In this episode of The Advertising Forum sponsored by Viant, Jeremy Bloom and AdTechGod are joined by Molly Schultz, EVP, Investment Strategy at IPG Mediabrands and Field Garthwaite Co-Founder and CEO, IRIS.TV. They discuss the growing importance of contextual targeting in CTV advertising, the challenges of data limitations, and the introduction of Acxiom Contextual CTV as a solution. Real-world applications and success stories highlight the effectiveness of these strategies in driving brand awareness and consumer engagement.
Takeaways
- CTV is now larger than traditional TV in terms of viewership.
- Contextual targeting is crucial for effective advertising in CTV.
- The IRIS.TV provides a clean room for data compliance.
- Acxiom Contextual CTV enhances targeting capabilities.
- Consistency in data leads to better performance measurement.
- Advertisers need to focus on relevance and transparency.
- Real-time data can significantly improve campaign outcomes.
- The partnership between IPG Mediabrands and IRIS.TV is a game changer.
- Successful campaigns can lead to higher viewer engagement.
- Understanding emotional signals can enhance targeting strategies.
Chapters
00:00 Introduction to CTV Innovation
02:10 The Importance of Contextual Targeting in CTV
05:49 Overcoming Data Limitations in CTV Advertising
08:07 The Role of Acxiom Contextual CTV
10:17 Real-World Applications and Success Stories
12:04 Measuring Effectiveness in CTV Campaigns
