In one of our client meetings, the conversations got very interesting. What got everyone into a burst of laughter was that everyone knew there is targeting in Connected TV, and some have even possibly seen it many times, yet the confusion and queries around it remained. It’s like saying, someone knocks on the door every day, we just don’t know who!
The thought made me take this opportunity to share more about the topic and we will briefly cover the topic as an introduction to the evolving capabilities of CTV.
The simplest way to understand connected tv is to visualize it as a large-screen linear TV, having the capabilities & dynamism of a mobile device. Connected TV sits at a unique confluence of both – experience and opportunities.
With the rise of digital, there are several signals that get generated the moment a smart tv or connected tv is switched on. As the user browsers the TV, these signals are collected, analyzed, and processed and an insight or a business case is built out of them. Let’s try to understand the business use cases for marketers with some examples below:-
- Appographic Signals – New users
Abdullah has just bought a new Smart TV. He has installed 4 entertainment apps. As an OEM ( original equipment manufacturer – the likes of LG, Samsung, Hisense, Sony, and so on ) this information is useable for marketing use cases). There’s a new app that is looking to reach only those users who have just started a new device recently. - Appographic Signals – Lapsed users
Saied hasn’t opened an app for over 2 months now. An OTT advertiser could create a segment of such users and run an activation campaign on Connected TV. - Contextual Signals – Movie Fans
Maryam is a big fan of action movies and there’s a new one in town soon. Any marketer who’s looking to target such users could easily create a segment and use them in their campaigns, isn’t it? - Demographics Signals – Age Groups
Did you just say “baby Shark” – we heard many things. Create a segment based on several such primary signals to determine secondary signals and leverage that in your marketing campaigns. - Technology Signals – Content Recognition, Recently Played Content
Automatic content recognition, more famous as ACR, leverages several machine signals such as computer vision, video machine learning, closed captioning, and more, to parse the content being played. Based on the recency of the content played, users could be targeted as well.
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Connected tv advertising offers the flexibility to either use any of these targeting options in isolation as a combination of multiple targeting options. Marketers just need to maintain a fine balance between reach and filters, as the more filters, the narrower your audience gets.
ArabyAds Connected TV advertising offers OEM-based targeting on LG TVs ( through their exclusive partnership with LG Ad Solutions) and also other targeting options on audience outreach through programmatic integrations.
Some of the targeting options on ArabyAds Connected TV Advertising as shown below:-
Summary
Connected TV targeting brings you several enhanced capabilities for reaching your relevant and niche audience segments. While the above section covered some types of targeting, geographic, behavioral, and device-type targeting are also some of the broad segments of targeting available for marketers. Since each of the actions starts and ends on a digital TV, it’s 100% measurable at an impression level – from ad exposure to video completion to clicks and so on.
The article has been written by Samer Akhter, Director of Marketing, ArabyAds
Source: ArabyAds