Did you know that in today’s market, CTV devices like Roku, Apple TV and video-game consoles account for nearly 70 percent of all OTT viewing time? Additionally, according to Pivotal Research, the percentage of TV consumption happening through a connected TV device has grown from 1.9% in 2014 to 8.5% in 2016.
This is a fast growing piece of the video ecosystem, especially for premium content as broadcasters and cable networks are embracing TV everywhere solutions for consumers. And advertisers are truly understanding the potential of it as a channel for their brand’s creative. In fact, the percent of campaigns in Videology’s platform that used CTV inventory grew from 11% in 2014 to 60% in 2016.
It makes sense.
The holy grail of advertising is holistic reach across devices. That means a quality mixture of the impact of TV with the addressability of digital video. Connected TV offers a really nice combination of those factors.
With that in mind, we’re working hard to make sure our CTV data capabilities are best-in-class. Today, we announced a partnership with TruOptik, which allows advertisers to identify and target granular audiences across all OTT screens, including Connected TV (CTV).
With access to Tru Optik’s OTT Marketing Cloud, Videology clients can identify specific audiences by onboarding their first-party data or by leveraging third-party data sources from over a dozen leading data providers in Tru Optik’s OTT Data Marketplace.
But what about the results?
It’s an important question and it’s one we always push our advertisers to ask. After all, the point of advertising is to affect the brand’s bottom dollar, right? Right.
In addition to enhanced OTT/CTV targeting, Videology clients can choose to leverage Tru Optik’s Cross-Screen Audience Validation (CAV) and attribution capabilities or work with one of Videology’s trusted measurement partners. This includes the ability to measure across all digital sources (PC, mobile and OTT) together.
By tying advertising exposures to offline sales channels, we can help brand marketers understand the true value of this growing medium in driving results.
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