As of 2021, more Americans can be reached through connected TV than through traditional linear TV. That’s over 84 million US households that can be reached through Smart TVs connected to the internet instead of cable! This underreported shift in the world of advertising gives brands that adapt to the new landscape a unique opportunity to steal a march on competitors who are still running outdated media plans that focus on analogue TV spots.
In its simplest form, a connected television is any large TV screen that connects to the internet either through its own built-in technology or through a device like Apple TV, Amazon Fire, Google Chrome, or Roku. With CTV, consumers access TV programming through apps like Hulu, YouTube, NBC Live Sports, CBS, Amazon Prime, Major League Baseball, Bravo, The Food Network, and hundreds more.
Due to the user logins, app data and internet history including data connected to laptops and mobile phones used within a CTV Household, advertisers have far more information about the audiences consuming content on them, allowing for much more sophisticated targeting strategies.
With traditional TV, media buys can only be contextually targeted, resulting in significant waste as irrelevant ads are served to viewers. With programmatic CTV buying, we can make decisions based on extensive data sets, and then purchases ad space in real-time using a combination of human strategy & computer software..
Like all programmatic technologies, we purchase ads by impression, rather than in bulk. This means that unlike traditional TV buys we don’t have to commit to a single television network well in advance or incur a large upfront cost. This allows advertisers to fit TV buys more seamlessly into their overall advertising plans and allows brands that would normally find TV cost-prohibitive to finally be on the ‘silver screen’.
While viewers may have shifted from analogue to digital, one thing that hasn’t changed is the gravitas that TV ads command. By placing spots on established networks, advertisers can enjoy the association and credibility of the channels and shows they are appearing between.
Deliver customized commercials in front of past website traffic and cart abandoners tailored to their browsing history.
Leverage your in-house first-party CRM data to deliver targeted messaging to your brand’s past customers.
Pre-qualify users as part of a target audience based on the combination of apps they own.
Via our partnership with Google, advertisers can place CTV ads in front of customers actively seeking their products and services.
Retrieve and leverage mobile location data to deliver localised CTV ads based on historical or real-time location.
Target audiences that have been identified as currently in-market for your brand’s offering including seed level POI data that groups together consumers that have recently been shopping at competitor brands.
Target cord-cutters by piping :15s or :30s commercials directly onto a user’s home television for a near 100% unskippable ad experience while they enjoy movies, series, news and live sports.
Effective Programmatic advertisment strategies not only elevate a website's visibility but also drive
targeted traffic, enhance user experience,
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