{"id":583,"date":"2024-08-15T14:59:40","date_gmt":"2024-08-15T14:59:40","guid":{"rendered":"https:\/\/coolmedia.co\/?p=583"},"modified":"2024-08-15T14:59:40","modified_gmt":"2024-08-15T14:59:40","slug":"targeting-strategies-in-ctv-advertising","status":"publish","type":"post","link":"https:\/\/cool.co\/media-and-attribution\/targeting-strategies-in-ctv-advertising\/","title":{"rendered":"Targeting Strategies in CTV Advertising"},"content":{"rendered":"<p><span style=\"font-weight: 400\">At the 2024 Summer Olympics, Turkish competitor <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Yusuf_Dike%C3%A7\"><span style=\"font-weight: 400\">Yusuf Dike\u00e7<\/span><\/a><span style=\"font-weight: 400\"> went viral during a target-shooting event. Dike\u00e7 brought home the silver medal, but that\u2019s not what had the internet in an uproar: while all the other contestants used specialty gear and futuristic-looking glasses (designed to block out blur and distractions), Dike\u00e7 competed while wearing a completely normal pair of glasses and a t-shirt.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The reason everyone is impressed is simple: <\/span><b>while you can target accurately without the proper tools, you\u2019re making it a lot harder on yourself.<\/b><\/p>\n<p><span style=\"font-weight: 400\">The same is true in CTV advertising: With the proliferation of smart TVs and streaming services, CTV advertising offers unprecedented opportunities for brands to reach their audiences. However, the key to maximizing these opportunities lies in using the advanced targeting strategies the platform offers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">In this blog post, we\u2019re diving into the essentials of targeting in CTV advertising. We\u2019ll explore why it\u2019s crucial, how to do it effectively, and the strategies that can turn your campaigns from good to outstanding. Keep reading:<\/span><\/p>\n    <div class=\"table-of-contents\">\n        <h3>Table of contents<\/h3>\n        <ol id=\"toc\"><\/ol>\n    <\/div>\n    \n<p><b><i>Case Study:<\/i><\/b><span style=\"font-weight: 400\"> How Cool Media provided an in-depth brand analysis revealing a 21% ad recall rate for Suzuki. <\/span><a href=\"https:\/\/coolmedia.co\/wp-content\/uploads\/2024\/05\/Cool-Media-Case-Study-Suzuki.pdf\"><span style=\"font-weight: 400\">Read More<\/span><\/a><\/p>\n<h2><span style=\"font-weight: 400\">Why Targeting is Crucial in CTV Advertising<\/span><\/h2>\n<p><span style=\"font-weight: 400\">What separates Connected TV advertising from its more-traditional counterparts is, ultimately, the unparalleled ability to target your audience, with a degree of granularity that was never possible before. While linear TV involved casting a wide net and hoping that somewhere in there was your target audience, the digital architecture of CTV allows you to drill down and target your audience almost house-by-house.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">With it, you can achieve:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Enhanced Relevance:<\/b><span style=\"font-weight: 400\"> The more accurately you target, the more relevant your ads become. Relevant ads engage viewers, driving higher chances of conversion.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Optimized Budget:<\/b><span style=\"font-weight: 400\"> Money spent showing your ad to unlikely buyers is money wasted. Precision targeting ensures that every ad dollar is spent effectively.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Clearer Insights:<\/b><span style=\"font-weight: 400\"> Accurate targeting delivers detailed performance data, enabling you to make data-driven decisions and refine your strategies.<\/span><\/li>\n<\/ul>\n<h2 style=\"text-align: center\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-586\" src=\"https:\/\/cool.co\/coolmedia\/wp-content\/uploads\/sites\/3\/2024\/08\/GT12mBGWUAA7R0S_cr-1-300x297.jpg\" alt=\"\" width=\"367\" height=\"363\" srcset=\"https:\/\/cool.co\/media-and-attribution\/wp-content\/uploads\/sites\/3\/2024\/08\/GT12mBGWUAA7R0S_cr-1-300x297.jpg 300w, https:\/\/cool.co\/media-and-attribution\/wp-content\/uploads\/sites\/3\/2024\/08\/GT12mBGWUAA7R0S_cr-1.jpg 697w\" sizes=\"auto, (max-width: 367px) 100vw, 367px\" \/><\/h2>\n<h2><span style=\"font-weight: 400\">Key Targeting Strategies for CTV Advertising<\/span><\/h2>\n<p><span style=\"font-weight: 400\">There\u2019s really no reason <\/span><i><span style=\"font-weight: 400\">not<\/span><\/i><span style=\"font-weight: 400\"> to use all the most-accurate targeting methods at your disposal, but in order to do so effectively you need to understand them, so that you can utilize them in the appropriate ways and at the appropriate times. So let\u2019s break down the various ways you can target your CTV ads, so you\u2019ll know what to use when:<\/span><\/p>\n<h3><span style=\"font-weight: 400\">Audience Segmentation<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Audience segmentation involves breaking down your target audience into smaller, more specific groups based on criteria of your choosing:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Demographic Targeting:<\/b><span style=\"font-weight: 400\"> With CTV, you can focus on characteristics like age, gender, income, and education. For example, a luxury automaker might target high-income households, while a children\u2019s toy brand could target families with young kids.