Why You Want OTT/CTV Advertising in Your Marketing Mix


Today, we see people consuming streaming media across various devices more than ever. The proof is in the compelling infographic below, and it is a clear indication to advertisers that reaching this audience should be a key component of their ad strategies moving forward. With over 82% of U.S. TV households having at least one connected TV device, it is no wonder that advertisers want to be where their target consumers are. And the truth of the matter is that they are spending exponential amounts of time watching streamed content, whether that’s across connected devices or on the big screen in the living room.

This change in consumer behavior is driving demand for OTT/CTV advertising, and with Simpli.fi, advertisers can tap into our advanced solutions to drive performance across their ad campaigns resulting in higher ROI. Let’s take a look.

Household-Level Targeting for the Win

Say you are a national luxury retailer with locations across the U.S. looking to target households with a 150k minimum income in your local markets to promote luxury goods. By tapping into our unparalleled household-level targeting, advertisers can curate addressable audiences in real-time based on location data and over 700+ 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. 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 nearby and eliminate wasted impressions. Looking to drive online sales? Look no further, as Simpli.fi’s OTT/CTV solution can also target users at the household-level guiding them through the purchase journey online – not to mention, measuring online conversion performance. More on that below.

Using Simpli.fi’s Addressable Audience Curation (AAC) tool, a national retailer could target high income households in real-time using location data and demographic parameters such as interests, purchase history, locations visited, life events, gender, 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 target all devices seen within each household, including OTT/CTV devices.

And 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 luxury retailer 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 physical retailer 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 in your ad campaigns.

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.

Unheard of OTT/CTV Attribution and Reporting

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.


OTT/CTV Advertising a Huge Benefit to Advertisers of All Sizes

From advertisers running big national campaigns to smaller, local brands, everyone needs to be leveraging the power of OTT/CTV advertising in their marketing mix. In fact, it’s crucial to stay competitive! At its current pace, OTT/CTV ad spend is expected to grow to 27.5 billion U.S. dollars by the end of 2025 (Statista). Don’t get left behind; start OTT/CTV advertising with Simpli.fi now.
To begin using the industry’s leading OTT/CTV solution for both targeting and attribution, reach out to us at hi@simpli.fi.