Addressable OTT/CTV: 2021 Mid-Year Trends Worth Noting

09
Jul
2021
07/09/2021

It is no surprise that OTT/CTV advertising is one of the fastest growing advertising channels. As marketers look to reach consumers through their connected device, there are no signs that the momentum is slowing down. This year, the industry’s investment in CTV in the U.S. is projected to reach $13.4 billion, a 48.6% YOY increase. OTT/CTV advertising is expected to continue its growth in 2021 as 60% of U.S. advertisers planning to shift ad dollars from linear TV to OTT/CTV this year.

From the ability to measure online and offline conversions to precision targeting capabilities, marketers are taking notice of OTT/CTV advertising and its benefits, particularly those at the household-level. Addressable OTT/CTV capabilities allow advertisers to help brands maximize reach and limit wasted impressions by targeting consumers across both the big screen in the living room and other small screen devices seen within a household.

Let’s take a look at how Simpli.fi is a front-runner in helping advertisers utilize Addressable OTT/CTV advertising to drive performance by looking at stats and trends from our own platform, as well as a deep-dive into what makes this targeting solution so advanced.
 

Simpli.fi Platform-Level Data: Addressable OTT/CTV

Marketers are turning to Addressable OTT/CTV advertising due to its ability to target consumers at the household-level and ultimately minimize wasted impressions. By the end of June, advertisers on the Simpli.fi platform increased spend on Addressable OTT/CTV campaigns by 125% year-over-year (YOY), a 90% year-to-date increase. In addition, the number of advertisers implementing Addressable Geo-Fencing campaigns have grown, increasing by 118% YOY. The high adoption rate and the growth in spend indicates advertisers are able to make every dollar of their marketing budget count by reaching consumers at the household-level. Take a look at the metrics below and then let’s dive into what makes this solution so compelling for advertisers.
 


Our addressable household-level targeting has set a new standard for how granular a location-based marketing campaign can get.


 

A Deep Dive into Simpli.fi’s Addressable OTT/CTV Solution

With Simpli.fi’s Addressable CTV Targeting solution, advertisers can reach consumers across both the big and small screens at the household-level. Simpli.fi’s Addressable audience targeting is the most precise, granular, and scalable way to serve video creative to individual households via OTT/CTV devices. We use GPS and plat line data rather than an IP-based approach to target physical addresses so that only the right households and devices get targeted. Our addressable household-level targeting has set a new standard for how granular a location-based marketing campaign can get. This means significantly better ROI and less wasted impressions. And what’s more, this is an ideal way to leverage your own first-party data from CRMs and other sources with free list onboarding, an approximately 90% match rate, and the capacity to target one million addresses per campaign with unlimited campaigns, translating to true scalability. And for advertisers with no access to first party data, you can curate your own addressable audience in real-time using our Addressable Audience Curation tool.

With Simpli.fi’s Addressable Audience Curation (AAC) tool, advertisers can easily curate addressable audiences in real-time based on location and demographic data. Location data can be filtered by postal code, city/metro, congressional districts, and more. Advertisers can then build and activate a custom household-level audience in real-time using more than 500 offline data variables (including demographic, economic, and political variables) for inclusion or exclusion via full Boolean capabilities. This is truly granular audience creation at your fingertips, and it can be implemented on the national scale. No other CTV solution on the market comes close.

And when it comes to CTV attribution, Simpli.fi is second to none. With Simpli.fi’s OTT/CTV solution, we can provide you with advanced metrics for any size campaign.
 
 

Attribute Online Browser-Based Conversions for Any Size Campaign:
Track online conversions, such as visiting an advertiser’s website, completing a form-fill, adding a product to a shopping cart, purchasing a product, and more.

Real-Time Foot Traffic Attribution and Lift Reporting for Any Size Campaign:
This type of reporting can be deployed on all campaigns, including OTT/CTV. This is true store-level reporting for campaigns ranging from one location to thousands.

Addressable Campaign Conversion Reporting at Zip+4 Level:
With this reporting, advertisers get actionable data and insights on campaign performance as granular as one side of a street or specific floors in multi-floor buildings.

CTV Device-Level Delivery and Performance Reporting:
This lets advertisers target and report on specific CTV devices consumers are accessing, providing actionable data and insights on web enabled content consumption access points.

 
 

Interested in tapping into Simpli.fi’s Addressable OTT/CTV solution for your next campaign, reach out to us at hi@simpli.fi.