How AI is transforming connected TV advertising

Delivering personalized customer experiences is essential, with 81% of customers preferring a personalized approach to their relationships with brands. However, 80% of consumers are concerned about how their data is used, presenting businesses with the challenge of balancing data collection and privacy with personalization. Despite consumer appetite for personalization, many organizations lack the data to make data-driven decisions: 68% of businesses don't understand how their customers think, and 82% don't confidently know their customers' pain points.  Without this critical data, businesses cannot effectively create personalized consumer connections. Experian offers businesses robust and unique data through our Marketing Attributes to empower businesses with the insights required to derive accurate insights into consumers and drive personalized experiences.  How Experian can help businesses with their data acquisition needs through Marketing Attributes Experian's Marketing Attributes allow businesses to license Experian's data attributes in part or full to provide reliable and accurate data solutions. These solutions assist companies in finding, reaching, and influencing their customers. They are supported by rigorous quality and privacy controls which has earned Experian a #1 data accuracy ranking by Truthset helping our clients reach people based on who they are, where they live, and what they do. Download our Marketing Attributes one sheet Experian has built a strong foundation of consumer behavioral and demographic data with over 5,000 attributes available across over 15 categories and verticals, helping our clients gain deep insights into their consumers. Below we go through five common use cases we have seen using Experian’s data to power various business initiatives. Exploring everyday use cases for Experian's Marketing Attributes 1. Understand areas of the country where your products or services are underserved For instance, a brand offers a diverse range of products that cater to various market segments and audience personas. They seek to gain a deeper understanding of geographic distribution to refine their marketing strategies. Specifically, they aim to identify which market areas are currently underserved, presenting a valuable opportunity for targeted marketing campaigns to boost product adoption in regions that have not fully embraced their offerings.  Utilizing Marketing Attributes from Experian, the brand can access detailed data aggregated at the geographic level. This data provides crucial insights into markets where their products have seen limited adoption yet show a strong potential for success based on the preferences of their target audiences. This approach will help the brand strategically direct its marketing efforts to areas with high growth potential. Learn how Swiss Sense drove market-specific growth strategies with Experian 2. Better understand consumers who purchase within a category Brands frequently operate based on assumptions regarding their customers' preferences and interests, yet they may lack the comprehensive data necessary to substantiate these beliefs.  Experian's Marketing Attributes provides brands with access to extensive data across 15 diverse verticals and categories. This wealth of information allows businesses to develop a holistic understanding of their customer base, enabling them to validate their assumptions and uncover valuable insights into customer behaviors. By utilizing this data, brands can significantly enhance their marketing strategies, refine their product offerings, and implement personalized tactics that resonate with their audiences on a deeper level.  3. Reach a new segment of the market for a new product offering Introducing a new product to a new segment of the market presents unique brand challenges. Without any historical customer data to draw upon, companies lack vital insights that could help them identify and reach their target audience. This absence of foundational knowledge makes it challenging to understand consumer preferences, craft suitable messaging, or determine the most effective channels for connecting with potential customers. To navigate these hurdles, brands frequently turn to Marketing Attributes for consumer research within the new segment. Analyzing demographics, common behaviors within a geographic region, or previous purchase behaviors can uncover patterns and preferences among potential customers. This deeper understanding enables them to create tailored audience models, allowing brands to develop and activate customized messaging based on common interests, identify channels consumers are most likely to engage by using TrueTouch data from Experian. 4. Create custom lookalike models based on your current customers We have found brands trying to launch an acquisition campaign to look at consumers whose behaviors and interests closely mirror those of their highest-converting customers. However, they often lack the necessary data to find new customers that look like their most loyal base.   