Without a doubt, Connected TV (CTV) is the most exciting new frontier for digital advertising. As more people snip the cord on traditional cable and move towards streaming giants like Netflix and Hulu, advertisers are following their eyeballs. For brands, success on CTV is a top priority to maximize ROI, increase brand awareness and reach audiences. And as modern ad tech tries to catch up, we are just beginning to explore the true potential and scale of this media opportunity.
In this blog post, we will explore why marketers & publishers should go beyond rudimentary CTV signals and lean into video-level data and universal content identifiers as they ramp up their CTV marketing this year and beyond.
What are the challenges of targeting your audience on CTV?
Yes, developing CTV-focused marketing plans is all well and good until you come to the questions of: who is the person behind the screen? How do I reach my user? The audience addressability we’ve taken for granted on the open web is not directly transferable to CTV and with increasing privacy regulations, this will get much harder over time.
The basis of CTV targeting is currently generic demographic, topic and geographic data that is not campaign- or brand-specific, and we don’t always know who is sitting in the living room behind the screen. So, in a marketplace where audience reach, relevance and addressability are so important, how can we target in a more granular, audience-specific way on CTV?
How can you tactically target your CTV audience in today’s world?
While other ad platforms are playing catch up, AI-driven advanced contextual technology...
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