Get the reach of TV and the relevance of digital with Display & Video 360

Connected TV combines the reach and familiarity of traditional
TV with the relevance and measurability of digital. For marketers
to get the best of both worlds, we’re investing in connected TV
advertising solutions designed to reach households at scale with
messages that are relevant to users and respectful of their
privacy. 

The reach of TV 

Brands have historically turned to traditional TV to connect at
an emotional level with a wide range of people as they watch
premium content. But as the media landscape becomes increasingly
fragmented, advertisers have been left searching for new ways to
engage with viewers at scale and build their brands. Good news –
with more and more premium TV content available via streaming and
accessible with programmatic technology, achieving reach through
connected TV in a high-quality, brand safe environment has never
been easier.

To help marketers quantify this opportunity, we retained
Comscore to evaluate the reach of Display & Video 360’s
connected TV advertising solutions in the US. Comscore’s analysis
found that with Display & Video 360 marketers can now reach 76
percent of all connected TV households in the US and 89 percent of
ad-supported connected TV households.1 This accounts for more than
half of all US Wi-Fi households and this number is expected to
increase as connected TV penetration grows. In addition to YouTube,
Display & Video 360 provides access to 9 of the top 10 most
watched ad supported connected TV apps from cable and broadcast
channels in the US.

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Just as connected TVs are becoming mainstream devices in US
homes, buying connected TV ads programmatically is also becoming a
mainstream way to engage with all sorts of audience groups ranging
from cable subscribers to cord-cutters, and from Gen X to more
senior viewers. To test this assumption, we looked at the reach of
Display & Video 360 across different household types. As it
turns out, while Display & Video 360 connected TV ads remain a
must-have if you’re after cord-nevers and younger viewers, they
are now relevant to your strategy no matter the age and TV
subscription status of your core audience.

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The relevance and measurability of digital 

What makes connected TV advertising especially powerful is its
ability to apply best practices from the digital world. For
example, frequency management helps you spend money efficiently and
avoid ad fatigue with users.

Last year, we announced that
Display & Video 360 was supporting the IAB Tech Lab
guidelines 
and using the Identifier for Advertising (IFA) to
effectively manage ad frequency for connected TV. IFA is a
standardized identifier that can be disabled or reset by the user.
Since then, the industry has widely adopted IFA. In fact, last year
alone, Display & Video 360 saw an 88 percent increase in
connected TV IFA adoption by publishers on our top five video
exchange partners.2 Today, to further extend your frequency
management capabilities, we’re working with inventory providers
to support IFAs at the exchange and publisher levels. For example,
we recently integrated with Telaria’s video management platform,
enabling you to control frequency in a user-first way on publishers
such as Hulu, Pluto TV or Lifetime.

To help you deliver a more pleasant and personalized viewing
experience on connected TV, we have also integrated with audience
and measurement partners investing in the IFA standard. Display
& Video 360 now supports Comscore’s IFA-based audience
segments across connected TV devices.

If you want to explore connected TV ads as a way to recreate
your TV reach in 2020, Display & Video 360 will help you
connect with a large number of streaming households. And to harness
the digital capabilities of connected TV advertising, make sure you
use IFA to manage how often viewers should see your spot and what
is the most appropriate ad message.

1. Source: Comscore Total Home Panel Custom Report, Sept.
2019, U.S.

2. Internal data, IFA coverage for top exchanges, US, Jan
2020

Source: FS – Social Media Blogs 2
Get the reach of TV and the relevance of digital with Display & Video 360