To address this gap, they turn to Marketing Attributes in combination with Experian’s Offline Graph or Digital Graph, which allow them to pinpoint and analyze the key characteristics and behaviors that define their top customers and reach these consumers on digital or offline channels. Marketing Attributes power the insights into their client’s behaviors and Experian’s Offline or Digital Graph create the linkage to their customer base. Using these insights, the brand can develop a distinct audience model tailored to reflect their most successful customers' unique traits and preferences. This customized approach will help them reach potential new customers who will likely engage and convert. 5. Develop unique audience products We have seen clients use their own first-party data alongside Experian Marketing Attributes and other data sets they own or lease. With Experian's Offline Graph or Digital Graph, they can connect the different data sources together to create a tailored audience solution that meets the specific needs of the brand's clients and the requirements of their market segment. Exploring joint solutions Combining Experian’s Offline Graph with Marketing Attributes Many customers use Experian’s Offline Graph with Marketing Attributes to connect Experian’s data to the brand’s offline marketing strategy. Experian’s Offline Graph offers companies a license of stable offline data points, like name, address, phone number, email, geographic, date of birth, and more that provide a complete view of household and individual identities. Powering use cases like: Regional consumer insights for marketing strategy, media activation, product and location planning Offline media activation, including direct mail, telemarketing, out-of-home, and more Client-driven enrichment The combination of Offline Graph and Marketing Attributes provides unmatched consumer connectivity, enabling clients to generate custom insights, inform product strategy, and activate marketing campaigns. Offline Graph acts as the link between consumers insights and activation. Download our Offline Graph + Marketing Attributes one sheet Combining Experian's Digital Graph with Marketing Attributes The uncertainty around third-party cookies in Chrome and the overall decline in signal complicates the industry’s ability to reach the right consumer. Omnichannel media consumption results in scattered data, making it harder for marketers and platforms to understand consumer behavior and reach them across channels. These challenges call for a comprehensive solution. Our Digital Graph and Marketing Attributes solution addresses these challenges by providing identifiers for seamless cross-channel engagement. By adding Marketing Attributes, like demographic and behavioral data, marketers and platforms also gain a better understanding of their customers. This solution uses Experian’s Living Unit ID (LUID) to combine offline and digital data, giving customers deeper insights into consumer behavior, greater audience reach, and improved cross-channel visibility. Transform insights into loyalty with Experian’s Marketing Attributes Experian's Marketing Attributes enable businesses to gain valuable insight into their prospects and customers. Through this deeper understanding, they can deliver personalized experiences while successfully navigating the complexities of data acquisition and privacy. This helpful information allows brands to make strategic, informed decisions that enhance their marketing efforts. Ultimately, these insights foster more substantial, meaningful connections between businesses and their customers, leading to enhanced customer satisfaction. Get started today Latest posts

Setting sail For hospitality and travel marketers, understanding which marketing efforts lead to actual bookings can be a tidal shift. Windstar Cruises—renowned for its intimate yachts and off-the-beaten-path itineraries—wanted data-driven visibility into how digital media placements translated into confirmed reservations. Windstar turned to the strategic media expertise of MMGY, a leading integrated marketing company dedicated to the travel, tourism, and hospitality industries and Experian's marketing data and identity solutions to bridge this gap. Together, they developed a closed-loop attribution system that directly tied digital campaigns to offline passenger bookings. The challenge: Blind spots in the booking journey Windstar Cruises had plenty of top-of-funnel metrics—impressions, clicks, website sessions, cruise quote requests—but struggled to connect these indicators to confirmed reservations. Without that link, it wasn't easy to pinpoint which audience segments were most valuable in their marketing campaigns or accurately measure return on ad spend (ROAS). Traditional attribution methods and limited booking system data painted an incomplete picture, leaving Windstar to wonder which media channels and audience strategies were truly driving revenue.  