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Behavioral Targeting:<\/b><span style=\"font-weight: 400\"> Target users based on their past behavior. For instance, a brand selling cooking products might target viewers who frequently watch cooking shows.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400\">Geographic Targeting<\/span><\/h3>\n<p><span style=\"font-weight: 400\">In the old days, you had to leave your ad laying out somewhere \u2014 on a billboard, in a commercial break \u2014 and hope your customer happened upon it. But with geographic targeting, you can find out exactly where your customers are, and bring the ads to them.\u00a0<\/span><\/p>\n<ul>\n<li><b>Regional Targeting:<\/b><span style=\"font-weight: 400\"> In linear advertising, you could only run your ad in large broadcast areas. With CTV, you can zero into specific areas: specific towns, or parts-of-towns, high-or-low-income areas, and more. The targeting is significantly more granular.<\/span><span style=\"font-weight: 400\"><br \/>\n<\/span><\/li>\n<li><b>Digital-Out-Of-Home: <\/b><span style=\"font-weight: 400\">WIth DOOH advertising, your ads appear in contextually-relevant places where your target audience is likely to see them. If you\u2019re advertising an oil-change chain, your ads can appear on gas pumps. If you\u2019re advertising for pet groomers, you can make your ads appear on screens in veterinary waiting rooms.<\/span><\/li>\n<li><b>Weather-Based Targeting:<\/b><span style=\"font-weight: 400\"> Weather-based targeting is a form of dynamic creative that you can activate in response to weather events. You can change which ads you run or which products and services you advertise in response to rain, snow, storms, etc.\u00a0<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400\">Dayparting<\/span><\/h3>\n<p><span style=\"font-weight: 400\">With CTV, audiences get to choose when to watch their favorite shows \u2014 and different audiences will choose to watch the same shows at different times. If your audience is streaming a children\u2019s cartoon just after school is out for the day, that\u2019s a good time to run ads for children\u2019s toys. If your audience is watching that same cartoon at 2 in the morning\u2026 it might be a good time to run ads for late-night taco delivery.<\/span><\/p>\n<p><span style=\"font-weight: 400\">So-called \u201cdayparting\u201d allows you to air your ads at specific times of day when your audience is likely logged on and streaming. A well-thought out dayparting strategy can save your campaign money and net you additional conversions.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Time-Based Targeting:<\/b><span style=\"font-weight: 400\"> Align your ads with <\/span><a href=\"https:\/\/oko.uk\/blog\/measuring-attention-the-future-of-tv-advertising\"><span style=\"font-weight: 400\">viewer habits<\/span><\/a><span style=\"font-weight: 400\">. For instance, a coffee brand might choose morning slots to reach people thinking about their first cup of the day.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Event-Based Targeting:<\/b><span style=\"font-weight: 400\"> You can also time your ads to run during specific holidays or events. People\u2019s work schedules may be very different around Christmastime compared to a normal weekday in July, for example, and people\u2019s viewing habits may shift around major <\/span><a href=\"https:\/\/oko.uk\/blog\/the-superb-owl-how-ctv-advertising-is-changing-the-big-game\"><span style=\"font-weight: 400\">sporting<\/span><\/a><span style=\"font-weight: 400\"> events, <\/span><a href=\"https:\/\/oko.uk\/blog\/ctv-advertising-in-election-years-what-to-know\"><span style=\"font-weight: 400\">elections<\/span><\/a><span style=\"font-weight: 400\">, award shows, etc. Thinking strategically about your dayparting can pay huge dividends.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400\">Contextual Targeting<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Contextual targeting matches ads to the content that viewers are consuming \u2014 this approach uses the treasure trove of data on streaming platforms to align advertisers&#8217; messaging with viewers&#8217; interests in real-time. Targeting individual consumers in a home can be more-difficult, as you can\u2019t always be sure who has control over the living room TV from moment to moment. Tying your creatives instead to the program being watched can help drill down more effectively.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Content-Based Targeting:<\/b><span style=\"font-weight: 400\"> Publishers can bundle their shows by genre (sci-fi, home improvement\/DIY, health\/fitness, etc) and you can choose creatives that will align well with that messaging: home improvement brands on DIY channels, gym equipment and\u00a0 protein powders on health and fitness, etc.