The Amazing Streaming Balancing Act
by Cat Hausler
6 Min Read
Speak to a CTV Expert
We share some of the weird, wonderful and unexpected audience segments to tap into for your future campaigns.
3 Min Read
Welcome to ‘Who’s Your Audience?’ content series, which explores some out-of-the-box audience targeting segments that you perhaps hadn’t thought of, but should consider for your campaign planning. We created this to help illustrate the range and depth available to advertisers running Connected TV / OTT campaigns, and to help identify the right (and sometimes unexpected) audiences that will deliver strong performance.
Thought you’ve exhausted all of your audience targeting options? You’re not alone. A recent Gartner report found that nearly two-thirds (63%) of digital marketers struggle to deliver personalized experiences, including “mapping digital messages to audience channel preferences.” An even scarier realization is that 80% of marketers who invested in personalization will eventually abandon their efforts due to lack of ROI, customer data management or both. So, what options are left for advertisers as cookies phase out and data protection laws tighten? You have to get a little creative – and if you’ve landed on this blog post, you’ve come to the right place to get started.
If you’re new to the Connected TV (CTV) advertising space, you’ll quickly learn that television advertising isn’t what it used to be. Historically, advertisers would target based on network and hope that their ads get delivered to the right viewers. Nowadays, there’s no more second guesses – CTV’s audience-first mentality means your ad will be served to those in-market for your brand’s product and services. You can deliver a completely personalized brand campaign to the biggest screen in the house – and it only gets better from there.
This month, we’re putting B2B brands in the spotlight. You could say we’re a regular on the B2B brand marketing circuit – we regularly highlight them in our monthly webinar and events series’, and for good reason. B2B is big business, estimated at 6.64 trillion last year, but beat projections by almost 17% at 7.72 trillion. But, what’s the best way to reach them on Connected TV? It’s not so straightforward as targeting audiences for consumer brands. Here are some hidden gems that are waiting to be unearthed and included in your next campaign.
Audience Name: Business Funding and Venture Capital
Audience Provider: Oracle
Why they’re valuable: These users have an eye on the pulse of what’s new and next, and have set their eyes on emerging or established brands, innovations and companies that may be the next big thing.
Audience Name: LinkedIn Influencers
Audience Provider: AnalyticsIQ
Why they’re valuable: LinkedIn isn’t only for networking, it’s a great way to get your brand in front of key decision makers. This audience is not only active on the platform, but they also have something to say – and we all know the power of word of mouth.
Audience Name: Events & Tradeshows
Audience Provider: 180byTwo
Why they’ve valuable: The B2B global trade show market is expected to surpass 40 billion by 2023. Put your best foot forward by people who have exhibited an interest in attending these in-person events.
Audience Name: Business Podcast Listeners
Audience Provider: AnalyticsIQ
Why they’re valuable: What better way to get in front of the time-poor decision makers than through this audience segment? This group is dialed into the latest business news, trends and want to hear about your brand.
If you’d like us to feature a specific area, send us your suggestions at firstname.lastname@example.org and we might feature them in an upcoming edition.
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