OTT/CTV Advertising: Come for the Targeting, Stay for the Attribution

21
Jan
2021
01/21/2021

At the intersection of TV and Digital, a blended and video-centric advertising format has become a must-have tool in the marketer’s toolbox: OTT/CTV advertising. This tool is just as important for traditional marketers that focus on linear TV buys as it is for digital buyers. With an estimated 6.6 million households expected to cut the cord this year (eMarketer), the overlap between connected TV and traditional television viewers is thinning. Couple that with the over $11.36 billion in projected ad spend, and OTT/CTV advertising will be the breakout star of 2021 (eMarketer).

For linear TV advertisers, this means two important things. With Simpli.fi’s industry-leading OTT/CTV advertising solution, you can effectively reach the same audience you are used to targeting on linear, and extend your audience and achieve incremental reach by connecting with consumers that you may otherwise not be able to reach on linear TV. This is huge. Let’s see how it works.

 

Building and Targeting the Right Audiences at the Household-Level

Say you are a national grocer with locations across the U.S. looking to target “sports enthusiasts” in your local markets to promote watch party fixings for game day. By tapping into our unparalleled household-level targeting, advertisers can curate addressable audiences based on location data and over 500+ demographic variables that fit their ideal target market of viewers and serve them OTT/CTV ads on the big screen in the living room and/or across other small screen devices within the household.

Using Simpli.fi’s Addressable Audience Curation (AAC) tool, a national grocer could target “sports enthusiasts” in real-time using location data and demographic parameters such as sports interests, purchase history (e.g. previous sports outing purchases), locations visited (e.g. stadium visits), life events, gender, age, household income, and more. Once the ideal audience has been curated for each market, you can then utilize Simpli.fi’s industry-leading Addressable Geo-Fencing solution to reach users at the household-level and target all devices seen within each household, including OTT/CTV devices. Similar to how you rely on demographics for linear buys, you can tap into this same information with OTT/CTV advertising and effectively target the same audience, all while reaching those that are no longer viewing traditional television. Keeping with the example, the national grocer could create and target in real-time an audience made up of only the right viewers based on location and demographic data for each market specific to the national grocery store locations, and extend their audience by effectively reaching homes they haven’t touched with their linear TV buys.

Additionally, Simpli.fi’s advertisers have access to our massive reach and can successfully reach 90% of all AVOD homes in the U.S., allowing you to build and execute campaigns using a single source for any market. Add to that the ability to target each household with ease via all 210 designated TV markets/sub-markets across the U.S. regardless of the local MVPD. Say goodbye to having to work with multiple suppliers to find the designated TV market scale and targeting that you require. Simpli.fi’s OTT/CTV targeting has the reach and execution that you need to be successful as you kick off 2021.

What’s more, since we can target your audience all the way down to the household-level, we guarantee in-market delivery.

Gone are the days where advertising dollars are wasted by being served in the wrong DMA. With Simpli.fi, we serve 100% in market-guaranteed.

As for inventory access, our team of experts have custom-curated industry-specific packages for buyers like yourself that already know which audiences are important. Keeping with the national grocer example above, with an interest in “sports enthusiasts,” this advertiser could tap into Simpli.fi’s Sports Inventory Package and easily target those consuming streaming content on ESPN, Fox Sports, NFL, Sling Sports, Roku Sports, ESPN Deportes, The Golf Channel, The Tennis Channel, NBA, MLB, Fubo TV, and more.

 

Last But Far From Least: Attribution for OTT/CTV Advertising

So, now that you know you can reach the same audience on OTT/CTV as you can with linear, the real advantages lie within OTT/CTV advertising’s attribution capabilities.

With Simpli.fi’s OTT/CTV solution, we can provide you with advanced metrics that would be unheard of in linear, such as:

To find out for yourself why OTT/CTV targeting and attribution with Simpli.fi are so powerful, contact us at hi@simpli.fi.