Momwe Malonda Amakono a TV Anakhalira Anzeru, Otchipa, Ndiponso Osavuta Kuyeza

Kutsatsa pawayilesi pawailesi yakanema kwakhala kumodzi mwazinthu zachete koma zozama kwambiri pakutsatsa kwamakono. Kamodzi kagawo kakang'ono kamitundu yayikulu ndi mabungwe a Madison Avenue, TV malonda asintha kukhala njira yosunthika, yoyendetsedwa ndi data yofikirika ndi mabizinesi amtundu uliwonse. Kulumikizana kwa TV yolumikizidwa (CTV), nsanja zotsatsira, YouTubendipo AI-Kupanga koyendetsedwa ndi mphamvu kwafotokozeranso momwe zotsatsa zimapangidwira, kugawira, makonda, ndi kuyeza.

Masiku ano, kampani imatha kulemba, kusintha, ndi kutumiza zotsatsa zamakanema apamwamba m'masiku m'malo mwa miyezi, kuyesa mitundu ingapo yamitundu yosiyanasiyana ndi bajeti yaying'ono, ndikuyang'anira magwiridwe antchito mpaka kusinthika ndikusintha. Zida za AI zimathandizira kusintha ndikusintha, Ma QR kuchepetsa kusiyana pakati pa malonda a kanema wawayilesi ndi mafoni, ndipo kusanthula kwamapulatifomu kumawonetsa ndendende zomwe zimapangitsa kuti malonda achuluke. Nkhaniyi ikuwonetsa kupita patsogolo kwaukadaulo, mitengo, kugawa, ndi kuyeza komwe kwasintha mawonekedwe amalonda a TV - komanso chifukwa chake chophimba chakuchipinda chakhalanso chimodzi mwa zida zamtengo wapatali mu zida zamalonda zamalonda.

Kuthamanga kwa Kupanga ndi Bajeti

Pazaka khumi zapitazi, njira yopangira malonda amtundu wa TV yasintha kwambiri. Zomwe poyamba zinkafuna magulu akuluakulu, ma seti apamwamba, ndi kupanga kwautali kwa nthawi yayitali tsopano zimadalira kwambiri kupanga modula, zida zothandizira AI, ndi ma tempuleti osinthika omwe amatha kusinthidwa m'malo mopangidwanso. Kanema wa AI, zida zotsogozedwa ndi owonetsa, komanso zowoneka bwino zimathandizira magulu ang'onoang'ono kuti azitha kuwerenga mwachangu ndikudziwitsa zaluso pamlingo waukulu.

Kugawa Kwama Channel Pang'onopang'ono Kupitilira Kuwulutsa

Kutsatsa kunayimira 44.8% ya owonera TV mu Meyi 2025, gawo lake lalikulu kwambiri lowonera mpaka pano, pomwe kuwulutsa (20.1%) ndi chingwe (24.1%) zidaphatikizidwa kuyimira 44.2% yakugwiritsa ntchito TV. 

Nielsen

Mwanjira ina, chophimba chakuchipinda chochezera tsopano chafikiridwa kudzera mnjira zingapo: CTV yamapulogalamu, YouTube pazithunzi zazikulu, zothandizidwa ndi zotsatsa (FAST) njira zotsatsira, komanso kuwulutsa kwachikhalidwe, komabe, koma ndi zosankha zambiri. Kwa otsatsa, izi zikutanthauza kuti simukukakamizidwa kukhala wamkulu malo owulutsa kugula; mutha kusakaniza ndikusintha mawonekedwe, ma tchanelo, ndi magawo amitengo.

Kuchokera ku Fixed Buys kupita ku Flexible CPMs

Ngakhale ndizofala kuwona ma CPM akuyamba pa $7 (kapena kupitilira apo) okhala ndi pafupifupi $20 mpaka $40 pa CTV. 

ndiyofunikila

Ndi kugawidwa kwamitundu yosiyanasiyana kunabwera kusinthasintha kwamitengo. Pamene liniya kuulutsa CPMs kukhala okwera komanso okhazikika nthawi zambiri, ma CTV ndi ogula amagulidwa nthawi zambiri amagwiritsa ntchito zitsanzo za mtengo pa chikwi chimodzi kapena zotsika mtengo, zomwe zimathandizira kuyesa kwakung'ono ndi kukhathamiritsa. Kusinthaku kumathandizira ogulitsa kugawa zowonera mchipinda chochezera mosiyanasiyana, kuyesa ndalama, komanso kukulitsa ntchito ikatsimikiziridwa.

