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When it comes to ad targeting and attribution, Connected TV (CTV) beats traditional TV in every way. From an advertiser perspective, however, the challenge has been one of scale. That now appears to be changing rapidly.
CTV, including OTT (over the top streaming), has been growing steadily for years. But COVID-19 has accelerated everything significantly.
Ready for its closeup. Simpli.fi CEO Frost Prioleau points to his own platform as evidence of the industry’s growth. “We’ve run over 20,000 CTV campaigns for more than 5,900 unique advertisers so far in 2020.” That’s 43% year over year growth in the number of campaigns and a 17% increase in advertisers.
“They come for the targeting and stay for the attribution,” he observes. Advertisers, especially brands, like CTV because it offers the potential visual and emotional impact of television with the measurability of digital media.
Source: Deloitte consumer surveys (2020)
Precise targeting and attribution. Prioleau touts CTV’s ability to target and segment addressable audiences using household demographic and economic data, as well as location-based behavioral and intent data. The targeting can be general or precise and based on actual behavior. Campaigns can be tracked online or off, including website traffic, e-commerce conversions and physical store visits.
Like all precision targeting, it might be concerning to consumers, but it’s pretty compelling if you’re a marketer. (Prioleau says that consumer privacy is protected on the platform.)
Prioleau further explains advertisers can also target by device type and screen size: large monitors (TVs), PCs and mobile devices.
Read more here: http://feeds.searchengineland.com/~r/searchengineland/~3/Ov3mx_XNC94/covid-is-accelerating-tv-advertisings-transformation-into-an-addressable-medium-337751