Introducing the IRIS-enabled™ Contextual PMPs for CTV
We’re excited to announce the launch of our contextual CTV deal library, where advertisers can select from a variety of curated video-level contextual private marketplaces (PMPs) and target millions of viewers watching relevant and brand-suitable shows and movies across thousands of premium apps and FAST channels.
As reported in AdAge, video-level contextual targeting is especially effective in CTV as it draws 4X more viewer attention than ads targeted using demographic and publisher-declared metadata.
While IRIS.TV has always enabled cookieless and privacy-by-design video-level contextual targeting for CTV; advertisers can now select a deal and request a Deal ID for easy activation.
About our Contextual CTV PMPs
IAB Contextual
Choose from over 40 IAB contextual categories to target viewers watching relevant shows and movies such as sports, news, entertainment, and more.
GARM Brand Safety
Advertisers can ditch blocklists and achieve brand safety at scale with deals that excludes content categorized according to the Global Alliance for Responsible Media (GARM) Band Safety Floor and Suitability Framework
Emotional Resonance
54% of viewers are less interested in products when ads are served adjacent to emotionally misaligned content. When ads are emotionally aligned with content, brands have seen 2-3X more conversions. With over 25 segments, including Anticipation, Joy, and Delight, marketers can align the right creative with the right content to drive positive attention.
Audience Lookalikes
Audience lookalikes typically rely on historical data. In CTV, in-market viewers reject products appearing in misaligned ads, meaning that advertisers can target the right people in the wrong way, resulting in lower brand perception and product interest. With our audience lookalike deals, you can extend your prospecting to relevant consumers watching the content they love in real-time.
Seasonal and Custom
Get ready for holidays and tentpoles with seasonal segments. Marketers can also leverage our custom deals to target with nuance, such as targeting content that is more appropriate for ads featuring alcohol products.
These deals are made possible through our IRIS-enabled™ ecosystem of supply, data, and ad platform partners. Advertisers can finally move past incomplete content signals like app, genre, and channel and target viewers with unparalleled precision and accuracy with contextual segments created using AI.
Special Report
Revolutionizing Relevance: How AI Is Changing The Game For Contextual Targeting in CTV
This report from TVREV and the AVCA is an excellent guide for anyone in the TV and advertising industry seeking to understand the rapidly evolving landscape of contextual advertising, especially in the era of AI and Connected TV (CTV).
Recommended by LinkedIn
🔑 Key Highlights:
- Transforming Perceptions: We delve into how AI-driven contextual targeting is moving beyond outdated notions and proving its effectiveness.
- Expert Insights: Gain valuable perspectives from industry leaders PMG, EVERSANA INTOUCH, Univision, Beachfront and Pixability.
- Practical Understanding: The report breaks down complex AI and targeting concepts into layperson's terms, emphasizing the crucial role of neutral content IDs.
In the News
On The Future Of Shoppable Media And Political Advertising
In this interview from CES 2024, CEO Field Garthwaite explores the future of retail media, shoppable advertising, and the impact of CTV on political ads coming into an election year.
Research
Driving Viewer Attention and Brand Metrics in CTV Advertising: Understanding the Impact of AI in Contextual Targeting
A consumer study to measure the impact on viewer attention and brand perception of CTV advertising revealed that ads targeted using AI-enabled contextual data outperform targeting using standard demo and publisher-declared metadata.
Viewers paid more attention to the ad, learned more about the product and were more interested in the products shown in AI-enabled contextually targeted ads.
Respondents frequently commented that ads were engaging even if the product wasn’t relevant and that they would remember the product and bring it up in conversation.
The study also revealed that viewers are sensitive to irrelevant and unsuitable brand ad placements, resulting in reduced attention and increased negative perception of the brands and products appearing in the ads.
Webinar: Insights and Takeaways An interview with Sylvia Knust Director of Insight Research, Tobii