Public relations specialists have been hesitant to incorporate Connected TV (CTV) into their strategies, largely due to the perceived credibility of traditional media. This perspective underestimates the value of CTV, which offers detailed audience targeting and measurement. Experts from Forbes Agency Council suggest that well-executed CTV campaigns can utilize storytelling to connect authentically with audiences, thereby building trust. With strategies such as interactive experiences, gamified content, and breaking the fourth wall, CTV can significantly enhance PR efforts and audience engagement.
As well-intentioned as the reluctance to use CTV in PR campaigns may be, it may also be misguided.
Break the fourth wall for maximum impact. Directly address viewers, acknowledging that they might check their phones mid-ad.
Leverage CTV for PR by creating gamified content, which integrates brand messaging into interactive quizzes or challenges tied to shows.
A brand could host a livestreamed event or interactive experience, such as a virtual product launch, charity fundraiser or expert panel discussion.
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