Addressable OTT Targeting

As part of our programmatic advertising abilities, we have now expanded our advanced TV capabilities built for the scale of localization and personalization. These capabilities include nationwide addressable targeting, intent-based behavioral targeting, and granular demographic targeting for Over-the-Top (OTT) and Connected TV (CTV) inventory. This allows advertisers access to the most advanced solution in the market. These three methods of audience targeting allow for getting the right message to the right person at the right time.

3 Unique and Powerful Targeting methods

Our advertising platforms give our customers a powerful solution to deliver advanced TV advertising to highly targeted audiences. These targets include the use of Addressable Geo-Fencing. Geo-Fencing is a location-based digital marketing tool that lets marketers send messages or deliver advertisements to a defined geographic area. We’re able to use advanced tools to target OTT and CTV devices at the household level nationwide with unmatched precision and scale.

Intent-based behavioral targeting is also another unique feature we provide. It helps bring the precision of digital targeting to OTT/CTV with the ability to target users based on keywords, context, and other online behaviors.

Lastly, granular demographic targeting takes advantage of numerous combinations of demographic variables to target your ideal audience. Focus on either a broad audience or a certain demographic that you feel would respond better to your message.

What is OTT/CTV?

One might ask what is OTT/CTV? OTT refers to ‘Over-the-Top’, “a term used to refer to content providers that distribute streaming media as a standalone product directly to viewers over the Internet, bypassing telecommunications, multichannel television, and broadcast television platforms that traditionally act as a controller or distributor of such content.” This term is synonymous to subscription-based video on demand services (ex. Hulu, Netflix, Sky Go, HBOGO, etc.). OTT services are accessed via websites on personal computers, apps, or mobile devices. CTV (Connected TV) is also similar to OTT, because it is a TV connected to a device with internet capabilities, such as a set-top box or OTT device. Smart TV’s, gaming consoles, AppleTV, and Google Chromecast are examples of these devices.

What are the benefits of using both together?

We know based on research by Nielsen that two-thirds of U.S. households have access to a connected TV, and the usage of these devices in the OTT/CTV landscape continues to grow. The solution to being able to target these households is through our advertising tools. Using these 3 different methods shown above. It is more important now than ever for marketers to make use of both traditional and demographic data as well as behavioral and intent-based data commonly use in programmatic advertising.

With ad spend in the OTT/CTV sector expected to rise, our advertising platform helps focus your attention on the right audience. Using our tools, advertisers can target their OTT/CTV ads to specific households and correct audience. This audience could be found through marketing tactics, then specifically targeted through addressable nationwide targeting (Geo-Fencing).  An eMarketer report found that 94 percent of advertisers expect to keep or increase their CTV advertising budget next year. As ad spend in OTT is projected to hit $40 billion in 2020, which is nearly half of the $85 billion in forecasted total TV ad revenue, it is important to budget exactly where your money is going towards. Diversifying marketing through the use of our three unique targeting methods gets the right message, to the right people, at the right time. Contact us at Redsharkdigital.com for more information.

Red Shark Digital is a superior full-service digital marketing agency that specializes in Web Design, SEO, Branding, and Digital Advertising. With offices across North Carolina including Raleigh, Greenville, and Wilmington, our team of digital marketing specialists are able to create catered solutions for your business needs. Our clients have allowed us to push the boundaries of web and creative design, while building innovative results for their company and their brand. These clients have encompassed multiple industries including higher education, healthcare, and major commercial franchises. Our wide range of clientele has allowed us to craft specialized strategies for businesses of all sizes while conveying our knowledge across a variety of platforms. We always strive to connect brands to customers, learn what we can do for your business today.

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