PubMatic and Intent IQ Join Forces with Strategus for CTV-to-iOS Retargeting

Intent IQ and PubMatic have joined forces with Strategus, a technology company that develops cutting-edge solutions for programmatic CTV advertising campaigns. The partnership will enable the retargeting of iOS users who have seen CTV advertisements. Advertisers can now reach valuable iOS audiences with the new cookie-less audience activation solutions, which improve CTV campaign results.

 CTV-to-iOS Retargeting

As of June 2023, 54% of mobile phone users in North America were iOS users, according to Statista research. Apple iPhone owners are a desirable, young, affluent demographic that is often hard to target in digital advertising campaigns. The new Strategus solution combines the industry-leading knowledge of both companies in cookie-less and CTV advertising to successfully retarget iOS users. It is powered by the integration of Connect, PubMatic’s fully integrated and comprehensive audience platform, and Intent IQ’s cookie-less audience activation tool.

Intent IQ – PubMatic

• On behalf of its publisher partners, Intent IQ gathers and enhances data signals from over 800,000 websites. It generates a cookie-less audience that includes 180 million North American users for privacy-protected audience targeting and retargeting on their iPhones, Safari, and other cookie-less browsers.
• Using a Deal ID targeted at a custom audience of iOS users defined by first-party or third-party data, joint PubMatic-Intent IQ advertising partners can easily activate the addressable cookie-less audience that is integrated into PubMatic Connect.
• Leading CTV-managed service provider Strategus can identify viewers of CTV ads. It can retarget them directly on their iOS devices. It is all thanks to the combined PubMatic-Intent IQ integration, which enhances campaign performance for CTV brand clients.

Read More: PubMatic Announces Groundbreaking Data Collaboration with Experian

Here’s what they said

Joel Cox, co-founder and senior vice president of strategy and innovation at Strategus said,

This new technology solution is a significant breakthrough, as CTV advertisers can now retarget iOS users for the first time. The cookieless, privacy-safe approach to retargeting makes it possible for our CTV customers to improve the performance and maximize the ROI of their advertising campaigns.

Fabrice Beer-Gabel, Vice President of Strategy at Intent IQ added,

By combining our patented distributed identity technology with PubMatic’s programmatic infrastructure and Strategus’ CTV expertise, we can help marketers deliver immediate and improved value for their CTV advertising while also targeting the coveted iOS audiences. The new solution, powered by our cookieless universal ID and audience activation suite, will enable both better ROI for marketers and improved monetization for publishers.

Peter Barry, VP of Addressability and Commerce at PubMatic stated,

Buyers are increasingly looking for solutions that combine consumer privacy and advertiser ROI across channels and formats at scale. We are excited to be part of this collaborative effort to enable our clients to activate iOS audiences for CTV campaigns. Through innovative solutions like this, we look forward to helping publishers and buyers move beyond the limitations of anonymous targeting solutions to drive superior outcomes.

Read More: PubMatic Partners with PhonePe for Premium Mobile App Inventory and Audiences

LG Ad Solutions and Affinity Solutions Redefine CTV Ad Targeting and Measurement

With novel closed-loop CTV targeting and measurement technologies, LG Ad Solutions and Affinity Solutions have formed a fresh relationship. While Affinity Solutions is the top provider of consumer purchasing information, LG Ad Solutions is a world leader in connected TV (CTV) and cross-screen advertising. The brand-new service, called LoopIQ, was specifically created to use purchase data to target the appropriate people in CTV settings while also assessing the effectiveness of campaigns at boosting consumer spending. The firms claim that the introduction of LoopIQ solutions is in response to growing calls for more precise targeting and concrete measuring techniques in the connected TV market.

Growth in CTV Advertising 

Connected TV advertising gives ad tech stakeholders an admirable long-term opportunity by empowering brand advertisers to use data insights to improve ad targeting and campaign optimization. It is unique in that it combines the audience of conventional television with the accuracy and measurement of web advertising. Despite the fact that Connected TV currently only makes up a small portion of the programmatic market, CTV still receives more than $2 for every $5 spent on programmatic. CTV advertising has remained strong despite some collapse in the programmatic market in 2023, and analysts forecast that CTV will account for the majority of the market’s growth in the coming years.

