Mar 12, 2020: Marketers are poised to increasingly explore and emphasize CTV for their campaigns, as industry estimates for U.S. Connected TV usage skyrocket to 195.1 million monthly viewers (eMarketer, US Digital Video 2019, Sept. 2019). However, it’s important to take a broad view of overall engagement as we support our customers in shifting from traditional TV buying to CTV. Regardless of format, content, context or device platform, marketers are no longer just competing for consumers time spent, but overall consumption.
The Verizon Media DSP recently launched the Cross-Screen Planner with this in mind. In collaboration with Nielsen, this significant addition to the DSP offers a holistic view of CTV and linear TV audience overlap, as well as incremental omnichannel reach opportunities available through the Verizon Media DSP.
Verizon Media DSP, fueled by Nielsen Smart TV Viewership data, can identify what content viewers are exposed to across networks both through linear and over-the-top programming. Helping to improve the effectiveness of DSP customers’ media budgets across TV and digital, the planning tool enables simultaneous forecasts across multiple screens and formats.
Advertisers get deeper audience and campaign insights with clearer visibility across advertising channels, as well as greater control and transparency around the true incrementality and universal frequency of their media efforts.
Key features will include the following;
- Audience comparative overlap analysis for reducing eCPMs and extending audience reach across channels
- End to end measurement and planning for CTV and digital executions
- Familiar linear TV buying parameters, such as gender, age, GRP, DMA, Network Selection, and daypart
- PDF export for report sharing and ease of distribution
According to Ivan Markman, Chief Business Officer at Verizon Media; CTV’s explosive growth is providing advertisers an opportunity to reach and engage with audiences in exciting and new ways. As such, with advertisers shifting spend to these ‘smarter’ channels, we’re also seeing a greater convergence of traditional and emerging channels.
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With brands like Yahoo, HuffPost, and TechCrunch, Verizon’s media group transforms how people stay informed and entertained, communicate and transact while creating new ways for advertisers and partners to connect. With technologies like XR, AI, machine learning, and 5G, we’re transforming media for tomorrow, too.
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