Data-Driven Strategies for Targeted CTV Advertising Campaigns
In advertising, it’s common to hear phrases like ‘data-driven’ when talking about strategies and insights for campaigns. While it might be buzzy, there is meaning to why this term is frequently used. Letting data drive, and also tell, the story often leads to better performance. And with the rise in CTV advertising, advertisers have a massive opportunity to reach their most relevant audiences with engaging ads, so long as data paves the way.
MAKE YOUR DATA-DRIVEN TARGETING METHODS AUDIENCE-CENTRIC FOR BETTER PERFORMANCE
To leverage the full potential of targeted CTV advertising, advertisers should incorporate data-driven strategies into their campaigns. Here are some key approaches to consider for audience-centric targeting:
- First-Party Data Activation
- Audience Segmentation
- Intent-Based Targeting
These three data-driven approaches to CTV targeting put that audience at the heart of the campaign in three unique ways. In this section, we’ll analyze first-party data before focusing on segmentation and intent-based targeting next. With first-party data activation, advertisers target lists of users based on specific characteristics or qualities to their CRM data. For example, an insurance advertiser might target a list of home addresses for individuals who recently bought a home or car and/or are likely in-market for home or auto insurance.
This approach puts the audience first, and lets data drive the optimizations next to drive performance.
USE DATA-DRIVEN APPROACHES TO HONE IN ON YOUR TARGET AUDIENCE
Another way to target meaningful audiences is to segment them. By dividing the audience into distinct groups based on demographic, geographic, or behavioral attributes, advertisers can deliver tailored messages that resonate with each segment. Data-driven audience segmentation ensures the right ad reaches the right viewer, maximizing relevance and effectiveness.
Additionally, advertisers can use platforms that offer intent-based targeting options, which allow them to target specific users based on their activity and/or interests. That includes online and offline actions, such as visiting a restaurant, reading a contextualized article, or searching for a specific keyword or phrase. These levers, when used in their raw form, drive efficiencies in performance by eliminating impression waste and allowing advertisers to focus their dollars on the factors that push them towards their performance goals using real-time, data-driven optimizations.
PAIR DATA-DRIVEN STRATEGIES WITH CTV ADVERTISING TO MAXIMIZE RELEVANCE
It’s important to reach the most relevant audiences in the most relevant ways. And that’s exactly where CTV advertising enters the equation. When paired with a data-driven strategy, CTV offers a unique opportunity to reach your target audience in an immersive environment via streaming TV. With the rise in AVOD (ad-supported video on demand) and FAST (free, ad-supported TV) offerings, advertisers can reach any of the 85% of U.S. households with a streaming service.
Simpli.fi’s data-driven advertising solutions provide advertisers with a way to target relevant audiences meaningfully. We offer first-party data activations at the household level with 90%+ match rates. We provide advertisers with hundreds of thousands of segmentation options. And we use our proprietary DMP (data management platform) to fuel our DSP (demand-side platform)–combining the power of raw data with the ability to bid, optimize, and report in real-time.
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Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for the next steps.
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