Read More: Samsung Ads Partners with Brightline To Boost CTV Advertising

Insights on LoopIQ

The powerful solution brings together LG Ad Solutions’ Connected TV advertising infrastructure and Affinity’s data analytics know-how. The firms also states that they are dedicated to pushing the limits of what is feasible in the CTV ad space. Furthermore, they want to provide more value to advertisers while improving viewer experiences. The launch of LoopIQ is expected to change how marketers approach CTV advertising. It will also look to establish new standards for ROI in the market. LoopIQ will combine purchase information with already-available tools. These include Automatic Content Recognition (ACR). It complies with privacy regulations, to give brands access to more accurate targeting and measurement outcomes. Additionally, the solution ought to support accurate audience optimization of advertising expenditures.

Here’s what they said

Tony Marlow, Global Chief Marketing Officer of LG Ad Solutions said,  

The partnership between LG Ad Solutions and Affinity to launch LoopIQ marks a significant evolution in the CTV advertising landscape. LoopIQ’s unique capability to effectively link purchase data with ad targeting and measurement is set to revolutionize the way brands reach and resonate with their audiences in ad-supported streaming environments.

Damian Garbaccio, Chief Business & Marketing Officer of Affinity added, 

We are thrilled to join forces with LG Ad Solutions on this groundbreaking endeavor. LoopIQ is a testament to our joint vision of harnessing exclusive consumer purchase data to craft more meaningful outcomes and efficient advertising experiences.

Read More: Microsoft Advertising Enters the Video and CTV Advertising Realm

Samsung Ads Partners with Brightline To Boost CTV Advertising

Samsung Ads has teamed with BrightLine to increase the availability of its actionable and dynamic video ad inventory. It will make it possible to concentrate more on results and performance. In order to enhance its free-ad-supported streaming TV (FAST), Samsung is the most recent smart TV manufacturer to incorporate BrightLine’s interactive ad capabilities into its connected TV (CTV) inventory. The partnership aims to CTV advertising.

BrightLine’s Commendable Client Roster

Major publishers BrightLine already works with include Warner Bros. and Discovery. Additionally, it collaborates with VIZIO, a rival to Samsung and a manufacturer of smart TVs in the US, to offer interactive commercials on its WatchFree+ FAST Service. As the largest TV manufacturer in the United States, Samsung expands Brightline’s clientele. Additionally, it provides a vital range of distinct audience data. BrightLine enables geo-addressable content, such as store locators or localized specials, to dynamically populate commercial overlays, which is the simplest form of personalization. BrightLine claims that interactive creatives may be tailored to a deeper level of understanding, such as viewing habits, thanks to Samsung, its unique audience, and other factors.

Samsung – BrightLine partnership insights

Using BrightLine’s new dynamic ad unit, Samsung Ads, which already runs interactive ads in its QR-coded shoppable online video inventory, goes above and beyond to offer live and customized ads. Additionally, it will provide on-screen polls, quiz sessions, and scrollable branded carousels. It will encourage participation and action from viewers straight from the TV screen. Additionally, it incorporates dynamic creative that has been modified using Samsung’s data footprint to include elements like dealership and shop locators. Samsung Ads’ inventory mix is smoothly integrated with Brightline’s exclusive interactive ad suite designed specifically for TV.

Furthermore, it makes it possible for Samsung advertisements to provide the most advanced interactive solutions. It also enables to round out the Company’s full lineup of in-stream, native, and cross-platform ads. For many years, Samsung has previously been able to operate Brightline extended units on its smart TV home screen. To broadcast the vendor’s in-stream video ads and experiences on its FAST Service Samsung TV Plus, Samsung is now able to do so thanks to the partnership’s recent expansion. It is the first partner of Samsung to provide interactive CTV commercials on Samsung TV Plus with a remote. With Samsung Ads reaching three out of four US households, Samsung also claims to be the largest single source of TV data.

Read More: Loop Media-Microsoft Advertising Forge New CTV OOH Inventory Category

Here’s what they said

Michael Scott, vice president of ad sales and operations, Samsung Ads said in the announcement,

CTV advertising has been about delivering the solutions brands need to achieve measurable results. Today, we’ve evolved to a point where CTV is now capable of delivering results beyond simply reach and awareness. With BrightLine’s advanced capabilities, advertisers are now able to engage consumers in a real-time dialog and exchange for the first time on Samsung Smart TVs.

