OTT/CTV and Localization: Why It Matters

U. S. Map with 4 household across the country watching an of OTT/CTV device.

OTT/CTV has presented advertisers with an unprecedented opportunity to reach consumers across screens by combining the power of TV with the audience targeting capabilities of digital. And it’s still taking off. However, while OTT/CTV is an incredibly effective advertising medium, successful campaigns still hinge on getting ads in front of the right audience. Advertisers who fall short in their audience targeting will not come close to realizing the full benefits of OTT/CTV.

What we tend to think of as the “national audience” is really a patchwork of various regional and local audiences with their own preferences, tastes, nomenclature, buying habits, etc. People consume and interact with advertising differently from place to place, and the same is true with OTT/CTV ads. The challenge for advertisers is that an ad may be impactful in one city or region, but fall flat in another.

This is where localization comes in. Targeting multiple smaller campaigns to localized audiences as opposed to a one size fits all national campaign can mean the difference between conversions and wasted impressions. And since OTT/CTV impressions are generally more expensive than traditional display, there’s even more incentive for advertisers to get audience targeting right and make every impression count. Does It Differently 

Unstructured Data popping up out of a black box audience segment.At, we have purpose-built a localized programmatic platform that uses unstructured data to effectively target local audiences at scale. This allows advertisers to maximize the ROI and minimize the waste of their OTT/CTV impressions by ensuring that each ad is targeted to the right audience.

Suppose you are an advertiser for a sandwich chain using keyword search targeting in a national OTT/CTV ad campaign. There are all sorts of different names for a sandwich depending on what city or region you’re in (e.g. hoagie, hero, grinder blimpie, torpedo, etc.). Targeting the keyword “hoagie” in Philadelphia has a much better chance at reaching the right audience then using that same keyword in Dallas. Even though you as the advertiser can target consumers at an incredibly granular level with OTT/CTV, you will still be wasting impressions if you don’t have the ability to localize targeting at the keyword-level.

The hit or miss targeting we see in the example above is inherent to audience segments. This is why at we use unstructured data to target localized audiences at the individual data element level. Since we don’t use pre-packaged data as with segments, we can customize multiple campaigns to a localized audience using data elements like location, keywords searched, sites visited, contextual, and other online behaviors. Segment-based targeting simply cannot achieve this level of localization. can, thanks to unstructured data. Even the most compelling ads are only as effective as the advertiser’s ability to get them in front of the right audience. Don’t cancel out the advantages of OTT/CTV advertising with ineffective audience targeting. Localization matters.

Contact us at to learn more about the advantages of localization for OTT/CTV advertising.