Understanding ACR Data: Why It Matters for Advertisers
Automated content recognition (ACR) has been getting a lot of attention this year, and for good reason: TV fragmentation continues to increase as consumers turn to new sources to consume content. But ACR, which is built into most smart TVs today, tracks TV viewership behavior on devices, and helps the market to better understand the streaming behaviors of viewers.
Captured at scale, companies like Simpli.fi can find unique uses for ACR data within the advertising sector. For the consumer, ACR data helps with content recommendations, which is why many of them opt into ACR data collection. For the marketer, ACR data can help you launch data-driven campaigns on high-quality CTV inventory, but at linear prices.
WHY YOU SHOULD CARE ABOUT ACR DATA?
As you can imagine, ACR data is highly valuable data for advertisers. It allows them to glean robust insights into audiences that consume specific content, as well as how and when they consume it.
This data is extremely granular. As Forbes points out, ACR providers can decipher how and where viewers consume content (e.g. OTT, DVR, VOD, or app), as well as the shows, movies, events, and ads they see on a second-by-second basis.
For instance, a CTV advertiser can leverage an ACR data-driven solution to target custom audiences based on viewership behavior, such as specific ZIP codes comprised of high densities of specific attributes, like a certain household income level or age and gender range.
It can also be used to measure results, including metrics such as web traffic to a website and conversions. For example, marketers can glean useful insights, such as households that watched a retail ad during a sporting event had a higher propensity to visit that retail outlet. As TV fragmentation increases, marketers are relying on ACR data for more consistent measurement.
This data can also be used to gather real-time user information to inform decisions regarding who to target for which ad, such as households that actively consume local news in areas that experience severe weather events.
ACR DATA AND ZTV: SIMPLI.FI’S NEWEST CTV ENHANCEMENT
ACR data can be leveraged to launch high-quality CTV campaigns at a very low cost. How is that done?
This summer, Simpli.fi introduced a new CTV solution called ZTV. ZTV is a turnkey ZIP-code-based CTV product that lets advertisers buy high-quality CTV inventory, with an audience-focused lens by leveraging ACR data as a primary data source.
And it’s very cost efficient. While CPMs for CTV inventory fall within the $25 to $35 range, ZTV CPMs start between $10 and $12.
ZTV is affordable because it takes an entirely new approach to targeting CTV audiences. It eschews expensive identifier-oriented data in favor of highly-vetted and privacy-compliant ZIP code, census, and ACR data.
ZTV offers the market a cost-effective and data-driven tool for CTV campaigns that is future-proof, providing a proprietary ZIP code system that divides the U.S. into more than 41,000 targetable ZIP codes.
The solution also benefits from robust demographic and economic data from the U.S. Census Bureau, which is mapped to every one of the ZIP codes in the proprietary ZIP-code based system. What helps power this groundbreaking CTV advertising product is the data that can be leveraged to target audiences by their TV viewing behavior at the ZIP code level.
That viewing behavior includes the specific content that is being consumed in real time, as well as how — channel or app — that content is viewed. This level of granularity allows you to make smart decisions about inventory quality. For instance, with ZTV, you can target an audience of people living in select ZIP codes that over index for dads aged 25 to 54 who are watching a sporting event via ESPN and the ESPN app. The opportunities are endless to leverage CTV across high-quality inventory to reach custom audiences at a linear price point of $10-12 CPMs.
MAKE ACR DATA A PART OF YOUR CTV ADVERTISING STRATEGY
ACR data is gaining a lot of traction and attention in the industry at the moment and for good reason. When combined with other data, as is the case with ZTV, it’s an effective, low-cost, and privacy-compliant way to reach audiences at scale via high-quality inventory.
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