Wurl Empowers Advertisers With Strategic Insights and Best Practices for Full-Funnel Marketing on CTV in New Report
06 August 2024 - 11:00PM
Business Wire
Report provides practical guidance for brand
and performance marketers to maximize the effectiveness of their
CTV campaigns
Wurl, a leader in the CTV industry, today published A
Full-Funnel Approach to CTV Marketing 2024 – a new report developed
in partnership with parent company, AppLovin (NASDAQ: APP), a
leading marketing platform, and measurement and analytics company,
Adjust. The in-depth guide looks at the evolving CTV (connected TV)
landscape and its growing influence on both brand and performance
marketing strategies.
Wurl’s latest report comes as the CTV industry is experiencing
significant growth. Ad spend on the medium continues to climb, not
only as a result of advertisers increasing existing CTV budgets,
but also by way of new marketers testing and finding success on the
channel. Data from Adjust found that mobile marketers, for example,
have massively increased the amount of ads being served on CTV
devices to promote mobile apps, with impressions growing by more
than 300% in the first half of this year alone.
“CTV is a unique channel with the ability to drive real outcomes
at every stage of the marketing cycle,” said Ron Gutman, CEO, Wurl.
“Wurl’s position in the CTV ecosystem – combined with Adjust’s
insights into down-funnel metrics and AppLovin’s cross-device
performance capabilities – gives us a great opportunity to support
brand and performance marketers in taking advantage of CTV’s
effectiveness throughout the entire buying process.”
As advertisers continue to allocate more budget towards the
biggest screen in the home, understanding how to develop and
execute on marketing strategies across both upper and lower-funnel
metrics will be crucial to maximize the effectiveness of CTV
campaigns. The report walks readers through tangible considerations
for each stage of the marketing cycle, including:
- Awareness Stage: Techniques for growing positive
attention and making an impact with CTV advertising.
- Consideration Stage: Strategies for brands to stay top
of mind with innovative ad formats and enhanced targeting.
- Decision Stage: Tactics to drive conversions, leveraging
CTV’s unique capabilities for performance marketing.
Beyond advertising best practices and tips, the report also
provides quantitative insights to help guide brand and performance
marketers in establishing their full-funnel CTV strategies. Data
from Wurl revealed that 8% of viewers are lost during a typical ad
break, but that showing emotionally and contextually-relevant ads
can reduce that user loss by up to 60% – making the case for why
delivering positive ad experiences is so important.
Learn more about Wurl and read the full report, A Full-Funnel
Approach to CTV Marketing 2024, here.
About Wurl
Wurl is a leader in the CTV industry, helping connect viewers to
the content they want to see with technologies for distribution,
monetization, and advertising. The company supports publishers,
streamers, and advertisers in growing viewership, maximizing
revenue, and strengthening brand value. Wurl is owned by AppLovin
(NASDAQ: APP). For more information, visit www.wurl.com.
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Tori Owens Wurl press@wurl.com
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