Beauty Co-Lab’s Georgina Thomson On How CTV Works Across The Entire Advertising Funnel
In this video from our Cannes 2023 series "CTV By The Sea" Beauty Co-Lab's Georgina Thomson discusses how the addition of data makes CTV the most versatile tool in her arsenal.
GEORGINA THOMSON: I think, as a consumer, I'm not watching TV and say "that's a great linear ad" and then I flip the channel or the app and say "that's a great CTV ad." So I think we want to replicate that from the way we buy and make that seamless. So any opportunity we have, or partners we have, who can see across both is a huge advantage
I love that-- how CTV can kind of bridge the gap across the whole entire funnel. It gives us the opportunity obviously from awareness play that TV has always served, but I think adding that data piece in-- there's now interactive CTV ads-- it's helping us really kind of redefine the role of video on a media plan and sort of understand do you want to be using this for engagement or to help drive consideration and purchase, or is it more of a branding where we need to build brand equity and really make sure we're delivering the ad in front of the right person. So I'd say just sort of the endless opportunity of different types of formats, pieces of that, as well as just sort of the data aspect. Being able to understand what's going on more frequently and more detailed is going to make a total, sort of omnichannel media approach much more effective
