Connected TV (CTV) has transformed the way brands reach their ideal audiences. With precise audience targeting combined with premium content from streaming services such as Netflix, Hulu, and Disney+, it’s no wonder CTV is the fastest-growing media channel today. A staggering 88% of US households now have at least one CTV device, and nearly one-third of viewers have made a purchase after seeing a CTV ad.
But with so many platforms and channels to consider, how do you ensure your brand reaches the right audiences? The key lies in data activation.
Why precise TV advertising relies on data activation
A single campaign with a CTV partner can quickly become a sprawling measurement challenge. Many programmers run content across upwards of 25 or more distribution points, including national linear, over-the-top (OTT) streaming apps, smart TVs, programmatic ad platforms, social networks (and other walled gardens), and set-top box addressable inventory through multichannel video programming distributors (MVPDs).
The complexity of the video landscape increases the need for holistic audience targeting, across the blended linear/digital landscape. As Melanie Brown, Vice President of Advanced TV at Tubi, notes, “Bringing all of those sources together and making sure they’re de-duplicated on an identity level, on a person level, and a household level is really important.”
This is where data activation, or leveraging your first-party data across channels and platforms, becomes vital.
Four benefits of data activation for CTV advertising
1. Audience-first planning
Rather than relying on broad demographics, data activation lets brands build campaigns around specific audience segments defined by behaviors, interests, or purchase intent. This helps ensure that your ads are seen by the right people at the right time, maximizing engagement.
2. Real-time decision making
Data-driven insights mean you can monitor ad performance and audience trends in real time. Adjust your ad placements, messaging, and budget based on what’s working, giving you greater control over the success of your campaigns.
3. Content consideration
Align your CTV investments with how your audience consumes content. Whether they’re watching short-form videos on Hulu in the morning or binge-watching longer series on Prime Video at night, you can tailor your messaging to meet their habits and interests.
4. Maximizing ROI
As more marketing leaders shift budgets from traditional linear TV to CTV, data activation allows brands to optimize ad spend. With digital targeting delivering higher engagement and ROI, CTV remains a cost-effective way to capture audience attention.
Conclusion: Unlock the power of CTV with data activation
By activating customer data alongside your CTV partners, and shifting your media planning to an audience-based approach, advertisers can transcend the limitations of traditional TV buying and unlock the full potential of CTV’s targeting capabilities.
