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Advanced Strategies for CTV Audience Targeting

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Connected TV (CTV) has emerged as a potent channel for precise audience targeting within your digital campaigns. However, to get the most out of this tool, you need to go beyond the basics of demographics-based targeting and apply advanced strategies.

With that in mind, here are nine CTV audience targeting strategies that you can incorporate into your connected TV marketing campaign:

Embrace Data Analytics

Good data is the foundation of any great CTV targeting strategy. By gathering and analyzing data, you can peer into the minds of your audience, identify trends, and get to know the people you are trying to reach.

With the right tools, you can dissect vast amounts of viewer data to pinpoint exactly who is watching, what they like, and how they interact with different types of content. In turn, you can create content that speaks to each audience segment’s pain points and challenges.

Segment and Personalize

Audience segmentation is a tried and true way of increasing reach and impact. However, dividing up your audience by demographic data like age, gender, and location isn’t enough. You need access to advanced CTV targeting insights like their interests and purchase intent.

Advanced CTV targeting lets you do just that. By creating hyper-specific audience segments, you can personalize your campaigns to an unprecedented degree. Personalization is the key to cutting through the noise and speaking directly to your customers’ desires and needs.

Use Lookalike Audiences

Once you’ve identified your ideal customer profiles, it’s time to scale your reach. Use lookalike audiences to expand your campaign to include new viewers who share similar characteristics with your best customers. This approach amplifies your campaign’s potential and drives a higher return on ad spend (ROAS).

You can use lookalike audiences across channels, too. For instance, if you’ve locked down a few high-performing audience types on social media, apply these same criteria to your CTV targeting.

Integrate Cross-Device Tracking

CTV doesn’t exist in a vacuum. Viewers might start a series on their smart TV and finish it on a tablet or smartphone. Using cross-device tracking and attribution helps you track the audience journey as it transitions to different devices.

The key is to maximize journey visibility. You want to know where a person’s journey started, how it progressed, and what key touch points played the biggest role in getting a sale. Over time, you can identify points of friction and create a more enjoyable process for your customers.

Use Contextual Targeting to Protect Your Brand

With advanced targeting, you can ensure your ads appear in a context that aligns with your brand values. You don’t want your content appearing alongside content that is contradictory to what your brand is about.

Sophisticated tools can help you navigate away from content that doesn’t match your brand’s image. This keeps your message in safe, brand-friendly environments.

Leverage Dynamic Creative Optimization (DCO)

Static ads are a thing of the past. Dynamic creative optimization allows your ads to adapt in real time, showcasing different messages, offers, or creative elements based on the viewer’s profile or real-time events.

You can keep your content relevant to shifting preferences and interests by adapting in real time. DCO is a true game-changer in CTV advertising.

Tell a Story

Don’t treat CTV ads as one-off interactions. Instead, view them as complementary aspects of the customer journey. Use sequential messaging, where you tell a story through your ads over time.

Storytelling builds a narrative, layering information and emotional resonance with each ad your audience sees. Individuals who see all chapters of your story are more likely to form an emotional connection with your brand.

Analyze View-Through Rates

Traditionally, click-through rates (CTR) have been the focus. However, CTV campaigns require a shift toward view-through rates (VTR).

Getting a user to click on or start your ad isn’t enough. You want them to watch it entirely. VTR tracks this so you can better understand how much engagement you are generating.

Test and Improve

Remember, CTV targeting is never set-it-and-forget-it. It’s about continually testing different targeting methods, creative elements, and calls to action. Use various testing methods to refine your campaigns and maintain a strong return on ad spend.

Move Beyond the Basics

Using advanced CTV audience targeting techniques can transform how you reach and engage with your audience in their homes. By adopting these sophisticated techniques, you can forge strong connections with consumers and cultivate a sense of loyalty toward your brand.

Your brand deserves to be top of mind among your core audience; advanced CTV targeting is your ticket there.

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