CONNECTED TV, The Growth Bulletin
A NEW PERSPECTIVE
ON GROWTH
CONNECTED TV, The Growth Bulletin
A NEW PERSPECTIVE ON GROWTH
ISSUE #2
Nothing in the growth game is more profitable than having the first movers advantage on an advertising medium.
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If you were given a time machine to go back to 2016 to run Facebook ads with $0.45 clicks and no IOS 14 issues. How much would you spend on ads?
The answer is… As much as you POSSIBLY COULD!
While I admit I don’t have a time machine here for you today. But I do have something even better, and you don’t need to worry about finding a DeLorean.
I’m talking about Tv Advertising! [Insert Cricket Noise] 
Well, sort of… I’m talking about Connected Tv Advertising!
And in this memo, we will show you exactly how to position yourself for growth with this opportunity!
Plus, we break down the 6th fastest growing company in America and their dead simple content marketing strategy that is working RIGHT NOW!
Are you ready for Growth?
Let’s dive in.
MESSAGE FROM OUR SPONSOR
AKA Native Placement.
Pulse
Top 100 AI Companies To Watch
It’s no secret that AI has been unleashed on the world since the launch of ChatGPT, but, OpenAI is not the only advancement In AI. (Source: Analytic Insight)
TikTok Defies Ad Slowdown
“Between the first three quarters of 2022 and the final one, we saw ad spending on TikTok rise 20%,” and it looks like this trend of investment in TikTok will continue to increase. (Source DIGIDAY.)
Nostalgia Marketing Rekindles
Household brands like Mcdonald’s, KFC, and Velveeta have enjoyed success with their nostalgia marketing tactics by capitalizing on the “warm fuzzies” nostalgia invokes.
(Source The Business Journal.)
Spot Light
Connected TV & What’s Important
If you are unfamiliar with the growing “Connected Tv” segment. Here is what you need to know.
What is Connected TV (CTV)?
CTV is a term used to describe the newer generation of TV sets (smart TVs) that allow users to access content and services over the internet. Such as Apple Tv, Fire Tv, Roku, and more.
Why should I care about CTV advertising as a Growth Expert?
CTV is among the fastest-growing channels in digital advertising.
Business Insider estimates that CTV advertising investments in the US grew by 40.6% year over year in 2020 to more than $9 billion. This trend is not slowing down as record new audiences adopt by “cutting the cord” from cable providers, with an impressive reach of 55.1 million homes by the end of 2022 within the US alone and growing.
We see the appeal with growing targeting options, professional content (Less or no UGC) and a growing inventory. It’s a no-brainer!
What opportunities are available for Growth right now?
Self-served platforms
Mountain.com (MNTN) is a self-serve connected TV platform that has coined themselves as “The hardest working software in television.”
A little about MNTN:
They raised $119m from BlackRock and Fidelity last Feb. and acquired Ryan Reynolds agency “Maximum Effort Marketing Agency” back in mid-2021.
Here is a commercial of Steve-O eating a Carolina Reaper Pepper with Ryan Reynolds as the host explaining how MNTN works… Watching It will not provide you with direct Growth, but it will surely make you chuckle! (Click Here)
The opportunity for Growth lies in becoming an early adopter in CTV.
You will see increased ad exposure, lower competition & overall lower ad cost.
You can expect CPMs ranging from $10 – $70 but usually under $30. (Source Vibe.co) Some of the most significant factors in price are audience targeting, location targeting and demand for the audience by competitors.
Plus, advertisers rapidly adapt to content object signals. (COS) Growth will be exponential as the optimization improves and audience sizes increase.
This will be a significant opportunity for Growth in 2023 and beyond.
The Breakdown
This week, we are breaking down Drlivingood.com
The Dr. Livingood brand was established in 2018 and is currently ranked 6th on the INC top 500. The founder Dr. Blake Livingood (yes, his real name), is a natural medicine and chiropractic doctor who has helped hundreds of thousands of people with his website, wellness services, and two best-selling books. They are leveraging content in the biggest way to drive a 38,448% 3-Year Growth.
Hook: “STOP Taking Vitamin D2!”
His blog and social media are all filled with attention-grabbing headlines and hero Images that lead his readers through his very educational content funnel to solve potential problems they are facing.
Promise & Benefits:
You may be taking the wrong type of vitamin D, and it could be causing you health issues.
If you take the time to watch his content, I will potentially Increase your life expectancy by 4% based on new findings in a scientific study that he mentions.
He does an excellent job of not selling anything directly. His blog and youtube videos are pure value, and that is most likely why his audience resonates with him.
Unique Selling Proposition
He is a health expert with millions of followers. (Social Proof.)
Unique Mechanism
Content.
He uses scientific studies and valuable content to help solve problems in his market in advance before asking for a dime. He does not sell; he only recommends what he uses.
Offer
He has multiple offers, from a wide range of supplements to a monthly membership for workout/clean eating information program.
In this instance, he is recommending the vitamin D supplement that he takes. The offer conversion takes place on his Shopify Store.
Want to check out his growth funnel (Click Here)
Reflection
How are you currently positioning yourself in the market, and how can you improve your unique selling proposition?
FOR MARKETERS
WHO ARE READY
TO GROW.
Written By:
Zachary J. Radford
Editor & Copy Chief Of FunnelMemo.com
The Growth Bulletin is owned by Semrush. We’re dedicated to bringing you proven growth tactics and marketing strategies. Unless otherwise noted, this page’s content was written by either an employee or paid contractor of Semrush Inc.
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