He further added, 

Now with access to Brightline, Samsung advertisers can take home screen engagement a step further with dynamic, engaging ad experiences that are designed to be actionable. As we progress towards a future where personalized and relevant advertising is not only the norm, but expected, actionable home screen ads will continue to be a crucial advertising tool for brands.

Mike Bologna, BrightLine’s chief accelerator stated,

BrightLine is helping partners like Samsung Ads deliver on the promise and potential of truly dynamic CTV ad experiences. Now that Smart TVs have become so much more than just a vehicle for video consumption, these new ad units provide opportunities for audiences to engage and take action directly from their screen, complementing the rich Samsung connected ecosystem.

Read More: GumGum Unveils Social Empowerment Initiative with In-Video Ads

Paramount Elevates CTV Advertising with Interactive Product Suite Expansion

With three interactive CTV ad experiences, Paramount ANZ is extending its premium advertising alternatives offering. The goal is to create an environment where viewers interact with advertising in addition to simply watching it. On the big screen, Paramount ANZ hopes to provide a portal into the future of interactive advertising.

The approach builds on AdSelector’s, powered by Innovid, success. The program is one of the premium advertising options available from Paramount Australia and New Zealand (ANZ). They aim to encourage users to interact directly with video material using their remote controls. To do so, the platform accentuates already-present video content and displays a full-screen video gallery. Around a typical TVC, a CTA overlay emerges, urging viewers to participate using their remote. The viewer is then presented with content selections and ad experiences to choose from and play via AdSelector expanding to full-screen.

Read More: Disney+ Hotstar Amp Brand Outreach With CTV Targeting

The Three Interactive CTV ad experiences

Canvas Gallery

A TVC features an interactive scrollable gallery called Canvas Gallery displaying several products. It effectively highlights several products at once in a high-end, interactive setting. Additionally, it is beneficial to display a variety of products in a high-end interactive setting. The solution is ideal for campaigns with several touchpoints or for launching a wide range of products. Additionally, it is perfect for retail occasions like Christmas, Black Friday, or the launch of new products. A typical advertisement will be scaled down to fit a branded skin so that users of the remote may navigate through up to five panels of message in a single break.

Interactive overlay

Interactive Overlay’s click-to-reveal feature adds a call to action to an already-existing TVC. With a dynamic layer to a typical brand TVC, it provides a complementing interactive overlay that strengthens already strong brand creativity. Additionally, a lower-frame interactive overlay smoothly integrates promotional messaging, codewords, and limited-time offers into existing advertisements. As the usual brand advertisement plays, it will appear over top of it so that viewers may interact with the overlay using their remote.

Expander

Through an interactive full-screen ad experience, Expander immerses viewers while surfacing a variety of brand material. It seeks to deepen and broaden a brand’s exposure and accumulated time. To immerse consumers in a brand realm like never before is the aim. It combines several material pieces, including movies and photos, to enhance the value of a typical TVC. Additionally, a conventional advertisement is surrounded by a CTA overlay. With just three to five films or images, a full-screen video gallery carousel can be launched by viewers using their remote controls. The standard video resumes after viewers close the extended advertisement.

Here’s what they said

Head of commercial innovation at Paramount ANZ Zoe Kostos expressed her excitement to introduce these new advertising options, which reflect the company’s belief in the potential of interaction on a large screen. As reported by AdNews, she went on to say,

Each product offers a unique experience, allowing our advertisers to engage audiences in new and meaningful ways. Through creative flexibility and personalised engagement, we’re taking advertising beyond a completed view and transforming it into an immersive journey that resonates with viewers.

Read More: Paramount Advertising Plans To Scale Identity With Unified ID 2.0 On CTV 

LightBoxTV Extends Range with Total TV Solution for CTV Campaigns

With the addition of a full-service Total TV Solution, LightBoxTV, the top CTV planning and analytics platform, introduces the extension of its product line. This comprehensive solution, built on LightBoxTV’s patented technological platform, enables clients to rely on LightBoxTV with their media spending and benefit from a thorough managed service for executing CTV campaigns on its behalf.

What’s in it for advertisers?

