Media Strategy
For today's ad campaigns to be successful, they demand a data-driven strategy that includes an integrated and converged approach. How you achieve better results is to include every platform for consideration.
All solid strategy today is based on the data. Our due diligence is not only in gathering the data but also in being careful to fully understand it and apply all data where it shows good potential for results. Where can your consumers be found, and what interests them?
With that information, we employ idea creation and choose which platforms make the most sense for increasing engagement with your website and product or service. From media buys to negotiating optimal and best rates for your commercials, Stratosphere oversees it from start to finish. We plan the budget smartly, so there is no waste.
OTT, CTV & Linear TV
OTT stands for "Over-the-Top" and refers to a type of content delivery system that bypasses traditional broadcast, cable, or satellite television platforms and delivers audio, video, and other media content directly over the internet to viewers.
In an OTT system, content is delivered through streaming services that use the internet to transmit video and audio data. This allows viewers to watch their favorite movies, TV shows, and other programming on various devices, including smartphones, tablets, and smart TVs.
OTT services can be subscription-based, ad-supported, or a combination of both. Examples of popular OTT streaming services include Netflix, Hulu, Amazon Prime Video, and Disney+.
The rise of OTT streaming services has disrupted the traditional media landscape and changed how consumers access and consume content. As a result, many traditional broadcasters and cable companies now offer their own OTT services to keep up with changing viewer preferences and habits.
CTV stands for "Connected TV" and refers to a television connected to the internet and can access online content through apps or streaming services. CTVs are also sometimes called smart TVs.
CTVs allow viewers to access a wide range of content, including movies, TV shows, and online videos, directly on their TV without needing a separate device like a streaming stick or a set-top box. This can make it easier and more convenient for viewers to watch their favorite content on the big screen in their living room.
CTV advertising refers to ads that are displayed on these connected TVs. CTV advertising allows advertisers to reach a large and growing audience, increasingly shifting away from traditional TV and towards online content. Marketers can target CTV ads based on various factors, such as location, demographics, interests, and viewing behavior, making them more effective than traditional TV ads.
Overall, the growth of CTV has been driven by the increasing availability of high-speed internet and the rise of streaming services, which have made it easier and more affordable for consumers to access online content on their TVs.
While linear TV still commands a significant share of the overall TV market, the audience for linear TV has been declining steadily in recent years.
One of the biggest challenges for linear TV is the shift in consumer behavior towards on-demand and personalized content. Streaming services like Netflix, Amazon Prime Video, and Disney+ offer viewers an extensive library of on-demand content that they can watch at their own pace without the need to tune in at a specific time.
In addition, many viewers are turning to social media and other online platforms to get their news and entertainment fix, further eroding the appeal of linear TV. These digital platforms offer a range of benefits, such as personalization, interactivity, and social sharing, which linear TV struggles to match.
Despite these challenges, linear TV offers some unique advantages for advertisers and broadcasters. For example, linear TV still commands a large audience and provides a high level of brand safety, which can be attractive to advertisers. Additionally, linear TV offers a shared viewing experience that can be difficult to replicate on digital platforms.
Overall, while linear TV may be facing challenges from digital platforms, it is still alive and is likely to continue to play a role in the TV ecosystem for the foreseeable future.
Creative
We love a great video, whether long, short form, and especially a TV commercial - but how do we get there? We adhere to these 4 points to create incredible videos and TV commercials.
Commercials that use the dominant keys of good storytelling will immediately capture the audience's attention and elicit some emotional reaction. A short time makes this more challenging, so we keep it simple when creating a storyboard.
The right tone for any video project is essential. Many commercial award winners have been successful with funny or engaging ads. But, making the company sales goals may still need to be met. That's why we want to keep the brand's tone in mind. Are they serious, gentle, edgy, or unconventional? That's the tone we want to strike in your commercial.
A recurring theme can be a way to build a brand. The best ads are only sometimes standalone ideas. They can be a complete ad campaign roadmap with follow-up commercials to continue the story and develop the theme or characters. Their effectiveness is due to building memorable characters over many promotional videos, generating brand awareness in the story itself.
A call to action: We help our clients determine a call to action that will entice the prospective customer. Calls to action depend on the company's target market; who are your potential customers, and what would they respond to most in a video commercial? First, what do you want people to do after seeing your video or commercial? If all you want is to raise awareness, that will be an unmeasurable goal and outcome. A trackable offer is best; even though we track visits to your site, etc., we want you to have excellent sales from your advertising efforts.