MMGY and Experian: Bridging data gaps to power attribution   Comprehensive pixel tag MMGY designed an online-offline measurement strategy and coordinated with Experian to deploy pixels across Windstar's digital media placements. These pixels captured valuable event-level data—ad exposures, clicks, site visits, and more—so that every interaction could be matched back to a future booking if it occurred. Identity resolution and data enrichment Using the Experian identity graph, Experian matched Windstar’s reservation data with its extensive consumer database. This approach provided a precise, individual-level view of how digital interactions translated into real-world sales. By combining pixel data (which identifies who viewed specific ads) with reservation data (which shows who ultimately made a booking), the solution delivered a comprehensive, end-to-end, multi-touch perspective on the customer journey.  Advanced audience segmentation Utilizing MMGY’s powerful Terminal audience modeling platform—which integrates MMGY Travel Intelligence performance and intent data, Experian’s consumer intent data, and the client’s first-party data— MMGY in conjunction with Experian’s marketing analytics team developed custom audiences designed to drive incremental traveler growth. These audience segments identified travelers most likely to engage in the unique travel experiences Windstar offers. The insights revealed not only who these travelers are, but also where they consume media, how they make travel decisions, and what influences their purchasing behavior. This data guided the development of hyper-targeted media buys, ensuring Windstar’s messaging reached the right people on the right platforms at the right time—maximizing engagement and driving qualified leads. The results: Mapping spend to bookings By utilizing data connectivity and measurement, Windstar gained the insights needed to optimize every aspect of its marketing—audiences, media placements, channels, and more. This data-driven approach revealed which tactics were most effective and enabled Windstar to refine campaigns in real-time for maximum impact. 6,500+ bookings attributed to digital efforts: Over 6,500 bookings—valued at over $20 million—were tied to specific MMGY-managed placements, demonstrating which data-driven tactics led passengers to book. This level of attribution was only possible because we helped Windstar measure and connect the right data points. 13:1 ROAS: By investing $1.48 million in highly trackable, data-informed media, Windstar achieved an impressive 13:1 return on ad spend. Data connectivity gave Windstar the clarity needed to target the right audiences and channels—turning every $1 of spend into $13 of bookings. Actionable cost per booking benchmark: Armed with the ability to map ad spend to individual bookings, Windstar’s average cost per booking settled at $236. With insight into which audiences and placements performed best, Windstar adjusted its strategy in real-time, lowering acquisition costs across the board. High-value reservations: Attributed bookings were, on average, $500 higher in value than non-attributed bookings. By focusing on the right customer segments and messages—determined through precise measurement and segmentation—Windstar secured more bookings and maximized revenue per guest. Terminal Audiences outperformed: For Terminal-targeted segments, the ROAS soared to 28:1 with nearly half the cost per booking compared to non-Terminal audiences. This outcome illustrates how advanced data segmentation and connectivity deliver more profitable guests at lower acquisition costs—further proof that continuous optimization grounded in real data pays off. What this means for travel and hospitality Windstar's success story illuminates a bigger truth for the travel and hospitality industry: closing the attribution loop is no longer optional. In a fiercely competitive marketplace, brands need concrete proof that their marketing investments drive awareness and translates into real revenue. By marrying MMGY's travel-specific marketing acumen with Experian's marketing data and identity solutions, travel brands can: Invest with confidence: Marketing investment flows to the most effective channels and placements based on actual bookings, not superficial metrics. Refine strategies: Real-time attribution data creates a feedback loop marketers can use to iterate on messaging, creativity, and targeting for even stronger results. Capture higher-value guests: Pinpointing and appealing to likely travelers allows marketers to increase booking volume and total revenue per booking. Charting a course for data-driven success By seamlessly linking digital exposure to confirmed reservations, Experian and MMGY gave Windstar Cruises the compass they needed to navigate the complexities of digital marketing confidently. This new level of insight is empowering Windstar to double down on the campaigns, creatives, and segments that move the needle the most. For travel and hospitality brands worldwide, data-driven attribution goes beyond simply understanding what happened—it’s about shaping what comes next. When marketing decisions are guided by real customer journeys and precise ROI metrics, brands can make more innovative