Advertisers are challenged with effectively targeting consumers in a diverse setting, including BVOD, AVOD, FAST, and YouTube channels, as TV viewing shifts to streaming platforms. Media buyers that want to connect with their target consumers have difficulties in this complex CTV landscape. LightBoxTV is a trailblazer in the sector thanks to its origins as a software platform created to address these issues. LightBoxTV’s newest offering, a managed solution, combines proprietary planning software, data insights, and team knowledge. Furthermore, it aids in executing precisely targeted campaigns built around this technology-centric strategy.

Read More: Loop Media-Microsoft Advertising Forge New CTV OOH Inventory Category

The Full-Service Total TV Solution Benefits

Comprehensive Campaign Planning

LightBoxTV serves as a strategic partner, providing audience targeting and data-driven insights to develop effective CTV campaigns.

Ease of Access to the Segmented TV Space

LightBoxTV offers marketers a single point of access to manage campaigns seamlessly across a variety of inventory outlets such as BVOD, AVOD, FAST, and YouTube environments.

Campaign management and activation

LightBoxTV manages and activates campaigns. Furthermore, it also ensures smooth delivery across various platforms.

Accurate Performance Reporting

LightBoxTV offers thorough insights into campaigns’ performance, empowering marketers to make informed choices and improve upcoming campaigns.

With a variety of tailored audience packages available at launch, the system gives customers turnkey choices. These choices are in line with varied campaign objectives. Alternatively, users may partner with LightBoxTV to develop a custom plan for a particular target market. It will guarantee that their campaigns are effective.

Read More: Unlock The CTV Opportunity: What The Future Looks Like

Here’s what they said

Mark Giblin, CEO of LightBoxTV said,

Our vision has always been to simplify the complexities of CTV advertising through innovative technology and data-driven insights. With the launch of our Full-Service Total TV Solution, we are excited to offer advertisers a comprehensive and strategic approach to navigate the evolving TV landscape and deliver successful campaigns.

‍Read More: PubMatic Takes On DSPs in Video & CTV Deals, Aims for Direct Access

Basis Tech-FreeWheel Partner for Direct Access to Premium CTV Inventory

Basis Technologies, a supplier of global programmatic advertising and media automation solutions, has announced an interface with FreeWheel. Through the partnership, advertisers will have direct access to the best-connected TV (CTV) ad inventory. FreeWheel and Basis Technologies have been partners for a long time. According to this association, Basis platform customers will have access to programmatic assured buying capabilities on video inventory across publishers in the ad ecosystem. This is thanks to FreeWheel, an international technology network for TV ad businesses.

The interconnected apps that make up the Basis platform automate manual tasks, standardize company procedures, and enhance marketing and advertising effectiveness. Ad purchasing options include programmatic, vendor-direct, search, and social. Addressable TV advertising is powered by its BasisTV+ system with 1,000 targeting parameters and 80 trackable indicators.

Read More: Disney+ Hotstar Amp Brand Outreach With CTV Targeting

Important Elements of Integration

This novel partnership and its attendant capabilities stand out for providing advertisers with guaranteed, upfront-style premium CTV ad inventory obligations. They will be on an even playing field with rivals with bigger ad spend budgets. Furthermore, Basis and FreeWheel are extending CTV advertising’s supply, progress, and capability to a wider range of advertisers. For this, they are streamlining and facilitating access to this kind of ad inventory by making it more direct.

With this agreement, Basis will hold a distinct place among programmatic ad tech companies. The majority of ad space for high-quality CTV programming is now only accessible through direct channels. Deals that have been agreed upon with publishers and processed through IOs, or those that have been brought about via programmatic guaranteed or private marketplace buying, are included. Basis and FreeWheel hope to increase the number of brands that can use CTV advertising by providing additional integrated possibilities.

The CTV Landscape

Streaming services are becoming more and more popular among TV viewers, which has increased the demand for connected TV advertising. In June, CTV advertising made an unprecedented $1 billion in spending. In addition, more programmatic businesses are considering collaborations with CTV-focused businesses as a safeguard against the changing market. Additionally, CTV is anticipated to increase by over 13 percent globally to 25.9 billion in 2023, according to projections made by GroupM. With internet-connected televisions and streaming devices, brand advertisers have the chance to interact with highly engaged and targeted audiences. CTV, as opposed to regular TV, enables more exact behavioral and demographic targeting. This implies that marketers can target users who are engaged with material with tailored messages. Furthermore, it offers advertisers a simpler method for more accurate campaign performance measurement, allowing them to optimize their plans for maximum impact.

