At the recent Beet Retreat 2023 in Santa Monica, a fireside chat featuring Kimberly Gilberti, Experian’s Chief Product Officer, shed light on how connected TV (CTV) is changing content delivery and introducing a profound shift in audience engagement and advertising strategies. In this blog post, we’ll recap Gilberti’s discussion about advertising on CTV.
CTV’s transformative impact on media consumption
CTV brings together the nostalgia of traditional television and the cutting-edge capabilities of digital targeting, opening new doors for advertisers to connect more meaningfully with audiences. This integration heralds a new wave of viewer engagement opportunities. The revolution goes beyond altering content consumption modes; it fundamentally transforms how audiences interact with media. Advertisers now have the tools to forge deeper, more personalized connections with their audience, thanks to CTV.
“The evolution of media is exciting, offering endless opportunities due to the vast inventory and engaged audiences. The key to using this is understanding the consumer, the ‘who’ behind the viewing.”
kimberly gilberti, chief product officer
The evolution of advertising on CTV
In CTV, traditional advertising strategies are being re-evaluated. Advertisers must pivot to meet changing viewer trends, focusing on campaigns that resonate on a personal level and harness the targeted delivery capabilities of the medium.
Data and technology stand at the forefront of advertising on CTV. Effective collection, analysis, and application of audience data are crucial for creating impactful CTV campaigns. Advanced analytics tools are essential in deciphering complex viewer habits. Companies like Experian are key players, offering the necessary tools and insights for advertisers to navigate the CTV space effectively.
“Experian’s unique data assets are incredibly valuable. We understand consumers wherever they are, connecting the offline and online worlds. Our database, rooted in real people’s information, is extensive and privacy-focused, covering virtually every U.S. household.”
kimberly gilberti, chief product officer
The complexities and opportunities in advertising on CTV
Even though the CTV landscape is filled with vast opportunities and significant challenges, one major hurdle is accurately identifying viewers within shared household accounts, complicating targeted advertising on CTV efforts. Additionally, the fragmentation of content across multiple streaming platforms amplifies the challenge of reaching specific audience segments. The presence of ‘walled gardens‘ adds another layer of complexity in achieving a comprehensive understanding of audience behavior across different platforms.
Despite these challenges, the potential for effective, personalized advertising on CTV is immense. Key to unlocking this potential is the accurate measurement of ROI and the alignment of content with viewer preferences. These areas of focus underscore the need for sophisticated identity resolution and audience analysis solutions.
Collaboration is the key to unlocking CTV’s potential
The future of advertising on CTV relies on collaboration. Joint efforts from advertisers, agencies, technology providers, and publishers are essential for sharing data and insights while maintaining consumer privacy. This collective approach is pivotal in tackling the challenges of advertising on CTV and harnessing its full potential.
As the industry dives deeper into the CTV landscape, insights from Beet Retreat 2023 and leaders like Gilberti underscore the importance of understanding and engaging with your consumers. The collaborative efforts of the industry, bolstered by technological and data-driven expertise, are critical in capitalizing on the power of CTV.
Experian’s Collaboration solution connects our client’s and partner’s data to unlock more robust insights, smarter activation, and more holistic measurement for online and offline media efforts. To learn more about what our data collaboration services can do for your business in this new era of CTV, visit our website or connect with a member of our team today.
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According to data released by Standard and Poor’s and Experian for S&P/Experian Consumer Credit Default Indices, “default rates nationally fell in May across the board.” Defaulting balances declined among all types of credit lines, including bank card loans, first and second mortgage default rates and auto loans. Further research from Experian Simmons DataStream underscores this trend. Between November 17, 2008 and May 10, 2010, there has been a 15% increase in the share of major credit card holders who report usually paying their credit card balance in full each month. This increase is reflected among both VISA and MasterCard credit card holders, during the same time period. Specifically, the percent of VISA and MasterCard credit card holders who usually pay their credit card balance in full increased by 25% and 17%, respectively. During the later part of 2008 and much of the first half of 2009, MasterCard holders were the more likely to pay their card balance in full each month. Today, however, VISA card holders are the more likely to pay the full amount due. As of May 10, 2010, 42% of VISA card holders usually paid their VISA balance in full compared with 40% of MasterCard holders. American consumers’ attempt to become solvent shows that personal financial responsibility standards are increasing in response to the recent financial crisis. According to data released by Standard and Poor’s and Experian for S&P/Experian Consumer Credit Default Indices, “default rates nationally fell in May across the board.” Defaulting balances declined among all types of credit lines, including bank card loans, first and second mortgage default rates and auto loans. Further research from Experian Simmons DataStream underscores this trend. Between November 17, 2008 and May 10, 2010, there has been a 15% increase in the share of major credit card holders who report usually paying their credit card balance in full each month. This increase is reflected among both VISA and MasterCard credit card holders, during the same time period. Specifically, the percent of VISA and MasterCard credit card holders who usually pay their credit card balance in full increased by 25% and 17%, respectively. During the later part of 2008 and much of the first half of 2009, MasterCard holders were the more likely to pay their card balance in full each month. Today, however, VISA card holders are the more likely to pay the full amount due. As of May 10, 2010, 42% of VISA card holders usually paid their VISA balance in full compared with 40% of MasterCard holders. American consumers’ attempt to become solvent shows that personal financial responsibility standards are increasing in response to the recent financial crisis.
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