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400\">Cross-Device Targeting<\/span><\/h3>\n<p><span style=\"font-weight: 400\">Cross-device targeting guarantees that your ads reach users across all their devices, creating a cohesive experience:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Device Graphs:<\/b><span style=\"font-weight: 400\"> Device graphs anonymously link individuals to their personal devices, creating a customer profile that can link a user to a specific group of phones\/tablets\/computers and more. This helps capture the breadth of the <\/span><a href=\"https:\/\/coolmedia.co\/attribution-101-what-gets-credit-for-your-conversions\/\"><span style=\"font-weight: 400\">customer journey<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Sequential Messaging:<\/b><span style=\"font-weight: 400\"> Sequential ads use a series of ads to tell a coherent narrative in order \u2014 regardless of the device or platform the viewer is using. The narrative will follow them from TV to phone to laptop, taking advantage of device mapping to form a stronger connection with the viewer.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400\">Measuring and Optimizing Your CTV Campaigns<\/span><\/h2>\n<p><span style=\"font-weight: 400\">These targeting strategies aren\u2019t one-and-done, however. It\u2019s a feedback loop of testing, optimization, and re-testing. As with everything else in the adtech ecosystem, you\u2019ve got to A\/B test everything you do and then try again to see if you can improve upon your results<\/span><\/p>\n<p><span style=\"font-weight: 400\">Tracking key <\/span><a href=\"https:\/\/coolmedia.co\/comparison-linear-tv-metrics-vs-ctv-metrics-explained\/\"><span style=\"font-weight: 400\">metrics<\/span><\/a><span style=\"font-weight: 400\"> is one important aspect: depending on your campaign, you may have different goals for sales, sign-ups, website visits, etc. Tracking those metrics as you A\/B test will see if you\u2019re moving the needle. At a higher level, metrics like view-through rates and engagement levels can assess whether your ads are grabbing attention.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">View rates aren\u2019t all, of course: mapping your conversions to the source will help you determine whether your targeting is working. But even if your targeting is perfect, you may not see the desired results, because you\u2019ll also need to be testing your creatives at this point. <\/span><span style=\"font-weight: 400\"><br \/>\n<\/span><span style=\"font-weight: 400\"><br \/>\n<\/span><span style=\"font-weight: 400\">You need to make sure you\u2019re <\/span><a href=\"https:\/\/coolmedia.co\/the-top-10-best-practices-for-creating-effective-ctv-ads\/\"><span style=\"font-weight: 400\">building effective creatives<\/span><\/a><span style=\"font-weight: 400\"> for your audience, and also dialing in your <\/span><a href=\"https:\/\/oko.uk\/blog\/ad-frequency-what-is-it-the-little-known-challenges\"><span style=\"font-weight: 400\">ad frequency<\/span><\/a><span style=\"font-weight: 400\"> to ensure you\u2019re not oversaturating with your messaging. Checking with audience surveys, <\/span><a href=\"https:\/\/coolmedia.co\/measuring-brand-lift-in-ctv-campaigns-a-guide\/\"><span style=\"font-weight: 400\">brand-lift analysis<\/span><\/a><span style=\"font-weight: 400\"> and more will help you dig deeper into the data to figure out what\u2019s working and what isn\u2019t.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Following the cycle of A\/B testing, analysis, optimization, and further testing will bring you ever-closer to your goal. It\u2019s a never-ending loop, because there\u2019s always additional optimizations you can make and better results you can drive.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Final Thoughts<\/span><\/h2>\n<p><span style=\"font-weight: 400\">In conclusion, CTV advertising has unlocked a huge toolbox of targeting methods that make CTV a hugely attractive option for advertisers. But these methods aren\u2019t self-executing; you need to know how and when to deploy them, or a <\/span><a href=\"https:\/\/oko.uk\/blog\/google-mcm-vs.-google-gcpp-whats-the-difference\"><span style=\"font-weight: 400\">partner<\/span><\/a><span style=\"font-weight: 400\"> who can show you the ropes.<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you&#8217;re an advertiser or agency looking to up your CTV game, COOL Media is a solution that demands a look. You can get started today by <\/span><a href=\"https:\/\/coolmedia.co\/#contact-us\"><span style=\"font-weight: 400\">reaching out<\/span><\/a><span style=\"font-weight: 400\"> to our team. With a focus on moving past simple viewability metrics to the real mechanisms that make <\/span><a href=\"https:\/\/coolmedia.co\/attribution-101-what-gets-credit-for-your-conversions\/\"><span style=\"font-weight: 400\">conversions<\/span><\/a><span style=\"font-weight: 400\"> happen, you\u2019ll see for yourself why we\u2019re a leading innovator in adtech.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the 2024 Summer Olympics, Turkish competitor Yusuf Dike\u00e7 went viral during a target-shooting event. Dike\u00e7 brought home the silver medal, but that\u2019s not<\/p>\n","protected":false},"author":1,"featured_media":585,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Targeting Strategies in CTV Advertising | Media &amp; Attribution<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/media-and-attribution\/targeting-strategies-in-ctv-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Targeting Strategies in CTV Advertising | Media &amp; Attribution\" \/>\n<meta property=\"og:description\" content=\"At the 2024 Summer Olympics, Turkish competitor Yusuf Dike\u00e7 went viral during a target-shooting event. 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