Read More: Google Ads Enhances CTV Advertising

Here’s what they said

Jon Mansell, U.S. Head of Marketplace Demand, FreeWheel stated,

When people think of ‘programmatic guaranteed,’ the first association or use case that may come to mind is the upfronts, but nowadays, the potential and opportunity for this medium have expanded beyond that. We’re excited to team up with Basis to democratize, simplify, and open up access to this inventory, as well as drive creative and innovative uses for it, among today’s buyers.

According to Tyler Kelly, President of Basis Technologies, Basis has overcome this difficulty by providing an omnichannel DSP that allows marketers to utilize premium advanced TV inventory in addition to media automation tools that facilitate direct dealmaking with publishers. He said, 

There is high demand among marketers trying to reach audiences on CTV today and as such, we’ve teamed up with FreeWheel to remove some of the barriers to growth and to further democratize this channel. FreeWheel is the right partner for this given its track record and commitment to simplifying and creating more direct supply paths to different pools of ad inventory. Our programmatic advertising and media automation platform has been delivering to FreeWheel a critical mass of regional and local advertising demand sourced from our agency and brand customers.

About Basis Technologies

Basis Technologies offers software and services for media automation and programmatic advertising to businesses all around the world. By integrating automated workflows, cross-channel campaign planning, programmatic and direct media buying, universal reporting, and business intelligence, the Basis platform enhances omnichannel marketing performance. It offers a thorough range of purchasing options across all platforms and gadgets, utilizing all significant creative sorts and formats. With a single system of record, seamless team collaboration, and actionable data-driven insights, Basis, whether delivered by a world-class media services team or via a SaaS model, reduces the complexity of digital media and boosts profitability. Basis Technologies, with offices in Chicago and offices serving North America, South America, and Europe, has won multiple awards for its dedication to its workforce and workplace culture.

About FreeWheel

FreeWheel strengthens all facets of The New TV Ecosystem. They are set up to offer the entire range of solutions the advertising sector requires to accomplish its objectives. In order to achieve the ultimate goal – results for marketers – they provide the technology, data enablement, and convergent marketplaces necessary to assure buyers and sellers are able to interact across all screens, data kinds, and sales channels. FreeWheel, a Comcast Company, has offices in New York, San Francisco, Chicago, London, Paris, Beijing, and other cities around the world. Through the FreeWheel Council for Premium Video, it advocates for the entire industry.

Read More: Loop Media-Microsoft Advertising Forge New CTV OOH Inventory Category

All You Need To Know About Connected TV Advertising!

With traditional TV seeing an increasing plummet, our advertising behavior has seen a paradigm shift. This shift is accelerated by the growth of CTV or Connected TV advertising.

The entire landscape of digital advertising is being taken over by CTV now – and that is largely because of the option of getting your commercials on the big screen without the large price tag, reaching cord-cutters and highly engaged viewers in no time! 

Expanding on what we essentially mean by CTV –  it is a kind of television that is connected to the internet and may be viewed via regular cable television. The Connected TV can stream OTT streaming services, internet browsing data, and internet apps. 

These OTT or Over-The-Top platforms give marketers an edge in advertising and publishing their content. Moreover, there are more than 164 million U.S. consumers viewing video content via connected TV devices, and a forecast of up to 204.1 million viewers in 2022. 

With CTV gaining mass appeal across the world, we can expect to see a complete digital renaissance in the coming years. 

Keep reading below as we explore Connected TV advertising, various ad formats, benefits, its presence in the MENA market, the OTT platforms that enable CTV advertising, and most importantly – its future! 

What Is Connected TV Advertising? 

Delving into connected TV meaning, viz-a-viz advertising would simply mean exploring a  form of advertising that is programmatically generated. 

Advertisements for connected TV can be put on any TV or device that can be linked to the internet and access video streaming material beyond what is accessible through a cable provider’s standard offering. Additionally, ads purchased programmatically and displayed on consoles, computer/mobile streaming, gaming devices, over-the-top (OTT), or Smart TVs are referred to as CTV. 

Any device that is intended to handle multimedia and connect streaming from the Internet can support connected tv advertising.

If you still have your reservations about what is connected tv advertising, really…then we got some answers for you. 

