Embracing the new addressable: strategies for greater CTV results

There’s good news for the consumers who enjoy watching video content as well as the advertisers trying to reach them. Because of the addressable nature of many platforms, advertising is becoming increasingly relevant to those who see it. And that’s not because viewers are getting better at filtering, but rather that the platforms, media planners and buyers are starting to work together more closely, and with better strategies, to make sure consumers see ads that are relevant to them. According to Gitnux MarketData, more than 80% of households had access to at least one subscription video-on-demand service (SVOD). Almost 40% subscribe to three or more SVODs. The audience for addressable ads is there. Digitally powered TV environments offer significant advantages and opportunities to advertisers, publishers and agency buyers. Those include: For the automotive industry, addressable and connected TV are true game changers only if advertisers and agencies have access to the data and solutions to unlock its full power, and to target consumers based on their clicks, streams and categorized attributes. With that level of data, advertisers can benefit from knowing how to exploit more productive targeting, superior ad sequencing and cross-device tracking such as serving an ad to those who are truly in the market to buy a specific segment of vehicle like an EV or minivan. ROI and strategic ad suppression Better-performing targeting easily justifies increasing ad investments. You might reach the same number of consumers, or even the same consumers, with messages and content that is dumped into the marketplace via cheaper, broader media buys, but if you're not using data to remove recent auto buyers, you're wasting ad spend. Publishers and streaming services need to invest in the right data partnerships to actually create the targeting products advertisers want, which will help position themselves to get their rightful piece of the pie in the CTV boom. Advertisers are increasingly able to balance quantity and quality. Just reaching large numbers of consumers is no longer the goal, but rather delivering impactful reach meaning leveraging the best addressable platforms with the best data to ensure they are investing to connect with the most meaningful consumers for their brands. Working with partners that provide actionable data gathering and analytics will lead to improved targeting, superior ad sequencing and cross-device tracking. Here are two strategies: 1. Build audiences and target them with precision, and leverage granular data (segments, geography, purchase history) to ensure you’re delivering the right ads to the right people. For example, an advertiser for a luxury auto brand can “address” its buy to consumers in a certain economic and geographic set, while suppressing ads to those who have purchased a vehicle in the last six months or a year, or who aren’t and won’t be in-market for a luxury vehicle. 2. Look at the marketing funnel through a new lens, using deterministic data to connect consumer engagements to actions. With addressability you can make these connections at all levels of the funnel, and you can be strategic about when/where you apply it. Offline sales likely isn’t your primary metric in the upper funnel, but it can play a role. Act now, trust in the data Let’s consider the auto market again. Automakers are demanding accountability that only addressability can deliver, and advertisers and publishers alike need to be able to prove that their strategies are working to get their piece of the budget pie. Urban Science does this by unlocking automotive insights on a multitude of major platforms. Our In-MarketAudiences, SupressionAudiences and SalesMatch solutions help automotive marketers better target their customers, and our DataHub contains daily, consumer-level data to help find exactly who is in the market for a car. “Both the television and automotive industries have a long history as staples of American culture, and in many ways, they’ve supported each other’s growth over the years,” said Jim Johnson, VP of account planning and lead of automotive solutions at VDX.tv, a global video advertising technology company. “With the advances in targeting capabilities on TV, we’re now able to leverage the biggest screen in the household to facilitate conversation among family and friends in a highly relevant way.” Johnson noted that VDX.tv can focus on generating excitement for a car model launch by showcasing off-road capability to households that previously exhibited interest in outdoor activities. At the same time creative can be dynamically changed for households that care more about fuel efficiency for their daily commute. The more that agencies lean in on accountability and strategic measurement, the more the publishers will do the same and create a richer ecosystem of insights and media plans. Everyone wins. The only organizations left behind will be those that aren’t keeping up with the benefits of addressability. About Urban Science Urban Science is continuously working to help auto marketers unlock automotive insights for sales matching to exposures in a multitude of major platforms, helping them put their campaigns in drive. Our In-MarketAudiences, SupressionAudiences and SalesMatch solutions help automotive marketers better target their customers and attribute sales. Our DataHub contains daily, consumer-level data to help you find exactly who is in-market to increase the potential of your advertising spend.

Embracing the new addressable: strategies for greater CTV results

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