Ma Interactive Formats ndi QR Codes

Malonda a pa TV anali a njira imodzi yokha. Tsopano akuphatikizira zinthu monga ma QR codes, zokulirapo zogulika, kuyimbira foni kuti achitepo kanthu, komanso zowonera zakutali. Owonerera akatha kuyang'ana kachidindo pakama pawo, mlatho pakati pa kuzindikira ndi zochita umachepa.

Kusintha kumeneku kumapangitsa kuti zotsatsa zipitirire kupitilira mtundu weniweni - zimatha kuchititsa chidwi, kuyendera mawebusayiti, kutembenuza, ngakhalenso kugulitsa mwachindunji.

Kusintha makonda pa Scale

Ndi kutsatsa / kulumikizidwa kwa CTV komanso kukhathamiritsa kwamphamvu (DCO) zida, zomwe kale zinali malo amodzi a 30-sekondi tsopano zitha kukhala zambiri kapena mazana amitundu. Otsatsa amatha kusintha zithunzi, mauthenga, zithunzi zamalonda, zotsatsa, ndi Zithunzi za CTA potengera gawo la omvera, malo, kapena nkhani - zonse uku ndikusunga mawonekedwe ndi mawonekedwe ake. Kupanga makonda kotereku kale sikunali kotsika mtengo pamawayilesi amzere koma tsopano kotheka m'chipinda chochezera.

Kuchokera pa Zowonera kupita ku Zotsatira

Maonekedwe a muyeso anakhwima pamodzi ndi kugawidwa. Apita masiku pamene GRPs anali metric okha. Otsatsa tsopano ali ndi zida zofikira pamapulatifomu / pafupipafupi, njira zowunikira kudzera pa TV yanzeru Zamgululi (kuzindikirika kwazinthu zokha), ndi njira zoyeretsera / zowonjezera zomwe zimagwirizanitsa kuwonekera ndi zotsatira.

Mwachitsanzo, mapulogalamu monga maphunziro okweza ma brand pa CTV, zitsanzo za m'zipinda zoyera zomwe zimamangiriza kuwonekera kwa zokwezera malonda, ndi ma siginecha okhazikika (kodi wina adawonadi malowo kapena kudumpha) amapereka malingaliro olemera kwambiri opangira zisankho.

Mfundo: Ma CPM amakhalabe okwera poyerekeza ndi njira zina zama digito, koma mtengo wake tsopano umachokera ku zotsatira zoyezeka, osati masomphenya okha.

Izi Zikutanthauza Chiyani kwa Magulu Otsatsa

Kuphatikizidwa pamodzi, zosinthazi zikutanthauza kuti ogulitsa atha kutsatira njira yamakono yotsatsira pabalaza m'magawo angapo: yambani pang'ono, kuyesa kupanga, kuyeza zotsatira, kenako kukulitsa. Kupanga sikufunanso ndalama zowulutsira; kugawa kumakhala kosavuta komanso kosavuta; makonda ali pafupi; kuyeza kumagwirizanitsa malonda ndi zotsatira zowoneka zabizinesi.

M'malo modzipereka kukhala mmodzi malo aakulu owonetsera, magulu amatha kupanga njira zoyeserera zaukadaulo, kugawa pa CTV/YouTube/FAST/kuwulutsa, kuyika QR kapena zinthu zina, kutengera makonda a magawo, ndi kukhathamiritsa ndalama mwachangu.

Zaka khumi zapitazo, kupanga ndi kuwulutsa malonda a pawayilesi unali mwayi wosungidwa kwa makampani akuluakulu okhala ndi ndalama zisanu ndi zisanu ndi chimodzi, kugula zinthu zovuta, ndi njira zochepa zoyezera zotsatira. Masiku ano, chifukwa chakupanga makanema oyendetsedwa ndi AI, nsanja zodzipangira okha za CTV, ndi zida zolunjika, chipinda chochezera chomwechi chimafikira otsatsa adziko lonse chikupezeka kubizinesi iliyonse pansi pa $ 1,000.

Wogulitsa tsopano akhoza kulemba, kupanga, ndi kugawa malo opukutidwa makumi atatu ndi achiwiri podutsa ndi YouTube TV popanda ndalama zowonjezera komanso uthenga womveka bwino-kusintha zomwe poyamba zinali zotsika mtengo zotchova njuga kukhala njira yopezera, yoyendetsedwa ndi deta, ndi yoyesa malonda.