CTV advertising is a private marketplace (PMP) business. Multiple layers of auctions are used in the programmatic media purchasing network, with each level having its own set of pricing and access restrictions. This gives advertisers access to precise placements while in an auction with fewer bids, resulting in considerably better winning rates.

In comparison with traditional TV advertising, CTV allows for more precise targeting and inventory selection, resulting in a more efficient route for reaching a larger market.

Simply put, CTV is the present and future medium for powerful digital advertising. Now, before we get too technical, let us shed light on the benefits of Connected TV for advertisers. 

How Will Connected TV Advertising Give You An Edge? 

In the space below, we have curated a list of ways how connected tv benefits your company! 

1. Helps Create Brand Resonance

Commercials are broadcast at a considerably reduced frequency on OTT and linked TV, and usually only one ad at a time. In support of this, recent research revealed that when compared to completion rates on other platforms, OTT consumers complete 98 percent of video commercials. 

Because viewers aren’t inundated with commercial after commercial vying for their attention, they’re more likely to give undivided attention to an ad and remember the brand. When compared to desktop and mobile viewers, OTT viewers demonstrated greater levels of brand recognition and favorability, according to the same survey. 

Even if they don’t take action right away, showing an ad to a more responsive viewer increases the likelihood that they will become a customer in the future.

2. Helps Reach The Right Audience 

…at the right time. 

Connected TV is expected to continue increasing at a rapid rate, eventually surpassing linear television, by providing viewers with a controlled watching experience with access to high-quality content that allows them to pick what they want to watch when they want to watch it.

Because OTT platforms are mostly being consumed by millennials, the controlled advertisement ( that is also audience specific) will give the generation a feeling of command over their media consumption. Most millennials have a tendency to jump ahead with an ad or skip it because it does not resonate with them. 

But with connected tv advertising, advertisers can assess their target audience and reach them at the right time – generating more traffic and gathering more potential clients. 

3. It Is Light On The Pocket

CTV advertising is an opportunity for advertisers to save chunks of impression costs. Only one person sees an ad when they watch it on their personal Internet-connected device, whereas advertising on television might be seen by multiple individuals. 

The same ad is viewed by several individuals at the same time, lowering the cost per impression for the advertiser. This renders it a budget-friendly option for the advertiser. 

4. Enhances User Experience

Connected TV allows for full-screen delivery of targeted, highly customized, HD-quality advertisements with stereo sound. As a consequence, better ad quality enhances brand loyalty and increases brand visibility. 

Furthermore, advertisements on connected TV provide a natural large-screen experience with excellent ad viewability. It mimics the look and feel of regular cable television. Consumers not only pay greater attention to CTV advertisements, but they also watch them for longer periods of time.

These were some ways that a connected tv benefits you and your quest to disseminate your content across the right people. 

What Are The Different Formats Of CTV Ads?

 The online ecosystem has long been a great place to deliver and consume a variety of ad formats, and now CTV advertising is actively changing the way people watch television.

Advertising on connected TV is a great experience. It enables advertisers to test animated, static, call-to-action, and interactive video advertising in order to enhance consumer engagement and video content performance.

Here are some amazing Connected TV advertising formats that you could incorporate: 

1. In-Stream Ads

In-stream video advertising allows you to provide viewers brief, memorable commercial messages at various points of viewing. 

2. Pre-Roll Video Ads

 

These connected tv advertising pieces are presented before the main content and are catchy enough to be memorable. Pre-roll video ads significantly aid in increasing sales and brand exposure. 

3. Mid-Roll Video Ads 

This ad format enables a TV-like user experience and is shown during the main content. Viewers are usually not hesitant to watch mid-rolls. 

4. Post-Roll Videos Ads 

Because they are shown after the primary material, they are the least distracting and have no effect on the user’s viewing experience. After seeing a post-roll ad, viewers are more likely to perform the intended action. 

5. Pause Video Ads

It is presented while the viewers’ eyes are on the screen, paying close attention to the message in it, and it does not compete for attention with other devices or forms of information, resulting in a high view rate. 

 

Marketers may greatly increase the success of their digital campaigns by having various video formats at their fingertips. Brands may fine-tune audience reactions, personalize engagements, and send tailored messages to diverse audiences throughout the world by picking customized connected tv advertising formats for each individual campaign.

In the section below, we have given a closer look into the premium OTT platforms/apps that allow CTV advertisements! 

