Why should influencers keep an eye on CTV/OTT in 2021?

People do not buy goods and services. They buy relations, stories, and magic." - The Marketing guru Seth Godin
January 25, 2021

“People do not buy goods and services. They buy relations, stories, and magic.” – The Marketing guru Seth Godin.

Marketing used to be magic, from strategy creation to its implementation. Once upon a time, it was not easy to find a worthy vendor who could produce and implement high-quality advertising. Nowadays, marketing is more straightforward, cheaper, and more readily available. To say it bluntly — our magic is losing its power.

With overwhelming product options on the market and ads everywhere they look, consumers are beginning to lose sight of who they can trust. They turn to ad blockers, cord-cutting, and even media fasting (yes, that is a thing) to filter the noise. These extreme measures to avoid advertising makes it extremely difficult for brands to keep up with the digital landscape.

So they are turning to influencer marketing. According to BigCommerce, 17% of companies spend over half their marketing budget on influencers.

Influencer marketing uses the reach of an influencer who has built a large following, a good relationship based on trust, and a strong brand reputation in a particular niche. Influencers can support a brand, endorse a product, or co-create content with the intent to increase brand awareness and drive sales.

This increase in the usage and popularity of influencer marketing has encouraged many people to become influencers. But to become an influencer brand demands a lot of time, effort, and energy. Generally, many don’t know where to start, what to do, or how to build their brand.

As technology is rapidly evolving, so are the marketing strategies. Influencers’ future will be CTV/OTT video ads to promote themselves and do what they do best: influence.

Why is that?

According to eMarketer, CTV advertising in the US increased by 25% in 2020. Also, Verizon Media reports that 57% of digital advertisers are planning to increase their spending. 60% of those that are spending on CTV advertising plan to increase their investments. And this only happens due to CTV advertising effectiveness.

So, while many companies are switching to CTV advertising, isn’t this the right time for influencers to do the same?

The answer is definitely yes. People love CTV platforms, and many have more than one in their home. Also, CTV usage is increasing day by day despite the users’ age. CTV users do not mind seeing short advertising videos. They perceive them as compensation for the low prices and great content. Several studies have found that they do not see video ads as annoying or unpleasant too.

CTVs have a great feature regarding advertising. Companies can show ads to different target audience categories. Your videos as an influencer will reach only your target audience. Influencers should keep an eye on CTV advertising because it offers targeting, efficiency, incremental reach, interactivity, and more advertising view time,

We offer a new revenue stream and early presence on one of the most prominent up-and-coming mediums for influencer marketing:  Connected TV SE7EN.

Se7en TV specializes in creating experiences between influencers and their audiences, using various engagement mechanisms to craft an interactively intimate relationship with their followers. Se7en blends a unique combination of your talent with our advertising expertise. All that is possible by carefully matching content with specially selected advertisers.