Down with subpar audience targeting! Make way for premium, CTV curation.
It’s projected that in 2024, US brands will spend over $28 billion on CTV, making up one-third of the total spent on TV advertising (CTV and linear), according to eMarketer. With that ever-increasing percentage, advertisers are understandably eager to tap into this lucrative market. However, amidst the buzz, caution is warranted when transacting media in this goldmine of a territory.
This is because the current CTV ecosystem is exceedingly complex and convoluted BUT, also ripe with opportunities for rare players trying to solve for supply path inefficiencies and bring in more audience-centric solutions to the table.
ElementalTV’s VISTA is one such platform, on a mission to provide data-rich, audience targeting solutions in the CTV realm. VISTA’s SmartCuration tech provides 360 degree audience planning by merging a robust suite of traditional targeting segments with contextual relevancy data.
What it does and why does it matter?
VISTA’s SmartCuration studies and leverages vast amounts of audience data, including demographics, viewing habits, and preferences, all of which is crucial for creating detailed audience segments. This could include viewers interested in sports, family content, pet care or any other specific genres. And SmartCuration’s granular targeting capabilities make audience segmentation super detailed and specific. We’re talking wannabe gardening enthusiasts, crafting hobbyists, young aspiring chefs etc.
By analyzing audiences in such in-depth detail, SmartCuration really helps publishers tap into the limitless, hidden potential of their audiences and how to effectively merchandise these rich data sets. Afterall, more precise audience segmentation allows for hyper-personalized advertising, leading to higher ad engagement and effectiveness.
Biddable inventory > Regular inventory
Not only does SmartCuration dig deep into audience data, it then also uses this information to maximize the value and attractiveness of ad slots. Since more precise audience segments enable publishers to offer ad slots that are highly relevant to specific advertisers, this results in increased demand and value of these slots. For instance, SmartCuration can help a publisher like Hulu curate segments such as “Young Adults Interested in Horror Movies” by analyzing viewing history and preferences. This curated segment can be highly attractive to advertisers promoting horror film releases or related products.
And of course, curated segments command higher CPMs because advertisers are willing to pay a premium for precise targeting.
Another layer to SmartCuration’s efficient inventory utilization is optimized fill rates which essentially means matching the right ads to the right audiences, leading to higher fill rates and reduced ad space wastage. By using advanced data science and AI algorithms, SmartCuration analyzes historical data to predict future trends in viewer behavior, ad demand, and inventory usage.
Audiences across platforms
Your audience is your audience regardless of which platform, app, channel, or device they’re on. SmartCuration has the ability to unify and curate complex audience data across the entire CTV ecosystem, providing a comprehensive view of audience behavior and preferences. This allows publishers to offer ad opportunities that deliver holistic, consistent messaging, improving ad recall and effectiveness.
Beyond O&O
Not only does SmartCuration juice out your existing audience data, it also ensures that matching campaign scale is never a hindrance in achieving your maximum revenue potential. Our sophisticated AI/ML learning algorithms create seed-audiences, identified by high-value segments, to find specific patterns and characteristics.These algorithms then scan your broader audience database to identify viewers who share similar attributes, creating lookalike audiences.
Our publisher partners are thereby enabled to extend reach beyond their O&O audience, making campaign scale misses a thing of the past.
As the CTV ecosystem matures, curated CTV offerings have emerged as the gold standard for prudent media buying & selling practices. It’s really a win-win where advertisers achieve targeted, high-quality ad placements leading to increased ROAS, and publishers unlock incremental revenue through maximized audience value and extended reach.
