The Do’s and Don’ts of Connected Television
This month’s speaker was Jerry Hoehle of HEARST, who educated attendees on the Do’s and Don’ts of Connected TV. Jerry utilized an interactive presentation where attendees could use their phone to answer questions and submit questions as well during the presentation. Jerry began his presentation by explaining exactly what Connected TV is and how that differs from OTT. OTT is the delivery mechanism for TV/video content online, usually through streaming or video on demand (VOD) in addition to, or “over the top of,” traditional network providers whereas CTV is an internet-connected device a customer uses to watch TV/video content online. It could be a smart TV, gaming console, or some other sort of internet-connected device.
Jerry next discussed best practices for placing your campaign, regardless of provider used for placement. Having well defined campaign targeting parameters is critical for a successful campaign. However, you don’t want to over target as you may possibly exclude members of your target audience if you over define. Testing should also be used to understand your interactive audience’s behavior and preferences. The last takeaway Jerry shared was to use your dashboard to review your campaign and adjust accordingly.
Below are a summary of the key takeaway’s from Jerry’s presentation
Jerry Hoehle is a 25 year veteran of Iowa’s marketing and advertising community. Since graduating from Drake University in 1997, Jerry’s digital marketing experience was mined working for the Des Moines Radio Group, Host Communications, WHO-TV under the ownership of the New York Times, and most recently, as the Digital Sales Manager with KCCI-TV for HEARST Broadcasting. Over the last 15 years with HEARST, Jerry has helped shepherd hundreds of digital marketing campaigns from impression to conversion and sale to renewal. With HEARST, Jerry’s experience has helped guide sales for Iowa’s most visited website, KCCI.com, as well as high-end Native Video productions, targeted programmatic video and display campaigns, and web development, SEM, and SEO strategies. Most recently, Jerry has been on the forefront of HEARST’s Connected Television solutions, bringing the targeted measurability of Digital to the brand-power and emotional influence of television. Jerry is a resident of Waukee where he lives with his wife Liz and their four children. In his spare time, you’ll find Jerry on the Golf Course or playing his upright bass for anyone who dare’s listen.