Marketers can gain greater insights into television audiences as more households connect their TVs to the internet. They can harness the smart TV data from original equipment manufacturers (OEMs) to support their efforts to ensure that their campaigns are reaching target consumers.<\/p>\n

\u201cA lot of people use the data that the OEMs have in their measurement,\u201d Cara Lewis<\/a>, executive vice president and head of U.S. investment, Dentsu at Amplifi USA, said in this interview with Beet.TV. \u201cMeasurement is such a key talking point now in television in general. It\u2019s important to have the data that the OEMs have, and to be partners with them.\u201d<\/p>\n

<\/a><\/p>\n

Source:\u00a0eMarketer Insider Intelligence<\/a><\/em><\/p>\n

Her agency has developed a CTV Playbook to provide a deeper look at ad inventories among different video channels. The goal is to avoid overexposing audiences to the same commercials, which is negative for consumer experience.<\/p>\n

\u201cOur approach is to be screen-agnostic, to make sure that we are building in and layering where frequency capping is happening,\u201d Lewis said. \u201cWe\u2019ve done an amazing analysis, our team, in terms of an overlay of who\u2019s selling whose inventory.\u201d<\/p>\n

Combining the CTV Playbook with its Ampower optimization platform helps to see a more complete view of the television landscape and find the right balance between traditional linear TV and CTV for advertisers.<\/p>\n

\u201cWe want to make sure that every impression that we\u2019re landing is getting to that, meaning identity and getting to the root of who the consumer is and what they want to see,\u201d Lewis said.<\/p>\n

You are watching \u201cTransformation: CTV and Data Are Changing the TV Advertising Marketplace,\u201d a Beet.TV leadership series presented by LG Ads. For more videos, please visit\u00a0this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Marketers can gain greater insights into television audiences as more households connect their TVs to the internet. They can harness the smart TV data from original equipment manufacturers (OEMs) to support their efforts to ensure that their campaigns are reaching target consumers. \u201cA lot of people use the data that the OEMs have in their […]<\/p>\n","protected":false},"author":24,"featured_media":76066,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8912],"tags":[8370],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/76056"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=76056"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/76056\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/76066"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=76056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=76056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=76056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}