when nearly 70% of media budgets are dedicated to converting folks who are already ready to shop, advertisers risk creating three major headaches.
First, it drives up costs in the programmatic realm. Second, it overlooks about 95% of potential buyers. Third, it gives a false sense of efficiency; throwing big money at converting people who might have converted anyway means missing a chance to invest in brand-building to improve future performance.
The Future-Ready Buyers Moment
The smart money's on reaching future-ready buyers instead. These are consumers who may not be actively shopping right now but are open to a product or category, about to make a move.
For example, let's think about someone who already owns an electric vehicle. They might not be researching their next car yet, but when their lease ends in six months, they'll be ready to roll. Reaching these folks early helps establish brand preference before the shopping journey even kicks off. And that builds stronger performance in the long run.
Why FAST's the Cat's Pajamas Right Now
FAST platforms are a crucial piece of the modern TV pie. Their rise isn't just about affordability, but also about how they support long-term advertising goals.
FAST viewers choose free, premium content in exchange for ads, creating a relaxed and more receptive atmosphere. Unlike many digital formats, FAST platforms deliver this content on a big screen in brand-safe environments. Plus, with advanced targeting capabilities, FAST let's marketers reach viewers based on behavior, interests, and lifestyle signals.
Smart Data and Privacy Matters
Targeting future-ready buyers demands more than guesswork. Advertisers need top-notch data to identify the right segments. This means insights into lifestyle, purchase intent, psychographics, and other signals that indicate a person is open to a category. But remember, all this data must be treated with respect for privacy and compliance with regulations.
Building a Better Advertising Future
The future of TV advertising won't be defined by performance vs. brand-building; the ace marketers will blend both. They'll understand that even lower-funnel conversions are influenced by what happens before a consumer is even ready to act.
FAST platforms offer a route to balancing these forces. They let advertisers connect with people at all stages of the buying journey, including future-ready buyers. And by focusing on these future-ready buyers, advertisers can create a virtuous cycle that propels results not only today but in the months and quarters to come.
In a budget-conscious, attention-starved media world, investing in long-term brand health isn't optional anymore; it's essential. And FAST's proving to be a smart way to do it.
- Marketers are increasingly changing their focus from chasing in-market shoppers, recognizing that nearly 70% of media budgets dedicated to quick conversions might overlook about 95% of potential buyers and drive up costs in the programmatic realm.
- In order to reach future-ready buyers, marketers need to invest in smart data, seeking insights into lifestyle, purchase intent, psychographics, and other signals that indicate a consumer is open to a category while ensuring the data is treated with respect for privacy and compliance with regulations.
- FAST platforms, which deliver free, premium content in exchange for ads on a big screen in brand-safe environments, represent a crucial piece of the modern TV pie. With advanced targeting capabilities, FAST allows marketers to reach viewers based on behavior, interests, and lifestyle signals, thereby supporting long-term advertising goals.
- The future of TV advertising lies in blending performance and brand-building, understanding that even lower-funnel conversions are influenced by what happens before a consumer is ready to act. FAST platforms offer a route to balancing these forces, letting advertisers connect with people at all stages of the buying journey, including future-ready buyers.
- As the media world becomes more budget-conscious and attention-starved, focusing on long-term brand health through platforms like FAST is no longer optional; it's essential for creating a virtuous cycle that propels results not only today but in the months and quarters to come.
