How area-based marketing is reimagining CTV

CTV is a powerful driver of advertising engagement and ROI; however, fragmentation and standardisation challenges remain. With so many CTV solutions available, is it better to opt for something more streamlined?
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Madrid, 14 de mayo de 2024

In today's digital advertising landscape, managing fragmented IDs and measurement solutions can be a daunting task, particularly when it comes to Connected TV (CTV) advertising. CTV may have been around for several years but with the rise of streaming services, the proliferation of devices and varying identity solutions, advertisers are faced with a fragmented ecosystem that makes it challenging to effectively target and measure their campaigns. For example, in a survey conducted by eMarketer top CTV advertising pain points included measurement and attribution, audience targeting, and ad experiences.  

With identity  resolution solutions that are limited, advertisers may struggle to discover and scale audience targeting or measure the effectiveness of their campaigns, leading to inefficiencies and wasted ad spend. The status quo for many advertisers when it comes to CTV advertising often involves using multiple platforms and solutions to reach their target audience. This can result in duplicated efforts, inconsistent measurement standards, and a lack of overall campaign cohesiveness. Given this context, brands need something more streamlined and effective, and in an industry where predicted advertising spend is set to exceed $42 billion by 2028, these can be profitable areas to address. Source: Statista.

One way forward for advertisers looking to avoid the challenges in CTV advertising is to adopt an area-based marketing approach that offers  richer audiences, smarter planning and capacity to adapt and evolve rapidly to changing contexts.  Area-based marketing lets advertisers focus on who their audience is and find areas of concentration to activate their media with the right message at the right time in the right area.

In adopting area-based marketing strategies advertisers can:

  • Reduce the need for complex ID based solutions that don´t scale and reach the highest volumes
  • Customise budget, objectives, context and targeting criteria based on specific geographic areas to create efficient campaigns that strike a balance between precision and reach
  • Have the flexibility to adapt strategy quicker and minimise waste

In selecting an area-based marketing approach at the planning stages, advertisers can simplify their targeting and measurement efforts, allowing for a more streamlined and effective advertising strategy. 

By reaching the right audience at the right volume without the need for individual level targeting, advertisers can ensure that they are able to accurately assess the performance of their campaigns and optimise their strategies for success. Using an area-based approach powered by rich on and offline datasets allows for the ability to plan, activate and report on the same audience within one omnichannel strategy. Advertisers can onboard and georeference any custom data like GRPs or first party data for even more granularity and control. Whether you’re activating CTV, DOOH or mobile/video, you are using the same area-based audience throughout the process. There’s no signal loss which is often the challenge when using multiple platforms to buy different channels.

In conclusion, by embracing area-based marketing strategies, advertisers can overcome the challenges of managing fragmented IDs and measurement solutions in CTV advertising. With a simplified and holistic approach to their campaigns, advertisers can achieve greater efficiency and effectiveness in their advertising efforts boosting on-target reach and cost efficiency with more data and optimised buying strategies, ultimately driving better results and ROI.

CTV with Taptap

Taptap’s CTV offering takes advantage of the company’s unique area-based marketing approach that allows brands to define their ideal customers by connecting and analysing rich on and offline data sets based on the common unifier of where they occur through a method called georeferencing. Media investment is then focused on areas where their target customers are in high concentration rather than the need to target them individually.

CTV rounds out Taptap’s omnichannel offering that includes DOOH, audio, display, mobile and online video, all powered by predictive and real-time modelling of georeferenced data that delivers broadcast reach with targeted precision for more flexibility and control.

In support of the CTV launch is a partnership with Mastercard Data and Insights.  The partnership will allow access to aggregated purchase data by a range of geographic areas which can be combined with the multiple on and offline data sets already available on the Taptap platform.

Leading brands like Dyson and Taco Bell are already using Taptap’s CTV solution, with more global brands ready to launch in Q2.

Emma Gold, VP of Product Marketing
May 14, 2024

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