The magazine Markenartikel spoke to Mario Neumann, Director Business Development at media marketer Goldbach in Munich, about the success factors of moving image advertising, the impact of digital TV advertising and the opportunities of Connected TV (CTV) for advertisers.

Markenartikel: Consumers' information and purchase decision processes have changed. The multitude of moving image channels and the large number of broadcasters provide a multitude of opportunities. How do brands still manage to capture consumers' attention?

Mario Neumann: The attention of what used to be rather broad advertising target groups is indeed becoming increasingly fragmented due to the significant increase in so-called special interest channels. 20 years ago, virtually all of Germany watched Wetten, dass...? Today, we have a strong diversity of content and platforms with new target group segments, for example heavy streamers and cord cutters, who hardly use classic linear TV anymore, but consume their streaming content via Connected TV(Editor's note on Connected TV:CTVs are TVs that are connected to the Internet either via additional devices such as Blu-ray players, streaming boxes or sticks, and game consoles, as well as smart TVs that already have an integrated Internet function). In the case of special interest, the following generally applies: Viewers:inside are strongly emotionalized by their topic. They are therefore looking for specific content, not for a specific channel. As a fan of the context, the viewer thus brings a higher level of commitment or involvement.

Markenartikel: Does this change the success factors of moving image advertising?

Neumann: A special feature of CTV is the significantly shorter advertising blocks. That means the brand message doesn't have to stand out with a 30-second spot in a very long commercial break. The commercial can focus on the essentials and - similar to the Internet - must excite viewers in the first seven seconds. It is important that the creation is aligned with the content. The more generic the spot is in a special interest channel, the less attention it will attract. CTV offers completely new possibilities for fine-granular creation. An automotive brand can advertise its new model in a cycling channel with a bike strapped to it and in a travel channel with a surfboard or camping tent on the roof.

Markenartikel: This 'fine granular creation' is what makes CTV special?

Neumann: Yes. And this can be further customized regionally. Here, for example, you can name a specific local dealer to arrange a test drive. This means that via targeting - as we know it from the online world - TV advertising in CTV can be played out to specific target groups. In addition, the number one success factor of moving images should of course play a major role in every spot creation: Emotion. Emotion is the best way to pick up the target group - ideally with the help of storytelling. When brands tell an emotional story, they engage viewers the most. All of this leads to more relevant advertising to target groups in a more motivated usage situation, and thus to higher advertising acceptance.

Markenartikel: It is more important than ever for brands to tailor their advertising strategy to the habits of their potential target groups when using the respective moving image medium. How do the requirements differ here depending on the moving image medium?

Neumann: The key for brands is to reach the right target group at the right place at the right time. The use of moving images is increasing and has become more diverse. Moving images are no longer consumed only at home, but also on the move on smartphones or on public screens. Classic, linear TV makes it possible to build up high reach in a short time. The content is highly emotional. People are mostly in their own homes and watch with their families. Digital out-of-home - DOOH for short - also enables high reach. In contrast to classic TV, however, these can be used on a highly regionalized basis. Relevant target groups are best reached in the mall while shopping, strolling or even at the gas station. In DOOH, we are currently seeing rapid further development of touchpoints. Outdoor advertising is being integrated into e-charging stations, gas stations, and many other places.

Markenartikel: And what about online video?

Neumann: With online video, the digital natives, who are very much digitally on the web, are reached via mobile or desktop and tablets via different publisher content. In the post-cookie age, the industry faces the challenge of finding new targeting options for one-to-one communication. Here, as we know, media planners have the option to target according to extensive socio-demographic, psycho-demographic or contextual target group criteria. In the online sector, it is then possible to address these target groups in a very granular way and use them for re-targeting as in no other medium.

Markenartikel: What trends are you also observing that are particularly relevant for advertisers in the area of moving images?

Neumann: Our latest Advanced TV studyshows that the linear TV program is no longer necessarily the first port of call for many viewers when it comes to TV consumption. Instead, the provider's start interface is playing an increasingly important role. Viewers no longer zap through the various channels, but use the home screen to discover new content. So even before they decide on a program content, a provider or a specific program format, a contact with the brand can be generated in the viewer. A new product system, the so-called Connected TV Ads, i.e. advertising spaces on the start interface, is ideal for this. The trend is moving away from zapping and toward guided content discovery. The second important aspect alongside content discovery is 'recommendations'.

Markenartikel: So how can advertisers benefit from 'recommendations'?

Neumann: CTV providers are now making recommendations based on viewers' usage behavior. Advertisers can benefit from these developments by targeting their content and using this recommendation system to achieve higher visibility and relevance. All of this means that the TV experience starts differently these days than it used to. As a brand, you should take this trend into account in order to gain more attention from your desired target group in your marketing communications. So it's a matter of reaching consumers:inside where they watch TV.

Markenartikel: What should advertisers pay attention to?

Neumann: It's important not to get too bogged down and artificially exaggerate the possibilities of the online world. The point is to keep the actual marketing or media goal in mind. Excessive fine-tuning of the target group, for example an extremely specific combination of characteristics such as age, taste preferences and place of residence, can lead to the reach becoming too small or the effort in terms of planning and creation becoming disproportionately high in relation to the media costs. So it's a matter of finding a healthy balance and using the possibilities of digital TV strategically and effectively.

You can also find the interview here: https://www.markenartikel-magazin.de/_rubric/detail.php?rubric=marke-marketing&nr=64522