4 Top OTT Platforms That Allow Connected TV Ads

Here are four amazing OTT platforms/apps that allow seamlessly connected tv advertising. 

1. Apple TV 

With the introduction of its ad-free streaming service, Apple has launched a worldwide effort into the original TV. You may quickly subscribe to the channels you want without having to download any additional third-party apps. 

Using the Apple TV app, you may watch the material that comes with your membership privileges. Additionally, the Apple TV stick flawlessly streamlines CTV ads along with entertainment content. 

2. Amazon Fire 

One of the best connected tv advertising platforms, Amazon Fire offers voice search capability, an improved keyboard, and rapid access to apps, as well as playback controls and navigation. It also downloaded the app controlling your traditional TV from the Amazon Fire tablet. 

These applications are compatible with both Android and iOS smartphones. Gaming consoles, cable boxes, and other connected TV devices all broadcast OTT video advertisements.

OTT video inventory allows programmatic targeting to be applied to streaming media, bridging the gap between current digital media and conventional television advertising.

3. Google TV 

Google’s Smart TV makers have a distinct advantage, providing them with a view into both the traditional and OTT worlds. Smart TVs come with a variety of built-in internet-connected apps, and you may pick from a variety of Smart TV packages. 

Google TVs provide businesses and advertising with an almost limitless number of features.

4. Roku 

Connected TV marketers get the greatest capabilities from Roku, and the OneViewTM ad has numerous sophisticated options. Identity, Instant OTT prediction, In-flight attribution, and proprietary audience are all devised by Cross, and it produces the best results.

One of the top connected tv advertising platforms, Roku has released an upgraded advertising platform that expands the OTT market’s versatility. It just launched a new consumer data initiative to help CPG marketers make their CTV advertising more quantifiable and accurate.

These were some of the premium CTV advertising platforms – and now, let us move on to have a look at CTV’s performance in the MENA market. 

CTV Advertising In MENA 

According to eMarketer, the number of subscription OTT video watchers in the Middle East and Africa increased by approximately 31.2 percent in 2020, making MENA one of the fastest-growing regions among Asia-Pacific, Central, and Eastern Europe, Latin America, North America, and Western Europe.

Advertisers have the potential to put their creative messaging amid TV programming as CTV and OTT advertising environments develop in MENA markets, maximizing reach and ROI with advertisements that are more relevant and targeted than those on linear TV.

Connected TV Advertising: What Does The Future Hold? 

Connected TV ads are clearly the future of advertising. With advertisements being customized for the target audience, higher engagement rates, higher dependency on internet-driven smartphones, and simply the rise of general interest in consuming video content – connected tv advertising is flourishing and how! 

Connected tv advertising statistics around the world show that there is a mass acceptance of the shift that is happening digitally. There are more than 164 million U.S. consumers viewing video content via connected TV devices and a forecast of up to 204.1 million viewers in 2022. Furthermore, according to the research on the connected TV industry, the number of households with CTV is expected to grow by 82 percent by 2023.

The CTV market has exploded in popularity in recent years, with research indicating that 53% of all UK homes use at least one streaming or subscription service.

Moreover, the pandemic has increased the amount of time we spend viewing digital television, according to Ofcom. And what began as a fad pushed largely by 16- to 34-year-olds has now spread to the over-55 demographic, who are beginning to embrace a new way of viewing television. 

Shedding more light on the connected tv advertising statistics, the CTV programmatic advertising reached 78 percent of US households in the past few years and saw approximately a 122 percent rise in worldwide programmatic ad expenditure in 2020.

Moreover, Roku has been dominating the CTV market lately, accounting for 46% of programmatic ad expenditure in CTV. Samsung, Apple, and Amazon followed in second and third, respectively, with around 10% market share. From Q120 to Q420, Apple grew its ad market share by 379 percent.

In-Closing 

As we saw, connected tv advertising provides companies with a significant chance to develop truly effective advertising campaigns by providing more customizable packages, possibilities to personalize commercials and more engagement.

Marketers will need to cooperate with other data owners to continue to improve the efficacy and measurability of their advertisements in order for the TV to succeed in the digital age. 

Giving companies the capacity to accurately define audiences, move expenditure from one channel to another, and measure more successfully will all be required for the industry to demonstrate that a CTV investment is justified not just in the immediate term, but also in the years ahead.

