Advertising on CTV: Experian’s Chief Product Officer on how CTV is reshaping how we engage with audiences

Published: December 7, 2023 by Experian Marketing Services

Engage with audiences by advertising on connected TV

At the recent Beet Retreat 2023 in Santa Monica, a fireside chat featuring Kimberly Gilberti, Experian’s Chief Product Officer, shed light on how connected TV (CTV) is changing content delivery and introducing a profound shift in audience engagement and advertising strategies. In this blog post, we’ll recap Gilberti’s discussion about advertising on CTV.

CTV’s transformative impact on media consumption

CTV brings together the nostalgia of traditional television and the cutting-edge capabilities of digital targeting, opening new doors for advertisers to connect more meaningfully with audiences. This integration heralds a new wave of viewer engagement opportunities. The revolution goes beyond altering content consumption modes; it fundamentally transforms how audiences interact with media. Advertisers now have the tools to forge deeper, more personalized connections with their audience, thanks to CTV.

“The evolution of media is exciting, offering endless opportunities due to the vast inventory and engaged audiences. The key to using this is understanding the consumer, the ‘who’ behind the viewing.”

kimberly gilberti, chief product officer

The evolution of advertising on CTV

In CTV, traditional advertising strategies are being re-evaluated. Advertisers must pivot to meet changing viewer trends, focusing on campaigns that resonate on a personal level and harness the targeted delivery capabilities of the medium.

Data and technology stand at the forefront of advertising on CTV. Effective collection, analysis, and application of audience data are crucial for creating impactful CTV campaigns. Advanced analytics tools are essential in deciphering complex viewer habits. Companies like Experian are key players, offering the necessary tools and insights for advertisers to navigate the CTV space effectively.

“Experian’s unique data assets are incredibly valuable. We understand consumers wherever they are, connecting the offline and online worlds. Our database, rooted in real people’s information, is extensive and privacy-focused, covering virtually every U.S. household.”

kimberly gilberti, chief product officer

The complexities and opportunities in advertising on CTV

Even though the CTV landscape is filled with vast opportunities and significant challenges, one major hurdle is accurately identifying viewers within shared household accounts, complicating targeted advertising on CTV efforts. Additionally, the fragmentation of content across multiple streaming platforms amplifies the challenge of reaching specific audience segments. The presence of ‘walled gardens‘ adds another layer of complexity in achieving a comprehensive understanding of audience behavior across different platforms.

Despite these challenges, the potential for effective, personalized advertising on CTV is immense. Key to unlocking this potential is the accurate measurement of ROI and the alignment of content with viewer preferences. These areas of focus underscore the need for sophisticated identity resolution and audience analysis solutions.

Collaboration is the key to unlocking CTV’s potential

The future of advertising on CTV relies on collaboration. Joint efforts from advertisers, agencies, technology providers, and publishers are essential for sharing data and insights while maintaining consumer privacy. This collective approach is pivotal in tackling the challenges of advertising on CTV and harnessing its full potential.

As the industry dives deeper into the CTV landscape, insights from Beet Retreat 2023 and leaders like Gilberti underscore the importance of understanding and engaging with your consumer. The collaborative efforts of the industry, bolstered by technological and data-driven expertise, are critical in capitalizing on the power of CTV.

Experian’s Collaboration solution connects our client’s and partner’s data to unlock more robust insights, smarter activation, and more holistic measurement for online and offline media efforts. To learn more about what our data collaboration services can do for your business in this new era of CTV, visit our website or connect with a member of our team today.

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At Experian Marketing Services, we use data and insights to help brands have more meaningful interactions with people. As leaders in the evolution of the advertising landscape, Experian Marketing Services can help you identify your customers and the right potential customers, uncover the most appropriate communication channels, develop messages that resonate, and measure the effectiveness of marketing activities and campaigns.

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