“On TV & Video” is a column exploring alternatives and challenges in superior TV and video. 

As we speak’s column is by John Hamilton, CEO and co-founder of TVDataNow. 

As CTV grows, advertisers want to allocate extra advertising and marketing {dollars} to the channel. That is very true as the worth of social promoting deteriorates within the face of recent privateness laws.

Usually, the best strategy to dip your toes into a brand new medium is by allocating not less than 10% of your price range to promoting with the largest participant. In CTV’s case, that’s Roku, with 56.4 million lively customers (MAUs) and 18 billion hours streaming in Q3 2021.  

But, whereas the advantages of Roku are large, this isn’t the only option for an advertiser beginning with CTV. 

Don’t get me unsuitable: Roku is nice. However there are higher methods to start testing CTV than placing all your price range behind the largest platform. 

Listed below are three the reason why:

1. Similar attain with extra choices

The mid- and long-tail in CTV publishing collectively has many viewers. By spending with a number of companions, similar to Tubi, Pluto, Plex and Crackle, you’ll accomplish the identical attain throughout extra various audiences. 

For instance, you will get the identical attain as Roku with a mix of Tubi, Pluto, Crackle and Paramount Plus. These are just some of many CTV publishers. Most publishers don’t present Roku (or every other programmatic platform) entry to their greatest advert stock. They reserve it for direct relationships.

2. Roku information received’t inform the entire story

Roku presents unparalleled scale, rapidly. However it might additionally withhold information it makes use of to grasp the efficacy of its adverts. Publishers are extra forthcoming with information in direct offers, leading to extra sturdy attribution. That is essential to understanding not solely whether or not CTV performs, but in addition tips on how to optimize and enhance efficiency.

3. You received’t outspend the competitors

Buying energy is at all times helpful, irrespective of the medium you select. There are bigger manufacturers than you which have spent thousands and thousands with Roku. By beginning with such a giant participant, you received’t expertise sufficient advantages throughout your testing interval. As you validate your CTV spend, begin with a broader array of publishers. In case you’re profitable, then advocate for extra price range. Then allocate to Roku and different programmatic platforms.

Zig the place others zag

As CTV has risen in recognition, there’s been a rise in manufacturers spending all of their testing {dollars} on Roku. Break the mildew.

It’s tempting to work with a trusted platform, particularly in a brand new medium. Nevertheless it’s not the fitting method for CTV. 

Manufacturers can be taught a lot extra by experimenting immediately with publishers that may present extra information and insights. Lengthy-tail publishers are glorious testing grounds.

Comply with TVDataNow (@tvdatanow) and AdExchanger (@adexchanger) on Twitter.