Connected tv advertising is evolving and taking shape globally, and is expected to continue its world domination in the coming years. 

 

IAS Acquires Publica For $220M To “Help Advertisers”

Integral Ad Science (IAS) has invested $220 million in a cash and stock transaction to acquire Publica, a connected TV advertising platform. Every month, Publica serves approximately three billion adverts on CTV. 

IAS is advancing its approach in this market with this acquisition, which aims to assist publishers market their video programs better across CTV platforms while also developing new solutions to provide advertisers visibility into the quality of this inventory.

With this acquisition, Ben Antier, co-founder and CEO of Publica, will now report to IAS CEO Lisa Utzschneider. Furthermore, the Publica brand will be added to IAS’ product line.

IAS’s decision seems strategic and logical as Publica helps boost publisher yield by connecting supply-side platforms to unique CTV inventory. 

Publica’s unified auction, over-the-top (OTT) header bidding for programmatic purchasing, audience management, campaign management, server-side ad insertion (SSAI), ad pod automation, and sophisticated analytics would all be added to IAS’s CTV capabilities as a result of the deal. 

Utzschneider, CEO, IAS commented on the acquisition – 

Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future, we will help advertisers with a trusted way to measure the results of their growing CTV budgets

IAS’s current CTV technologies, which include the industry’s first CTV verification solution for worldwide invalid traffic (IVT) and viewability across programmatic and direct buying on all applications and providers, will be expanded with this acquisition. 

Moreover, in the next months, IAS aims to provide a brand safety and appropriateness solution for CTV advertisers and publishers, backed by Publica’s platform and CTV content analytics.

CTV advertising is on the rise, and according to eMarketer, advertisers will spend more than $13.4 billion on CTV this year, with that figure expected to rise to $24.7 billion by 2024.

 

Smart Acquires DynAdmic , A Cookie-Free CTV Advertising Platform

Smart AdServer, an independent ad monetization platform, has acquired DynAdmic, an integrated video advertising marketplace, to expand its CTV and media services offerings. 

DynAdmic’s technology and operations will be incorporated into Smart’s offering to provide buyers with unique media solutions and media publishers with a new exclusive monetization channel. 

To better connect ad campaign performance goals with user privacy needs, the combined group will benefit from innovative cookie-free contextual targeting possibilities.

DynAdmic, which was founded in Paris in 2012, has expanded worldwide to seven locations including the United States, France, Germany, Mexico, Brazil, Colombia, and Dubai,  with the United States accounting for 60% of its income. 

With 120 employees, DynAdmic grew by 32% in 2020 and is expected to rise by 90% in H1 2021.

Advertisers can use its proprietary audio and video content identification technology to achieve a cookie-free contextual targeting solution. DynAdmic runs specialised video advertising campaigns, with OTT and Connected TV accounting for 40% of those campaigns. 

Smart CEO, Arnaud Creput said that their strategic development in the United States will be accelerated as a result of this acquisition and that they are committed to building a scalable, independent option to the dominant platforms that prioritize privacy, transparency, innovation, and performance. He further added – 

“We are impressed by the technology and expertise developed by DynAdmic to bring superior performance to brands and agencies with OTT and CTV contextual targeting. The addition of DynAdmic complements Smart’s cookie-free and CTV strengths, which are the most critical shifts in our industry.” 

Smart’s absorption of DynAdmic is a logical next step in the company’s global expansion, given its acquisition of LiquidM in December 2019 and the launch of its “direct buy” platform Smart Buyer Connect. 

DynAdmic completely connects with Smart’s existing holdings and ongoing strategies to invest in technologies and media services that assist media buyers and bring them closer to quality publishers while delivering managed media solutions. And on the other hand, Smart’s publisher clients can gain an advantage of DynAdmic’s new monetization channel that will boost demand. 

Stéphane Bonjean , DynAdmic’s CEO and Bruno Champion, the CTO said – 

“Smart’s full-stack capabilities will allow us to rapidly integrate with their platform which, along with their strong technology, expertise and global presence, will generate significant value for our clients and partners.”

They also added that they are ecstatic to be joining a pioneer and industry leader and that they consider Smart as the appropriate partner to help them accomplish their growth goals. 

“We share the same values of independence, excellence, and innovation.”