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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