for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
This is the second part of the “Mobile display ads know-hows” series sharing brief best practice insights from Celtra’s Q1 vertical-specific display advertising benchmark reports.
For decades, television was considered a second-tier entertainment medium. Movie stars went on late-night shows to promote their newest feature but wouldn’t consider starring in a television show themselves. All that has changed. TV shows from HBO, AMC, Netflix, ABC and the like are the new blockbusters.
And with audiences consuming their content across devices and screens and on-demand, the thirst for new TV content has multiplied. Viewers have become obsessed. The audience has, arguably, never been so engaged, constantly craving the next episode, some extra content, sneak-peek previews or just the latest rumors on the next season. Television marketers — be they broadcast or digital — have an opportunity to tap into this passionate, multiscreen audience by treating every single episode like a feature premiere. But audiences accustomed to top-quality TV content will be looking for the same online. Here are a few ways TV marketers can move on from the 15-second promo. 
- Video and branding & presentation features are proven best methods of presenting classic entertainment content, like trailers and various galleries delivering an engagement rate of over 10 percent and a boosting 55 percent video-completion rate.
- TV series and movie fans are always hungry for extra content. Besides offering it straight from the ad, you can also add attractive click-to-site buttons to drive traffic to your webpage. Direct response features in entertainment ads generate a 4.14 percent CTR, which is 30 percent above average CTR rate.
- Encourage users to “like” their favorite series or an upcoming movie and boost engagement rates by adding CTR buttons to social media sites. Social Media boast with an impressive 2.78 percent CTR in entertainment ads.
- Boost ad engagement rates with gaming features that reveal exciting premiere/season-finale content. Somewhat underused with only 4 percent feature usage rate, gaming features in entertainment ads performs solidly with 15.1 percent engagement rate.
For more insights into mobile display ads performance in read the full Q1 2014 Entertainment vertical specific report.
*Video&Branding, Video, Games and Social components are all integrated in Celtra’s AdCreator 4, the first cross-screen HTML5 technology for creating, managing, serving, and tracking immersive display advertising campaigns
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