New TV AI research organization finds emerging capabilities may increase CTV campaign results
As a member of the Alliance for Video-level Contextual Advertising (AVCA), we’re excited to share the first published study: “Driving Viewer Attention and Brand Metrics in CTV Advertising,” which was conducted in collaboration with eye-tracking leader Tobii.
Oracle Advertising’s Video-level Contextual Intelligence and Brand Suitability Segments Available for Pre-bid Targeting in The Trade Desk
We’re excited to announce that CTV buyers can access Oracle Advertising’s video-level contextual and brand-suitability data for pre-bid targeting on The Trade Desk.
This solution is a crucial step in helping advertisers effectively use enriched video-level content signals to reach their desired audiences and ensure their ads run alongside relevant programming. By tapping into video-level contextual data from IRIS-enabled™ supply partners, advertisers can reach the right viewers at the right moment.
Dentsu and GumGum Verity™ Announce Contextual Intelligence for Connected Television
We're excited to share the news about our partnership with dentsu and GumGum to enable CI for CTV, which can now be utilized across dentsu’s three media agencies, Carat, dentsu X, and iProspect. Our universal content identifier, the IRIS_ID, allows the solution to analyze video content to drive contextual CTV campaigns to IRIS-enabled™ supply partners in an exciting new way. Bringing a depth of understanding from the actual content and going well beyond categories and metadata, the solution precisely matches content to advertiser objectives, connecting the dots across media owners, SSPs, DSPs, and media buyers.
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Kargo Partnership to enable Video-level Data For CTV and Video
Kargo is expanding CTV and video with a partnership to enrich its CTV and video offering with new contextual signals. Kargo will leverage universal content identifier, the IRIS_ID, into its expanding CTV and video suite of solutions built to deliver better brand outcomes via transparent targeting and creative enhancements.
In the News
AI could be the key to unlocking greater CTV spend
Ad spend in CTV is expected to exceed $41 billion within five years and agencies like GroupM and Dentsu believe that AI is the path forward to enhancing the way they invest in streaming. By integrating these capabilities into their media strategies, they are elevating the art and science of advertising and leading the way to better viewing experiences that drive better advertising outcomes....
How Pixability Uses AI-Driven Contextualization to Increase CTV Efficiency for Advertisers
VP of Business Development, Data Partners, Nancy (Neumann) Grey writes about how Pixability's AI-enabled contextual and brand suitability capabilities in CTV.
Dentsu, IRIS.TV Partnership Enables Contextual CTV Ads At Massive Scale: IRIS.TV CEO Garthwaite
CEO and co-founder Field Garthwaite talks with Beet TV about our latest partnership with GumGum to bring video-level contextual and brand suitability targeting to Dentsu.
Research
AVCA: Driving Viewer Attention and Brand Metrics in CTV Advertising Understanding the Impact of AI in Contextual Targeting
Executive Summary
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 brand unsuitable ad placements resulting in reduced attention and increased negative perception of the brands and products appearing in the ads.
Objectives
At its current pace, CTV ad spending in the US is expected to grow to $41 billion by 2027*. As linear TV ad budgets follow viewers into CTV, buyers are mindful of the significant differences in targeting capabilities and their impact on viewers attention and brand perception.
Linear TV is delivered to millions of viewers who typically see the same ads simultaneously. Targeting is based on the network and viewership demographics, while brand suitability is determined by program restrictions at the show level.
In CTV, millions of viewers stream their favorite shows, but viewers see different ads because targeting is based on identity and demographic data sets. Due to technology and legal reasons, buyers cannot apply the same brand suitability program restrictions in CTV. Unlike a mobile device which is personalized to the viewer, a smart TV is shared in a household of several viewers. As a result, buyers are unclear who saw the ad what type of content the ad appeared within.
Contextual targeting enabled by AI is being used to increase ad relevance and, therefore, drive attention and brand perception. This study seeks to measure its effectiveness in driving these metrics compared to demo targeting and publisher-declared metadata.