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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Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Global Startup Awards. The Global Startup Awards' Founder of the Year Award recognizes an individual that has pushed the boundaries of technology to empower new innovations and ideas. The Global Startup Awards places each year's regional category winners against each other to determine whose achievements stand out from the rest of the startup ecosystem through nomination, voting and jury evaluation. In May 2016, the Nordic Startup Awards named Traasdahl Founder of the Year. "Are is a force of nature and his creativity and passion know no boundaries, it seems," said George Tilesch, Global Startup Awards juror and U.S. managing partner of Innomine Group. "Extra kudos for the mentoring work and the Norwegian superfund plans. Are knows giving back is of the utmost importance." "Are is a superstar within the Norwegian startup ecosystem," said Kim Balle, founding partner and CEO of the Global Startup Awards. "From the jury feedback I could see that not only are his impressive achievements the reason for their rating, but also his focus and ability to give back to the startup scene played an important factor in him winning the category." "It is an enormous honor to be named Founder of the Year by the Global Startup Awards," said Traasdahl. "I am so committed to fostering entrepreneurship both at Tapad and throughout the startup space. This win is a remarkable bookend for a stellar year that began with our acquisition by the Telenor Group and continued with best-in-class product innovation, superior solutions for our clients and our Propeller Program that is so dear to my heart." Tapad's Propeller Program hosts five early-stage companies at Tapad's New York headquarters for one year to mentor them through global expansion. The participants of this inaugural program come from Traasdahl's native Norway. For more information on the Global Startup Awards, please visit: http://www.globalstartupawards.com/#gsa. Contact us today!
As my colleague Jake Davis and I were planning this blog post, we had a lengthy conversation about what we were going to focus on. If you’ve experienced even one holiday season as a digital marketer, you know there’s a ton of crucial decisions to be made about your Q4 digital endeavors. Some of our clients have been planning since the end of the summer for “prime time,” and more than a few mentioned that they earn up to 40% of their annual revenue between October and December. Jake and I are both marketers – my perspective is from the strategy and planning angle, while Jake is The Man when it comes to data and analysis. Together, we make each other better by challenging each other’s ideas and perceptions. We think this blog post captures the best of both of our perspectives. Ultimately, there are a lot of variables at play all year long, but making smart decisions about creative, segmentation, deployment time, content, etc. carries a lot more weight as you close out Q4. I am interested in volume trends and thematic changes through the holiday season; because I believe marketers truly want to be proactive about crafting their holiday plans. In the real world, however, the calendar is a living document and a moving target – if a brand is not hitting its projections, course correction at the 11th hour can happen. Our goal is to ensure that type of recalibration is more the exception than the rule (and to give you some pointers even if you find the calendar is more of a guide than a concrete plan). Jake and our analytics team do some of their most innovative analysis annually, after the holiday season. That analysis of the 2015 holiday season, along with projected trends and industry developments, is what we are using to help frame this particular piece of thought leadership. With that being said, here are four charts and some explanations that can help you win by December 31st: 1. Peak Days Black Friday and Cyber Monday still have a hold on the public’s attention and wallet, even with promotions that began at the end of October. Factor in mobile shopping, and Cyber Monday in particular could be especially lucrative: mobile first consumers are ready, willing and even more able to make purchases from virtually anywhere, not just in front of their computers or tablets. But expect a decline in email marketing effectiveness from the year before…for all of the same reasons it will be so lucrative elsewhere. 2. Send size matters Batch and blast is probably here to stay, no matter how much we preach about the long-term benefits of smaller, targeted campaigns. Even the savviest marketers will resort to some large sends this holiday season, so when you do, it will serve you well to remember this maxim: volume is negatively correlated with email KPIs. Your send size might be the only reason you see a decline in your open rate – and that’s just math! 3. Animation: a key to unlocking engagement Animation has been around for a while now, but that doesn’t mean it’s any less effective. Last holiday season, mailings that included animation were clicked on 30% more than expected based on other trends. While that might because only the best mailings get this treatment, expect animation to get your customers moving. 4. Free shipping Free shipping was the most popular offer in 2015, although slightly less effective than 2014. As recent news about an increase in shipping rates reaches consumers, free shipping could prove to be even more compelling than past years. On the other hand, marketers that offer free shipping may see their bottom line affected (so prepare for Free Shipping with higher qualifiers, and remind your consumers about all the other great benefits they’ll receive by shopping with your brand). As with last year, our ultimate take-aways included the strong Jake and Liz approved suggestion to look at performance from your digital channels in a holistic sense. How have you been communicating with your customers the entire year? Is your website mobile optimized? Is your content personalized and relevant? Are you targeting the right audience? Are you using browse and abandon behavior to send triggered emails and make product recommendations? Most importantly, do you understand the context in which you’re deploying your email? It’s a competitive world out there, and most everyone has the same tricks up their sleeves. Be creative and daring when thinking of what minor innovations could prove major to your bottom line. While the charts above describe holiday 2015 (and rest assured, they will likely describe holiday 2016), it’s the tiny variations – the curious interpretations – that will drive your program forward. And when you’re struggling to come up with that variation? We’re here to help. Read more analytics posts here.
NEW YORK, Nov. 29, 2016 /PRNewswire/ — For the second consecutive year, Tapad, part of Experian, has been listed among Deloitte's Technology Fast 500™, a ranking of the 500 fastest-growing technology, media, telecommunications, life sciences and energy tech companies in North America. Tapad, number 147 on the 2016 Deloitte list, is the leading provider of unified, cross-device marketing technology solutions. "It is an honor to once again be recognized by Deloitte for our growth and momentum, particularly given the stature of the other technology companies on the list," said Are Traasdahl, founder and CEO of Tapad. "Our product innovation, particularly in TV analytics and measurement, is a major contributor to our progress. I'm extremely proud of our hard-working, talented team for continually executing at such a high level." "Today, when every organization can be a tech company, the most effective businesses not only foster the courage to explore change, but also encourage creativity in using and applying existing assets in new ways, as resourcefully as possible," said Sandra Shirai, principal, Deloitte Consulting LLP and U.S. technology, media and telecommunications industry leader. "This ingenious approach to innovation calls for the encouragement of curiosity and collaboration both within and outside the office walls." "This year's Fast 500 winners showcase that when organizations are open to diverse perspectives and insights, they are able to create an environment for their employees and customers to see the possibilities and ingenious solutions that might lie ahead," added Jim Atwell, national managing partner of the emerging growth company practice, Deloitte & Touche LLP. "Entrepreneurial environments foster change and innovation within businesses, and we look forward to watching these companies continue to drive change across all sectors." Contact us today