CTV continues to explode in popularity. If you’re invested in it, you’re probably just scratching the surface of what’s possible. The real opportunity goes beyond reach. It’s about creating the perfect shoppable moments when viewers grab their phones to take action.
“Think about the data that your partners like Roku, Netflix, NBC, and Disney have…Then think about the tremendous data that you have about your consumers and their preferences for your brand. Now, imagine bringing those two together for the purposes of delivering really good shoppable moments,” says Christine Grammier, VP of Insights at LiveRamp in this episode of Here’s the Deal.
Watch now to discover:
If you’re a marketer, I’m sure you’re invested in connected TV. I bet you are just barely scratching the surface of what is possible there. I’m Christine Grammier, the VP of Insights for LiveRamp Products, and Here’s the Deal…
As CTV proliferates, and we all spend more and more time there as consumers, we really have an opportunity to make it work better as marketers. Think about the data that your partners have, like Roku, Netflix, NBC, Disney, truly understanding consumers in ways that, as a brand, it’s very hard for you to understand. Then think about the tremendous data that you have as a marketer about your consumers and their preferences for your brand. Now imagine bringing those two together for the purposes of delivering really good, shoppable moments.
When I say “shoppable moments,” I mean those moments when you’re sitting back on the couch relaxing. Maybe you’ve got your mobile phone in your pocket, and an ad for your favorite brand comes up on the screen. You grab your phone. Maybe you you scan the QR code, and it takes you to the latest offer from your favorite brand.
So, let’s talk about the three things that marketers can do to truly make the advertising as effective as possible. First, consider the insights. Consider the insights that those publisher partners have combined with the data that you have about your consumers. Bring those together to find the most valuable segments for you and learn about what they’re doing.
What programming are they in? What times of day are they watching? Really, truly understand them. Next, use this technology to deliver personalized messages.
Once you find those consumer segments that are most important, delivering the right, most compelling offer in the right moments, is really what is going to make this happen. And finally, number three, make the “shoppable moments” matter. Once you’ve got the consumer engaged, they’re reviewing maybe the content on your site, really make sure that the offer there is fit just for them and is a compelling offer to them.
If you can do these three things in your CTV strategies, I think you will find that CTV has a lot more to offer than you ever imagined.
