MNTN：联网电视数据驱动创新更新指南（英文版）（13页）.pdf

1、Your Guide toData-Driven Creative Refreshes on Connected TV.WHITE PAPERInsights and best practices on how to combat CTV ad fatigueThe golden era of television advertising is here.Traditional TV watching may be going out of style,but Connected TV(CTV)viewership is on the rise and with it comes many b

2、enefits for advertisers.Because of the sheer volume of users,CTV offers an abundance of advertising availability for brands who want to get granular with their audience targeting.In addition,CTV ad campaign data is more detailed and can be viewed much faster than with linear TV.Platforms like MNTN P

3、erformance TV allow brands to closely track their CTV ad campaigns and get detailed breakdowns of results.Advertisers are able to utilize these real-time feedback loops to see what is working in their ad campaigns and then incorporate the successful messaging and visuals into future creative cycles.

4、However,with hoards of brands turning to the CTV space to advertise,the potential for viewer creative fatigue is high.This could have major impacts on advertisers in all industriesfrom losing loyal customers,to wasting company resources,the negative effects of creative fatigue can be costly.To comba

5、t this,advertisers need to continuously and strategically refresh their ad creative.The good news?With the multitude of data available from advertising on CTV,you have all the insights you need to conduct effective creative refreshes.Introduction.GUIDE TO DATA DRIVEN CREATIVE REFRESHES 3Table of Con

6、tents.4 What Do Creative Refreshes Solve For?4 Creative fatigue5 What You Need to Know About Creative Refreshes5 Best practices6 Benefits 7 Best times to complete a creative refresh8 How to Determine if You Need a Creative Refresh9 Using Data to Inform Creative Refreshes10 A/B testing best practices