investments, foster stronger guest relationships, and chart a course toward sustainable growth. Ready to embark on your own data-driven journey? Contact us to learn how Experian and MMGY can help you create impactful, measurable marketing strategies. Contact us About MMGY MMGY is a leading integrated marketing company dedicated to the travel, tourism, and hospitality industries. With deep expertise spanning research, brand strategy, media planning, and creative execution, MMGY helps global travel brands forge meaningful connections with consumers. By utilizing data-driven insights, cutting-edge technology, and decades of experience, MMGY delivers strategic programs that capture attention and drive measurable results for its clients—ensuring that every marketing investment is tied to clear business outcomes.   Latest posts

Linear TV advertising — also known as traditional or broadcast TV advertising — refers to scheduled ad programming broadcasted over traditional channels. While it doesn’t dominate the spotlight as it used to, it’s still a significant force in advertising today because of its vast potential to reach broad audiences and create memorable moments through high-profile events. Broadcast and cable TV, both forms of linear TV, still account for around 24% and 26% of U.S. TV viewership, respectively. As marketers look for ways to combine traditional and digital strategies, knowing how linear TV still fits into the mix can create value for brands and provide new opportunities for broader reach and engagement. This article explores the relevance and benefits of linear TV and how traditional broadcast television can complement digital platforms alongside changing viewing preferences. Linear TV vs. digital channels Even though linear TV has maintained impressive viewership, it’s impossible to ignore the growing influence of advanced TV platforms like OTT (over-the-top) streaming services and connected TV (CTV). These digital channels have changed how audiences consume content, complemented traditional linear TV, and created new marketing opportunities.  Each offers unique advertising value, and knowing how linear and certain forms of advanced TV stack up can help advertisers make informed choices about where to focus their efforts. Linear TV Linear TV is regularly scheduled programming on networks like ABC or NBC. The name refers to its linear delivery of content on a set schedule, with all viewers tuning in at the same time. It's great for reaching large audiences during live events or prime-time shows but lacks the precise targeting options available on digital platforms. Targeting: Advertisers can only target broad demographics (age, gender, location) but not specific interests or behaviors. Ad format: Ad formats typically take the form of non-interactive ads, usually 15-, 30-, or 60-second spots shown during commercial breaks. Viewer engagement: Viewing is passive, as ads are shown at fixed times and cannot be skipped. OTT OTT refers to streaming services that bypass traditional cable or satellite to deliver content through the internet on platforms like Netflix, Hulu, and Peacock. Content is available on-demand and accessible on devices like laptops, tablets, smart TVs, and smartphones. OTT is flexible, so viewers can watch what they want when they want. Targeting: OTT offers precise targeting using interest, viewing behavior, and location data to personalize ads. Ad formats: Formats can include pre-roll, mid-roll, sponsored content, and sometimes interactive ads to drive engagement. Viewer engagement: Viewers can control their experience with the ability to pause, skip, or replay content depending on the platform’s features. CTV CTV refers specifically to televisions connected to the internet through built-in smart features or external devices like Apple TV, Amazon Fire TV, or Roku. CTV is a delivery mechanism for streaming OTT content to the TV screen, making it like an intersection between traditional TV and digital streaming. Targeting: Similar to OTT, CTV allows precise targeting based on viewer data such as preferences, behaviors, and geographic location. Ad formats: Includes pre-roll, mid-roll, post-roll, and, in some cases, interactive ad features like clickable banners or in-ad actions. Viewer engagement: Engagement levels are higher than linear TV, as viewers are often more active participants who can pause or interact with ads. A brief comparison: Linear TV, OTT, and CTV The main differences between OTT and CTV are in their delivery and access. OTT refers to the streaming services providing content, regardless of the device, while CTV refers to the internet-enabled TV screens through which OTT content is consumed. They’re complementary, with OTT defining the content and CTV shaping the viewing experience on the largest screen in the house. Each TV platform has its own strengths. Linear TV is great for reaching a broad audience with memorable ads, while OTT and CTV offer more precise targeting and greater viewer engagement. Advertisers should consider using a mix of these platforms, taking advantage of each one’s benefits