Forget about bloggers and multi-million budgets! A new player is entering the market, promising mass reach for pennies. The startup Telly, which gives away free smart TVs in exchange for data and ad display, is opening up programmatic banner placement on its home screens. This is real math for those looking for banner advertising in short videos and other short video formats.
In a world where every click and view costs more and more, finding an effective yet budget-friendly channel for promotion becomes a real challenge. But what if there’s a way to get huge reach for pennies, using an innovative approach to advertising? Introducing Telly – a startup that could change your perception of advertising campaign costs and offer CPM cheaper than 50 rubles.
A New Era of Overlay Advertising: Banners on the Second Screen
Telly’s uniqueness lies in its dual-screen TVs. Below the main display, where the user watches content, there is an additional, narrower screen. This is where a constant stream of news and, most importantly for us, programmatic video banners are broadcast. This is an undisguised banner that is always in view.
- Technology: Telly uses Magnite’s SpringServe ad server.
- Demand sources: The Trade Desk, Teads, and other major platforms.
- Advantage: The banner is constantly displayed without interrupting the main content.
Why is this important for an arbitrageur?
Mike Sheehan, Telly’s Chief Revenue Officer and former CEO of SpotX, emphasizes: for home screens to become an effective advertising channel, they need scale. And programmatic placement is precisely what provides this scale, allowing you to buy reach without creating a video.
Industry Standards and Deep Targeting
Telly actively collaborates with IAB Tech Lab to create standardized specifications for advertising on home screens. This will unify the process and attract more investment in this segment.
Data is Everything: Precise Targeting of the Audience
When a user receives a Telly TV, they fill out an extensive questionnaire. This questionnaire includes data on household income, number of residents, brand preferences, insurance companies, and even car makes. Sheehan notes:
“The questionnaire goes very deep into demographics, lifestyle, and brand loyalty.”
Combined with ACR (Automatic Content Recognition) data, which shows exactly what the user is watching, this provides unprecedented targeting.
Imagine being able to show insurance ads only to households actively looking for new insurance. This is not just crypto project advertising or mobile app promotion, it’s a native banner in Shorts that hits the target precisely. Hypothesis testing for 1000 rubles becomes a reality when you know who you’re showing ads to.
Long Banners: A New Format for Engagement
In addition to standard programmatic banners, Telly offers longer ad placements – up to five minutes – through private marketplace (PMP) deals with Magnite. Sheehan claims that this duration, combined with the non-intrusive nature of the placement, significantly increases engagement.
For example, one streaming service (name undisclosed) achieved five times more app opens using a five-minute banner compared to a two-minute one. Mike Trion, Head of CTV and Video Strategy at PMG, confirms the effectiveness:
“The home screen has always been a powerful entry point for engaging viewers. Telly extends this opportunity by providing brands with a persistent presence that drives engagement.”
This opens new horizons for brand integration without filming and banners for infobusiness, where not only reach but also depth of interaction is important.
Conclusions and Call to Action
Telly offers a unique opportunity for arbitrageurs and marketers to get cheap reach and mass reach for pennies. The ability to auto-place on hundreds of videos (or rather, on hundreds of thousands of home screens) with deep targeting and low CPM is exactly what’s needed in 2024.
If you are looking for a way to place a banner in TikTok, advertise in Reels, or banner in YouTube Shorts, but are tired of high prices and opacity, then Telly could be your goldmine. Don’t pay an influencer when there are transparent statistics and the ability to order banner advertising at real prices.
It’s time to rethink your strategy and try this channel. Stay tuned for updates, look for PMP deal opportunities, and test hypotheses. These pennies for a million can bring you real profit.
Frequently Asked Questions
What is Telly and how is it related to banner advertising?
Telly is a startup that distributes smart TVs for free. The unique feature of these TVs is a second screen that constantly displays advertisements, including programmatic banners. This allows brands to place banner advertising in video formats without creating the video content itself.
What CPM can be expected from advertising on Telly?
While exact CPM figures have not yet been disclosed, Telly’s approach to mass free device distribution and programmatic placement suggests the potential for extremely low CPM, possibly CPM cheaper than 50 rubles, making it an attractive alternative to traditional advertising platforms.
Is it possible to place ads without creating a video?
Yes, this is one of Telly’s key advantages. You can buy reach without creating a video, using static or animated banners that appear on the TV’s secondary screen. This is an ideal option for a banner without filming.
How accurate is the targeting offered by Telly?
Telly collects extensive user data through detailed questionnaires upon registration, and also uses ACR (automatic content recognition) data. This allows for deep targeting by demographics, interests, behavior, and even brand loyalty, making a banner for infobusiness and other niches as effective as possible.
How to start advertising on Telly?
To start collaborating with Telly, you need to work with their programmatic placement partners, such as Magnite, The Trade Desk, or Teads. It is recommended to contact representatives of these platforms for detailed information on how to order banner advertising on Telly.