By Jaimie Hefelfinger
111 million. That’s how many people tuned in to watch Lady Gaga… er… The Super Bowl last year. In fact, The Super Bowl holds 19 out of the top 20 watched television broadcasts (with the M*A*S*H finale holding on strong at #8). We are expecting to see more of the same viewership for the upcoming Super Bowl LII. Add that in with the Grammy’s, Golden Globes, Oscars, and February Sweeps, and we’re officially heading into TV Season.
Luckily with the magic of digital, there are new ways to target this engaged audience. We can serve both banners and/or video to users based on viewing habits and we can even deliver those messages on TV-like devices. These TV-like devices are called Connected TV (CTV). CTV is simply digital video ads delivered on an internet-connected TV such as Smart TVs, OTT devices (Roku, Chromecast, Apple TV, Amazon Fire TV), gaming consoles, and Blu-ray players. eMarketer recently reported that 58% of the population uses some sort of Connected TV device, so it’s important to include this into a marketing strategy. This is an ideal solution for advertisers that have television commercials, an existing TV audience, as well as advertisers with large budgets. Per usual, make sure to include this as a part of a larger media plan to diversify your targeting options.
Ways we can target:
- Audience Data: Target someone based on what they shows or channels they’ve watched (ESPN, Bravo, The Voice, etc.), their viewing habits (heavy or light viewership) or time of day (daytime or primetime)
- Connected TV: Reach someone watching TV from a CTV device such as Smart TV, Roku, Apple TV, etc.
- Private Marketplace: There are a ton of PMP options for Connected TV such as Scripps (HGTV, Food Network, DIY Network, etc.) and A&E