Marketers are finding ways to harness mobile data to improve their audience targeting as consumers spend more time with digital media. To avoid overexposing consumers to the same ads among different connected devices, such as smart TVs and mobile phones, brands combine different sources of data to gain more insights into media consumption behavior.<\/p>\n
“We essentially leverage platform-specific technology providers using deterministic data because they do have access to connected TV data,” Jeff Liang<\/a>, head of digital product at WPP’s MediaCom, said in this interview with Beet.TV. “Many times, they match that against and identity graph with multiple device IDs, which allows us to control the exposure of those ads to different digital devices.”<\/p>\n With millions of consumers using their smartphones while watching TV, or “second-screening,” marketers have another way to interact with viewers. In some cases, advertisers are showing QR codes in commercials for viewers to scan with a smartphone and visit a shopping site.<\/p>\n “E-commerce is really an important activity that more and more technology providers are starting to build,” Liang said. “The shopping mindset for CTV viewers will start to change. Right now, most CTV viewers aren’t necessarily ready to pull out their credit card while they’re sitting on the couch watching CTV programming.”<\/p>\n However, CTV platforms do provide ways to personalize the viewing experience. For example, sports fans can look up stats about players and teams while watching a game.<\/p>\n “That personalization of the CTV experience will continue in e-commerce as well,” Liang said. “We’ll eventually get to a point where we’ll be able to allow for comparison shopping on CTV and give consumers the ability to transact within that single remote device rather than driving people to their mobile phones.”<\/p>\n <\/a><\/p>\n