Digital Recap: Connected TV Continues to Grow

Marketing Trendline – CTV 

Marketers seeking to understand the Connected TV (CTV) opportunity will find a boon of resources in the CTV Trendline presented by MarketingDive and Inmar Intelligence. They’ve compiled a comprehensive set of articles demonstrating the growth and potential of CTV. You’ll find: 

• Where advertisers prefer to make their CTV buys. 
• Executive insights from major brands like Kraft Heinz, MolsonCoors, and L’Oreal. 
• An assessment of video creative elements and their impact. 
• Additional insights into the growth of the CTV channel. 

Find the full trendline here. (Free, sign up required) 

The Best Length for CTV, Video Ads 

Can we say it enough? Video works! Global CTV impressions saw a 60% YoY increase. But there is an ideal length for these ads, as Laurie Sullivan writes for MediaPost. Sullivan analyzed Innovid’s Global Omni-Channel Benchmarks Report and found that the optimal length for ads to drive engagement and click-through rates is between 15 and 30 seconds. Find more insights into Innovid’s Report in Sullivan’s article. 

TikTok Most Downloaded App – Q1 2021 

Advertisers take note – TikTok was the most downloaded app in Q1 of 2021 and tops the charts (number 2) in customer spend. Andrew Hutchinson, in his article for Social Media Today, breaks down the latest stats from App Annie on app downloads, spend, and monthly active users. As Hutchinson points out, TikTok is showing some endurance despite challenges – including a push to ban the app by the US Government. Read Hutchinson’s article to better understand the key digital marketing takeaways from the app usage trends data. 

YouTube Show Views from Content that Violates Policies 

YouTube will start making public a metric that shows what percentage of views come from content that violates guidelines. As Karlene Lukovitz explains in her article for MediaPost, the metric is called the Violative View Rate (VVR) and will be updated quarterly. For advertisers concerned with brand safety, it may be a metric to consider. Learn more about the current VVR and what it means for YouTube content policy in Lukovitz’s article. 

 SMX Create Conference 

Search marketers will want to take advantage of the SMX Create conference, going on next week. Search Engine Land is presenting a two-track agenda – SEO and PPC – and offering all sessions on demand post-conference. You’ll have the opportunity to hear from the experts, participate in workshops, and walk away with actionable insights to improve performance. The All Access pass is only $149 – find the agenda and register here.