to create a well-rounded advertising strategy. Benefits of linear TV in the modern advertising landscape While consumer behavior has shifted toward digital content consumption, the sheer scale and influence of pre-scheduled, real-time broadcast TV advertising makes it a powerful tool for brand advertising within a broad media strategy. When integrated with digital strategies, linear TV can widen your reach, foster brand safety, and boost viewer engagement, to name a few benefits. Mass reach and brand visibility Broadcast TV advertising has a massive reach, especially during live events and news broadcasts. It delivers content to large, diverse audiences at once — something digital platforms, with often fragmented and niche targeting, cannot achieve on the same scale. To put things in perspective, there are nearly as many linear TV viewers today (228 million) as social media users (236 million), according to eMarketer. This helps marketers earn brand visibility and recognition across broad demographics and make an impact on their target audience. Advertisers can also use linear TV to reach multiple individuals in a single household, making it an efficient way to run household-focused marketing campaigns. Linear TV advertising increases the likelihood that a diverse audience residing in one household will see your content.  Brand safety and controlled environment One of linear TV's most important advantages is its controlled, brand-safe environment. Unlike digital platforms, where ads can appear alongside user-generated content or in unpredictable and sometimes risky settings, linear TV offers a more curated environment. Advertisers can be confident their message will be delivered in a professionally regulated context so viewers develop a positive, reliable brand association. Diversify your marketing mix Some demographics are underserved by digital channels and are more likely to see ads on linear TV than on an internet-connected device. Top U.S. advertisers obtain more impressions among adults over 55 using linear TV ads, with Baby Boomers spending an average of 5 hours and 46 minutes daily on linear TV. This highlights why it’s so critical to diversify your marketing mix with various channels that help you tap into audiences your competitors may not be.  Preferred hosting for major events Digital platforms are hosting more live events every year, but linear TV is still the most successful and reliable medium for major events like elections, breaking news, award shows, primetime TV, and the Super Bowl. In fact, linear TV dominated the 2024 U.S. Presidential election, with major networks achieving off-the-chart ratings and more than 42 million cable viewers nationwide.  Guaranteed ad exposure While many digital platforms allow viewers to skip ads, linear TV ads have stayed unskippable and ensured viewers receive full exposure to marketing content. With traditional TV ads reaching as long as 60 seconds, this guaranteed viewership is a chance you can’t miss to capture your audience's attention. Viewer engagement and ad recall Paired with CTV, linear TV is exceptionally good at engaging viewers and facilitating strong recall with high-quality content. A recent study by Brightline found that, even in 2024, linear TV maintains the highest ad attention with an attention rate of 54.5%, surpassed only by premium CTV with a 56.1% attention rate. When viewers are highly engaged with TV programming, they’re also more likely to remember the aired ads, which boosts ad effectiveness and sales potential. According to a Comcast Advertising study, long-form TV and streaming ads are also twice as memorable as short-form mobile digital ads. This study revealed that TV ads garnered more visual attention than digital mobile ads, as participants watched 71% of the TV ads compared to the 30% they watched on mobile. Ads viewed in the TV environment even resulted in 2.2x higher unaided recall and 1.3x greater purchase intent than mobile digital ads.  Traditional TV advertising, combined with digital, creates a full-screen, lean-back viewing experience that makes lasting impressions and elevates consumer memory. Current trends in TV advertising While it's true that linear TV is facing a viewership decline as audiences shift to digital platforms, it’s not disappearing entirely. Advertisers are finding new ways to innovate within the confines of linear TV and using advancements in targeting, content delivery, and OTT platform integrations.  Free ad-supported television services (FAST) For one, linear TV is finding a new lease on life through FAST services; FAST channels bridge the gap between traditional linear TV and contemporary streaming preferences to reshape how audiences engage with ad-supported content. The main appeal of FAST is its ability to deliver curated, genre-specific programming combined with on-demand options. Roughly 70% of streaming users know about FAST and have used it within the last three months.  