OTT/CTV Advertising: Raising the Bar for Precise Targeting and Advanced Attribution

13
Aug
2021
08/13/2021

OTT/CTV advertising continues to take the digital marketing world by storm. We have already seen OTT/CTV advertising experience rapid growth prior to the COVID-19 pandemic. But in spite of what has transpired, OTT/CTV advertising continues to sky rocket.

In 2020, we saw over 6 million U.S. households cut the cord, and it is expected that this trend will continue to grow and the number of cord cutters will reach 55 million by 2022 (Broadband Search). And when it comes to performance and precision, OTT/CTV advertising can’t be beaten.

This year, the industry’s investment in OTT/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 plan to shift ad dollars from linear TV to OTT/CTV this year.

And it’s important to remember that OTT/CTV advertising is just as important for traditional marketers that focus on linear TV buys as it is for digital buyers. 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. Let’s dive in and see how it works.
 

Build and Target your Ideal Audience at the Household-Level

Say you are a national agency with clothing retail clients across the U.S. One national brand in particular is looking to target “affluent shoppers ages 30-40” across multiple locations in the U.S. By tapping into our unparalleled household-level targeting, your agency can curate addressable audiences based on location data and over 500+ demographic variables that fit your client’s 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. You can even hyper-target households that are within certain proximity to storefronts across the nation, making sure you are targeting shoppers who will most likely visit a store near by and eliminating wasted impressions.

Simpli.fi’s Addressable Audience Curation (AAC) tool allows the use of location data and demographic parameters such as household income, purchase history, retail locations visited, life events, age, 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 similar to how linear TV advertisers rely on demographics for linear buys, agencies 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, this agency on behalf of their retail client 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 retailers store locations across the United States, and extend the audience by effectively reaching homes that haven’t been 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.
 

Attribution for OTT/CTV Advertising

So, now that you know the powerful targeting capabilities of OTT/CTV advertising, and that you can reach the same audience on OTT/CTV as you can with linear, the real advantage lies within Simpli.fi’s 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:
 

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 campagins, 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.

 

To gain the massive benefits of precision and attribution available with OTT/CTV advertising, reach out to us at hi@simpli.fi.