Driving Higher Engagement with CTV Ads: mediasmart Announces New Capabilities

mediasmart’s new CTV targeting and measuring capabilities to help marketers maximize their advertising ROI

mediasmart, Affle’s mobile programmatic platform announced the launch of its Audience Targeting and Household Sync technology on Connected TV (CTV) on Friday. Although mediasmart is no stranger to programmatic CTV ads, the new CTV capabilities will allow brands to realize higher return on ad spend (ROAS) by syncing CTV ad campaigns with ads across other connected devices in the same household. This means that marketers will be able to make their CTV ads more relevant by personalizing them for different household members. It combines CTV advertising’s greatest strengths – engaging storytelling format and granular targeting and engagement abilities associated with programmatic digital advertising.

Also read: 9 Essential Tips to Optimize Connected TV Advertising Spends

With mediasmart’s new CTV capabilities, marketers will be able to tailor their CTV campaigns to a specific member of a household, measure results and even lead them to make a purchase. Marketers can now use the solution to:

• Household sync: Deliver more targeted campaigns by syncing ads on CTV with ads on other devices in the household.
• High premium viewable inventory: Tap into apps streamed video data on OTT, Smart TVs, and games.
• Cross-screen Audiences: Leverage audience segmentation with CTV ads to deliver better personalization across devices and screens using either first or third party-data .
• Tracking and measurement: Determine online conversions and footfalls to optimize outcomes.
• Real time insights: Measure the brand impact of TV ads with over 25 KPIs in real-time. Understand where and when impressions are bought. Attribute revenue and profitability in a way that is far more transparent and accurate than traditional TV.

Commenting on the new launch, Noelia Amoedo, CEO of mediasmart saidOpens a new window , “Programmatic ad spend on video is projected to go from 10% to 50% by 2021 with CTV expected to be over 15% of that spend. Consumption of content on CTV is growing dramatically across the world as consumers are increasingly becoming cord cutters and preferring CTV over traditional linear TV experiences. Brands too are fast evolving and are increasingly making CTV an integral part of their communication plans. Our advanced CTV solution will empower brands to take advantage of all the benefits of mobile programmatic advertising on big screens and at scale, thus allowing them to engage with relevant consumers across connected devices.”

Also read: Driving Transparency in YouTube Measurement: Nielsen Announces New Capabilities for CTV Campaigns

Why Should Marketers Take Note?

Audience targeting options for OTT and CTV advertising is a great improvement over what is available with traditional TV. mediasmart’s household sync and audience measurement capabilities will help marketers design highly effective, hyper-targeted campaign that will drive results. Moreover, as CTV and OTT become more commonplace, customer expectations around the relevancy and personalization of advertising also evolves. Delivering video advertising that is more engaging, more personalized, and more measurable is key for marketers to win in an increasingly competitive marketplace.