CONNECTED TV, GROWTHMEMO
A NEW PERSPECTIVE
ON GROWTH

WELCOME TO
GROWTHMEMO

ISSUE #2

Nothing in the growth game is more profitable than having the first movers advantage on an advertising medium.

▼

Why are you getting this Growth Memo?

As the CEO of Funnelytics I’m excited to offer you this valuable resource as part of our ongoing commitment to supporting your growth and success.

This weekly newsletter is designed to keep you informed about the latest industry trends, provide insights into proven growth strategies, and share real-world funnel breakdowns that will guide in your efforts.

And the best part? It’s completely free.

So please relax and enjoy the information we’ve created & curated for you!

Not feeling it for some reason… No worries. Feel free to unsub at any time following this link!

MIKAEL DIAZ

CEO Of Funnelytics

Pulse

Top 100 AI Companies To Watch
It’s no secret that AI has been unleashed on the world since the launch of ChatGPT, but, OpenAI is not the only advancement In AI. (Source: Analytic Insight)

TikTok Defies Ad Slowdown
“Between the first three quarters of 2022 and the final one, we saw ad spending on TikTok rise 20%,” and it looks like this trend of investment in TikTok will continue to increase. (Source DIGIDAY.)

Nostalgia Marketing Rekindles
Household brands like Mcdonald’s, KFC, and Velveeta have enjoyed success with their nostalgia marketing tactics by capitalizing on the “warm fuzzies” nostalgia invokes.

(Source The Business Journal.)

Spot Light

Connected TV & What’s Important

If you are unfamiliar with the growing “Connected Tv” segment. Here is what you need to know.

What is Connected TV (CTV)?
CTV is a term used to describe the newer generation of TV sets (smart TVs) that allow users to access content and services over the internet. Such as Apple Tv, Fire Tv, Roku, and more.

Why should I care about CTV advertising as a Growth Expert?
CTV is among the fastest-growing channels in digital advertising.

Business Insider estimates that CTV advertising investments in the US grew by 40.6% year over year in 2020 to more than $9 billion. This trend is not slowing down as record new audiences adopt by “cutting the cord” from cable providers, with an impressive reach of 55.1 million homes by the end of 2022 within the US alone and growing.

We see the appeal with growing targeting options, professional content (Less or no UGC) and a growing inventory. It’s a no-brainer!

What opportunities are available for Growth right now?
Self-served platforms

Mountain.com (MNTN) is a self-serve connected TV platform that has coined themselves as “The hardest working software in television.”

A little about MNTN:
They raised $119m from BlackRock and Fidelity last Feb. and acquired Ryan Reynolds agency “Maximum Effort Marketing Agency” back in mid-2021.

Here is a commercial of Steve-O eating a Carolina Reaper Pepper with Ryan Reynolds as the host explaining how MNTN works… Watching It will not provide you with direct Growth, but it will surely make you chuckle! (Click Here)

The opportunity for Growth lies in becoming an early adopter in CTV.

You will see increased ad exposure, lower competition & overall lower ad cost.

You can expect CPMs ranging from $10 – $70 but usually under $30. (Source Vibe.co) Some of the most significant factors in price are audience targeting, location targeting and demand for the audience by competitors.

Plus, advertisers rapidly adapt to content object signals. (COS) Growth will be exponential as the optimization improves and audience sizes increase.

This will be a significant opportunity for Growth in 2023 and beyond.

The Breakdown

This week, we are breaking down Drlivingood.com

The Dr. Livingood brand was established in 2018 and is currently ranked 6th on the INC top 500. The founder Dr. Blake Livingood (yes, his real name), is a natural medicine and chiropractic doctor who has helped hundreds of thousands of people with his website, wellness services, and two best-selling books. They are leveraging content in the biggest way to drive a 38,448% 3-Year Growth.

Hook: “STOP Taking Vitamin D2!”

His blog and social media are all filled with attention-grabbing headlines and hero Images that lead his readers through his very educational content funnel to solve potential problems they are facing.

Promise & Benefits:

You may be taking the wrong type of vitamin D, and it could be causing you health issues.

If you take the time to watch his content, I will potentially Increase your life expectancy by 4% based on new findings in a scientific study that he mentions.

He does an excellent job of not selling anything directly. His blog and youtube videos are pure value, and that is most likely why his audience resonates with him.

Unique Selling Proposition

He is a health expert with millions of followers. (Social Proof.)

Unique Mechanism

Content.
He uses scientific studies and valuable content to help solve problems in his market in advance before asking for a dime. He does not sell; he only recommends what he uses.