Unlike traditional video-on-demand (VOD) platforms focused on high-profile originals and on-demand access, FAST channels bring back the structured, live grid format that mimics classic TV viewing experiences. Services like Pluto TV, Tubi, and the Roku Channel have captured significant audience share by blending nostalgia with modern accessibility. These agile, scalable platforms help media companies quickly launch new channels, as they did with NBCUniversal’s recent addition of 48 channels on Freevee and Xumo Play.  High-impact events Certain genres, like live sports and award shows, continue to dominate on linear TV, including: The Super Bowl  Other major NFL games The NBA Finals The Olympics The Oscars The Grammy Awards The Emmy Awards These events attract massive audiences and are a prime spot for advertisers. However, even live sports are transitioning to OTT platforms like Netflix, Amazon, and Peacock.  Platforms like Amazon Prime Video, Apple TV, and ESPN+ are starting to secure exclusive streaming rights for major sports events and changing viewership patterns, which creates fiercer competition for linear TV. On the flip side, marketers have new opportunities in OTT environments to enjoy the reach of traditional TV advertising with more precise targeting. Linear programmatic TV While linear TV faces growing competition from digital channels, it’s adapting to meet marketers’ needs through innovations like linear programmatic TV. This approach automates the buying and placement of ads on traditional TV so advertisers can apply data-driven insights for more precise targeting.  Unlike traditional linear ad buys, which rely on fixed schedules and broad audience demographics, programmatic technology allows for greater efficiency, flexibility, and strategic alignment. Recent forecasts show linear programmatic TV growing steadily throughout 2025 and being a valuable transitional tool that combines linear TV’s reach with digital platforms’ personalization and measurability.  Cloud TV Cloud TV modernizes the traditional TV advertising experience by combining its established infrastructure with the best features of digital streaming and OTT. Companies like Vodafone and Viacom18 are transforming linear TV into a more flexible and scalable cloud-based service that delivers linear content alongside streaming options. Users can now conveniently access live TV and on-demand content from one interface. Currently, platforms like YouTube TV and Hulu + Live TV blend linear broadcasts with OTT streaming in the cloud so that viewers can watch traditional TV channels and access on-demand shows all in one place. This means advertisers can deliver targeted, personalized messages to the right audiences without losing the large-scale reach of linear TV and engage people across live TV and digital content. Addressable TV and advanced targeting Linear TV has always been limited by broad targeting, showing the same ad to everyone, no matter who’s watching. Addressable TV changes the game, letting advertisers deliver different ads to specific households during the same program so brands can reach the right people with messages that matter to them. The key to making this work is authenticated audiences. These are viewers who log in to platforms with verified information, giving advertisers better insights into their interests, behaviors, and demographics. This level of audience data allows for smarter audience segmentation and more effective ads based on interests, demographics, and behaviors. With Experian’s addressable TV audiences and strategic partnerships, you can execute highly targeted and measurable TV campaigns. Using reliable first-party data and universal identifiers (like Unified I.D. 2.0), which link consumer profiles across devices and channels, we help brands reach the right viewers on traditional TV and CTV platforms and ensure the right person sees the right ad at the best time without overexposure. How to integrate linear TV with digital marketing strategies Integrating linear TV with digital marketing strategies starts with aligning campaigns with audience behaviors and preferences. Using data-driven insights, brands can ensure their TV efforts complement digital channels to create a unified, impactful experience. Experian simplifies this process with advanced identity resolution and audience insights. Our identity graph and syndicated audiences can help your brand: Link TV ad exposures to online engagement and create a seamless experience across platforms. Measure cross-channel performance and understand how linear TV contributes to digital outcomes. Use enriched audience data to tailor ads that resonate for relevance and consistency across TV and digital. We’re ready to help you maximize the effectiveness of your TV advertising campaigns. Ready to connect with Experian’s TV experts? Partner with a leader in data and identity to achieve the full potential of your television marketing. Our innovative tools and collaborations with top industry platforms provide exciting opportunities for you to reach and engage your ideal audience. Let us help you transform your strategies and maximize your marketing ROI with our advanced TV solutions. Talk to our TV experts Contact us Latest posts