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  1. Retargeting
  2. How Connected TV Works
  3. Ad Builder
  4. Analytics & Reporting

What Advertisers Are Doing

Advertisers are scaling back budgets in the face of uncertainty. No one knows what’s going to happen next, which means many brands are retreating and taking a wait-and-see approach.

May 7, 2020

News Outlets Want More Advertisers to Act Like Burger King

The Home of the Whopper, Verizon and Amazon are among the relative few that haven’t been afraid to run ads near coverage of the coronavirus.

May 7, 2020

4 Ways Streaming Services Can Lock In Housebound Viewers for the Long Term

More people are watching than ever, but that won’t always be the case

April 27, 2020

COVID-19 Represents The Biggest Challenge To Media Advertising Expenditures Ever

Advertising expenditures are being canceled, delayed, and in some limited cases increased, all in reaction to COVID-19 and the stay-at-home orders issued across most of the nation.

April 20, 2020

Coronavirus could wipe out $10 billion in TV ad spending

The shutdown of sports due to the coronavirus pandemic is propelling a historic decline in U.S. TV advertising: Sales could be down by as much as $10 billion in the first half of the year.

Assessment:

Competition is Retreating, Opportunity is Rising

Advertisers are Backing Off, But Should They?

Ad spend is expected to drop significantly during the course of the crisis. Cutting budgets is a safe bet, which is why so many advertisers are doing so. Many will use this opportunity to sit it out and wait.

But is that the right thing to do? Businesses need revenue now more than ever, and limiting advertising will potentially hurt revenues further. This is a time to reevaluate your ad approach; you need to figure out which channels provide the most value. It’s time to take inventory of current initiatives, identify channels that deliver, and plan on getting the most out of them.

SteelHouse Solutions

Necessity is the mother of reinvention, and the current challenges facing all advertisers require a different approach. That’s why we are strongly recommending all advertisers either launch, or increase spend on Connected TV advertising.

“Use this time to reinvent how you do what you do, bring consumers new alternatives, new value, and in the process even reinvent your own brand.”

Doug Stephens

Retail Futurist

Assessment:

Pivot to Connected TV, Drive Performance

Nielsen research finds viewers stream 61% more Connected TV during major crises. That means millions of Americans will be streaming, and will still need to shop, which makes Connected TV an ideal solution for any advertiser during this time.

The need for ad performance is critical﹣this isn’t the time for podcast advertising or sponsorships because every dollar matters and they must be spent wisely. Advertisers have been running performance-driven, direct response, evergreen Connected TV campaigns with SteelHouse Performance TV for years. And once they launch their campaigns, they don’t turn them off.

Want to learn more?

See how SteelHouse Performance TV, our Connected TV ad solution, transforms television into an undroppable ad channel.

How SteelHouse Can Help

Our Connected TV solution, SteelHouse Performance TV, has driven strong, measurable performance for years now. See how it can help ensure your advertising still makes an impact during this crisis.

Brand Safety

Just as you need to be mindful of creative messaging, you must be fully aware of what content your ads are being paired with. Run campaigns on the most meaningful placements that only help﹣and not hurt﹣your brand.

SteelHouse Performance TV only runs on Living Room Quality inventory, which means your ads are only paired with brand-safe, top-tier streaming networks.

Key Considerations

  • Prioritize brand-safety for your current advertising.
  • Leverage Connected TV for brand-safe inventory.
  • SteelHouse Performance TV ads only runs on brand-safe networks.

The mood has changed and consumers’ appetite for certain messaging has faded. While you don’t need to directly acknowledge the crisis in your ads, you should be sensitive to the current climate. And you need the flexibility to be able to change creative quickly to ensure your message stays appropriate.

SteelHouse Performance TV allows you to swap your creative on the fly, meaning once you have an ad ready to deploy, you can get it live with little lead time.

Key Considerations

  • Be sensitive to your brand’s message to ensure it’s not in poor taste.
  • Now’s the time to highlight any deal or discounts you have to offer.
  • Flexibility to swap creative is key; creative management is easy on Performance TV

SteelHouse Performance TV lets you swap creative in just minutes, or go live within days if you’re not currently running Connected TV.

Learn More

With advertisers decreasing budgets, there’s opportunity to claim more market share. Seize the opportunity by increasing budget on high-impact performance channels﹣especially Connected TV.

SteelHouse Performance TV delivers on that opportunity by providing strong, measurable ad performance. It’s fully integrated with the Oracle Data Cloud, the largest audience data provider in the world, as well as with Google Analytics (an exclusive feature to SteelHouse).

Key Considerations

  • Increase spend on key ad channels that deliver strong, measurable performance.
  • Leverage Performance TV’s targeting to reach valuable audiences ready to convert.
  • Track results with SteelHouse Performance TV’s full integration into Google Analytics

Here are a number of audiences you can reach with SteelHouse Performance TV

By shifting focus to television, you’re not sacrificing precise audience targeting. Leverage the Oracle Data Cloud to reach valuable shoppers eager to convert.

In-Market Shoppers

Target viewers who have exhibited online and offline behavior proving they’re in-market for your products.

Brick-and-Mortar

Target shoppers who have a history of visiting or shopping at physical retail locations.

Deal Seekers

Reach viewers who exhibit bargain hunting behavior.

Mall Shoppers

Target users who own a device (like a phone) which has visited a mall within the last 90 days.

Precision targeting. Industry-exclusive analytics. Full Google Analytics integration. Learn what Performance TV has to offer advertisers.

Learn More

Evaluate Your Current Approach

We urge you to consider your current ad approach and determine whether it’s a good fit for the current advertising climate. Consumers will be spending more time at home, streaming TV, and converting on digital channels.

When you combine all those things, it makes Connected TV advertising a natural fit. Reach out and we can discuss how you can get started on SteelHouse Performance TV in just days.

How SteelHouse Performance TV Can Help

  • Research shows a 61% increase in streaming TV due to COVID-19.
  • SteelHouse Performance TV reaches streaming audiences with brand-safe inventory.
  • It’s fully integrated into the Oracle Data Cloud, unlocking tens of thousands of audiences.
  • It’s measurable in Google Analytics, an exclusive SteelHouse Performance TV feature.