20 MAY 2021
Marketers are finding ways to harness mobile data to improve their audience targeting as consumers spend more time with digital media.
To avoid overexposing consumers to the same ads among different connected devices, such as smart TVs and mobile phones, brands combine various data sources to gain more insights into media consumption behavior. Jeff Liang, Head of Digital Product at MediaCom, sat down with Beet.TV to discuss CTV and the digital changes it will bring to the audience.
With millions of consumers using their smartphones while watching TV or “second-screening,” marketers have another way to interact with viewers. In some cases, advertisers show QR codes in commercials for viewers to scan with a smartphone and visit a shopping site.
“E-commerce is an important activity that more and more technology providers are starting to build,” Liang said. “The shopping mindset for CTV viewers will start to change. Right now, most CTV viewers aren’t necessarily ready to pull out their credit card while they’re sitting on the couch watching CTV programming.”
However, CTV platforms do provide ways to personalize the viewing experience. For example, sports fans can look up stats about players and teams while watching a game.
“That personalization of the CTV experience will continue in e-commerce as well,” Liang said. “We’ll eventually get to a point where we’ll be able to allow for comparison shopping on CTV and give consumers the ability to transact within that single remote device rather than driving people to their mobile phones.”
The rise in media consumption among multiple devices challenges marketers to capture viewer attention, possibly by integrating their brand messaging within the content of shows. Meanwhile, improved ad targeting increases the likelihood of reaching target audiences through CTV.
“There’s been a lot of connection between all the different data sets that would allow us to target on connected TV better,” Liang said. “That includes rolling mobile data into identity graphs that tell us a lot of information about a specific user. Mobile is probably one of the best signal-collection devices that we have today.”
The variety of data about geolocation, app usage, personal interests, and health activity helps develop a complete picture of consumers, even as technology companies give people more control over their data.
“As time goes on, we’ll have the ability to take offline data, take other disparate sources of data, connect them and build a better experience across all the advertising formats that are emerging now,” says Liang.
“Data: Powering CTV for Marketers” is a Beet.TV leadership series presented by Sabio. Beet.TV is an essential chronicle of the digital video revolution covering video advertising strategy, programmatic, and other aspects of the industry.
To watch the full interview, click here.